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The
need to differentiate navigation and LBS solutions as well
as devices is a prime motivator for the industry at the moment.
Innovation is the key to deliver next generation services
and make a positive impression on the user experience.
Motorola
Location Solutions Product Manager, Blake Bullock,
outlines that online services including search, traffic, and
imagery will make a big impact to deliver a compelling
user experience.
However,
Bullock adds that “the devices and the accessories
that complement these services will continue to be a key differentiator
as they contribute design, style, function, usability, and
performance to the overall experience."
So
what does this mean for the future of the navigation and LBS
industry? Basic level navigation functionality such as turn
by turn directions is fine to store on-board. This has been
the mainstay for low end PND manufacturers looking to provide
an ‘out of the box experience' and will continue to hold relevance
for the foreseeable future.
But
to encourage daily relevance to users and step up navigation
to the next generation of value added and location based services,
it would seem that only connected devices will be able to
unlock the true potential of off-board services and provide
valuable dynamic content.
The
vision is clear – to provide intelligent navigation and innovative
LBS to compel the end user. But connectivity to off-board
information raises questions of how to execute delivery.
Will
consumers be willing to pay yet another subscription fee?
Can innovators provide enough value to justify monthly or
yearly rates? Will device costs be supplemented by monthly
subscriptions whilst also driving better ARPU? And can targeted
advertising campaigns help consumers overcome their subscription
fears?
Navigation
and LBS players across the industry need to address these
issues if they are to play a significant role in the future.
Thilo Koslowski stresses the need for service
centric navigation solutions and a shift away from devices.
Ultimately it's about providing value to the consumer – the
precise business models and modes of delivery are yet to be
decided, but at least the industry is looking to innovate.
Thilo
will be joined by Peter Friedland, Axel Fuchs, Bryan
Mistele and Steve Myers to discuss
the future of the evolving navigation and LBS industry at
the Navigation and Location 2007 conference, San Jose , December
4th – 5th.
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