TomTom 2009 Annual Report Download - page 9

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PROFILE The Consumer business unit delivers state-of-the-art navigation products and services to
consumers all over the world. We currently sell our PNDs and on-board navigation applications for
mobile phones in 33 countries. We deliver easy-to-use navigation with relevant content and
services, which caters to the specific needs of car drivers. Our products range from the popular
entry level TomTom Start and ONE through to our mid range XL IQ Routes edition and to our
premium TomTom GO LIVE series. Our product range also features the best selling TomTom for
iPhone application and car kit.
The origins of this business unit lie in the development of software applications for handheld
devices in the 1990s. The very first PND, the TomTom GO, was introduced in 2004 and marked the
first step towards making digital navigation for car drivers widely available. Ever since then we
have been bringing innovative, accessible, affordable and high-quality navigation solutions to
drivers worldwide. We have sold more than 40 million devices to date, which has resulted in an
active community of millions of drivers who provide us with their feedback on a daily basis.
STRATEGY We will continue to drive the consolidation of our market share in Europe and our
growing market share in the US, as well as expanding our footprint into new geographic markets.
This will be done through continuing to innovate and by increasing the breadth, depth and
relevance of our products and services.
As the first navigation provider to deliver services in real time to drivers, we lead the way in what
we see as a growth area for the PND market. We will continue to improve and develop our
services, leveraging the rich source of location and navigation content that we have in the group.
OUTLOOK We are convinced that the PND will continue to be the consumer's car navigation device
of choice for years to come. By introducing new products and services that satisfy the specific
needs of customers, we expect to attract new customers to the category and to retain our current
base of satisfied customers in the replacement market.
We expect that the demand for fresh, relevant and increasingly dynamic content and services will
continue to grow. We are well placed to address these needs with our category leading real time
solutions and connected devices as well as our ability to leverage the rich source of location and
navigation content we have in the group.
CONSUMER
PREMIUM SERVICES LIKE HD TRAFFIC™,
SAFETY ALERTS AND FUEL PRICES
GIVE YOU USEFUL AND RELEVANT
INFORMATION EN ROUTE.
CONSUMER