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Saturday - May 17, 2008
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 Consumer Navigation Devices and Systems
The Changing Dynamics of OEM, Aftermarket, PND, and Handset-based Navigation The consumer navigation market has grown dramatically in the last few years with Personal Navigation Devices (PNDs) as the most successful form factor. Recently handset-based navigation systems have started to gain momentum offering huge potential for pedestrian navigation and location based services. This study examines the major navigation features, trends, drivers and barriers including a detailed SWOT analysis for each navigation form factor. It also describes the dynamics of the navigation ecosystem and value chain, and provides strategic recommendations for the main market players. Special focus areas are: navigation use cases and modes, connected navigation, user interfaces, convergence, segmentation, digital maps, real-time traffic information and user-generated content. The study contains forecasts by region for shipments and revenues of OEM and aftermarket systems, non-connected and connected PNDs, on-board and off-board handset-based navigation systems and future form factors.  What Does This Report Answer?
Section 1.
Executive Summary 1.1 Scope and Contents 1.2 Consumer Navigation Trends, Form Factors, and Features 1.3 Consumer Navigation Value Chain 1.4 Market Drivers and Barriers 1.5 Forecasts 1.6 Conclusions Section 2. Strategic Recommendations 2.1 Overall Recommendations for the Navigation Ecosystem 2.1.1 Maximize Ease of Use 2.1.2 Add Functionality to Increase Safety While Navigating 2.1.3 Increase Quality, Robustness, and Reliability 2.1.4 Add or Integrate Multimedia Features into the Navigation System 2.1.5 Add Wireless/Cellular Connectivity 2.1.6 Reduce Costs 2.1.7 Decrease Time to Market 2.1.8 Maintain Competitive Pricing but Do Not Only Compete on Price 2.1.9 Increase Scale and Leverage Core Competencies 2.1.10 Explore Possibilities for Partnerships and Joint Ventures 2.1.11 Add Value and Increase Differentiation through Customer Orientation 2.1.12 Build Brand Awareness 2.1.13 Create Compelling Hardware Designs 2.2 Recommendations for Car Manufacturers 2.2.1 Reduce Design Cycle Times 2.2.2 Work with OEMs to Develop Software-Upgradeable Systems 2.2.3 Gradually Reduce Prices but Do Not Create a Price War 2.2.4 Achieve Growth by Offering Navigation Systems as an Option on All Car Models 2.2.5 Work with PND Vendors on Car-Integration, Distribution, and Co-Branding 2.2.6 Exploit the Inherent Advantages of Ease of Use and Safety 2.3 Recommendations for OEM vendors 2.3.1 Work with Hardware and Software Vendors to Adopt Open, 2.3.2 Focus on OEM Systems and Do Not Diversify by Adding Portable Form Factors such as PNDs to the Portfolio 2.3.3 Reduce Costs 2.4 Recommendations for Aftermarket Navigation Vendors 2.4.1 Consider Diversification by Adding Portable Form Factors 2.4.2 Exploit the Large Segment of In-Service Cars without In-Dash Navigation Systems 2.5 Recommendations for PND Vendors 2.5.1 Increase the Overall Quality and Reliability of the Navigation Experience 2.5.2 Create Differentiation and Value through Segmentation 2.5.3 Enhance Ease of Use and Safety by 3D Mapping, Voice Recognition, 2.5.4 Reduce Costs to Protect Margins 2.5.5 Add Features That Integrate PNDs into the Car Environment 2.5.6 