The in-vehicle navigation systems sales are expected to quadruple by 2019, according to a new report.
According to the Strategy Analytics report, 'Automotive and Portable Navigation: Market Drivers and Forecasts 2011 -2019' the technology companies including Apple, Google, and Microsoft are planning to get a share in the in-vehicle navigation systems market.
Strategy Analytics senior analyst John Canali said the recent Apple announcement regarding its automotive OEM partnerships and the expansion of Apple's mapping efforts could significantly change the in-vehicle navigation market.
"Previously major technology companies largely wrote off automotive markets," Canali said.
"However, with a growing emphasis on creating a unified experience across all screens (PC, handset, TV, and in-dash display), the automotive screen is becoming an essential additional battle to win."
The report revealed that the entry of technology companies may give tough challenge to the traditional tier one navigation manufacturers which include Continental, Denso, Harman, along with Garmin and TomTom.
Strategy Analytics Automotive and Multimedia Communications director Richard Robinson said competing against these new players will be difficult for incumbent suppliers of navigation systems because the new players are so well capitalized and can devote far more to research and development.
"Incumbent players need to reevaluate their role to demonstrate their worth in the supply chain, while OEMs must weigh what strategic alliances will provide the most benefit to consumers," Robinson said.
