Market Information for Portable Market Information for Portable Navigation 1 미국내

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					Market Information for Portable Navigation

1. 미국내 판매중인 네비게이션 제품 정보.

현재 미국내 Portable Navigation 시장에 진출하여 제품을 판매중인 제조사는 약 50여개사
로 Garmin / Magellan / Lowrance / Tom Tom이 Top 4 brand로 자리 잡고 있으며, 그 중
Garmin International이 출시 모델수 / 기술력 면에서 1위 업체임.
기타 군소 업체들이 1~3개 모델을 출시하며 미국 시장 진출을 노리고 있으나, 경쟁이 심화
되고 있어, 미국 시장 안착에는 많은 투자와 시간이 소요될 것으로 보임.

미국 시장에 NAVIGATION 제품을 출시하며, 본격적인 시장 진입을 준비 하고 있는 상태임.
특히 Dell (미국내 최대 computer 관련 제품 제조/판매 업체)은 자사브랜드는 아니지만, 경
쟁력 있는 제품들을 outsourcing하여 업체별 brand로 online 판매를 하고 있음.

한국 대기업으로는 LG전자가 3개 모델 ( LN730, 735, 740)을 미국 시장에 출시하며, 본격
적인    시장 진입을 준비하고 있는 것으로 보임.

Brand별 모델 비교.
     Brand        Product Picture    Model       Price       Specification

     GARMIN                         Nuvi 660    $699.99
                                                          and Settings\win\Desktop\KITRI PROJ

  MAGELLAN                           Maestro    $499.99
                                      4040                and Settings\win\Desktop\KITRI PROJ

  LOWRANCE                          iWAY 500c   $599.99
                                                          and Settings\win\Desktop\KITRI PROJ

   TOM TOM                           One XL     $349.99
                                                          and Settings\win\Desktop\KITRI PROJ
     VAVMAN                                          N 60i           $379.99
                                                                                    and Settings\win\Desktop\KITRI PROJ

      COBRA                                         NavOne           $549.99
                                                      4500                          and Settings\win\Desktop\KITRI PROJ

      MITAC                                        MIO C70           $489.99
                                                                                    and Settings\win\Desktop\KITRI PROJ

     PIONEER                                       AVIC-S2           $329.99
                                                                                    and Settings\win\Desktop\KITRI PROJ

        HP                                         iPAQ 310          $449.99
                                                                                    and Settings\win\Desktop\KITRI PROJ

  LG Electronics                                     LN740           $449.99
                                                                                    and Settings\win\Desktop\KITRI PROJ

2. 근래 미국내에서 가장 반응이 좋은 제품 으로는 ( most popular pre-loaded GPS
navigation systems )     Garmin nuvi 360 /nuvi 660,        Magellan Maestro 4040 and CrossOver
GPS /    Lowrance iWAY 600C, TomTom GO 910. 등이 있습니다. 제품에 대한 자세한
설명은 아래 참조하시기 바랍니다.

                                If you want simple, touch-screen navigation at your

                                fingertips, check out the new Garmin nuvi 680 with

                                Bluetooth and new MSN Direct. No bigger than a deck

                                of playing cards, but with a super-wide 4.3" diagonal

                                screen, the nuvi is pre-programmed with maps for all

                                of North America, making it perfect for travel. It also

                                accepts European maps and special software such as

a Travel Guide and Language Guide to keep you on the proper path here or across the

Pond. It crams all the navigation features of the StreetPilot c550 into a compact

multimedia unit, including text-to-speech voice instructions. Plus, the nuvi plays MP3s
and Audio Books, making all other handheld electronics useless. Choose the Garmin

nuvi 660 for a Bluetooth unit without MSN Direct; if you don't want Bluetooth or traffic

included, try the nuvi 650. Also available is the Garmin nuvi 360, with an original

compact 3.5" diagonal screen. Bump up to the Garmin nuvi 370 or nuvi 670 and you'll

get pre-loaded maps for both North America and Europe! There's also the basic

Garmin nuvi 350, which is pre-loaded with North American maps but lacks the

Bluetooth hands-free calling of the 360.

