Is the Party Over for PND Suppliers? - 09 February 2007
The last few years have seen explosive growth in demand for personal navigation devices (PNDs) from such companies as TomTom and Garmin. However, in 2007 a variety of major cell phone manufacturers plan to launch mass-market navigation-capable phones. This begs the question: Can demand for PNDs continue to grow in the face of such competing alternatives?
A new report from IMS Research entitled “The Worldwide Market for Automotive Navigation Systems” analyses the market for five different types of automotive navigation system (including factory-fitted systems, PNDs and cell phone navigation systems). It reveals that growth in demand for PNDs has been rapid - from almost none in 2003 to an estimated 5.3 million in 2005 and 11.3 million in 2006. The report also forecasts that demand for PNDs will continue to grow over the next few years to 30-40 million but that cell phone navigation systems will gain market share. For many, cell-phone navigation will cost less than even PND navigation. However, this is not their only benefit. According to report author Jon Cropley “People are already used to carrying cell phones around with them. If navigation is one of a cell phone’s functions, this saves the user carrying two devices. Also, cell phones are small enough for the pocket, unlike most PNDs”.
The success of cell phone navigation systems is not guaranteed though and the report highlights the risks that cell phone manufacturers and operators face.
Is the party over for PND suppliers? Probably not in the short term but it’s worth keeping a careful eye on the horizon!
About IMS Research
IMS Research is a specialist supplier of market research and consultancy services on global electronics markets. Information from IMS Research is used by major companies worldwide to assess market trends, solve marketing problems, and improve the efficiency of their businesses. IMS Research is a truly international company, selling to more than 35 countries around the world and supported by offices in Austin (Texas), Shanghai (China) and Wellingborough (UK). IMS Research has published a wealth of detailed research on various automotive related markets since 1998.