Personal Navigation Devices
Jonathan Caple
Dr. Ted
NETW-583-11038

In our present age we have become a society of convenience and Personal Navigation Devices (PND’s) have become a necessity in every automobile on the road. If navigation is not standard equipment on the vehicle you currently own, not to worry, you can run down to your local electronics store and pick up one of these devices. Once you have the device securely mounted on the location of your choice, you will never get lost or have to stop and ask for directions again – freedom!
Why have Personal Navigation Devices become popular? What technologies are required to facilitate the success of PNDs?

PNDs are small personal navigation devices that give the user on-the-spot location, turn-by-turn directions, traffic, and even weather updates – a driver’s ultimate toolbox. It is said that PNDs make up one of the largest consumer markets for GPS enabled devices. But with the flood of free applications and the growing capabilities of smartphones, the sales of PNDs are projected to remain flat. (Maharaj, 2011) Most of these devices work in the same manner; they download maps, are updated by satellites, or with cellular data networks, and then display this information to the user.
Who are some of the leaders in PNDs? What are the likely factors that will contribute to winning in this marketplace?

The concept for Garmins’ PNDs was born from a conversation between engineers around a card table in 1989. It is not a secret that Garmin is the largest and most popular manufacturer of PNDs in the market; from this an entire market of convenience was initiated. Garmin is the U.S. leader of this market simply because they did it first and they do it best. They also use methods that personalize their brand by targeting non PND owners like soccer moms. (Brudtkuhl, 2007) But they are not alone at the top TomTom, Magellan are right there with Garmin pressing for the lead in the industry.
What will be a likely future for PNDs?

Many manufactures in a slowing market must focus on the functionality of the device. They must ask themselves “what boundaries can we push to bring more information to the user other than just directions to their destination?” Real time road hazards, faster updates on traffic conditions, etc. All of these possibilities must be considered when attempting to lead the PND industry. One writer describes the future of PNDs as “Envision a button on the dashboard that, when pushed, starts a voice recorder. The driver then announces "Debris in roadway, right lane, appears to be plywood", and pushes the button again. The voice sample, along with a packet of GPS data from when it was recorded, is sent over a cellular network to a back end service that classifies and transcribes it.” (Bezanson, 2007) These are the types of innovations that must be implemented to keep up in an ever changing marketplace. One would also want to consult with consumers and get input on what new capabilities they would like to see in new models of PNDs. This would be valuable information in the development of new models and the improvement of existing models. If it were me I would use a lightweight team structure to develop new products where there is a designated project manager to oversee R&D and several tiers or departments under that PM working to get the job done. (TCO E) With a dwindling market a company should be cautious of intellectual properties. Policies need to be in place in order to protect sensitive technologies that could put the competition ahead in the market. (TCO B)

* Bezanson, N. (June 10, 2010). The Future of Personal Navigation Devices. In Insight Community. Retrieved June 13, 2014, from https://www.insightcommunity.com/case.php?iid=1040. * Brudtkuhl, A. (June 7, 2010). The Future of Personal Navigation Devices. In Insight Community. Retrieved June 13, 2014, from https://www.insightcommunity.com/case.php?iid=1040. * Maharaj, N. (June 7, 2011). A Loss of Direction: The Rise and Fall of Personal Navigation Devices. In Research Hub. Retrieved June 13, 2014, from http://www.valueline.com/Stocks/Commentary.aspx?id=11248. *