The navigation is done via the GPS device

Last week in London, HTC introduced two "smartphones" equipped for a whole new navigation service. The maps are preloaded. The navigation is done via the GPS device. "You no longer need to wait until the page loads and you pay more roaming 3 G". "In addition, images are displayed in 3D and you can spot you in space with the compass," praises John Wang, chief marketing of HTC. To build this service, the Taiwanese manufacturer has appealed to American navigation company, Route 66. Most of the maps are free, others are paying. So, if on-board service is likely to generate revenue, HTC hope especially to differentiate from the competition. At least in the short term, said Julien Theys, analyst at Screen Digest: "In a context of race to the common denominator among the manufacturers of"smartphone", others will probably do the same."

A challenging market

Mobile mapping market stimulates the creativity of the giants of the "smartphone", despite still fuzzy economic models. "This is a new market, which may develop in connection with social networks," said Marc Guérin, Sales Director Europe from Navteq. This card provider bought by Nokia EUR 5 billion is one of two major international suppliers of mapping with Tele Atlas, swallowed by TomTom. "You find a friend nearby through Facebook and your phone directs you to him, showing you the bus to take." "A restaurant in which you pass alert you on a promotion", details Marc Guérin.

It is the arrival of the iPhone that has exploded this potential, reflected Aurora Tenenbaum, ALK Technologies. This American company which markets navigation software is located in France in 2003: "at the time, mobile operators, it was funny watching when their was to pay users to use an application on their phone.". It was the domain of the GPS. But, two years, our application for the iPhone, Android and Windows Mobile work of Thunder. "Meanwhile, the 3 G networks are strengthened, mobile applications took off. Above all, economic models have changed. "We are moving from a logic of a logic of facilitation services", explains Thomas Husson, analyst at Forrester Research. "Yesterday was a paying service becomes standard and free." The objective is to create a critical size and provide localized value-added services. "A turn from the beginning of the year, when Google has made available to the public a navigation solution complete, on foot or in vehicle. Cars of the American firm have certainly not come to travel the world to provide maps of the whole earth, but the giant already rivals TomTom and Nokia. Immediately decided to offer free navigation on its "smartphones" services

With the Google Maps steamroller, Nokia highlights the ability to preload its maps, which weighs ten times less than those of its competitor. The group leaves also any latitude to Navteq to commercialize its cards from other companies, including competitors. With 5,000 employees, including 1,000 geographers, difficult to be limited to a single client! But, for Nokia, it will take much imagination to offer something more to its customers, while mapping has become a commodity.