Launched at the IFA consumer electronics show in Berlin, NAVTEQ Natural Guidance replaces today's linear navigation instructions - e.g. 'turn right in 50 meters on Kurfuerstendamm - by guiding the way humans instruct each other, through descriptions of orientation points such as distinctive points of interest and landmarks - e.g. 'turn right after the yellow shop" or 'turn right at the traffic signal.'
NAVTEQ Natural Guidance employs a variety of importance criteria to help optimize when and how the guidance is presented to consumers. Reference cues can look very different - or be partially or fully obscured - depending on such factors as: which direction the user is approaching, the size of the reference object (a cathedral vs. a corner pub), or whether it is winter or summer (when trees might block the visibility).
Natural Guidance was previewed one year ago by NAVTEQ’s CEO Larry Kaplan during a keynote at a Nokia event.
NAVTEQ Natural Guidance is currently available for Berlin, Chicago, National Capital Region of Delhi, London, Los Angeles, New York, Munich and Paris with aggressive expansion plans to add more cities throughout Europe, North America and Asia Pacific by the end of 2011.
Once available at a larger scale, this technology is likely to create differentiation for NAVTEQ because it answers a real consumer need.