TomTom’s personalized navigation concept
Project Design Strategy Project
Period Master Year 1, Semester 1
Client TomTom
Team A. Boru, C. Latorre, C. Budiman, J.H. Hsu, J. van Verseveld, B. klein Hemmink
Manufacturers of Personal Navigation Devices (PNDs) are facing more and more intense competition, as a direct result of developments in the smart phone market. It seems that PNDs are becoming redundant in a world where mobile phones swiftly transform into small personal computers, including GPS systems. To make it even worse: Navigational services on smart phones are offered for free. As such, TomTom has to adapt their product portfolio to new trends and get a grasp on the desires of customers, exploiting their technological capabilities to a full extent. The first PNDs are developed for customers who do not know how to get to their destination. In a way, this can be called pure navigation. Afterwards, pure navigation is supplemented with additional services, like real-time travel information and route-optimization. But TomTom can do more, by providing a product-service that anticipates on the emotional needs of users, triggering them to exploit the possibilities that the environment provides. As such, TomTom needs to develop a system where customers can express their interests and, subsequently, TomTom needs to define user-specific destinations that are of interest.
TomTom Glow creates a unique traveling experience, which enables people to explore and discover the world around them beyond their imagination. This product, with related services, notifies its users when events are happening that correspond with the personal interests that are stored in the user-profile.
