Mapping companies have expanded beyond the production of maps into other industries such as enterprise, telematics and tracking.
This is according to Irvine Aitcheson, Navteq's director sales: sub-Saharan Africa and Alistair Protheroe, the company's director of product management.
Speaking at the Naviforum media briefing in Johannesburg last week, Aitcheson and Protheroe offered some insights about the current market trends and emerging technologies in the navigation industry.
Aitcheson is positive about the portable navigation device (PND) industry despite reports that it is under strain, and said PNDs have become more affordable, differentiated and increasingly connected.
There is an increasing variety of these devices available to suit the individual needs of customers, according to Aitcheson, who used the example of bigger screens that are more user-friendly.
The differentiation of PNDs has also led to expansion in the smartphone market, he noted. “In 2010, 11.5% of smartphones were equipped with portable navigation applications, compared to 15.5% in 2011.”
He added that Navteq has made forays into other areas, including enterprise, telematics and tracking. “An increasing amount of businesses are making use of navigation technology to track their assets.”
Traffic decisions
According to Aitcheson, the content of PNDs has also expanded. Increased connectivity means these devices can now give information about traffic, events and weather, he explained.
Protheroe said even without a wireless connection, these devices can supply valuable information to drivers, as they provide information that allows drivers to plan their journeys to avoid wasting time in traffic.
Navteq says a comprehensive database is used to predict the time a journey will take. The company adds that aggregated and verified historical data from a wide variety of GPS probe and sensor data sources can predict when and where traffic jams will happen.
Mapping companies, says Navteq, are also making use of their information to introduce advertising to PNDs. The advertising is location-based, so the adverts are relevant to the driver. For example, an advert for a restaurant will appear when the driver is in the immediate vicinity of the restaurant.
Intuitive devices
Protheroe said navigation devices are becoming more human and intuitive and that technology is enabling 3D views, which, he noted, makes navigating tricky intersections a lot easier.
According to Protheroe, Navteq currently has 600 3D representations of intersections in SA.
He also argued that the use of colour and better visual representation helps calm users when they are lost. Protheroe says in stressful situations, people do not follow instructions, and the colourful graphics also calm down the user.
According to the company, these devices can provide voice, text or visual cues to highlight the correct lane and make routing easier.
Drawing a comparison between established markets and emerging markets, Protheroe highlighted the need for navigation systems that make use of points of interest.
In many emerging markets there are no address systems or street systems. In these areas people make use of points of interest when giving directions. PNDs in these areas have to do the same to be of use to the people in these areas.
According to Protheroe, the market feedback that Navteq has received on devices that make use of points of interest has been very positive.
He said this system of navigation will be rolled out in SA's major cities by the end of the year.
Localised mapping
Localised mapping is key to providing people with maps that suit their specific needs, according to Aitcheson.
He said SA's mapping needs are unique. High vehicle theft in SA has created a need for vehicle tracking, he explained, and added that as SA street names are constantly changing, local insight is crucial.
Protheroe also provided an interesting comparison between the mapping needs of SA and those of other African countries that are not as developed.
In Kenya, for example, he said navigation devices need to make use of points of interest because there are not always clearly defined streets.
He gave the example of PNDs used in Kenya which, he said, make use of landmarks such as a 'bright house' or a 'large tree' for directions. Protheroe adds that this is another reason localised mapping is crucial. “Navigation companies need to be aware of any changes to prevent their navigation systems from becoming outdated.”
According to Aitcheson, SA is behind Europe in terms of automotive navigation. However, he added that Navteq uses the same technology to map roads in SA that it uses in the rest of the world.
Aitcheson pointed out that in SA, 81% of cars have no built-in navigation systems, compared to 19.7% in Europe. This is an excellent growth opportunity, said Aitcheson, adding that vehicle sales in SA have shown steady growth over the past few years.
Share