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GM Monetizes the Morning Commute With 'Marketplace'

GM Monetizes the Morning Commute With 'Marketplace'

General Motors has announced the industry’s first commerce platform for inside the vehicle. Known as Marketplace, the system will allow GM owners to make on-demand reservations and purchases directly from their vehicles.

Effectively, Marketplace is bringing many of the interactions we already utilize with our smartphones to the dashboard. Leveraging OnStar’s 4G LTE modem, Marketplace is constantly connected to the internet regardless of whether or not the driver is paying for data service from OnStar.

With the constant connection, drivers can interact with some of their favorite brands using the car’s touchscreen. By tapping the Marketplace icon, driver’s can access several brands such as Starbucks and Dunkin Donuts to order their favor food or beverage. The system works similar the smartphone apps by storing the driver’s favorite items and allowing them to pay through the car.

“The average American spends 46 minutes per day on the road driving. Leveraging connectivity and our unique data capabilities, we have an opportunity to make every trip more productive and give our customers time back,” said Santiago Chamorro, vice president for Global Connected Customer Experience, GM. “Marketplace is the first of a suite of new personalization features that we will roll out over the next 12 to 18 months to nearly four million U.S. drivers.”

GM says Marketplace adheres to industry distracted driving guidelines, as well as GM’s strict in-house safety guiding principles.

Marketplace will be rolling out on millions of 2017 and 2018 GM products right now. GM says additional features and functionality are in the works.

  • GM lets customers buy 4G LTE Data packages, extend their OnStar subscription or receive offers for certified service, parts and accessories for their specific vehicle.
  • Starbucks offers another convenient way for customers to order ahead and enjoy their favorite handcrafted beverage or food item. And as part of the Starbucks Rewards™ program, members enjoy more value by earning Rewards towards free food and drink. (Early 2018)
  • Dunkin’ Donuts will help customers start their day off right through an experience that allows DD Perks members to preorder and pay onscreen for their favorite coffee and donut, at their preferred pickup location.
  • Wingstop will allow you to skip the wait by re-ordering your favorites and paying ahead, so you can get home in time for the big game
  • TGI Fridays will let customers schedule a table reservation for them and their closest friends and family when they need a break from the week.
  • Shellwill enable the exceptional driver experience, providing ease of payment and savings with INSTANT GOLD STATUS in the Fuel Rewards® program. Customers’ closest Shell station will be identified and station amenities showcased among the largest fuel station network in the U.S., with the ability to pay in-dash coming soon.
  • ExxonMobil will quickly locate Exxon and Mobil fuel stations with details of what they offer, route you there and get you back on the road faster.
  • Priceline.com gives drivers access to hundreds of thousands of hotels and exclusive hotel savings on the go.
  • Parkopedia allows drivers to find, reserve and pay for parking, all at the click of a button.
  • Applebee’s ensures customers are never too far from Eatin’ Good in the Neighborhood whether close to home or miles away with the ability to locate their nearest restaurant, order featured menu items and reorder recent favorites through the convenience of their vehicle’s touchscreen.
  • IHOP makes it easy for guests to enjoy hot, fresh all-day breakfast favorites like fluffy buttermilk pancakes on the go, thanks to safe and secure on-dash ordering and location service capabilities that help search and find the nearest restaurant for pickup.
  • delivery.com empowers the neighborhood economy by enabling customers to order online from their favorite local restaurants, wine and spirits shops, grocery stores and laundry and dry-cleaning providers.





 

About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
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  1. Andrew_L






    Quote Originally Posted by nsaporito
    View Post

    I don't see a lot of point in this. GM continues to treat OnStar like it is a platform of its own. It's not; it's a connectivity service. They just fundamentally take the wrong approach to it.

    All of this can be done by a smartphone from a more familiar (and habitual) UI.

    I already order my Starbucks from the car...on my iPhone X at a stoplight.




    Does your car have Apple Carplay? and if so can you do the same through it?

    I am not familiar with Apple Carplay or Android Auto since I still have MLT. I am tempted to pull the trigger and swap out the system for a Sync3 head unit so I can use it more but 2k is a lot just for a head unit.
    Tone
    nsaporito
    I don't see a lot of point in this. GM continues to treat OnStar like it is a platform of its own. It's not; it's a connectivity service. They just fundamentally take the wrong approach to it.

    All of this can be done by a smartphone from a more familiar (and habitual) UI.

    I already order my Starbucks from the car...on my iPhone X at a stoplight.


    Agree -- with a caveat. I do wonder if, as the industry eyes autonomy services, whether the long game is to deeply integrate these kind of advertising/buying opportunities into the autonomous service. Imagine you get into a autonomous 'cab', punch in your location and are offered a discount on Starbucks along the way ... with GM getting either a cut of the sale or advertising revenue for access to a captive audience with important context (location-based services).

    Allowing all of that to migrate to personal devices cuts GM out of that revenue. I suspect that's where their head is at. However, history shows that we as consumers really prefer our own devices to car-based platforms of any kind. To your point -- I do think personal mobile devices will be the place where this business lands, especially as part of AI-powered personal assistants (Siri, Google Now, Alexa, etc.). If these are to be of any use, I'll want to use them in all contexts on my phone, not just the one available in an autonomous cab. tl;dr: GM is trying to claim a stake to a potentially lucrative business, but they are probably already doomed!
    nsaporito
    I don't see a lot of point in this. GM continues to treat OnStar like it is a platform of its own. It's not; it's a connectivity service. They just fundamentally take the wrong approach to it.

    All of this can be done by a smartphone from a more familiar (and habitual) UI.

    I already order my Starbucks from the car...on my iPhone X at a stoplight.
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