"We are in the process of actually rebranding across the entire company," [CEO Murray] Martin said. "With 85 acquisitions, it's important for us to look at the whole brand and the whole brand philosophy."

XM is touting its new NavWeather service. For an additional $3.99 a month, current weather information is correlated with drivers’ positions so that warnings about impending meteorological disasters are flashed on a navigation system’s screen and routes can be recalculated. One wonders how often such a feature might be useful (are tornadoes or hail storms common in your area?), but it’s an added hook that when tied to live traffic reports could make some drivers’ trips smoother.

Not to be outdone, next door at the Sirius booth the company was hawking its new Travel Link service, which is $6.99 a month. It doesn’t include weather warnings related to a driver’s route (just a standard weather report), but it does have several so-called location-based services, including local gas prices and movie listings en route. Travel Link will be available in 2009 Ford, Lincoln, and Mercury models.

He [Sam Altman, Loopt co-founder and CEO] set out to give Loopt strict rules to prevent misuse. The most significant is that cellphone users who sign up can make their whereabouts available only to a network of friends who also buy the service.