According to a Strategy Analytics report the in-vehicle navigation system sales will quadruple by 2019.
The Strategy Analytics report, ‘Automotive and Portable Navigation: Market Drivers and Forecasts 2011 -2019′ shows that technology companies such as Google, Apple and Microsoft plan to get a share in the in-vehicle navigation systems market.
Recently John Canali, Strategy Analytics senior analyst, announced that Apple’s OEM partnerships and the development of its mapping efforts will change the in-vehicle navigation market.
“With a growing emphasis on creating a unified experience across all screens (PC, handset, TV, and in-dash display), the automotive screen is becoming an essential additional battle to win,” said Canali.
According to the report the entry of these new technology companies will represent a tough competition for the existing tier one navigation manufacturers such as Denso, Continental, Garmin, TomTom and Harman.
Richard Robinson, Strategy Analytics Automotive and Multimedia Communications director, said that competition against the new companies will be tough for the incumbent suppliers of navigation systems, as the new players can make more investments for research and development.
“Incumbent players need to reevaluate their role to demonstrate their worth in the supply chain, while OEMs must weigh what strategic alliances will provide the most benefit to consumers,” Robinson said.