Connected vehicle commerce must prove its functionality to prevail

Mobile Marketer – As vehicle manufacturers compete for innovation leadership in connected cars, commerce is playing a big part, but not all new features are likely to be deemed practical by users.

Toyota, Ford and Honda are among the multitude of manufacturers partnering with commerce companies and software developers to bring payment features to connected vehicles for a broader stance in mobile. While all brands are focusing on creating solutions for vehicle-based retail such as parking and gas, Visa is broadening its capabilities through a Pizza Hut partnership, but some speculate on its necessity.

“Consumers love convenience and the initial reaction of using their car to pay for services may be intriguing,” said David Naumann, director of marketing at Boston Retail Partners. “However, there are a lot of challenges that may make mass adoption less interesting or attainable.”

“How is this different and better than using apps on mobile devices to accomplish the same objectives, with the exception that drivers will be touching the monitor on the dashboard instead of their phone and is this really that much safer,” he said. “Some challenges with separate connectivity from the auto’s dashboard monitor include, does it require an additional monthly fee for access and internet connection, how long will it take manufacturers to build it into their traditional 5-year production roadmap, will it be more difficult to update systems than for mobile apps?”

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