TomTom launched a few days ago a campaign to encourage its European customers to update their maps. TomTom now sells its Western Europe map at €50 (a 50% discount over previous price) and regional maps at a 30% discount (€40). The goal of this operation is first to have its customer install and use TomTom Home, the desktop software that maintain a strong link with TomTom; and second, update the software of their navigation device and use its Map Share functionality that allows customers to share map updates they are doing on their PND.
TomTom made its software update compatible even with its oldest models. Early adopters that bought a TomTom Go in the summer of 2004 will be able to use Map Share.
On October 24th, when announcing its financial results for the third quarter, TomTom's CEO Harold Goddijn said TomTom Home reached 3 million users. With this campaign TomTom expects to further strengthen this figure and grow its Map Share community until a critical mass to offer a key differentiator for the brand.