Dutch Volkswagen customers from now on can get route, traffic and weather information through their mobile phone. The service is free for customers (via em, Dutch). Thus Volkswagen adds more (virtual) value to the (physical) car. Now for free, but in the future there will be so much added service that customers are willing to pay for it. Then the service will always be available in the car, through the mobile phone but also through every other screen. Then we will be able to look into error reports from the car, and make a service appointment with the garage in one click. Then we will always have the most up-to-date maps in the car, worldwide, we will be recognized in any Volkswagen we enter, and our favorite temperature will automatically be entered. This is only a small step away...