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Strategic Analysis of ASEAN Market for Navigation Systems
Frost & Sullivan, Aug 2010, Pages: 137
This research service covers in detail ASEAN market for navigation systems. The key regions selected for this study include Thailand, Malaysia, Singapore and Indonesia. This research service outlines the total ASEAN market for navigation systems. This includes market drivers and restraints for navigation systems, opportunities and challenges for OE navigation, dealer navigation and aftermarket navigation fitment, scenario analysis for navigation systems, navigation market characteristics by country, market measurements such as navigation market size by country, by fitment stage, by navigation type, OE/dealer and aftermarket fitment rate PND market by brand, decision making structure for navigation market.
This research service titled Strategic Analysis of ASEAN Market for Navigation Systems provides an overview of car navigation markets including market forecasts by fitment stage, navigation type, and by brand for each country. It also offers market drivers and restraint as well as partnership and distribution networks for portable navigation devices (PNDs) and vehicle manufacturers’ (VMs’) strategies for navigation systems. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets in the Association of Southeast Asian Nations (ASEAN) region: Thailand, Malaysia, Singapore, and Indonesia.
Market Overview
Nascent Car Navigation Systems Market to Rev Up with the Rising Popularity of PNDs
The emerging car navigation systems market is expected to ride a popularity wave following the success of PNDs and grow from 315,000 units in 2009 to 1.7 million units in 2015. Although PNDs account for 95 percent of the navigation market, their penetration among total vehicles in operation was just 1.8 percent in 2009. Nevertheless, the rising market awareness is expected to hike its penetration rate to 11.8 percent by 2015. More importantly, its affordability has made it a huge hit in the cost-conscious ASEAN region. With the prices of components such as chips expected to drop further, PNDs are likely to become more prevalent. PNDs have more advantages than embedded systems, not only in terms of cost, but also functions and availability. “In addition to improving map accuracy and coverage, new features such as 3D views and junction views are becoming standard in PNDs,” says the analyst of this research. “It also incorporates non-navigation features such as MP3, FM transmitter, and Bluetooth.”
On the other hand, embedded systems have been finding it hard to establish a toehold in the market due to its prohibitive prices. With line-fit embedded systems costing 30 to 50 times more than PNDs, VMs tend to shy away from providing them as standard specifications, resulting in a penetration rate of just 1.8 percent in the total new car population in 2009. European and Japanese VMs offer embedded navigation systems as standard or dealer options only in their high-end models in Singapore and Thailand. Moreover, there is almost no embedded aftermarket in the ASEAN region. Subscription service is another challenge for car navigation as no subscription service is currently available in the market. Embedded systems will be accepted in the market if VMs offer telematics services that can be used for their original embedded systems.
“Both PNDs and embedded systems may need to offer real-time information that will be unique to car navigation systems and which will help manufacturers compete head-on against mobile phone-based navigation,” notes the analyst.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Thailand
- Malaysia
- Singapore
- Indonesia
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