TomTom 2005 Annual Report Download - page 17

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17
Products
TomTom’s฀products฀include฀all-in-one฀navigation฀devices฀
which฀enable฀customers฀to฀navigate฀right฀out฀of฀the฀box;฀
these฀are฀the฀TomTom฀GO฀family,฀the฀TomTom฀ONE฀and฀
the฀TomTom฀RIDER.฀TomTom฀also฀provides฀navigation฀
software฀products฀which฀integrate฀with฀third฀party฀
devices;฀the฀TomTom฀Navigator฀software฀for฀PDAs฀and฀
TomTom฀MOBILE฀navigation฀software฀for฀smart฀phones.฀
TomTom฀PLUS฀is฀the฀location-based฀content฀and฀services฀
offering฀for฀TomTom’s฀navigation฀products.
The฀TomTom฀GO฀was฀first฀shipped฀in฀May฀2004.฀The฀GO฀
was฀the฀first฀TomTom฀product฀which฀integrated฀all฀of฀the฀
components฀of฀a฀navigation฀system฀in฀one฀device.฀This฀
all-in-one฀device฀drove฀rapid฀growth฀in฀2004฀due฀to฀its฀
affordability,฀user-friendliness฀and฀attractive฀design.฀We฀
extended฀the฀GO฀range฀with฀three฀models,฀the฀GO฀300,฀
the฀GO฀500฀and฀the฀GO฀700฀which฀were฀introduced฀at฀
the฀CEBIT฀fair฀in฀March฀2005.฀This฀range฀was฀
tremendously฀successful฀for฀us฀in฀2005.฀In฀October฀of฀
2005฀we฀created฀our฀value฀line,฀with฀the฀introduction฀of฀
the฀TomTom฀ONE.฀And฀shortly฀after฀that฀we฀launched฀the฀
TomTom฀RIDER,฀our฀specialist฀motorcyclist฀product.
March฀2006฀saw฀the฀introduction฀of฀the฀new฀GO฀range฀
including฀three฀models฀–฀the฀GO฀510,฀the฀GO฀710฀and฀the฀
GO฀910.฀฀Building฀on฀the฀features฀that฀have฀made฀
TomTom฀devices฀so฀popular,฀the฀new฀TomTom฀GO฀range฀
offers:
•
฀ New฀cutting-edge฀design;฀
•฀ ฀
High฀quality,฀extra฀wide,฀4-inch฀LCD฀touch฀screen฀-฀
making฀the฀new฀TomTom฀GO฀range฀even฀easier฀to฀use;
•
฀ Greatly฀improved฀GPS฀performance;
•
฀ Hundreds฀of฀features฀and฀software฀improvements;
•฀ ฀
The฀new฀GO฀range฀comes฀with฀the฀free฀software฀
application฀TomTom฀HOME.฀Serving฀as฀a฀portal฀it฀
enables฀users฀to฀easily฀manage,฀download฀and฀store฀
content฀from฀their฀computer;
•
฀ ฀Every฀new฀TomTom฀GO฀comes฀with฀the฀HOME฀dock,฀
enabling฀users฀to฀connect฀to฀TomTom฀HOME฀through฀
their฀computer;
•
฀ ฀We฀have฀further฀improved฀the฀renowned฀hands-free฀
calling฀functionality฀and฀the฀pre-installed฀Safety฀Camera฀
database฀is฀now฀available฀across฀the฀range,฀making฀it฀
even฀easier฀and฀safer฀to฀navigate฀to฀your฀destination;฀฀
•
฀ ฀The฀TomTom฀GO฀910฀has฀multi-continental฀map฀
coverage฀including฀the฀whole฀of฀Europe,฀the฀USA฀and฀
Canada.฀It฀also฀has฀a฀range฀of฀smart฀extras฀such฀as฀a฀
fully฀integrated฀MP3฀player฀for฀playing฀audiobooks,฀
music฀and฀podcasts฀as฀well฀as฀text-to-speech฀
functionality.
For฀PDAs,฀TomTom฀has฀developed฀the฀NAVIGATOR,฀a฀
navigation฀software฀product฀for฀use฀with฀third฀party฀
PDAs.฀TomTom฀is฀also฀working฀closely฀with฀the฀main฀PDA฀
suppliers฀to฀make฀sure฀that฀users฀can฀count฀on฀both฀
speed฀and฀reliability.฀
At฀the฀end฀of฀2004,฀we฀launched฀the฀MOBILE฀package฀
for฀smartphones,฀which฀offers฀full฀navigation฀
functionality.฀A฀new฀version,฀MOBILE฀5,฀was฀released฀in฀
2005฀with฀new฀features฀that฀enable฀pedestrians฀to฀use฀it฀
in฀urban฀areas.
Marketing
Our฀marketing฀strategy฀is฀to฀continue฀to฀make฀our฀
products฀and฀brand฀more฀widely฀known฀in฀all฀of฀our฀
existing฀and฀targeted฀markets.฀In฀2005฀we฀expanded฀
and฀diversified฀our฀distribution฀network฀to฀ensure฀our฀
products฀were฀available฀at฀a฀large฀number฀of฀relevant฀
points฀of฀sale฀in฀our฀target฀markets.฀In฀conjunction฀with฀
our฀customers,฀we฀have฀been฀educating฀consumers฀
about฀the฀high-quality,฀functionality฀and฀ease฀of฀use฀of฀
our฀products.฀This฀has฀been฀achieved฀by฀participating฀in฀
industry฀tradeshows,฀conducting฀promotions,฀product฀
demonstrations฀and฀other฀marketing฀activities฀as฀well฀as฀
by฀providing฀consistent฀after-sales฀support.