Embedded navigation devices will explode, and competition among hardware and software vendors will intensify

Strategy Analytics Automotive and Multimedia Communications Services recently released its latest research report, "Automotive and Portable Navigation: Market Drivers and Forecasts 2012-2020". The report points out that companies such as Apple, Google and Microsoft have begun to fight for in-car navigation. Google has already claimed that Audi, BMW, Hyundai, Kia, Mercedes-Benz and Tesla are its customers. At the same time, Apple has also launched extensive cooperation with many suppliers that support its Siri personal assistant.

　　Strategy Analytics高级分析师John Canali表示：“苹果近日发表了对其汽车厂商合作伙伴关系的声明，其欲在汽车行业扩张版图的野心显而易见，苹果的强势介入能显著改善导航设备的车载体验。此前主要的技术厂商大多已放弃了汽车业务，因为该市场的容量远小于手机和电脑市场。随着技术的发展，厂商们开始意识到汽车内的显示屏将成为电脑、手机和电视之后的另一个重要的屏幕。”

　　Richard Robinson, Director of Automotive and Multimedia Communications at Strategy Analytics, said: “The entry of these new ‘outsider’ companies will be a challenge for existing suppliers, as the new industry players are well-capitalized and invest more resources in R&D. Existing suppliers will face fierce market competition, both in the software and hardware markets. At the same time, OEMs should carefully consider what kind of strategic alliances they can establish to best serve consumers.”