                                         Are you a multi-tasker? Do you want a GPS

                                         system suitable for both your car and boat? Do

                                         you need a 5" diagonal touch-screen unit

                                         that's pre-loaded with North American street

                                         maps, United States marine coastal maps, and

                                         U.S. inland lakes charts? If yes, check out the

                                         Lowrance iWAY 600C. It features a beautiful

                                         high-resolution screen and an enormous 30GB

hard drive to hold not only the maps but all your MP3 music files and digital camera

photos as well. The iWAY 600c is also the first automotive unit to boast a satellite

photography basemap, for unmatched high-detail imagery. The iWAY 600c is

considerably bulkier than the other models, however, so you'll need to set aside some

serious room on your dashboard for it. It also has an external speaker that is part of

the cigarette lighter adapter, but it can be hard wired into your car's audio system as

well. For marine mounting, there's a simple accessory kit with bracket and power


                                   The Garmin StreetPilot c550 shows that you don't

                                   have to compromise with a compact unit. With a

                                   new design and safety features, the c550 features

                                   Bluetooth phone support, text-to-speech voice

                                   prompts, an integrated GTM traffic receiver, pre-

                                   loaded maps with a 3.5" diagon touch screen and

more! The StreetPilot c580 does the c550 one better with MSN Direct, a service that

provides live traffic, weather forecasts, local gas prices and movie times, while the

Garmin StreetPilot c530 has the same design as its big brothers without all the bells

and whistles. The Garmin StreetPilot c340 and StreetPilot c330 are still available at

blowout prices. All c-series StreetPilots have a 3D map view on a compact 3.5"

diagonal touch-screen display. The c-series cuts out the more advanced navigation

features of the StreetPilot 2720 but improves in aesthetics and ease-of-use.
                           The Magellan Maestro series replaces the popular RoadMate

                           line with updated maps and a simpler interface. The value-

                           level Maestro 3100 comes loaded with maps for the lower

                           48 states, while the Maestro 3140 adds Bluetooth, text-to-

                           speech, and maps for all of North America. There's also the

                           wide-screen Maestro 4xxx series, which includes the basic

                           Maestro 4000; the Maestro 4040 with Bluetooth, text-to-

speech, and traffic capability; and the Maestro 4050, which is the first after-market

GPS system to accept voice commands! The higher end Maestros are also loaded with

AAA TourBook information, giving you description, ratings and even discounts for

popular points-of-interest.

                                          The Garmin StreetPilot 2720 is an enticing

                                          update to the StreetPilot 26xx line. The most

                                          important feature is text-to-speech, where

                                          the StreetPilot actually says the name of the

                                          street on which to turn. You can also plot out

                                          multiple-point routes, select vias and road

                                          avoidances, and access Garmin's time-

tested Points-of-Interest database. If you want a full stereo system with your GPS, you

can look at the Garmin StreetPilot 2730, which comes with an XM Radio receiver so

that you can receive the finest radio programming along with your traffic updates. And

the new Garmin StreetPilot 2820 adds Bluetooth capability for the ultimate navigation


                                The TomTom GO 910 features an innovative 3D view on

                                its maps, making it easy on the eyes and an internal

                                speaker which provides directions in dozens of

                                languages, all with outstanding quality and clarity. The

                                GO 910 and GO 510 feature Bluetooth support and the

TomTom PLUS service, which allows you to interface any Bluetooth-enabled cell

phone directly to your unit for updated maps, weather and traffic data, and more! The

TomTom GO 910 is loaded with maps of both North America and Europe, making it a

travel companion for both sides of the Pond. If you're looking to save some money, try

the basic TomTom ONE, a simple navigator with a sleek interface but without the bells-

and-whistles, and the wide-screen TomTom ONE XL.
                               The Magellan CrossOver GPS (formerly RoadMate

                               2500T) is a brand-new navigator that's suitable for

                               both automotive and outdoors navigation. It's the first

                               system to be pre-loaded with both North American

                               street maps as well as a topographic U.S. basemap.

