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SUMMARY
Personal navigation devices (PNDs) are a very popular and fast-growing class
of consumer electronic device. By the end of 2007 about 15- 20% of the
addressable market for PNDs will own one. However, smartphones with GPS are
emerging as viable navigation devices too, and in some respects they can offer
major advantages over PNDs. In this report, we compare PNDs and mobile phones
as navigation devices, and examine how the balance between the two is likely
to shift over the coming few years. This report analyses the implications of
that shift for the main market players: service providers, device vendors,
software vendors, content providers and mobile operators. We also profile some
of the leading players in the market for navigation on mobile phones.
TABLE OF CONTENTS
In a nutshell
Ovum view
Key messages
The market opportunity
- Personal navigation devices prove the appeal of satnav
- Mobile phones offer an alternative way to get satnav
The mobile phone as a satnav device
- What is needed to do navigation on a phone?
- Mobile phones: a complement to PNDs, or an alternative?
- How will the choice between PNDs and mobile phones play out?
Business models for navigation
- Subscription is the dominant model today
- The potential for third-party revenues will grow
Market players on the supply side
- PND vendors and software vendors are the pioneers
- Information providers
- Navigation software vendors need partners
- The phone vendors: picking up the baton
Mobile operators and navigation services
- Operators have been tepid about navigation on phones...
- ...but they are starting to warm up
Mobile phone navigation: market development
- Regional variations
- Short/medium term: modest growth
- Medium/long term: good prospects
Case studies
- Wayfinder: phone navigation has been a long time coming
- TCS: navigation as an application of precise location
- TeleNav: ‘navigation for the masses'
- Telmap
- Openwave: a location service enabler
- TruePosition: support for multiple location technologies
- Nokia buys Navteq for $8.1 billion
- T-System Traffic: supplementing information with the means to use it
- Nokia enters the navigation services market with Smart2go
- RIM: the BlackBerry is a satnav device
- Telenor: enabling, but not driving, navigation services
- A1/Mobilkom: a pioneer in marketing mobile phone navigation
- T-Mobile Germany: flat-rate data has boosted navigation
- Vodafone takes navigation to its customers in Europe
Table of figures
- Figure 1: The addressable market for phone and PND satnav in the UK, 1997-
2006
- Figure 2: Comparison of satnav display on phones and PNDs
- Table 1: Comparison of PNDs and mobile phones as satnav devices
- Figure 3: The balance will tip towards navigation on phones
- Figure 4: A multi-layered service can mean multiple revenue splits
- Figure 5: Maps at the foundation of a value-added services stack
- Table 2: Potential partners for navigation software vendors
- Figure 6: Satnav and the mass market: which side of the chasm are we on?
- Table 3: Subscription fees for Mobilkom's A1 Navi service
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