GPS Business News interviewed with Maarten Oldenhof, CEO at the European map maker AND (Automotive Navigation Data).

As a challenger against the 800 pounds gorilla named NAVTEQ and Tele Atlas, AND has always been very vocal about the need to simplify map data licensing. In this interview he is commenting about the recent Google announcements - launching its own map data and its free turn-by-turn navigation application in the United States.

GPS Business News: What do you think Google Maps Navigation will change on the navigation business?
Maarten Oldenhof: AND thinks Google Maps Navigation will bring LBS/navigation to the masses. Even though it is currently only available on the Motorola Droid in the US, we expect many other devices and operating systems will follow, not only in the US, but also in Europe.

Besides that, it is likely that Google will make this navigation system available as an API, meaning that all mobile developers will be able to include a fully-fledged navigation solution in their existing LBS App with a few lines of codes. We have always said that we need to make LBS/navigation available to the masses.
The only way to do that is with low cost navigation.

The US company Full Power recently launched an off-board navigation application for the iPhone at $2.99 per month and German Skobbler is also a good example, they are very successful with their Euro 7.99 navigation solution in Germany. Therefore, AND has a different business model than the other mapmakers, we offer our maps for a fixed price per device without any usage restrictions, stimulating this development in the market. We can do this as AND is the only independent mapmaker.

GPS BN: Many people think wireless operators – and probably also Apple - will close their doors to this Google free nav app, limiting its reach. What is your take on that?
MO: Everybody in the business wants to keep the end consumer as close as possible, to be able to sell services to them. That is why there are currently more than 20 app stores around, also wireless operators don’t want to leave their gate wide open to Google. However, the customer will demand LBS/navigation knowing that Google Maps Navigation is out there, navigation will become a hygiene. So, all wireless operators – and probably also Apple – have to choose. If they want to be more than just an operator, they have to come with their own solutions. Obviously, AND can help them out in providing our Navigation Maps.

GPS BN: Don’t you also think the high price of roaming in Europe will limit Google’s off-board solution?*
MO: No we don't think so. Fixed data plans are becoming more common in the market, so the price of roaming in Europe will be solved by itself. When the market does not solve it, AND believes the European Union will solve it for the market.

GPS BN: Persistent rumors indicate that AND has signed a deal with Google for European map data: can you confirm this news?
MO: No, we can't.

GPS BN: Don’t you think free maps and free navigation will endanger your business in the long run?
MO: AND is in a very good position as we create and own the maps. Without those maps you cannot develop any LBS/navigation solutions. We believe that every device will have maps on it, however as the operators, handset makers and onliners want to own the end consumer we believe there might be more than one map on a device. Selling our maps for a fixed price and without usage restrictions puts AND in a very good position to deliver those maps, as there are no other independent alternatives in the market.