Intranetics Motoring News Service

Satnav companies 'must innovate'

24th August 2007 | BACK     PRINT

Although for many technophobes satnavs are just about as hi-tech as it gets - a magic box in the car that knows where you are - their manufacturers must move with the times or get left lost on the way, it has been claimed.

Paul Kirk, a digital imaging specialist at XMA, told CRN that increased competition is rife in the marketplace with mobile phone companies offering similar products. Indeed, only this week Vodafone has announced the UK launch of the BlackBerry Curve 8310, a smartphone that will come equipped with the network's GPS technology. A report cited by Mt Kirk shows that 16 million smartphones with GPS will have been sold by the year 2010 - accounting for about a quarter of navigation devices in use.

Furthermore, some car manufacturers are recognising the popularity and efficacy of such devices and are offering them as standard in their new vehicles rolling off the productions line. And all of this, according to the expert, means that innovation is necessary if satnav firms are to keep their edge and keep the country's drivers interested in the products.

"It is vital that the next-generation of in-car sat-nav products provide additional functions and features to keep drivers buying," he explained.

One such groundbreaking move highlighted by the expert is Navman's new NavPix feature. The devices come equipped with a 1.3 megapixel camera that snaps pictures of various locations, building up an album of destinations for use when searching, rather than simply relying on post code or street names. And while Mr Kirk suggested that some believe this to be more style than substance, it is indicative of the urge to create new measures to stay ahead of the field by cornering a bigger share of the market.

Mr Kirk also said that firms which fail to innovate will find it necessary to align themselves to a third party, providing functionality for a car company or a mobile phone manufacturer. Garmin, a major manufacturer of the devices, recently announced that it would be slashing the prices of its range - another technique possibly designed to give it impetus in the marketplace.

"Every now and then something comes along that alters the lives of millions - mobile phones, aspirin etc," he wrote.

"Satnav is certainly on the list. The future of the dedicated GPS device remains to be seen but as long as satnavs are saving people time, money and frayed nerves, sales opportunities will exist in the marketplace."

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