If you watch television, you no doubt have seen one of the many commercials where an individual or family is saved from a horrific fate because they have OnStar (an onboard automotive telematics system). OnStar is the market leader and most visible of these systems, which offer such features as computerized navigation, vehicle diagnostics, and wireless communicati
on. However, Microsoft’s Windows Automotive platform has been making inroads in this area, with automakers and aftermarket providers incorporating the technology and logging laps in the race for market share. What exactly can you expect from these systems? Is one better than another? Will OnStar lead all the way to the checkered flag? The answers may surprise you.
It’s somewhat difficult to accurately compare OnStar against Windows Automotive because the services are intrinsically quite different. OnStar is a monitored, monthly-fee service where a network of operators (OnStar Advisors) work in tandem with a computer, which is installed inside your vehicle and runs a proprietary OS. OnStar’s pairing of machine and man enables it to provide drivers with navigational assistance (with the aid of GPS [global positioning system]), emergency communications and vehicle tracking services for emergency personnel, handsfree calling, and a variety of other offerings (depending on your service level). For some of these features, you canaccess them directly from the vehicle. For others, you connect to a communications center and speak with an Advisor. Windows Automotive, on the other hand, is a software platform (based on the Windows CE embedded OS) that device makers use as the foundation for proprietary onboard systems (factory installed and after market). Some companies use a Windows Automotive-based solution in their vehicles and pair it with an OnStar-style operator assistance feature. Other automakers and manufacturers offer very different feature sets. Satoshi Soma, general manager of AVNC Product Development at Alpine Electronics says, “Windows Automotive . . . provides our developers with essential building blocks for creating our in-vehicle technology.” This is an excellent analogy because Windows Automotive is the core technology that transparently runs and interconnects all the various components of the system (in much the same way that Windows CE runs retail transaction devices or medical monitoring equipment). However, the system manufacturer, and not Microsoft, designs the complete package, including but not limited to the security features, navigational structure, and user interface. This difference does not mean Windows Automotive is better or worse than OnStar, it just means the decision-making process may be more complicated. Onboard OnStar No matter which OnStar-equipped model you purchase, you can expect a consistent set of available (although not necessarily included) features. Your vehicle will be equipped with front, rear, and side sensors that detect a crash; a cellular antenna to connect you to the OnStar network; a GPS device for tracking and mapping; a built-in microphone for hands-free communication; and in some GM models, sensors that measure crash severity and perform GM Goodwrench diagnostic checks. Just because your vehicle is equipped with OnStar doesn’t mean you must purchase the service. However, all new OnStar-equipped vehicles come with one free year of OnStar’s Safe & Sound service (regularly $199 per year).This service plan includes automatic vehicle diagnostics, remote door unlocking, crash monitoring and emergency personnel notification services, stolen vehicle location assistance (via GPS), roadside assistance, remote horn and light flashing (to help you find your vehicle), and concierge services (recommendations for restaurants, entertainment, and shopping). You are also eligible for hands-free calling and Virtual Adviser (news, weather, traffic, and more), but you must purchase cellular minutes to use these services. For $399 per year, you can upgrade to Directions & Connections, which includes all Safe & Sound s
ervices plus a range of information and convenience services, such as having On- Star make hotel reservations or call a cab or a friend if a driver is incapable of driving. Directions & Connections also includes Driving Directions, whereby OnStar will pinpoint a desired location, and then provide voice routing to the destination. (Including an alternate route if the driver is caught in traffic.)
There is no set group of features you can expect with a vehicle running a Windows Automotive-based system, so you’ll need to review the options carefully before you choose a vehicle based on its telematics system. For example, BMW’s offering, BMW Assist, is similar to OnStar but incorporates Bluetooth and Internet connectivity, and features a concierge-style operator that can purchase event tickets or shop for gifts on behalf of the driver. In a high-end touch that will appeal to BMW’s target market, BMW Assist subscribers can use the service not only in their cars, but also at home or the office. Taking a more gadget-centric approach is the joint Fiat Auto/Microsoft solution that debuted this year (a collaborative effort between six electronics manufacturers, including Samsung and Siemens). The voice-activated system incorporates a navigational module; Bluetooth connectivity for hands-freeintegration with devices such as cellular phones, Pocket PCs, and other Bluetooth hardware; Internet access so drivers can access real-time navigation and traffic information; and a USB connection so consumers can add a digital music player. Customers can extend the system with supported third-party service addons such as remote diagnostics and electronic yellow pages.
So who will take the checkered flag? Massachusetts-based Forrester Research thinks Microsoft is poised to win the race, eventually. Despite its market lead, OnStar reports only 4 million subscribers (free and paid)—which is a fraction of the cars on the road. Furthermore, the new Microsoft/Fiat solution is less expensive and more flexible than OnStar. According to Forrester Research, Microsoft “has finally cracked the code with a working device that provides more functionality at a lower cost than anything else available today.” Of course, it’s possible that neither will enjoy a conclusive victory any time soon. The hottest add-on in automobiles today is the backseat entertainment system (found in 10% of vehicles sold last year, compared to 5% that included the No. 2 choice, navigational devices). By 2010, the Telematics Research Group predicts monitored telematics systems and embedded Bluetooth interfaces will be neck-and-neck as the No. 1 and No. 2 choices for installed systems, with more than 6 million units each. Portable navigational (GPS) devices will be the hands-down favorite, with more than 12 million drivers using them. That leaves a lot of room for upstart little guys (like Microsoft in the early 1980s) to make their plays.
