I actually predict (hope?) this will take off more on the business side than the consumer side. Here's the problem:
Fleet managers (that is, people who are responsible for keeping track of/maintaining large numbers of vehicles used by a company) need a simple way of doing three things:
1. Locating their vehicles.
2. Getting data about their vehicles
3. Changing settings on their vehicles (i.e. lock/unlock, etc.)
That's really basically it. And you would be surprised how totally awful the existing solutions are for doing even two of them (most focus on #1). 3 is a bit more difficult as not everything can be done through the OBD port, but many things can.
There are, literally, a hundred different companies that sell products that do the first - usually in the form of a hidden box that has a GPS antenna and a (really crappy and expensive) cellular modem that pings a really expensive service via GPRS or some similar out-of-date tech and costs $30/month/device for service + $500 / device. It's absurd.
What every fleet manager actually wants: The Automatic device w/ mobile data transmission ability (i.e. not tethered to an iPhone). Let me a) see where my car(s) are, b) get telemetry from the OBD port, and c) interact with the car in whatever fashion is possible via the OBD port.
I know that's a 2nd gen product that I'm proposing - and I think these guys are smart to start with something that tethers to a consumer phone for data. But produce this product for a reasonable price and there are literally hundreds of thousands (millions?) of fleet vehicles on the road that will scoop 'em up.
And I think the use case is stronger for an enterprise product. I hear fleet managers (and myself) asking for this product every day. I don't hear consumers saying "damn, I wish I knew how efficient my braking was."
Anyway, the tl;dr is: Awesome. Eager. Good Luck!