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Portable Navigation in China - PNDs and Smartphones

Published by: SBD Ltd.

Published: Jun. 1, 2009 - 39 Pages


Table of Contents


1. Executive summary

1.1 Introduction

1.2 Summary of key points

2. Portable navigation in China

2.1 Comparing sales of OE embedded, PND and Smartphone navigation

2.2 Why is portable navigation growing in China?

2.2.1. Spread of vehicle ownership to the middle classes

2.2.2. Growth in Smartphone ownership

2.2.3. Home-grown industry

2.2.4. Consumer interest in new electronic products

2.2.5. Price

3. Portable Navigation Devices ~ market analysis

3.1 Sales forecasts

3.2 The rate of growth is slowing

3.3 PND sales in 2008

3.4 Market share

3.5 Pricing

3.6 Market value

3.7 Relationships with vehicle manufacturers

3.7.1. PNDs supplied with vehicle manufacturer branding

4. Portable Navigation Devices ~ functionality

4.1 Connectivity

4.1.1. GPRS

4.1.2. FM radio

4.1.3. CMMB

4.1.4. DAB

4.2 Human-Machine Interface (HMI)

4.3 Digital maps

4.3.1. Piracy

5. Smartphones

5.1 Smartphone sales in 2008

5.2 Smartphone sales forecast

5.3 Smartphone market share

5.4 Smartphone navigation services

5.4.1. CenNavi

5.4.2. Mapabc MiniMap

5.4.3. Microsoft Ditu

5.4.4. Nokia

5.4.5. ZorroGPS

6. Appendix~ Leading Portable Navigation Device brands

6.1 Shinco

6.2 Garmin Goyou

6.3 Mio

6.4 Routon

6.5 Cityonmap

6.6 Eroda

6.7 Malata

6.8 Newsmy

6.9 Caska

6.10 Shenxingzhe

List of figures

Figure 1. PNDs are being squeezed by OE embedded and Smartphone navigation

Figure 2. Comparison of sales estimates for OE embedded, PND and Smartphone navigation

Figure 3. China’s importance in the global navigation market

Figure 4. PND shipments by China

Figure 5. Annual unit sales of PNDs

Figure 6. Sales growth rate for PNDs 2007-2010

Figure 7. PND sales in 2008

Figure 8. Top ten PND brands

Figure 9. PND market share 2009

Figure 10. PND market share by price range

Figure 11. Market value for PNDs in China

Figure 12. Vehicle manufacturers offering PNDs

Figure 13. Examples of PNDs branded with vehicle manufacturer logos

Figure 14. Delivery of traffic information to PNDs

Figure 15. HMI comparison between mainstream and low cost PNDs

Figure 16. Digital map supplier relationships

Figure 17. Smartphone sales 2008

Figure 18. Smartphone sales forecast

Figure 19. Smartphone market share

Figure 20. MiniMap service screenshots

Figure 21. Leading MiniMap service requests

Figure 22. MiniMap POI requests

Abstract

This report provides a detailed overview of the portable navigation markets in China. It analyses the key industry and product trends for PNDs and Smartphone navigation applications and identifies the main vendors who are expected to lead the continued market growth. The report balances sales forecasts and pricing analysis with technical details of the latest features and traffic services, always with a keen focus on understanding what makes China different to the rest of the world.

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