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  4. > Mobile Navigation Services and Devices – 7th Edition

Mobile Navigation Services and Devices – 7th Edition

  • September 2014
  • -
  • Berg Insight AB
  • -
  • 165 pages

Executive summary

Navigation solutions for car and pedestrian navigation can be divided into multiple categories. Car manufacturers offer factory installed in-dash navigation systems as standard or optional equipment on a majority of their models sold in developed markets. Drivers that want to add a navigation system to their existing vehicle can choose among numerous aftermarket solutions, including in-dash navigation and infotainment systems, Personal Navigation Devices (PNDs) and navigation apps for handsets. At the end of 2013, there were 180 million dedicated car navigation systems in use globally, including an estimated 70 million factory installed or aftermarket in-dash navigation systems and 110 million PNDs.

Even though the share of new cars fitted with factory installed in-dash navigation systems will grow fast as prices decline, the penetration among vehicles in use will grow slowly. The average age of vehicles in North America and Europe has grown to 9 years. Aftermarket navigation solutions will thus account for a majority of navigation systems in use in the foreseeable future. Since the different solutions are tailored for slightly different use-cases, multiple navigation-capable device solutions can be expected to co-exist in the future. Many consumers are also likely to own and use more than one navigation capable device.

The PND device category is facing increasing competition from low cost in-dash OEM navigation systems, as well as aftermarket products ranging from in-dash systems to navigation apps for smartphones and tablets. Moreover, the penetration rate for PNDs is already high in many markets. Global shipments of PNDs fell 21 percent to 22 million units in 2013, which marks the fourth year of decline from the peak of 40 million units sold in 2008 and 2009. Even though some emerging markets are still showing growth, this will not compensate for the decline in mature markets. Berg Insight forecasts global PND shipments to decline to 10 million units in 2019. However, there are signs that the rapid ASP declines experienced in the past few years are slowing down.

The intense competition in the PND segment has led to market consolidation. Several vendors have exited the market – either in the most competitive markets or altogether, while others have acquired competitors. On a global level, the PND market is now dominated by the three vendors – Garmin, TomTom and MiTAC – that together hold 75 percent market share globally and more than 90 percent market share in Western Europe and North America. These companies have highly integrated operations ranging from hardware and software development to distribution. There are also some vendors that hold strong positions on a local or regional level such as United Navigation in Germany, Prestigio in Eastern Europe and Panasonic in Japan. As the market is declining, the leading PND vendors Garmin, TomTom and MiTAC, as well as the leading white-label PND software developers Elektrobit and NNG are increasingly focusing on developing in-dash navigation systems for the automotive industry.

Navigation services for mobile phones have been available since 2002, but have only become a serious threat to PNDs in the last few years as smartphone performance has improved and device adoption accelerated. The global active installed base of smartphones grew to 1.9 billion units at the end of 2013. Smartphone adoption – i.e. the share of all handsets in use – had reached about 35 percent worldwide, 67 percent in North America and about 58 percent in the EU27+2. Berg Insight estimates that the number of monthly active users of navigation apps for mobile phones was 180 million worldwide at the end of 2013.

The growing usage of mobile navigation apps has largely been driven by broader availability of free services. Starting in late 2009, all the leading smartphone platform and device vendors have introduced free navigation apps for end-users. Apple, Google and Nokia have developed their navigation apps in-house, while other device vendors such as BlackBerry, LG, Samsung and Sony Mobile cooperate with navigation app developers like Appello, Navmii, NDrive, ROUTE 66 and TeleCommunication Systems. Besides handset vendors, app developers also use distribution channels including app stores and mobile operators. As competition from free apps has intensified, app developers are increasingly focusing on freemium business models where the core turn-by-turn navigation service is free and users have the option to purchase additional content and features. Advertising is also gradually becoming a source of revenues for developers with large active user bases.

