High-end automaker Mercedes-Benz USA aims to up the convenience factor for car owners by integrating its concierge service into an upgraded iPhone application.

The application lets drivers contact a concierge agent to find information about nearby attractions and services, and links that information to the user?s iPhone and vehicle. The application is free in Apple?s App Store, and available to all Mercedes owners subscribed to the company?s mbrace Plus service package.

?When we first launched mbrace, our goal was to consistently innovate with new services and applications ? constantly providing added value to our customers,? said Robert Policano, mbrace product manager, Mercedes-Benz, Montvale, NJ.

?The central idea with version two was to provide yet another advantage to Mercedes owners by giving mbrace Plus subscribers access to Mercedes-Benz concierge services any time from their iPhone,? he said.

?This gives these customers a value-added reason to interact with Mercedes, even when they?re not driving.?

German corporation Daimler AG owns Mercedes-Benz.

Mbrace Plus is a subscription offering that provides owners with safety and security, navigation and convenience services.

Mercedes partnered with Hughes Telematics Inc. to develop the application, which was originally launched in November 2009.

How it works
The application uses Hughes? telematics platform to connect Mercedes-Benz owners? iPhones to the in-car navigation system.

A concierge agent can pinpoint the user?s location via the iPhone?s GPS functionality and provide recommendations on topics such as entertainment, restaurants, directions and traffic updates.

That information can be sent directly into the vehicle?s navigation system, as well as the driver?s handset.

The application also lets drivers:

· Unlock their Mercedes-Benz vehicles

· Locate their cars in crowded parking lots

· Find nearby dealerships

· Contact roadside assistance

The roadside assistance feature has been bolstered in the newest upgrade to transmit a car owner?s location information to the Mercedes-Benz Roadside Assistance Center.

Finally, the updated application lets iPhone users switch between multiple mbrace accounts.

Mobile vehicles
The mobile phone has become an increasingly important component of most consumers lives, including car owners.

Drivers feel disconnected without their mobile devices, according to a G2 Marketing study earlier this year (see story).

Automakers have aimed to capitalize on this trend by integrating mobile technology into their vehicles.

For example, OnStar recently released a mobile application that lets owners of select General Motors vehicles remotely control certain car functions (see story).

However, Mercedes said its iPhone application takes the concept a step further, while still offering the service for free.

?We see it as a key differentiator that shows our commitment to offering Mercedes-Benz owners the best and most dynamic telematics system available,? Mr. Policano said.

Final Take
Peter Finocchiaro, editorial assistant at Mobile Marketer, New York

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