Dear MEL Topic Readers,
BMW introduces new heated seat subscription in UK
Nowadays, maps, navigation, and driving assistance are some of the features in a car that needs to be constantly updated online. So, a monthly subscription service seems to be a suitable way to get those features updated and operated. Now, BMW is offering optional seat heating on a monthly subscription basis in Britain. But why a monthly subscription for heated seats? Actually, car seats cannot be heated simply online. The heating coils and other hardware are needed to be installed in the car to be activated. In other words, the buyer of the vehicle already paid the hardware cost. The new subscription service is called BMW Functions on Demand, which is offered in an online market BMW ConnectedDrive Store. They say the customers can choose not to subscribe to the service when seat heating is unnecessary like in summer. Then why monthly not daily or hourly? Next in line for a subscription service is a heated steering wheel, whose hardware also needs to be preinstalled. Should subscription fees be required to get the already-paid preinstall features operational?
Read the article and think about the future of automotive marketing.
https://www.bbc.com/news/technology-62142208
BMW introduces new heated seat subscription in UK
Nowadays, maps, navigation, and driving assistance are some of the features in a car that needs to be constantly updated online. So, a monthly subscription service seems to be a suitable way to get those features updated and operated. Now, BMW is offering optional seat heating on a monthly subscription basis in Britain. But why a monthly subscription for heated seats? Actually, car seats cannot be heated simply online. The heating coils and other hardware are needed to be installed in the car to be activated. In other words, the buyer of the vehicle already paid the hardware cost. The new subscription service is called BMW Functions on Demand, which is offered in an online market BMW ConnectedDrive Store. They say the customers can choose not to subscribe to the service when seat heating is unnecessary like in summer. Then why monthly not daily or hourly? Next in line for a subscription service is a heated steering wheel, whose hardware also needs to be preinstalled. Should subscription fees be required to get the already-paid preinstall features operational?
Read the article and think about the future of automotive marketing.
https://www.bbc.com/news/technology-62142208
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