Table Of Contents

Mobile Navigation Services and Devices - 7th Edition
Table of contents . i
List of figures .. vii
Executive summary . 1
1 Personal navigation solutions .. 3
1.1 Overview of personal navigation solutions .. 4
1.1.1 Car OEM in-dash navigation and telematics solutions . 5
1.1.2 Aftermarket in-dash infotainment and navigation systems ... 9
1.1.3 Personal Navigation Devices .. 10
1.1.4 Smartphones and mobile phones ... 11
1.1.5 Tablets, phablets and wearable devices . 11
1.2 PND categories and segments .. 14
1.2.1 Car navigation PNDs ... 14
1.2.2 Embedded PNDs 17
1.2.3 Multimode and rugged PNDs . 18
1.2.4 Truck and recreational vehicle PNDs .. 18
1.3 Navigation app distribution channels and business models 19
1.3.1 Navigation app distribution channels .. 19
1.3.2 Active monthly navigation app users by distribution channel 22
1.3.3 Evolution of handset navigation app business models .. 23
1.3.4 App store strategies 25
1.4 Vehicle fleets and navigation system penetration . 27
1.4.1 The European passenger car market . 28
1.4.2 The North American passenger car and light truck market 30
2 Map data and content providers 33
2.1 Digital map data and image suppliers ... 35
2.1.1 Nokia HERE . 36
2.1.2 TomTom Licensing .. 38
2.1.3 AND . 39
2.1.4 AutoNavi .. 40
2.1.5 Blom 41
2.1.6 CE Info Systems - MapmyIndia .. 42
2.1.7 DigitalGloble 43
2.1.8 Intermap Technologies ... 43
2.1.9 OpenStreetMap ... 44
2.1.10 ZENRIN 44
2.2 Traffic information services 45
2.2.1 Traffic information systems . 46
2.2.2 RDS-TMC services .. 47
2.2.3 The TPEG standard . 50
2.2.4 The VICS traffic information system 51
2.2.5 Market developments .. 51
2.2.6 Be-Mobile 52
2.2.7 CE-Traffic . 52
2.2.8 Clear Channel Radio's Total Traffic and Weather Network . 53
2.2.9 Decell ... 53
2.2.10 INRIX 54
2.2.11 Mediamobile 55
2.2.12 TrafficCast ... 56
2.2.13 Trafficmaster 56
2.3 Speed camera warning devices and database providers . 57
2.3.1 Coyote Systems .. 58
2.3.2 Cyclops ... 58
2.3.3 FoxyTag ... 59
2.3.4 Road Angel .. 59
2.3.5 Wikango .. 59
2.4 Travel guide, POI data and weather information providers ... 60
2.4.1 CustomWeather ... 60
2.4.2 Foreca . 60
2.4.3 Fodor's Travel .. 60
2.4.4 Langenscheidt . 61
2.4.5 Mairdumont . 61
2.4.6 NavX 62
2.4.7 Solocal Group . 62
2.4.8 ViaMichelin .. 63
2.4.9 Wcities . 64
3 Navigation software developers 65
3.1 Technology overview . 65
3.1.1 On-board, off-board and hybrid navigation apps ... 66
3.1.2 Evolution of navigation app features ... 66
3.2 Vendor market shares ... 68
3.2.1 Handset navigation app market shares in Europe .. 70
3.2.2 Handset navigation app market shares in North America .. 71
3.3 Company profiles and strategies .. 73
3.3.1 ALK Technologies ... 75
3.3.2 Aponia Software .. 76
3.3.3 Appello Systems . 76
3.3.4 deCarta 77
3.3.5 Elektrobit . 78
3.3.6 Fullpower Technologies .. 79
3.3.7 Google . 80
3.3.8 Intrinsyc Software 81
3.3.9 MapQuest 81
3.3.10 Mireo 82
3.3.11 NaviExpert ... 82
3.3.12 Navitel .. 83
3.3.13 NAVITIME 84
3.3.14 Navmii .. 84
3.3.15 NDrive .. 85
3.3.16 NNG . 86
3.3.17 Nokia ... 88
3.3.18 ROUTE 66 89
3.3.19 Sygic 90
3.3.20 TeleCommunication Systems . 91
3.3.21 Telenav 92
3.3.22 UbiEst .. 94
3.3.23 Yandex . 94
4 Mobile operator service offerings .. 95
4.1 Navigation services from mobile operators in North America ... 95
4.1.1 ATandT Mobility .. 96
4.1.2 Bell Mobility . 97
4.1.3 Rogers Wireless .. 97
4.1.4 Sprint ... 97
4.1.5 Verizon Wireless .. 98
4.2 Navigation services from mobile operators in Europe .. 99
4.2.1 Deutsche Telekom Group . 101
4.2.2 Orange Group ... 102
4.2.3 Telekom Austria Group . 103
4.2.4 TeliaSonera Group 103
4.2.5 Vodafone Group 104
4.3 Navigation services from mobile operators in APAC and the MEA . 105
4.3.1 Country profile: Japan ... 107
4.3.2 Country profile: South Korea . 108
4.3.3 Bharti Airtel 109
4.3.4 Mobile TeleSystems .. 110
4.3.5 Telstra 110
4.4 Navigation services in Latin America ... 111
4.4.1 America Móvil 111
4.4.2 NII Holdings ... 112
4.4.3 Telefónica .. 112
4.4.4 Oi Brazil . 114
5 Device vendor profiles . 115
5.1 PND market developments .. 115
5.1.1 PND feature evolution ... 115
5.1.2 Market consolidation . 117
5.2 PND shipments and vendor market shares 119
5.2.1 Shipments by geographical region ... 119
5.2.2 PND hardware revenues ... 120
5.2.3 Vendor market shares ... 121
5.3 PND vendor profiles and strategies . 123
5.3.1 Garmin ... 123
5.3.2 TomTom 129
5.3.3 MiTAC 134
5.3.4 Mappy / Logicom .. 136
5.3.5 MEDION 136
5.3.6 Panasonic .. 137
5.3.7 Prestigio . 137
5.3.8 Thinkware Systems ... 138
5.3.9 UniStrong .. 139
5.3.10 United Navigation .. 139
5.4 Handset market developments ... 141
5.4.1 Smartphone platform market shares 141
5.4.2 Smartphone vendor market shares .. 144
5.4.3 Handset vendors and operators start to back new smartphone platforms .. 145
5.4.4 Towards complete LBS offerings .. 146
5.4.5 Handset vendor navigation service strategies .. 147
6 Market analysis and forecasts . 149
6.1 Navigation industry trends ... 149
6.1.1 PND sales continue to decline in developed markets .. 149
6.1.2 Low cost in-dash navigation systems drive take rates .. 150
6.1.3 Free navigation apps now available for all smartphone platforms ... 151
6.2 Regional markets . 153
6.2.1 Total navigation system penetration rate by region .. 154
6.2.2 The European mobile navigation market .. 155
6.2.3 The European PND market ... 156
6.2.4 The North American mobile navigation market 158
6.2.5 The North American PND market .. 159
6.2.6 The Rest of World mobile navigation market 161
6.2.7 The Rest of World PND market . 162
Glossary .. 165

