Dash to focus on delivering service to third party devices

Dash to focus on delivering service to third party devices

Dash introduced the first connected PND to the marketplace earlier this year, and demonstrated the value of next-generation connected navigation – for consumers and other device manufacturers.

With navigation now a key feature for many devices, Dash can expand its consumer reach by delivering the Dash Service through multiple platforms, eliminating the enormous capital expense that is required to develop and market hardware on its own.

Rob Currie, Dash Navigation's newly appointed CEO, commented: "Given the current economic environment, we believe that the greatest opportunities lie in integrating our service into the broad array of connected devices on the market."

Industry analysts predict continued strong growth in LBS and heavy consumer interest in connected navigation services. According to ABI Research, real-time two-way (RTTW) connected navigation is expected to show strong growth in the next five years, and forecasts that more than 62% of all navigation devices will feature RTTW connectivity by 2012, with nearly 170 million units shipping worldwide.

"The opportunity for getting connected applications onto a variety of devices has really exploded," said Currie. "From a navigation perspective, adding a GPS chip or connectivity is only a small part of the equation. Delivering a connected service that provides daily consumer value and ensuring that the back-end infrastructure is in place to support it, is very complicated. Very few companies have this type of expertise. As a pioneer in this space and the first company to offer a connected navigation device for the car, we are well positioned to help other companies quickly deliver a solution to market while also expanding the Dash Driver Network footprint benefiting both current and future customers."

Telematics Update director, Thomas Hallauer, is disappointed but not entirely surprised at Dash's announcement.

"Dash had a great idea from the word go, but the market was dominated by very large cash-rich well-supported players," said Hallauer. "Connecting the PND seems a logical evolution for the device, but at the same time it shows that PND functions are better off in a mobile phone. As the PND sales trend shows, PND growth has already peaked in Western Europe and the US, and the major growth for PNDs now is in emerging markets like Central Europe, South America and the Gulf."

According to Hallauer, the question that remains is whether the platform and the service attached to the Dash device is still worth more than those of its competitors.

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