OnStar Prepares New Services

While celebrating its 15th year of existence, telematics service OnStar announced the start of what it calls responsible connectivity, in fact a major overhaul of the company's operations. This will comprise launching new services, capabilities and technology, as well as plans to pilot major innovations in in-car connection.

The plan calls for the implementation of what one might call revolutionary technologies. These technologies include Audio Facebook Updates or Voice Texting. The first service would allow OnStar subscribers to verbally update their Facebook status or listen to their most recent news feed messages through the OnStar Virtual Advisor service. Voice Texting would enable customers to have their text messages read to them using Bluetooth.

“These initiatives are all about OnStar’s role in keeping drivers and passengers connected and safe,” said OnStar President Chris Preuss. “Building on the rock-solid foundation of OnStar’s safety and security platform, we were given a clear directive to develop OnStar as one of the chief pillars in defining General Motors’ business going forward.”

Most of the new technologies, including the ones mentioned above, are still in beta phase. The overhaul of the company's services will also include a redesigned IT infrastructure and a new marketing campaign, centered around the theme “Live On”– Safely connecting you in ways you never thought possible.”

The advertising campaign, created by ad agency Campbell-Ewald, will launch on Monday, September 20 and includes print, broadcast and online executions.

“The new campaign retains all of the core strengths of safety and security that OnStar is known for, but also adds the idea of ‘powerfully simple connectivity,’” said OnStar chief marketing officer Sam Mancuso.