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CTOnews.com, Sept. 7 (Xinhua)-- BMW will expand its range of paid on-demand services and features in future models, but its sales director said the company will not charge customers to activate hardware-based features in the future.

CTOnews.com noted that BMW sparked controversy last year by offering monthly subscriptions to activate heated seats on some models. As for how to ensure that users do not feel forced to pay extra for features that are supposed to be standard, Pieter Nota, the company's board member for sales and marketing, said: "We have some experience in this area and testing customer responses is part of the process.

"We are now focusing on'on-demand 'software and service-related products, such as driving assistance and parking assistance, which users can add after buying a car or require data transfer," Peter said. Users are used to paying for it in other areas. "

Peter added: "We no longer offer subscription services such as seat heating, it either has or does not have. We provide this option in the factory, you either choose to take it or choose not to. We thought we could provide an additional service to users so that they could activate this feature later, but the user acceptance was not high. People think they're paying twice as much-it's not, but it feels like it's true, so we stopped the service. "

Peter says services that companies can charge for include software, such as downloading a parking assistance product. "people know that this is a software that costs money to download, just like the extra features of downloading a movie or an app. This is acceptable, and we have become more and more successful in doing so."

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