Dedicated devices being squeezed out.
The future has long lay in integrated devices – and now here’s the hard proof…
Try as it might to upgrade and improve its devices by increasingly ingenious methods even GPS market leader TomTom can’t halt the sector’s slide.
Announced late last week, the company’s Q3 financial results were nothing short of disastrous with profits crashing from €57m in the year ago quarter to just €9m this time around. During this period TomTom did manage to ship an impressive 2m units but with their average price falling to just €117 – as margin is squeezed from this established (and declining) market – sales actually fell for the first time in its history from €296m to €264m.
Of course none of this should be a surprise as the GPS market is saturated with the likes of ViaMichelin and Sony pulling out in recent times and faced with increasingly affordable GPS capable mobile phones with ever larger and clearer screens.
TomTom itself has tried to fight this inevitable trend for some time with a huge (and some might say, desperate) bid for mapping software developer Tele Atlas and the launch of its first embedded units last year.
So the challenge ahead for TomTom now is clear: evolve or die. It’s the way of the technological world people… just ask Polaroid.