From the horse’s mouth
General Motors is bringing a new trend that will affect the connected car. This is to create a “marketplace” on the dashboard’s touchscreen-based user interface to sell goods and services to the driver and passengers. The technology that is used will be the 4G LTE mobile broadband link but will most likely be facilitated through GM.
Typically, the kind of goods and services that will be pitched initially are fuel from Shell and ExxonMobil; food and drinks from Starbucks, TGIF and a few other vemdors; parking; along with data service, OnStar subscriptions and servicing from GM.
There will be the ability to bind the accounts, loyalty programs and payment cards you use with these merchants to this system so that you can pay for the goods and services through the dashboard including accruing or redeeming loyalty points.
The GM Marketplace will be available with 2017-2018 GM North-American-nameplate (Buick, Cadillac, Chevrolet, GMC) vehicles that are equipped with the correct advanced infotainment setup. As well, there will be the limited
Let’s not forget that other vehicle builders and aftermarket infotainment manufacturers would be showing interest in creating their own “in-dash” marketplace for selling goods and services through their advanced infotainment systems. In some cases, an alliance of vehicle builders or infotainment manufacturers could set up a marketplace that appears on all of their
But this can lead to fragmentation if partner businesses have to associate with the multiple “in-dash” marketplaces. Similarly there is the issue of independent suppliers like standalone motels and restaurants or independent fuel brands finding it difficult to come on board typically due to lack of bargaining power. This may be facilitated through alliances who can represent these businesses in order to bring them on board.
Other issues that will also need to be raised include the ability to maintain accounts particular to individual drivers as well as to a vehicle. It will also have to include support for “guest” operation where a person could purchase goods or services through an in-dash marketplace without needing to register with that marketplace; along with the ability to support split ordering for things like drive-through food.
At the moment, GM is proving the concept of the in-dash marketplace and could encourage other companies to build up this concept.