The major battles that exist within this market are occurring between current manufactures of GPS systems and software. Top GPS producers, Garmin, Tom Tom, Motorola and Magellan as well as in-car GPS navigation manufacturers like Philips and NavTeq continually focus on improving the detail and reliability of their maps as well as the overall performance of their products. However with the ever increasing capabilities of smart phones, they too are becoming a viable competitor in the GPS market. Because of smart phone capabilities web developers like Google are finally finding their way into the GPS market.
Even with the increase in smart phone technology however many mapping websites like Mapquest and MapBlast are still behind in tracking the movement of its users and provide real-time updates based on user’s positions at the same level of performance. In assessing the strengths and weaknesses of companies in the market, traditional GPS units and in-car navigation systems have the advantage considering their level of experience and pre-existing costomer base.
Also, in analyzing the asymmetries in the market, GPS companies do not have a particular “shield” against outside competitors but instead a “sword”. It is not that competitors to GPS companies do not want to provide the same services but that they are either unable to or incapable of delivering the same services at the same level of performance.