TomTom 2007 Annual Report Download - page 20

14 REPORT OF THE MANAGEMENT BOARD
BUSINESS REVIEW
We made some huge strides forward in 2007 in the
execution of our strategy. In particular, the
introduction of TomTom Map Share™, with the
establishment and development of our historical
speed-profile database, and the launch of TomTom
HD Traffic™ we believe we are now taking car
navigation to a new level.
PRODUCTS AND SERVICES
During the year, weintroduced a full range of new
models, including our firstmid-range product, the
TomTom ONE XL, and the world’s first embedded
portablenavigation solution for the automotive
industry. The introduction of the new TomTom GO
range, the GO 920, GO 720 and GO 520 – complete
with the latest state-of-the-art technology, such as
voice recognition, FM transmission and, in the GO
920, dead reckoning – again demonstrated
TomTom’s capacity for sustained innovative
leadership.
TomTom HOME, our online portal for products and
services, announced its one millionth registered user
in March, and continued to build on this healthy start
throughout the year, with our 3.5 millionth user
joining at the end of 2007. This was very encouraging,
as the strength of this global online community of
TomTom users underpins and adds considerable
value to key elements of our strategy, such as Map
Share and our intelligent routing database.
SAFETY FIRST
At the beginning of the year, a study commissioned
by Aon, Athlon Car Lease, Delta Lloyd (part of Aviva)
and TomTom, and carried out by the Netherlands’
leading independent research institute TNO, proved
the positive influence satellite navigation devices
have on both driving and road safety. The study
concluded that satellitenavigation significantly
lowers driver stress levels, leaves the motorist
more in control, and reduces miles driven by 16%
and travel time when driving to an unfamiliar
destination by 18%. This is good news not only for
TomTom and our customers, but for the
environment as well.
BRAND VALUES
TomTom also unveiled its new corporate identity
and logo in 2007. The new identity retains all the
unique TomTom brand values that score so highly
with consumers, but now better reflects the full
portfolio of navigation, tracking & tracing, and
traffic solutions that we today offer to consumers,
businesses and government agencies.
The new logo is an evolution of the previous one.
In just a few years, TomTom has grown into a well-
established global company and the leading brand
in portablenavigation solutions. The new logo
reflects these developments and symbolises our
care for our customers, hands-on mentality and
passion for optimal, high-quality navigation
products and services.
CUSTOMER SUPPORT
We believe TomTom products are the best available
on the market, and back this up with the best
available after-sales support.
Customer Support is one of the most valuable
resources we can offer our customers and a
genuine strategic asset to the Company. It is the
principle means by which we discover what our
customersneed, and what they do and don’t
understand about our products and services.
Synchronising that feedback with our product
management and marketing teams, and thus
with our product development plans, delivers
value that goes far beyond simply solving customer
problems. It helps us identify areas where we can
further expand our business and improve our
products and services.
Our customer support department continued to
grow in 2007, in line with the rapid expansion of the
TomTom user-base. As a result of all the feedback
we received we were able to regularly update our
FAQs knowledge database, a useful tool that large
numbersof our users regularlyconsult to learn
tips and tricks from other users, which in turn
leverages the expertise of our support function
efficiently and cost-effectively.
At year-end, TomTom was supporting customers in
15 different languages across 30 countries.
TAKING NAVIGATION
TO THE NEXT LEVEL