New analysis from Frost & Sullivan (automotive.frost.com), Strategic Analysis of ASEAN Market for Navigation Systems, finds that personal navigation devices (PNDs) will remain as the most popular car navigation system, accounting for more than 95 per cent of the total navigation market in the four ASEAN countries due to affordable pricing and high functionality.
Mr. Masaki Honda, Senior Consultant, Automotive & Transportation Practice, Asia Pacific said that new features such as 3D views and junction views are becoming standard features in PNDs.
He added that PNDs also incorporates non-navigation features such as MP3, FM transmitter and Bluetooth.
"Navigation device providers are promoting car navigation systems, especially PNDs, through media and exhibitions, and consumers are becoming more aware of the convenience navigation systems in the cars,' he said.
Mr. Honda also said that currently, PND dominates the market in South East Asia due to its affordable price. PND prices are expected to reduce further due to reducing component prices such as chips, he added.
He also said that original equipment manufacturers (OEMs) are expected to increase production of models with embedded navigation systems but it will still remain niche, mainly due to its high price.
"With line-fit embedded systems costing 30 to 50 times more than PNDs, vehicle manufacturers tend to shy away from providing them as standard specifications, resulting in a penetration rate of just 1.8 percent in the total new car population in 2009,” Mr. Honda said.
He added that PNDs have more advantages than embedded systems, not only in terms of cost, but also functions and availability.
Mr. Honda noted that currently, navigation systems are considered as "nice-to-have” items by consumers as they do not need navigation systems when they drive roads which they know.
However, real time information such as toll, traffic jams, accidents, available parking space will change navigation systems to "must have” items as they use navigation systems even on the road which they know, he added.
If you are interested in more information on this study, please send an email to Alice Chia, Corporate Communications – Asia Pacific, at alice.chia[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country.
Strategic Analysis of ASEAN Market for Navigation Systems is part of the Automotive & Transportation Growth Partnership Services program, which also includes research in the following markets: Strategic Analysis of the European Market for Telematics-enabled Usage-based Insurance, Executive Analysis of European and North American Automotive App Store Concepts and Services - Amidst Apps Ranging from Car Sharing to Navigation, Internet Radio is the Most Popular Brought-In App Being Developed by Automotive OEMs, Strategic Analysis of North American Embedded-Connected Hybrid Telematics Market, Strategic Analysis of Australian Market for Navigation and Telematics Systems. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.
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Strategic Analysis of ASEAN Market for Navigation Systems / P468-18