TomTom 2010 Annual Report Download - page 12

Download and view the complete annual report

Please find page 12 of the 2010 TomTom annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 100

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100

Delivering the TomTom
advantage to a wider market
At TomTom we are all about getting our customers to their destinations.
Not just safely and with minimum hassle, but well-informed along the way.
In Western Europe and North America – our core markets – the benefits of navigation
solutions are well-known. In these relatively mature markets, just over 30% of cars
are equipped with some sort of navigation system, be it a PND, a system built into
vehicle dashboards, or people using the navigation application on their smartphone.
For many drivers, the PND is the clear device of choice. Most PND sales are still to first-
time buyers, though that is changing. Earlier adopters are starting to trade up, keen
to enjoy the enhanced features offered by the latest state-of-the-art technologies.
Their experience reflects the transformation of the PND itself – from its original role
as basic route-finder to today’s true travel companion providing real-time traffic
information, dynamic routing and up-to-date speed camera information.
Outside our core markets, it is a different story. Here – across most parts of Eastern
Europe, Asia, South America and Africa – people are just starting to discover what a
navigation device can offer. In these markets penetration rates remain low. But as
these economies develop, car sales are growing rapidly – and with them the demand
for navigation products and services. At TomTom we intend to be at the forefront of
this emerging trend. That is why we are committed to introducing our products into
these new and growing markets.
It is a process we have already started. We expanded into countries like Argentina,
Brazil, Mexico and China. India and Chile are the latest countries we have entered
as we bring the TomTom solution to an ever wider market.
In each new country we enter, we tailor our approach to suit the precise profile of that
market, focusing on different solutions and different ways to market.
But one thing never changes. With TomTom on their side, drivers will arrive at their
destinations safely, efficiently and well informed.
>
p 10 / TomTom Annual Report and Accounts 2010