Content is key
Puvogel believes that in future content will generally play a key role within the billion-dollar navigation market. Under the name ‘location-based experience’, a new discipline is currently evolving, which combines local searches, maps, route navigation and dynamic information from the Internet. This development impacts the entire industry; it affects terminal equipment manufacturers and network operators, as well as content providers, for whom this interconnection presents new business opportunities. Puvogel also expects the advertising industry to benefit from this trend: “due to the integration of dynamic content, navigation will become the ideal environment for mobile marketing”.
According to Puvogel, particularly mobile phone network operators and service providers will have to rethink their strategies. In acquiring Navteq, Nokia has given a further boost to the trend towards network-independent solutions in the mobile phone industry. As a result mobile phone providers run the risk of losing their exclusive access to customers, and consequently, control and sales. Customers expect strong brands and excellent content – areas in which many network operators have struggled to deliver thus far. Puvogel believes that navigation offerings are a must for network operators and service providers, whether under their own brands or in cooperation with strong third-party brands. Strategic partnerships with content providers need to be fostered in order to support their own core business in the data sector.
Watch here our video interview with Hans-Hendrik Puvogel one month ago.