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."
This IDC study shows 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.