Free Turn by Turn Navigation: Who Will Follow Google?

by Dominique Bonte | 1Q 2010 | IN-1005022

Google and more recently Nokia have dominated the navigation debate ever since they launched free turn-by-turn navigation solutions. At each occasion it resulted in sharp drops of TomTom’s and Garmin’s share prices. It prompted Networks in Motion to rush its exit strategy, being acquired by Telecommunication Systems for $170 million – actually only $110 million in cash – an attractive price by any standard but waiting any longer did not seem to be an option for NIM fearing further value erosion. At the same time it forced both TomTom and Navigon to lower the price of their iPhone navigation software considerably. However, the question on everybody’s mind is who will be next to offer free navigation.

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