US : Mobile phone operators now have the ability to market a downloadable navigation application that is just as good as, if not better, than personal navigation devices (PNDs), reports In-Stat. As a result, handset-based mapping and navigation applications could cause a major change in the overall navigation market, which is now dominated by relatively expensive standalone devices, the high-tech market research firm says.

“Unlike MP3 players and digital cameras, handset-based navigation applications provide the only low-cost alternative product in a market of growing popularity,” says David Chamberlain, In-Stat analyst. “The value proposition for handset navigation applications is very strong compared with that of PNDs and, in some ways, the functionality is superior.”

Recent research by In-Stat found the following:

• Cellular operators whose service is based on CDMA (and iDEN) have an advantage over other mobile operators in nearly every region of the world, largely because of the A-GPS technology originally driven by mandates to support E911 services.
  
• In-Stat surveys of US subscribers find navigation applications have a strong ability to draw subscribers from other operators and keep them loyal.
  
• The total number of mapping and navigation mobile phone subscribers could exceed 42 million worldwide by 2012.

Recent In-Stat research, Mobile Handset Navigation Applications May Threaten Global Personal Nav Device Market (#IN0703583MCM), covers the market for navigation/mapping services for mobile phones. It provides forecasts for subscribers and revenue for global mapping/navigation services by region through 2012. It includes extensive analysis of the consumer and business markets, current offerings for these services, with an outlook of the market’s potential.