Here’s how this cookie crumbles: on August 4, 2010, OnStar, LLC. filed for the Family Link trademark. The application for the service mark was filed under the Goods and Services category and carried the following description:
“Providing tracking services for vehicles, namely, a service that allows a vehicle owner to identify the location of their vehicle.”
The trademark didn’t really go anywhere since its initial 2010 filing date until April 12, 2011 — when it was published for opposition — a vital part of the trademarking process that gives those opposed to the potential trademark a time frame and a way to object to the registration. The trademark is published for opposition for a period of 30 days since its initial published for opposition date — in the case of Family Link, until May 12, 2011. After an application has passed opposition, it continues through several other stages until either being granted or rejected.
The pertinent question, however, is whether Family Link will result in a new OnStar service, or a rebranding of an existing OnStar feature. While GM Authority sources have let on that this will be an all-new service, they didn’t provide any more details on the matter. Sources did, however, state that the project was put on hold at one point, only to be picked up at a later date.
The GM Authority Take
Whatever Family Link ends up being (if it ever sees the light of day, that is), it’s not that difficult to figure out that it will most likely become an extension of the MyLink suite of mobile applications, which itself will soon receive a new name.
Perhaps Family Link will allow parents to set various restrictions on the features in their vehicles when driven by children, such as limiting the maximum radio volume, vehicle speed, and track the vehicle on a map. A similar feature is offered by Ford with the Blue Oval’s MyKey functionality, although OnStar’s powerful connectivity features will be a huge valueadd inimitable by Ford’s in-car-only MyKey feature.
What do you think OnStar Family Link will be?
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