Add your car as a Friend on the new social networking
site!
 |
Drivers of Toyota cars will soon be able to
request their cars friendship on a new social networking
site created by the manufacturer. |
Toyota cars will have their own personal profile and their
owners will be given updates, via tweets, regarding the maintenance
of their cars. The cars will be conducting "chats" and posting
tweet- like messages such as reminding the owner to recharge a
depleting electric battery, giving street directions or say the car
is up for an inspection the owner will be notified and then
automatically linked to a dealer so they can set up an appointment,
(The Washington Post, 23/05/11).
Real life friends and families can be added to the owner's
contacts on the site (1, The Telegraph, 24/05/11) and the company
has said the exchanges between owner and car can be kept private or
be shared with other "Toyota Friend" users, as well as made public
on Facebook, Twitter and other services, (The Washington Post,
23/05/11).
Toyota President Akio Toyoda believes "many owners want a
relationship with their car in the same way they have a
relationship with friends on social networks" (The Washington Post,
23/05/11). Although some may say this is portraying Toyota
motorists as fanatical and a little mad because they will be
talking to their cars, in reality this is not the profile of a
typical user, they aren't "starring in their very own version of
Knight Rider" (OSM, 23/05/11). The purpose of the service is for
keeping up to date with all your cars important information, such
as when services are due and when to recharge its battery.
Smartphones, tablet PCs and other mobile devices will be
compatible with the new social networking site, making it easily
accessible for users. Demonstrating this in Tokyo, an owner of a
plug-in Prius hybrid found out through a cell phone message from
his Prius called "Pre-boy" that he should remember to recharge his
car overnight. Furthermore, when the owner plugged in his car to
recharge it, the car replied, "The charge will be completed by 2:15
a.m. Is that OK? See you tomorrow,"(The Washington Post, 23/05/11).
Since many next-generation cars need to be recharged, drivers may
need real-time information, such as the battery level of their cars
and locations of charging stations, more than regular gas-engine
cars, (The Washington Post, 23/05/11).
The news of the project comes weeks after Toyota, the world's
biggest car manufacturer, announced a tie-up with Microsoft, with
plans to bring internet-connected services to its vehicles across
the globe (1, The Telegraph, 24/05/11). The "Toyota Friend" network
was created through collaboration between Toyota Motor and
Salesforce.com. A relationship between owners and their cars can
now be maintained and is likely to enhance the user experience
whilst providing a useful tool for drivers to turn to for support
(1, The Telegraph, 24/05/11).
The technology used by Toyota is not unheard of, currently there
are other vehicles on the market which have network linking
capabilities which can function with other mobile devices, although
no other manufacturer has yet to incorporate this technology into
the form of a social networking platform, (OSM, 23/05/11). If this
project is a success, sites like Toyota's could become more of a
necessity rather than the exception in this industry.
In a climate where social networking sites, such as Facebook,
Linked In and Twitter, are helping companies to grow and increasing
their profits, it is no surprise that a company as successful as
Toyota wants to be part of this global phenomenon. There is
evidence to suggest that less well known networking sites can be
successful and acquire a substantial share in the social media
market by tapping into specialist hobbies and habits, (including a
ASmallWorld catering for jet-setting travelers,
Avatars United for games lovers and even
Listography, a site for people who love making lists (2,
The Telegraph, 24/05/11)), or in Toyota's case delivering a service
that customers will find useful and of value. This unique network
could help prolong the customer's lifespan and increase loyalty so
there are benefits for the customer and for Toyota.
Akio Toyoda, president of Toyota, said: "Social networking
services are transforming human interaction and modes of
communication. The automobile needs to evolve in step with that
transformation." (1, The Telegraph, 24/05/11). "I hope cars can
become friends with their users, and customers will see Toyota as a
friend," Toyoda said, (The Washington Post, 23/05/11).
This new service will be unveiled firstly in Japan next year to
coincide with the launch of Toyota's first battery electric
vehicles and plug-in hybrid cars. In recent times Toyota have
struggled to stay as top performers due to global recalls and
supplier shortages caused by the Japanese earthquake and tsunami.
This innovative approach seems to have refreshed the brand and
increased its appeal in a highly competitive market.
References:
(1) Danielle Demetriou, "Drivers to
become 'friends' with cars on new social networking site," The Telegraph, 24/ 05/
2011
(2) Danielle Demetriou, "Car friendship:
the latest in a growing list of social networking sites," The Telegraph, 24/ 05/
2011
Mike Smith, "Toyota Friend: Social Networking Site For Toyota
Owners", Online Social
Media, 23/05/2011
Associated Press, "Toyota jumps into social networking with
Salesforce.com and Microsoft alliance," The Washington
Post, 23/05/2011
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