Student: Sergio Quiros. Case Analysis 3: Personal Navigation Devices (PNDs). Course: TM583. Date: 30SEP2011
Why have Personal Navigation Devices become popular? What technologies are required to facilitate the success of PNDs? The Personal Navigation Devices (PND) created as a portable pocket-size device that aided in providing turn-by-turn driving directions to get a person from point A to point B, and provided positioning capability, such as the GPS, have become one of the gadgets of primordial necessity over the last decade. They were introduced to the market in the 1980’s and only contained small maps and consisted of real time traffic information.
They add more comfort to the hectic way of life in the sense that they give you an ability to concentrate on one thing less, especially for those people that are regular travelers.
In contrast with the vehicle built-in navigation system, PNDs have also become popular due to its portability. This is the reason why they are referred as Portable Navigation Devices too. Some of the useful features of consumer GPS navigation devices are interactive street maps that may also show route information, and step-by-step routing directions.
The technology used by personal navigation devices is satellite communications. The Global Positioning System relies on orbiting satellites maintained by the Defense Department for public use that allow users to triangulate their precise position.
Who are some of the leaders in PNDs? What are the likely factors that will contribute to winning in this marketplace? There are many companies that develop and enhance PNDs, but the most famous leaders are TomTom International BV, Garmin Ltd., and Magellan.
The most important factors for the competitors that will contribute to winning in the marketplace are device characteristics like multi-functionality, portability, and appealing and accessible pricing.
Manufacturers are also continually refining the user...
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