With innovative software and technology, advertisers will be able to reach out to millions of drivers while they are in transit. In this story in Trend , the examples are both meaningful & practical. Quoting from the article, future cars will allow drivers to do things such as find a nearby gas station with the lowest price, pay bills, order movies and schedule hair appointments. And such services will be sponsored by advertisers.

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"Getting your door unlocked when you’ve left your keys inside, for example, "might be courtesy of Red Bull," explains Velle Kolde, senior product manager for Microsoft Auto, which recently released its 3.0 automotive operating system to industry developers."

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With the rapid advancements in telematics, you could have a more "personal" connection with your car. You will be able to tell your car all about yourself. That includes your blood type, where you work, what restaurants you prefer, the type of cell phone you carry, even the temperature you like your seat to be in the morning. Then, you can tell your car what you want it to do and when. Maybe you want your car to send an alert to your cell phone if the alarm goes off. Or alert you whenever you get within a stone’s throw of a Starbucks.

Your car will be so smart that it will be able to tell you how it’s doing, too. It can announce the miles per gallon it’s getting or whether its tires need some air.

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The success of such telematics would depend on the subscription rates. General Motors for example, offers the On-Star features for about USD 19.00 a month and so does Ford, though on a flat rate of about USD 400. These subscription rates are fairly high when compared to the most popular car prices. With advertisers pitching for the transit time & the attention of the people in the car, the subscription rates could be brought down to make the services available for the large majority of low & mid segment automobile users.

With more & more drivers willing to spend on newer technology gadgets in cars, a survey of about 1,100 drivers by the Consumer Electronics Association, showed that 37 percent of 16- to 24-year-olds were willing to spend money on installed consumer electronics in their vehicles. The average they were willing to spend: a mere $270. The Telematics Research Group in Minnetonka, MN, expects more than 50 million vehicles to be on the road with sophisticated telematics systems by 2013.

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