4Prox

If Google GPS Navigation & Voice Directions is FREE, What are the Strategic Options for Telenav, NIM, TomTom and Garmin?

Does Google Mean Business?  You better believe it!

The commoditization of voice directions has long been anticipated. Google has been preparing for this strategic move for some time too: The Google Mobile Maps user base is a powerful beach head; they have reduced content costs (maps, routing and traffic) by saying goodbye to TeleAtlas (owned by TomTom).  Furthermore they have avoided a conflict of interest with TomTom's navigation market share being a prime target; and Google can reduce the cost of ownership of an Android phone.  Google may also feel justified in their desire to crush the lucrative GPS navigation market, after all, navigation companies have been offering local search, gas prices and movie search for some time - definitely Google's turf.  

What is the Threat to Mobile GPS Navigation?

So what are the threats for incumbent GPS Navigation companies.  To some extent each incumbent is insulated, in the short term, according to whether they are mobile or PND.  NIM and Telenav, as mobile GPS navigation solutions, are protected by their close relationships with carriers.  Carriers, who continue to determine on-deck / white labeled services, may preserve non-Android OS phones as a compromise.  NIM and Telenav also have a strong presence on feature phones as well as smart phones.  Feature phones are tough for Google to convert.  But over the next two years more feature phones will upgrade to smart phones and many to the cheaper Android platforms.  Pressure, during a 1-2 year window, will breakdown the carrier / nav alliance forcing NIM and Telenav to undertake new product and business model innovation.

What is the Threat to PND companies?

TomTom and Garmin PND divisions have been on the defensive for some time.  The PND is a mature product, to be substituted for mobile devices, and Garmin's mobile phone is not a winner.  Google's GPS navigation again does not have an immediate impact, as much of Tom Tom's business is now content and Garmin's business is enterprise.  However the turbulence will affect 1-2 year forecasts.

What are the Strategic Moves:

1) In the short term access as well as quality will be the differentiator.  Since Google and Traffic.com launched their new FREE traffic products on BlackBerry, Proxpro Prompt's business has increased 64% and Prompt remains the top paid traffic app in USA.

2) In defense we'll see carriers and mobile GPS navigation companies continue to bundle navigation into data plans, hiding the real cost of provisioning these services.

3) There will be a massive focus on product innovation.  Augmented reality and augmented intelligence applications including Prompt's GPS Calendar, traffic early warning systems and time to leave alerts.

4) New business models will evolve strong enough to support navigation costs.

Julian Bourne

Prompt - GPS calendar and traffic early warning system

Available on BlackBerry App World

www.proxpro.com

Top Paid Traffic App: Prompt GPS Calendar, by Proxpro Inc.

It is plain for all to see, Prompt, GPS Calendar and traffic early warning system, is the #1 paid traffic app on BlackBerry App World.  Click here .  Prompt is more popular than other free branded traffic apps.

10 REASONS WHY PROMPT, the GPS Calendar, IS THE NUMBER 1 TRAFFIC APP?

1) Prompt delivers actionable information and tells you when to leave (patent pending).  Other apps show you pretty traffic flow information and some show you incidents (as does Prompt), but none show you the impact on the timing of your journey.

2) Prompt is a push technology. Prompt works from your calendar knowing where you need to be when you need to be there.  Other apps are pull.  Colors depict flow of traffic on a map doesn't solve your problem which is calculating when to leave.

3) Prompt is integrated into GPS Navigation.  The user experience for trip planning and voice directions is optimized.  Other apps work independently of your navigator and calendar.

4)  Prompt gives the first time / location-based weather.  It tells you what weather to expect when you step out of your car, without the need to keep checking your assumptions.

5) Prompt's travel times are more accurate than any other service, because predictions are updated just before you leave, so you are never caught by surprise.  For my own use Prompt has been incorrect once in 18 months! or Greater than 97% accurate.  Other apps are wrong 40% of the time.

6) Prompt is useful on familiar and unfamiliar journeys.  It is important to be on time for a trip to the airport or a doctor's appointment but you wouldn't use voice directions for these trips.

7) 30% of Prompt users use Prompt daily, it is so easy to use, everything is automatic.

8) Prompt enables you to be more productive, reducing the traffic buffer between appointments, getting more sales visits squeezed in each day.  Every hour in front of a customer is worth more than $1000.  Sales people need more time in front of customers and higher visit frequency.  Prompt increases average customer visits per day by up to 50%

9) Worrying about being late is uncomfortable.  Prompt eliminates the worry because you arrive on time every time.

10) When drivers allow enough time for their journeys they drive safer.

Prompt is available on all BlackBerry GPS devices (Except Pearl)

Prompt is available on all carriers (Except T-Mobile)

Prompt is available in the USA (Coming world-wide shortly)

Click here to download Prompt, by Proxpro Inc.