Nokia 2008 Annual Report Download - page 44

Sales and Marketing
Sales
NAVTEQ provides its data to endusers through multiple distribution methods including retail
establishments, the Internet, automobile, handset and mobile device manufacturers and their dealers,
and other redistributors. NAVTEQ also offers distribution services to its customers, including the
manufacturing and shipping of digital storage media to automobile manufacturers and dealers or
directly to endusers, as well as a complete range of services, including inventory management, order
processing, online credit card processing, multicurrency processing, localized VAT handling and
consumer call center support.
NAVTEQ licenses and distributes its database in several ways, including licensing and delivering the
database directly and indirectly to its business customers and consumer endusers. In addition to the
basic license terms that typically provide for nonexclusive licenses, the license agreements generally
include additional terms and conditions relating to the specific use of the data.
The license fees for NAVTEQ’s data vary depending on several factors, including the content of the
data to be used by the product or service, the use for which the data has been licensed and the
geographical scope of the data. The fees paid for the licenses are usually on a percopy basis or a per
transaction basis. NAVTEQ also produces and delivers database copies to automobile manufacturers
pursuant to purchase orders or other agreements.
Marketing
NAVTEQ’s marketing efforts include a direct sales force, attendance and exhibition at trade shows and
conferences, advertisements in relevant industry periodicals, direct sales mailings and advertisements,
electronic mailings, Internetbased marketing and comarketing with customers.
Technology, Research and Development
NAVTEQ’s global technology team focuses on developments and innovations in data gathering,
processing, delivery and deployment of its map database and related content. NAVTEQ employs an
integrated approach to its database, software support and operations environments and devotes
significant resources and expertise to the development of a customized data management software
system. NAVTEQ has also built workstation software to enable sophisticated database creation and
the performance of updating tasks in a wellcontrolled and efficient environment with the ability to
access the common database from any of its more than 190 satellite offices and edit portions of the
data concurrently among several users. NAVTEQ’s proprietary software enables its field force to gather
data on a realtime basis on portable computers in field vehicles. Once the data has been gathered
and stored on portable computers, NAVTEQ’s field force performs further data processing at its field
offices before integrating the changes into the common database.
Patents and Licenses
NAVTEQ relies primarily on a combination of copyright laws, including, in Europe, database protection
laws, trade secrets and patents to establish and protect its intellectual property rights in its database,
software and related technology. NAVTEQ holds a total of more than 200 United States patents, which
cover a variety of technologies, including technologies relating to the collection and distribution of
geographical and other data, data organization and format, and database evaluation and analysis
tools. NAVTEQ also protects its database, software and related technology, in part, through the terms
of its license agreements and by confidentiality agreements with its employees, consultants,
customers and others.
43