Executive Summary
Personal Navigation Device (PND) is a car navigation system with a 5-inch or smaller display. The device is removable and portable and can be used outside the car as it usually includes a memory and battery. The price is much more affordable compared to the so called before-market in-vehicle navigation system, and leads the expansion of the car navigation systems worldwide. PND is also called as 'Portable Navigation Device' due to its portability.
Recently the demand for PND has been increasing especially in the European market, which fuels the growth of the navigation market. Even in the U.S. and BRIC countries where navigation systems have been adopted slowly, the demand for car navigation systems is on the rise. TomTom, Garmin International and MiTac International are leading this trend. It is reported that the combined market share of TomTom and Garmin International has exceeded 60%.
Japan, which has been referred as ""the pioneer"" of car navigation shows a different progress that is far from the world trend. Until the recent present, the main trend was high-end navigation system with AV function. Therefore, in general ""a navigation system"" in Japan meant an in-vehicle navigation system with a 7-inch display that uses HDD, CD-ROM and DVD-ROM as a media for map data and navigation software. The price ranges from 100,000 to 200,000 yen.
However, a new trend is emerging in the Japanese market. PND products have been introduced successfully and the market seems to be expanding. Sanyo's
Mini GORILLA made a hit in 2006, and other manufacturers such as Clarion and Sony launched their PND products in 2007.
ROA Holdings estimates that the number of PNDs will increase to 1.87 million by 2010 and the total number of navigation devices in the Japanese market will reach 7.49 million units by 2010.
Contrary to the Japanese market, South Korea has been developing as an after-market, with a wider adoption of removable PNDs. And the first vendors who introduced PNDs in Japan were South Korean companies such as Hyundai Autonet and Mio Technology.
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