Handmark to distribute Garmin Mobile navigation solution

Handmark to distribute Garmin Mobile navigation solution
Handmark®, a publisher of mobile software titles, and Garmin today announced a strategic distribution agreement under which Handmark will distribute Garmin Mobile for BlackBerry GPS enabled devices.

Garmin Mobile, a subscription-based, off-board navigation application is available through Handmark for $9.99/month (without data cost). On the top of the 3D turn by turn navigation, Garmin provides customers with unlimited access to additional contents such as fuel prices, weather conditions and forecasts, traffic information and hotel information (hotels.com).

Handmark is a content aggregator and wireless solutions developer with distribution agreements in the U.S. with wireless operators Sprint, Cingular, Nextel, T-Mobile, and Verizon. This includes on-device client and web portals as well as both Handmark and operator branded desktop and on-device stores. Handmark distribution also includes on-device and web-based e-stores in Europe through relationships with device manufacturers.

According to its own estimates Handmark has 43 percent market share for the distribution of mobile software titles sold through mass merchandisers, electronics and office supply stores. Retail partners include Target, Staples, Best Buy, Office Depot, CompUSA, Circuit City and a few others in the U.S. “Garmin Mobile will receive prominent placement within Handmark distribution channels”, said Handmark.

"it will make it easier for BlackBerry customers to subscribe to Garmin Mobile, regardless of the carrier," added Charles Morse, Garmin's director of mobile and PND marketing. With this agreement Garmin is essentially willing to develop non-carrier channels for its cell phone-based navigation solution. To date Garmin’s solution has been only available through the wireless operator Sprint Nextel, but Telenav remains Sprint’s key partner for navigation despite the fact the operator is selling Garmin Mobile and MapQuest Navigator too.

Wednesday, July 18th 2007

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