                               Now you can take your automotive GPS with you from

                               the car to the trail. It even accepts marine maps as

well! The CrossOver GPS features text-to-speech voice prompts, traffic capability, and

MP3 media features in a compact touch-screen unit. The CrossOver GPS is big brother

to the Magellan RoadMate 2200T, which still features text-to-speech voice prompts

and traffic and topo map capability.

3. 현재 판매중인 Navigation 제품 핵심 기능 / 트랜드

 - 요즘 미국내 출시/판매중인 대다수의 제품들은 pre-loaded map system 을 내장하고
있습니다. 주로 미국 / 케나다의 전체 Map 이 2GB of memory 에 내장되어 있으며, 여유
메모리는 추가 지역 Map, MP3 file 등의 용도로 쓰입니다.

 -   두번째 핵심 기능은 "text-to-speech." 입니다. 현재 판매중인 대부분의 제품들은
Voice instruction 통해 운전자가 Screen 을 보자 않아도 길을 찾을 수 있도록 이 기능을
basic function 으로 제공합니다.               "Turn left in 300 feet" or , "Turn right onto Mulberry Lane
in 300 feet" or "Take Exit 23A." 와 같이 voice instruction 이 운전자의 운행을 돕는데, 각
제조사들은 이 기능을 다른 제품과 비교하여 특화 시키려는 시도를 하고 있습니다. 예를
들어 어느 길을 지날 때, 주변 지역의 유명한 장소를 설명해 준다든가, 도시지역 운전시
도착지의 주변을 좀더 상세히 설명해서 운전자가 좀 더 쉽게 목적지를 찾도록 도와주는

 - 요즘 새롭게 추가되는 기능중 하나가 live traffic service. 실시간으로 교통체증, 공사구간
정보들을 운전자에게 미리 알려주어, 운전자가 이를 피할 수 있도록 도와 줍니다. 보통
초기 몇 달간 free service 를 해주다가 유료서비스로 전환되는데, 월 평균 $5.00 정도면
사용할 수 있습니다.

 - Bluetooth 기능 내장 또한             근래 중요한 Trend 중 하나입니다. Bluetooth 를 통해
휴대전화를 hands free 로 사용할 수 있습니다.
Market Information for Portable Navigation
                                                                                            2        week

제품 / 업계 관련 뉴스기사 clipping
아래와 같이 GPS 관련 2가지 news를 보내드리니 참조하시기 바랍니다.

1. GPS 업계 관련, 로이터에 나온 뉴스입니다. 참조하시기 바랍니다.
   * 내용 중 중요 사항은 Blue color로 표시하였습니다.

Navigation devices set to take mass-market route
Published on ZDNet News: Sep 16, 2007 6:00:00 AM
Portable navigation devices are poised to take off this holiday shopping season as
market leaders Garmin and TomTom race each other to make deeper inroads into the
mass market by pushing out cheaper models.

The trend for entry-level GPS gadgets will mean lower profit margins for Garmin and TomTom,
but the companies are willing to make that sacrifice to lure consumers and go one-up in their
intense battle for market share, analysts said.

"Portable navigation devices are becoming a 'must have' device for a growing percentage of the
population," JMP Securities analyst Ingrid Ebeling said.

 점점 대중화 되며 시장 size 가 확대되는 것은 확실합니다.

Prices in the portable navigation devices market, worth about $11.79 billion this year, have been
sliding as Garmin and TomTom make more of their products for ordinary consumers.

The sleek gadgets show users where they are through preloaded maps on touch screens and
also offer related information and features--like a MP3 player and Bluetooth capability--
depending on the model.

Garmin's global average selling price has fallen to $443.90 in the year to date, from $635.40 in
2005, according to Canalys analyst Caroline Chow. TomTom's average selling price fell to
$374.60 from $627.10 over the same period, Chow said.

 가격이 대중화에 맞추어 저렴해 지고 있음.
Nasdaq-listed Garmin overtook its Dutch rival by a whisker in the second quarter to become the
world's largest maker of navigation devices. In the quarter, Garmin had a 24.9 percent share of
the burgeoning market and TomTom had 24.3 percent, according to a report by market
research firm Canalys.  두 회사가 전체 시장의 50% 가량 점유.

