Sprint: GPS navigation bundled in cell phones data packs



Sprint Navigation on a RAZR
Sprint Navigation on a RAZR
Starting in April Sprint will offer GPS-enabled navigation service included at no additional charge in select Sprint data packs. Unlimited use of Sprint Navigation – powered by Telenav - will be included in the new Sprint Power Vision(SM) Navigation Pack ($20 per month), along with two other existing data packs: Sprint Power Vision Ultimate Pack and Sprint Power Vision Business Pack, both priced at $25 per month.

The new Sprint Power Vision Navigation Pack also includes unlimited data access and Web browsing, Sprint Mobile Email, Sprint Picture Mail, Sprint Radio and Sprint TV. In addition, all other Sprint Vision, Power Vision and PowerSource packs will include pay-per-day access to Sprint Navigation for $2.99 per 24-hour period of use. Sprint Navigation is supported on most Power Vision phones, including the popular Motorola RAZR, Motorola KRZR and FUSIC by LG, as well as many Sprint Vision phones.

Sprint has a long history of providing location-based services in the US, with the first GPS-enabled phone to support E911 services in 2001, the first navigation service on wireless phones with turn-by-turn driving directions in 2003, and the first family location service in 2006. Today Sprint offers more than a dozen consumer GPS applications, including navigation, local search and specialty applications, such as Sprint Family Locator, BiM Active by Bones in Motion and Smarter Agent Apartments for Rent. Sprint was recognized as Frost & Sullivan's LBS Company of the Year in 2005 and 2006. Sprint is the third US wireless carrier with 53,1 million subscribers.

This new Sprint navigation package shows that the usages and business models of cell phone-based navigation are diverging more and more between the US and Europe. On-board solutions are preferred by consumers in Europe, and off-board is getting mainstream in the US. We were talking recently with Thomas Husson, European wireless analyst at Jupiter Research, who said: “Navigation is not considered by mobile operators in Europe as a customer acquisition tool today”. In the US it certainly is.

Thursday, March 22nd 2007

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