List of figures

Figure 1.1: Main car navigation system categories 4
Figure 1.2: Connected car services by car brand (Europe and North America 2014) ... 8
Figure 1.3: The Samsung Gear S smartwatch with Nokia HERE navigation app 13
Figure 1.4: Car navigation PND feature comparison by products segment 15
Figure 1.5: Garmin and TomTom PNDs ... 17
Figure 1.6: Leading mobile app stores (February 2014) .. 21
Figure 1.7: Active navigation users by distribution channel (World 2009-2013) . 23
Figure 1.8: Business models for mobile navigation apps and services ... 24
Figure 1.9: The European passenger car market (2013) . 28
Figure 1.10: Car navigation system shipments in Europe (2003-2013) ... 29
Figure 1.11: The North American passenger car and light truck market (2013) .. 30
Figure 1.12: Car navigation system shipments in North America (2003-2013) ... 31
Figure 2.1: Examples of content providers ... 34
Figure 2.2: Major international digital map data suppliers ... 35
Figure 2.3: Traffic information platform . 46
Figure 2.4: Examples of TMC service providers (2014) 49
Figure 2.5: Speed camera warning device and database vendors (July 2014) ... 57
Figure 2.6: Travel guide publishers .. 61
Figure 3.1: Mapping and navigation server platform 65
Figure 3.2: Navigation app and service providers by active users (World Q4-2013) ... 69
Figure 3.3: Handset navigation app market shares (EU27+2 2009-2013) .. 71
Figure 3.4: Handset navigation app market shares (North America 2009-2013) 72
Figure 3.5: Handset navigation app developers ... 74
Figure 4.1: Navigation offerings from North American operators (July 2014) .. 96
Figure 4.2: Examples of navigation offerings from European operators (July 2014) . 100
Figure 4.3: Examples of navigation offerings from APAC and MEA operators (July 2014) ... 106
Figure 5.1: PND feature penetration in Europe and North America (2008-2013) .. 116
Figure 5.2: PND brands by original industry .. 117
Figure 5.3: Global annual PND shipments and revenues (2006-2013) . 119
Figure 5.4: PND shipments by region (2008-2013) ... 120
Figure 5.5: PND vendor market shares (World 2007-2013) .. . 121
Figure 5.6: PND vendor market shares (Europe 2007-2013) 122
Figure 5.7: PND vendor market shares (North America 2007-2013) . 122
Figure 5.8: Examples of Garmin nüvi PNDs ... 125
Figure 5.9: Garmin Víago screenshots ... 127
Figure 5.10: Examples of TomTom PNDs .. 132
Figure 5.11: Smartphone shipments by vendor and OS (World 2013) .. 142
Figure 6.1: Smartphone, GPS-enabled tablet and PND shipments (World 2012-2019) ... 153
Figure 6.2: PND and in-dash navigation system penetration (World 2008-2013) . 154
Figure 6.3: Navigation app and service revenues (EU27+2 2012-2019) .. 155
Figure 6.4: Annual PND shipments in Europe (2006-2019) ... 156
Figure 6.5: PND ASP, device and service revenues in Europe (2012-2019) . 157
Figure 6.6: Navigation app and service revenues (North America 2012-2019) . 158
Figure 6.7: Annual PND shipments in North America (2006-2017) ... 159
Figure 6.8: PND ASP, device and service revenues in North America (2012-2019) .. 160
Figure 6.9: Navigation app and service revenues (ROW 2012-2019) 161
Figure 6.10: Annual PND shipments in ROW (2006-2019) 162
Figure 6.11: PND ASP, device and service revenues in ROW (2012-2019) .. 163

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