on. However, Microsoft’s Windows Automotive platform has been making inroads in this area, with automakers and aftermarket providers incorporating the technology and logging laps in the race for market share. What exactly can you expect from these systems? Is one better than another? Will OnStar lead all the way to the checkered flag? The answers may surprise you.It’s somewhat difficult to accurately compare OnStar against Windows Automotive because the services are intrinsically quite different. OnStar is a monitored, monthly-fee service where a network of operators (OnStar Advisors) work in tandem with a computer, which is installed inside your vehicle and runs a proprietary OS. OnStar’s pairing of machine and man enables it to provide drivers with navigational assistance (with the aid of GPS [global positioning system]), emergency communications and vehicle tracking services for emergency personnel, handsfree calling, and a variety of other offerings (depending on your service level). For some of these features, you canaccess them directly from the vehicle. For others, you connect to a communications center and speak with an Advisor. Windows Automotive, on the other hand, is a software platform (based on the Windows CE embedded OS) that device makers use as the foundation for proprietary onboard systems (factory installed and after market). Some companies use a Windows Automotive-based solution in their vehicles and pair it with an OnStar-style operator assistance feature. Other automakers and manufacturers offer very different feature sets. Satoshi Soma, general manager of AVNC Product Development at Alpine Electronics says, “Windows Automotive . . . provides our developers with essential building blocks for creating our in-vehicle technology.” This is an excellent analogy because Windows Automotive is the core technology that transparently runs and interconnects all the various components of the system (in much the same way that Windows CE runs retail transaction devices or medical monitoring equipment). However, the system manufacturer, and not Microsoft, designs the complete package, including but not limited to the security features, navigational structure, and user interface. This difference does not mean Windows Automotive is better or worse than OnStar, it just means the decision-making process may be more complicated. Onboard OnStar No matter which OnStar-equipped model you purchase, you can expect a consistent set of available (although not necessarily included) features. Your vehicle will be equipped with front, rear, and side sensors that detect a crash; a cellular antenna to connect you to the OnStar network; a GPS device for tracking and mapping; a built-in microphone for hands-free communication; and in some GM models, sensors that measure crash severity and perform GM Goodwrench diagnostic checks. Just because your vehicle is equipped with OnStar doesn’t mean you must purchase the service. However, all new OnStar-equipped vehicles come with one free year of OnStar’s Safe & Sound service (regularly $199 per year).This service plan includes automatic vehicle diagnostics, remote door unlocking, crash monitoring and emergency personnel notification services, stolen vehicle location assistance (via GPS), roadside assistance, remote horn and light flashing (to help you find your vehicle), and concierge services (recommendations for restaurants, entertainment, and shopping). You are also eligible for hands-free calling and Virtual Adviser (news, weather, traffic, and more), but you must purchase cellular minutes to use these services. For $399 per year, you can upgrade to Directions & Connections, which includes all Safe & Sound s
ervices plus a range of information and convenience services, such as having On- Star make hotel reservations or call a cab or a friend if a driver is incapable of driving. Directions & Connections also includes Driving Directions, whereby OnStar will pinpoint a desired location, and then provide voice routing to the destination. (Including an alternate route if the driver is caught in traffic.)There is no set group of features you can expect with a vehicle running a Windows Automotive-based system, so you’ll need to review the options carefully before you choose a vehicle based on its telematics system. For example, BMW’s offering, BMW Assist, is similar to OnStar but incorporates Bluetooth and Internet connectivity, and features a concierge-style operator that can purchase event tickets or shop for gifts on behalf of the driver. In a high-end touch that will appeal to BMW’s target market, BMW Assist subscribers can use the service not only in their cars, but also at home or the office. Taking a more gadget-centric approach is the joint Fiat Auto/Microsoft solution that debuted this year (a collaborative effort between six electronics manufacturers, including Samsung and Siemens). The voice-activated system incorporates a navigational module; Bluetooth connectivity for hands-freeintegration with devices such as cellular phones, Pocket PCs, and other Bluetooth hardware; Internet access so drivers can access real-time navigation and traffic information; and a USB connection so consumers can add a digital music player. Customers can extend the system with supported third-party service addons such as remote diagnostics and electronic yellow pages.
So who will take the checkered flag? Massachusetts-based Forrester Research thinks Microsoft is poised to win the race, eventually. Despite its market lead, OnStar reports only 4 million subscribers (free and paid)—which is a fraction of the cars on the road. Furthermore, the new Microsoft/Fiat solution is less expensive and more flexible than OnStar. According to Forrester Research, Microsoft “has finally cracked the code with a working device that provides more functionality at a lower cost than anything else available today.” Of course, it’s possible that neither will enjoy a conclusive victory any time soon. The hottest add-on in automobiles today is the backseat entertainment system (found in 10% of vehicles sold last year, compared to 5% that included the No. 2 choice, navigational devices). By 2010, the Telematics Research Group predicts monitored telematics systems and embedded Bluetooth interfaces will be neck-and-neck as the No. 1 and No. 2 choices for installed systems, with more than 6 million units each. Portable navigational (GPS) devices will be the hands-down favorite, with more than 12 million drivers using them. That leaves a lot of room for upstart little guys (like Microsoft in the early 1980s) to make their plays.
