Mercedes-Benz Announces New "mbrace" Telematics System

The sophistication of technology in automobiles has increased so much over just the past few years. As a reference, the Lincoln MKT's technology package was quite impressive, especially for a brand not known for its technological prowess.

Apple's iPhone has revolutionized the mobile segment, and has offered so many new opportunities with its interface and constant data connection. Automakers are beginning to realize the capability for synergies between cars and new smartphones.

General Motors' OnStar system has been the predominant telematics system, but Ford's Microsoft-developed SYNC has been making a big splash recently. Mercedes-Benz has offered its own "Tele Aid" competing service on its vehicles for the past 10 years. This new system is dubbed "mbrace" (curious name) and it was developed in partnership with Hughes Telematics, Inc. Sound familiar? That's because it is the same company that developed OnStar (GM once owned it).

The centerpiece of the announcement is applications available for both the Apple iPhone and Blackberry smartphones. Here are the standard features of the system - Mercedes lists the features it offers as follows:

"Standard mbrace safety and security features include: Automatic Collision Notification; SOS/Emergency Calling; Safe Ride; Roadside Assistance Connection (in-vehicle and mobile application); Stolen Vehicle Location Assistance; Automatic Alarm Notification; Vehicle Information and Crisis Assist. Navigation services include a Search & Send feature. Standard convenience features include: Remote Door Unlock and Lock (remote application), Vehicle Finder (via mobile application), and Dealer Connect (mobile application).

A premium service -- mbrace PLUS -- adds such features as Location-Based Weather, Location-Based Traffic, agent-assisted Route Assistance, Point-of-Interest Destination Download (through agent), and "Mercedes-Benz Concierge," which functions much as a hotel concierge making restaurant reservations, locating stores and services, cash wire assistance, etc."

The system will cost $280 a year, and the first six months will come free with a purchase of a new Mercedes-Benz. Sounds pretty similar to OnStar, but the addition of remote applications is the best part of the announcement.

The Mercedes director of advanced product planning, Sascha Simon, says that “This is the first phase....going forward, we will have more applications and in two years’ time a new hardware platform. We’re charging ahead fairly quickly into the realm of connecting the driver with his digital environment.” The next few years are going to be interesting!