UK-based fleet tracking, traffic and navigation provider Trafficmaster launched on the iPhone App Store in the United Kingdom a turn-by-turn navigation application which price is based on the number of routes you use it for. The new application called Smartnav PAYG (Pay As You Go) costs £1.79 for five routes and can be topped up with 10, 20 or 30 routes.

Smartnav also has a unique feature which is a call center with personal assistants to help you find a destination. Calls to the PA are an additional cost and are charged at a premium rate. But, explained Trafficmaster, “Calls typically last less than 40 seconds, and cost less than £1.20”.

"[This] is an ideal application for people who only need navigation once in a while, but still want to have access to superior routing and navigation, which uses up-to-the minute traffic information", said Trafficmaster.

Smartnav uses arrows and icons instead of the traditional 2D or 2.5D map displays found in most of others iPhone navigations applications.