Cooperate with Car Manufacturers for Increased Integration, 2.5.7 Add Connectivity to Hold Off the Threat of Handset-based Systems 2.5.8 Follow Convergence Trends but Remain Focused on the Navigation Experience 2.5.9 Exploit the Inherent Combined Advantages of Screen Size and Portability 2.6 Recommendations for On-Board Handset-based Navigation Vendors 2.6.1 Do Not Diversify by Adding Portable Form Factors Such as PNDs to the Portfolio 2.6.2 Partner with Strong Brands for Distribution 2.6.3 Focus on Performance, Ease of Installation and Maintenance, 2.6.4 Diversify by Offering Software as a White Label Solution 2.6.5 Explore Hybrid Systems 2.7 Recommendations for Off-Board Handset-based Navigation Vendors 2.7.1 Partner with Cellular Carriers 2.7.2 Adopt Monthly Flat Fee Pricing Model 2.7.3 Explore the Potential of Advertising Revenues 2.7.4 Target Developing Countries 2.7.5 Exploit Inherent Advantage of Up-to-Date Information 2.8 Recommendations for Navigation Software Vendors 2.8.1 Do Not Diversify by Adding Portable Form Factors such as PNDs to the Portfolio 2.8.2 Seek Leverage by Selling Software for as Many Platforms as Possible 2.9 Recommendations for Navigation Hardware Vendors 2.9.1 Adopt Open, Standardized Hardware, and Software Platforms 2.9.2 Maximize Feature Integration 2.9.3 Add User-Friendly Data Entry Methods to Handsets 2.10 Recommendations for Map and Location Data Content Providers 2.10.1 Explore New Map Features That Increase Visibility and Readability 2.10.2 Explore Community-Generated Map, Traffic, and POI Content 2.10.3 Increase Map Coverage of Developing Countries 2.10.4 Generate Maps for New Navigation Segments 2.11 Recommendations for Cellular Carriers 2.11.1 Use Navigation as a Driver for Data Connectivity, LBS, and Added-Value Services 2.11.2 Partner with White Label Off-Board Navigation Software Providers 2.12 Recommendations for Retailers 2.12.1 Capitalize on the Market Momentum of Navigation 2.13 Other Players in the Navigation Ecosystem 2.13.1 The Main Internet Mapping Brands Need to Establish a Foothold 2.13.2 Semiconductor Vendors Need to Develop Cost-Effective Reference Designs Section 3. Consumer Navigation Explained 3.1 General Description 3.2 General Navigation Trends 3.2.1 Ease of Use and Safety 3.2.2 Convergence and Segmentation 3.2.3 Dynamic and Connected Navigation 3.2.4 Convergence of Navigation, LBS, and Commercial Telematics 3.3 Navigation Use Cases 3.3.1 Car Navigation 3.3.1.1 2-Wheel Navigation 3.3.2 Pedestrian Navigation 3.3.3 Outdoor Navigation 3.3.4 Marine and Aviation Navigation 3.3.5 Tourism and Public Transport 3.3.6 Other Use Cases 3.4 Navigation Modes 3.4.1 Active Navigation 3.4.2 Manual Navigation 3.4.3 Passive Navigation 3.4.4 Demo Navigation 3.5 Navigation Components and Features 3.5.1 Digital Maps 3.5.2 Traffic Information and Safety Cameras 3.5.3 POIs and Other Content 3.5.4 User-Generated Content 3.5.5 Enhanced User Interfaces 3.5.5.1 Optimized Menu Structure 3.5.5.2 Touchscreen Gesture Commands 3.5.5.3 Speech Recognition and Text-to-Speech 3.5.6 Desktop and Web-based Navigation Tools 3.5.6.1 Desktop Tools 3.5.6.2 Web-based Tools 3.6 Navigation Form Factors 3.6.1 OEM and Aftermarket Navigation Systems 3.6.2 Portable Navigation Devices 3.6.3 Handset-based Navigation Systems Including PDAs 3.6.3.1 On-Board Navigation Systems 3.6.3.2 Off-Board Navigation Systems 3.6.3.3 Off-Board Navigation Hosted by Cellular