Portable Navigation Devices Will Nearly Double in 2007 as Consumer Navigation Market and GPS Technology Turn a Corner, Says IDC

Business Wire, Sept 10, 2007

FRAMINGHAM, Mass. -- Greater public awareness, lower entry price points, more sophisticated features, and additional channels of distribution are all key trends contributing to the surge in demand for consumer navigation devices. Portable navigation devices (PNDs) remain the most popular segment of the consumer navigation market, representing 62% of the total worldwide market and nearly doubling in size with 93% growth over last year. IDC expects the entire consumer navigation market to grow by 53% worldwide in 2007.

By far the largest regional market represented in IDC's forecast is Western Europe, where the PND segment has been historically strong, followed by the U.S. However, IDC also expects increased demand for PNDs in Asia/Pacific where China already owns a GPS satellite network. IDC suspects the 2008 Olympic Games in Beijing will spark PND popularity in China as the world navigates to the games.

According to IDC's special study, PNDs are not the only segment of the consumer navigation market that will experience sizeable growth and additional revenue opportunities. Consumer interest in outdoor activities and fitness will likely contribute to growth for outdoor and fitness-focused GPS devices as well as marine products, which IDC says are expected to represent $1.2 billion in revenues collectively by 2011. While in-vehicle navigation solutions are currently growing at a slower pace than their PND relatives, IDC believes this segment will remain strong in many markets around the world as long as technology providers work more closely with auto manufacturers to introduce lower-cost solutions into future new model year designs. As in-vehicle navigation interest grows, IDC says it will increasingly compete with aftermarket PND category.

The huge opportunities for the entire consumer navigation ecosystem has a number of second- and third-tier players such as LG, Navigon, and Dash, entering the market to get their piece of the pie. IDC believes these new market players will create a shift in product differentiation from traditional hardware offerings to new forms of content and additional services, as vendors focus on total solutions instead of just devices.

"It's clear that services will become an increasingly important part of the navigation picture going forward as these devices compete with other consumer devices such as mobile phones," says Diana Hwang, research manager, Mobility. "IDC expects overall consumer navigation device growth to remain strong as GPS technology and additional services become integrated into a variety of product offerings affecting the way consumers live, play, and interact in the future."

IDC's special study, Consumer Navigation Devices: Finding Your Way (Doc #208061), represents the first published report on the state of the consumer navigation market. This study includes future outlook, forecasts, and essential guidance for PNDs, outdoor-fitness recreational products, marine navigation products, and OEM in-vehicle (in-dash) navigation products. It also includes vendor profiles of players in the consumer navigation market including the following: Autodesk, AutoNavi, Blaupunkt, Dash, Denso, Garmin, Global Locate, Harmon Kardon, LG, Lowrance, Magellan, Magneti Marelli, Marvell Communications, MapQuest, Maptech, Microsoft, Mitac, NAVTEQ, Pharos, Pioneer Electronics, SiRF Technology, Sony, Tele Atlas, and TomTom.

Join IDC's Mobile and Wireless Communications team for a complimentary breakfast briefing event at CTIA on Wednesday, October 24, 2007. Start your morning by participating in a breakfast roundtable discussion with an IDC analyst and your peers followed by formal IDC analyst presentations and a discussion and debate session moderated by Tracy Ford, associate publisher and editor of RCR Wireless News. Reserve your seat by visiting .

About IDC

IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 900 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 90 countries worldwide. For more than 43 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.

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