Before the explosion of smartphone mapping apps, Garmin was synonymous with navigation. Now it is fighting its way back to relevance, writes ARTHUR GOLDSTUCK.
Does anyone remember the PND? That stands for personal navigational device, and it was a standard accessory bought by drivers of mid- to upper-end vehicles. Typically, it was mounted on the inside of the windscreen via a suction cup. Does that ring a bell?
The dominant brands providing these clunky tools were Garmin and TomTom, and they became synonymous with the idea of maps going digital. But that was before the smartphone, and in the last seven years the global PND market has plummeted.
From 40-million sales in each of 2008 and 2009, according to Berg Insight, it will have dropped to 10-million by 2019. GfK puts the 2014 total at 22-million – down by 21 per cent from 2013. The cause is obvious: by 2013, the monthly active user base for navigation apps on smartphones had reached 180-million.
How, then, do the likes of Garmin and TomTom survive? It’s obvious but hardly simple: they have to reinvent themselves, and they have to reinvent every category in which they operate.
TomTom has put the emphasis on its mapping solutions, driven by telematics and traffic data. Its fleet management solution is used by around 600 000 professional drivers. Its mapping systems are built into on-board vehicle navigation systems, and power Apple Maps as well as Uber.
Garmin, on the other hand, has set out to reinvent the categories for which it is already well-known in the consumer market. Its sports watches and activity trackers are among the most highly rated in this segment and it has relaunched its fitness product range with the vivo sub-brand.
It includes the vivofit fitness band and vivosmart HR activity tracker, which give the market leaders, the Fitbit Charge and Charge HR, a metaphorical and physical run for their money. The main difference is that, rather than focus on activity in itself, they focus on intensity of activity. It is no coincidence that the Vitality fitness rewards programme run by Discovery Health is also making a transition from rewarding activity to rewarding intensity of activity.
“The focus has moved away from steps and to things like intensity minutes,” says Marc Bainbridge, category manager for fitness and outdoor products at Garmin Southern Africa. “The movement to get people moving has been great, but now there’s a disconnect. Intensity minutes will drive people to get the real benefits.”
There is a strong South African connection in Garmin’s sports range. Last year it bought the world’s first cycling radar, which warns of cars approaching from behind, from Stellenbosch-based start-up iKubu. It rebranded it as the Varia Rearview Bike Radar and integrated it tightly into Garmin’s Edge range of cycling computers and the Varia head unit.
“You need so much experience to back such a device and to make it into a form factor that you can take to world markets,” says Walter Mech, CEO of Garmin for Sub-Saharan Africa. He points out that the investment is not unusual. Garmin has become world leader in niche recreational areas through similar acquisitions, like the compass manufacturer Nexus and boat communications brand Fusion, which has given It PND-like dominance in the marine market.
“Getting all these things to talk to each other is where Garmin is a specialist and continues to develop new markets,” says Mech. “You have to innovate continually, otherwise you’re stuck with three models of a single device. Our strength lies in our diversification.”
Reinventing the navigational device
And now it is the turn of the PND to be reinvented. Garmin has dropped the Nuvi name and rebranded its devices as the Drive series, which it says is “specifically designed to help increase driver’s awareness”. The Drive, DriveSmart, DriveAssist and DriveLuxe each take the concept to higher levels.
The features that differentiate these devices may be found individually in a range of apps and gadgets, but are rarely well-integrated. It starts with warnings for upcoming sharp curves, alerts for users driving the wrong-way on a one-way street, and fast-approaching traffic jam notifications, and culminates in fatigue warning alerts on long journeys, with suggestions for potential break times and available rest areas.
“The Nuvi brand was seven or eight years old,” says Mathys Thompson, automotive product manager at Garmin Southern Africa. “Because navigation has become so commercialised and everyone has got it on smartphones, we had to find something to make it relevant again.”
The basic devices, with a range comprising the Drive 40, 50 and 60, replace the entry-level Nuvi units. The more advanced DriveSmart introduces Bluetooth, traffic smart notifications, calendar alerts, a social media feed and WhatsApp integration.
The DriveAssist includes a dashcam, which adds lane change warnings to the mix, along with Go Alert for when you stop at a traffic light and the camera picks up traffic in front is moving while you remain stationary. Finally, the DriveLux offers a premium metal housing and capacitive touch screen.
The functionality, says Thompson, will keep evolving in ways that smartphones can’t match.
“We are now integrating the devices with a backup camera. People are demanding an after-market backup camera, meaning one you can fit to the vehicle after you’ve bought it, allowing you to see behind the vehicle when in reverse. The BC 30 Wireless Backup camera comes with a transmitter for the back of the car and a receiver that plugs into the Drive device.”
Thompson offers one simple but massive benefit of the way Garmin is navigating itself back to the future: “The most exciting development of the new Garmin Drive series is that the driver awareness features typically seen in luxury vehicles are now accessible as an aftermarket solution for all drivers.”
Now download a bank account
Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.
This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.
“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.
“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”
The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:
- Download the Absa App
- Choose the account you would like to open
- Tell us who you are
- To keep you safe, we will verify your cell phone number
- Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
- Tell us where you live
- Let us know what you do for a living and your income
- Click Apply.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.