Carrier 3.6.3.4 Hybrid Systems 3.6.4 Future Navigation Form Factors Section 4. Navigation Business Issues, Drivers, and Barriers 4.1 Navigation as a Basic and Universal Consumer Need 4.2 Main Navigation Market Drivers and Barriers 4.2.1 Main Drivers 4.2.2 Main Barriers 4.3 GPS-based Handsets and Advanced Location Techniques: Keys to Future Success 4.3.1 North America 4.3.2 Europe 4.3.3 Asia-Pacific Section 5. Navigation Market Players and Value Chain 5.1 Major Trends 5.1.1 Europe as the Leading Navigation Market 5.1.2 Vertical Integration 5.1.3 Horizontal Integration 5.1.4 Consolidation 5.1.5 Diversification and Move to PNDs 5.1.6 Partnerships 5.1.7 New Entrants into the Market 5.1.7.1 Handset Manufacturers 5.1.7.2 Cellular Carriers 5.1.7.3 Web 2.0 Internet Companies 5.1.8 Future Value-Chain Evolutions 5.2 Navigation Market Players 5.2.1 Car Manufacturers and OEM Vendors 5.2.2 Aftermarket Vendors 5.2.3 PND Vendors 5.2.4 Software Vendors 5.2.4.1 On-Board Vendors 5.2.4.2 Off-Board Vendors 5.2.5 Hardware Vendors 5.2.5.1 Handset and PDA Vendors 5.2.5.2 ODMs 5.2.5.3 GPS Semiconductor and Chipset Providers 5.2.6 Map Providers 5.2.7 Location Data Providers 5.2.8 Cellular Carriers 5.2.9 Retailers 5.2.10 Other Players 5.3 Value Chain Section 6. Navigation Market Forecasts 6.1 Forecast Definitions, Methodology, and Assumptions 6.1.1 Other Facts, Assumptions, and Remarks 6.1.2 Definitions 6.1.2.1 Revenue 6.2 North America 6.2.1 OEM and Aftermarket 6.2.2 PNDs 6.2.3 Handset-based Systems 6.2.4 Forecasts 6.3 Europe 6.3.1 OEM and Aftermarket 6.3.2 PNDs 6.3.3 Handset-based Systems 6.3.4 Forecasts 6.4 Asia-Pacific 6.4.1 OEM and Aftermarket 6.4.2 PNDs 6.4.3 Handset-based Systems 6.4.4 Forecasts 6.5 Rest of the World 6.5.1 OEM and Aftermarket 6.5.2 PNDs 6.5.3 Handset-based Systems 6.5.4 Forecasts Section 7. Navigation Technologies 7.1 Navigation System Components 7.1.1 Hardware Platforms 7.1.2 Navigation Software 7.1.3 GPS Receivers 7.1.4 Dead Reckoning Systems 7.1.5 Maps 7.1.6 Speech Recognition 7.1.7 Text-to-Speech 7.2 GNSS 7.2.1 US GPS 7.2.2 Galileo 7.2.3 GLONASS 7.2.4 Beidou and INRSS 7.3 Terrestrial-based Location Systems 7.3.1 Triangulation 7.3.2 A-GPS 7.4 Connectivity 7.4.1 Cellular/Bluetooth 7.4.2 Traffic Information via RDS-TMC/VICS/Satellite Radio Section 8. Company Profiles 8.1 Acer 8.2 Alpine Electronics 8.3 Appello 8.4 Becker 8.5 Blaupunkt-Werke GmbH / Robert Bosch GmbH 8.6 Clarion 8.7 Dash 8.8 deCarta 8.9 Delphi Corporation 8.10 Denso Corporation 8.11 Destinator Technologies 8.12 Garmin International 8.13 Google 8.14 Hewlett Packard 8.15 Jentro 8.16 Locationet 8.17 Magellan 8.18 Medion 8.19 Microsoft 8.20 Mio/Mitac 8.21 Navicore 8.22 Navigon AG 8.23 Navman 8.24 NAVTEQ Corporation 8.25 Networks in Motion 8.26 Nokia 8.27 Nuance 8.28 NXP 8.29 Pioneer Corporation 8.30 Route 66 8.31 Siemens VDO 8.32 SiRF 8.33 Sony Electronics Corporation 8.34 Tele Atlas NV 8.35 TeleNav 8.36 Telmap 8.37 The Carphone Warehouse 8.38 TomTom BV 8.39 T-Mobile UK 8.40 Verizon 8.41 ViaMichelin 8.42 Wayfinder 8.43 Webraska Mobile Technologies 8.44 Yahoo! 8.45 Zenrin Company Limited Section 9. Company Directory Section 10. Acronyms Flexible, Software-Upgradeable Systems such as PNDs to the Portfolio and Text-to-Speech Ease of Use, and Safety Reliability, and Quality in the Navigation Market Scope of Study Sources and Methodology Notes Tables
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