But TomTom's planned acquisition of its main map supplier, Tele Atlas, could turn up the heat
on Garmin, analysts said. Once closed, the deal could give the only other major map supplier,
Navteq, significant pricing power over Garmin.  tom-tom 이 Tele Atlas 를 인수하면, 시장
판도에 영향을 줄 가능성이 큼.

Embrace the masses
Both TomTom and Garmin are launching an array of products that will sit on the shelves of
retailers ranging from Best Buy to Halfords Group for the end-of-year holiday shopping spree.

Some analysts say portable navigation devices could tip into the mainstream market this holiday

CIBC World Markets analyst Yair Reiner said the longer-term challenge for device makers is to
protect their profitability.

"The question is, when do we get to some steady state for this market? Two or three years from
now, will gross margins level out at 10 to 15 percent range, or will they be close to 30 percent?"
he said.

For the first half of 2007, Garmin's gross margin was 49.4 percent and TomTom's was 42.5
percent.  시장 경쟁이 치열해지면                 50%대의 Gross margin 을 조금 포기하고, 가격으로
시장 지배를 지속할 전략 가능성도 예상됨.

"Judging from our sales and revenue, it's obvious that navigation has transitioned from a niche
product to one with mass market appeal," Garmin spokesman Ted Gartner said.  대중화
제품으로 변화,

The company will sell a pink Nuvi-branded device aimed at women in Europe during the fourth
quarter, and Gartner said its Nuvi 200 series--another entry-level product--is being marketed as
a contemporary and fun-to-use device for young consumers.

Garmin's C300 series, used in cars for navigation, has been its best-selling line this year, said
Dougherty & Co. analyst Jeff Evanson.

"You're starting to get below the price of an iPod and this provides a lot of value," Evanson said.
He expects an upgrade of Garmin's C300 series later this month.
Garmin, which snagged an ad spot during the popular Super Bowl event earlier this year, sells
devices priced from $300 to $1000.

TomTom launched the third edition of its entry-level TomTom One device in late August with a
lower price point than its previous version.

TomTom investor relations officer Richard Piekaar said TomTom One is its best-selling device
globally. He said the company develops every device on a 40 percent gross margin basis.

Investors upbeat
A strong U.S. market for portable navigation devices has paved the route for Garmin shares to
surge more than 92 percent since the start of the year. TomTom shares have leaped nearly 60
percent in the same period.

"Investor sentiment is so positive because Garmin is one of the best growth stories out there,"
JMP's Ebeling said.

JMP has forecast 30 percent year-over-year growth for Garmin in 2008, an "incredible" level for
a company with about $3 billion in sales, she said.

Canalys' Chow said she expects the U.S. portable navigation market to reach about 20 million
units by 2010, from only about 2.9 million units in 2006.  향후 5 년간 Market size 가
약 6-7 배 성장이 예상됨.

-- 이상 --


2.      아래 내용은 미국의 consumer report 社 에서 GPS 구매시 고려해야 해야하
는 중요 사항들을 설명한 article 입니다. 제조사 입장에서 이미 잘 아는 내용이겠
지만, 시장이 요구하는 needs가 무엇인지 확실히 인지하는 것이 무엇 보다 중요하
므로, 아래 내용을 다시 한번 review 해 보는 것이 어떤가 합니다.

Features Portable GPS navigation systems
These are things to consider when choosing a navigation system with the
right balance of ease of use, performance, safety, and the features you're
looking for

Screen size. Built-in navigation systems typically have large screens (7 inches, measured diagonally)
housed in the center of a car's dashboard. Portable systems generally mount above the dash, somewhat

closer to the driver, where it's easier to see their smaller screens. The portables in this group had screens
ranging from 3.4 to 5 inches. Previously tested units had screens as small as 2.5 inches, but we found the

smallest displays can be harder to see and can make for tedious programming with their small touch-

screen buttons. The largest units can obstruct a driver's view of the road, in addition to being bulky to carry

around. We found the common 3.5-inch screen to be a good compromise.

