October 17, 2019

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HOME REGIONS Middle East › Navteq maps a route to retail success

Navteq maps a route to retail success

by Stuart Wilson, Sunday 17 May 2009

Navteq is ready to ramp up the promotion of GPS-enabled mobile devices in the Middle East retail channel. Navteq, which supplies GPS solutions, for many of the world’s leading device manufacturers, is attending Digital Consumer Channel (DCC) MEA this week to spread its marketing message to hundreds of the region’s most senior retail executives.

Ghassan Freij, general manager and sales director MENA at Navteq, said: “Navteq is a leading global provider of navigable maps established back in 1985 and is a major player in terms of GPS wireless enabled phones. In the MENA region this year, some 5.5 million phones will be sold with Navteq content on them. This is already a mass market.”

“Our mission is to make sure that more focus is put on navigation as a consumer category. Navigation is an experience for the consumer and they need to see the benefit of the service. We want to see navigation zones within retail outlets,” he added.

Navteq is the leading global provider of digital map, traffic and location data that enable navigation and location-based platforms around the world. As a Gold Sponsor at DCC MEA, Navteq will use the event to educate retailers from across the region.

“Smartphones are selling strongly in the region and navigation solutions are a part of this. Navteq is working on its own to develop concepts and ideas for in-store awareness and visibility. At the same time, we are also working on brand-specific activities to promote navigation with various vendors. We have worked with Nokia for example in the Jumbo store at the Mall of the Emirates,” explained Freij.

“We are motivating retailers to work on the in-store experience. Today, it is still an issue of consumer acceptance and we are only at the beginning. It is not only about getting customers to buy devices with navigation, it’s also about getting them to use it,” he continued.

“GPS functionality is associated with high-end and midrange phones. By putting a clear focus on navigation, retailers tend to sell more expensive phones. Customers also need to update map products and developing navigation is in the interests of all parties in the value chain,” continued Freij.

“If we generate buzz we can generate revenue and this means promoters on the shop floor and showing people what GPS-enabled devices can do. In many stores in the Middle East the devices are still locked away in a glass cabinet,” he concluded.

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