TomTom 2010 Annual Report Download - page 19

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p 17 / TomTom Annual Report and Accounts 2010
Automotive saw an increase in content sales of over 20%
from 2009 to 2010. We entered into a joint venture with
AutoNavi, the leading provider of digital map content and
navigation and location-based solutions in China,
positioning us strongly in the world’s fastest growing
automotive market. Automotive continues to expand its
customer base and geographic presence through its
position with content customers such as BMW, Ford, GM
and Toyota. In 2010 Automotive began supporting Daimler
with a multiple year subscription model, providing end-
users with the most up-to-date content available.
LICENSING /
Quality improvement, coverage expansion and the creation
of innovative location content were the main focus areas
for Licensing in 2010. Throughout the year our maps were
enriched with advanced features such as lane guidance,
signpost and speed limit information. Our customers are
playing an increasingly important role in developing our
map database, as our growing community of users share
relevant information with us. Community input is now
used to update TomTom maps in 40 countries worldwide.
Certified tests early in the year confirmed that our maps
rate highest in terms of quality and reliability, and in some
cases are up to 10% more accurate than alternative maps.
We expanded our map database to become the most
comprehensive available, covering 12 more countries and
five million kilometres of routable roads more than the
nearest competitor. Over the year we made available
several new maps within our key expansion regions
including Latin America (Argentina, Chile, Uruguay and
Mexico) and Eastern Europe (Ukraine).
Two notable customer wins in 2010 were MiTAC and HTC.
MiTAC is an existing TomTom customer for its Mio and
Navman brands and now also uses our content for its
Magellan brand, the third largest PND brand in the US.
Smartphone manufacturer HTC has included our content
on their latest Desire smartphones, giving them more
control over their customers’ user experience.