Map database. Most systems, including all in this group, now come with a comprehensive map of the
entire United States already installed. Previously tested systems with limited internal memory initially

showed only major U.S. highways. (To get a more detailed map, regions had to be loaded from a PC--a

tedious extra step and one that can render those systems useless if users forget to load the right map

before starting a trip.) Depending on the system, the map software resides on a solid-state memory card or

an internal hard drive, although in our experience, it makes little difference to the system's performance.

Dynamic database gray-out letters. When typing an address, the unit will gray out letters
that are not possible to complete a word; for example, if you typed in XYLOPHO, the system would grey

out everything but N (because that would be the next letter in the word xylophone) and whatever other few

letters might complete the word. We find this to be a helpful feature.

Real-time traffic reports. Live traffic information tied to a navigation system can enable a driver
to route around a problem or slow-moving traffic. The real-time data is available to subscribers through a

cell-phone network, FM signal, or satellite radio. But the service is currently available only in some cities.

These devices typically need a special receiver that costs up to $200 to provide traffic information, or you

have to buy an upgraded model that includes a receiver. For this service, you might also need to pay a

monthly or annual fee.

Detour feature. If you see traffic building up ahead, a "detour" button will find you a parallel route for
a specific distance. That can be helpful in evaluating options before changing course.

Toll-road warning. Some systems can alert you to toll roads on your chosen route and often allow
you to request a route that avoids tolls.

Mounts and mounting. Most portable systems use a large suction cup that fixes them to the
inside of the windshield. The bracket between the suction cup and the screen unit is typically either an

angled rigid arm, a ball-in-socket, or a flexible gooseneck. We recommend the rigid-arm type, because the

ball-in-socket might require ongoing adjustments and gooseneck mounts are apt to vibrate when the car is

in motion. A "bean bag" mount simply sits on the dashboard. It's a cinch to use but can slide and even fall

off the dashboard during abrupt movements. Two states, California and Minnesota, prohibit drivers from

mounting devices to the windshield.

Power supply. All portable systems can be powered through a car's 12-volt socket, and many also
have an internal rechargeable battery. An internal power supply lets you minimize a tangle of cords in the

car. We found these units typically operate for several hours on a charge, although testing revealed

significant variance among the latest models. Internal power also allows you to practice using the system

and program driving destinations while you are away from the car, or to use the device as a hand-held tool

when traveling, walking, or bicycling. An AC power adapter is sometimes included with the systems,

allowing the device to be used and recharged indoors.

Bluetooth compatibility. Allows the user to make and receive hands-free telephone calls using
the unit's internal speaker, microphone, and screen. Automatically quiets directions while call is being

made. Can display user's telephone book, and shows caller ID on-screen. Can also dial phone numbers of

point of interest locations. Requires a Bluetooth-compatible telephone.

MP3 player. The device can store and play pre-loaded audio files, either through its speaker or
through the car stereo using an FM transmitter. It can be used as a portable music device away from the

car. File capacity varies by unit. Most navigation units have SD card expansion slots for file storage.

Video Player. Shows videos previously downloaded to unit's hard drive or stored on an SD card.
Using this feature normally disables navigation while the video is being shown.

Photo viewer. Allows user to display previously loaded photos or photos stored on an SD card, as a
single image or as slide shows.

Foreign Languages. Many units offer spoken and displayed directions in Spanish and French in
addition to English, and several have even more choices. Some TomTom models can provide spoken

directions in more than 30 languages, but can't display them all on the screen. And some need to be

downloaded from the TomTom Web site. For specific language needs, it is recommended that you check

with the device manufacturer for the latest out-of-the-box abilities, and additional language features that

might be available by download.


Market Information for Portable Navigation
                                                                                                                                3 week

네비게이션 제품에 대한 소비자들의 반응(좋은 점/불만사항)

현재 미국시장에 시판중인 10개 brand 제품의 소비자 반응을 아래와 같이 보내드니
참조하시기 바랍니다. 첨부 파일을 오픈 하시면 보다 상세한 소비자 반응을 보실 수

    1. Garmin NUVI350

The good: The compact Garmin Nüvi 350 has a strong GPS receiver and includes lots of
travel-friendly features.

