After more than a decade of location technology, turn-by-turn navigation remains the most well-known application. More importantly, it is one that users are prepared to purchase. Up until now, navigation has maintained its position as a premium service. This is about to change, however, driven by increasing levels of competition as navigation is adopted by the mass market. Free, ad-funded handset-based navigation has made its appearance in Europe, PNDs are now available for less than $100, and in-dash navigation is breaking through the €500 barrier in Europe. The recent economic downturn will only accelerate this trend. How will this development affect the location industry?