"WindSpring’s technology allows us to deliver on our promise of convenience and enhanced performance benefits for our customers, while addressing the challenges associated with large mapping databases."

Takumi Jinguji
Director of R & D, iPC

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Personal Navigation Devices (PNDs)

The Personal Navigation Device (PND) market has been the leading success story within the navigation technology sector, but it may also face the most daunting challenges. The market for these devices has grown at an astounding annual rate of 40% yet, since 2005, the average selling price has fallen by 60% from $500 to $200.

COST PRESSURES

Keeping pace with the falling sales prices has exerted significant pressure to reduce device costs. To meet this demand many manufacturers have reduced storage and functionality to a point where generalized map data is standard and POI data and navigation services function at very basic levels. Such levels undercut both the user’s experience and their perception of value. In addition, they further limit the potential for innovative and unique services that could potentially offset shrinking margins.

RELEVANT AND RELIABLE

With PNDs dramatically lower in cost, the devices are on the edge of being throwaway devices. Made even more obvious by map data that is out of date with no method of easily updating. The cost and effort required to replace the entire database for a device costing only $200 is both prohibitive and impractical. Yet the need for relevant and reliable data is not diminished in any way.

USERS ARE DEMANDING INCREASED VALUE

As PNDs gain in popularity and usage, their users are seeking and expecting increased value including value-added content and services. High on the list of user demands is that of increased relevance. This kind of user relevance – a personally meaningful experience – can only be achieved with accurate data that is delivered on time.

MANUFACTURERS HAVE AN OPPORTUNITY TO OFFSET FALLING MARGINS

PNDs also represent significant revenue potential as a platform for value-added services such as weather and traffic. However, this can only be achieved if the user-experience is supported easily by the delivery of rich data sets.

UNIQUE ADVANCED COMPRESSION TECHNOLOGY ADDRESSES UNIQUE DEMANDS

WindSpring’s patented Data Miniaturization Technology (DMT) miniaturizes large amounts of data and reduces the overall data footprint. Yet unlike compression, DMT allows the data to retain full usability in the miniaturized state while improving overall performance and eliminating the need for any file decompression. The ability to support and store rich data sets enables the types of services and applications that have the potential to offset rapidly shrinking margins.

Advanced compression technology also uniquely enables ‘Edit in Place’ capability (for the delivery of unexpected data changes) and ‘Update in Place’ capability (for the delivery of scheduled or regular data changes). This allows data to be updated incrementally meaning map and other relevant data updates can be applied as needed without requiring the replacement of the entire database. Incremental updates provide a significant method to maintain a longer term value for PNDs.

CUSTOMER STORY

Pioneer Subsidiary, iPC, Integrates WindSpring Technology to Maximize Performance and Functionality