The bad: The Garmin Nüvi 350 is expensive, and the traffic receiver and the travel-guide
programs cost extra. The Nüvi also lacks an external volume control.

    and Settings\win\Desktop\KITRI PROJECT\카포인트(CHRiS)\customer comment for GPA products\Garmin NU

    2. TOM TOM GO720

 The good: The TomTom GO 720 includes new features that give you access to up-to-
date maps and safety information in case of emergencies. The sleek 720 also offers text-
to-speech functionality, integrated Bluetooth, and multimedia capabilities.

The bad: The GO 720 is only compatible with a small number of Bluetooth-enabled
phones, and there are no external volume controls.

    C : \ D o c u m e n ts
   a n d S e tti n g s \ w i n \ D e s k to p \ K I T R I P R O J E C T \ 카 포 인 트 ( C HR i S ) \ c u s to m e r c o m m e n t fo r G P

    3. Magellan Maestro 4040

The good: The Magellan Maestro series of in-car GPS devices features an updated and
sleeker design and interface with a spacious 4.3-inch touch screen. All models offer
useful information on points of interest from the American Automobile Association. In
addition, the Maestro 4040 has integrated Bluetooth and text-to-speech functionality,
while the Maestro 4050 adds real-time traffic alerts and voice commands.

The bad: During our road tests, the Maestro 4040 was a little slow to recalculate routes.
The Bluetooth pairing process was also a bit difficult,and you can't transfer contacts from
your phone to the Maestro 4040.
    and Settings\win\Desktop\KITRI PROJECT\카포인트(CHRiS)\customer comment for GPA products\Magellan M

    4. Pioneer AVIC-S2

The good
Easily readable screen w/ multiple viewing options, quick route recalculation, and
bluetooth phone connectivity
The bad
Software issues can be frustrating, also takes quite awhile sometimes to get an initial

and Settings\win\Desktop\KITRI PROJECT\카포인트(CHRiS)\customer comment for GPA products\Pionner

    5. LG LN740

The good: The LG Portable Navigator LN740 is compactly built, sports a large screen, and
comes with a number of accessories. The portable navigation system features text-to-
speech functionality, a strong receiver, and also includes a free trial to Navteq's traffic
service. The bad: The LN740's low-resolution screen displays weak colors and appears
washed out. It also lacks integrated Bluetooth functionality, which can be found in many
other competing products. The device's speakers are weak.

and Settings\win\Desktop\KITRI PROJECT\카포인트(CHRiS)\customer comment for GPA products\LG LN740.doc

    6. Mitac Mio C520

The good: The Mio C520 GPS device offers a thin and sleek design with a spacious touch
screen. The system also has text-to-speech functionality, integrated Bluetooth, and
multimedia capabilities.
The bad: The C520 was slightly off the mark when tracking our location, and route
recalculations weren't always efficient. In addition, the Bluetooth and multimedia features
are slightly limited in functionality.

and Settings\win\Desktop\KITRI PROJECT\카포인트(CHRiS)\customer comment for GPA products\Mitac Mio C520.

    7. Navigon 5100

The good: The sleek Navigon 5100 has an integrated traffic receiver with subscription-free
traffic service. There's also a lane assistant function for optimal routing and text-to-
speech functionality.

The bad: The 5100's screen is on the smaller side, and it's slow to get a satellite fix. The
design of the vehicle mount may not fit everyone's personal taste

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    8. Clarion NICE430

Pros: Thin and light. Large display
Cons: Incorrect Directions

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    9. Harman Kardon GPS 500

The good: The Harman Kardon Guide + Play GPS-500 features a stylish design and wide
screen. It offers text- and voice-guided directions as well as music and video playback.

The bad: The GPS-500 doesn't support text-to-speech functionality, and it takes the
system a while to acquire a GPS fix. Directions weren't always efficient

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    10. Uniden GPS402
The good : Slim, attractive, easy to see screen, good reception.
The bad :   Despite what the descriptions say, there is NO TEXT TO SPEECH!! I don't think
I'll be hanging onto this for too long because of it.

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