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AUBURN HILLS, MICH. - Chrysler Group, backed by a partner team that includes IBM, Intel and AT&T Wireless, unveiled a hands-free telematics concept last week that would let consumers continue to use portable cell phones in their cars while alleviating their concerns about driver distraction.
Chrysler's approach, which relies heavily on Bluetooth radio technology, departs dramatically from General Motors' OnStar model, which has dominated the market thus far.
Instead of employing factory-- installed, console-mounted cell phones, Chrysler's platform would allow consumers to bring their cell phones into their cars, synchronize them with in-car voice recognition systems and then lay the handsets on the front seat or even on the floor while they talk.
By designing the system in this way, engineers hope to appeal to a new breed of automotive consumers. "This changes the whole telematics world," said Patrick Kerrigan, director of Intel Telematics (Chandler, Ariz.). "Now, if you have a phone in your pocket or purse, you can use it hands-free in the car."
Automotive industry analysts said last week that the technology's simplicity could help fuel the growth of telematics, expanding it beyond its current clientele-composed mostly of early adopters-to include a broader swath of automotive customers. "Most consumers want to keep their technology simple, and DaimlerChrysler has gone very much in that direction," said Dan Garretson, senior analyst for Forrester Research (Cambridge, Mass.). "Now OnStar is going to be forced to follow this model, too."
Chrysler Group executives at last week's press conference peppered their remarks with disparaging references to General Motors' OnStar technology, which uses embedded phones that typically remain in place for the life of the vehicle. In contrast, they said, their communications platform allows consumers to bring any kind of cell phone into the vehicle as long as it is Bluetooth-enabled.
"This gives us the option to tailor our products to the customer's demands," said Wolfgang Bernhard, Chrysler Group chief operating officer. "We're not using a one-size-fits-all approach here."
No status quo
Indeed, Chrysler Group also differs from the status quo in how it plans to make money from its telematics system. Rather than attempt...