NEW YORK Jan. 20, 2011
Russia Brazil India
Regardless of how ready consumers in each of these markets are for navigation, it is clear that the boom in smartphone ownership will inevitably be accompanied by a boom in ownership of navigation-capable devices. Within the navigation market, this phenomenon is becoming known as the "Nokia-effect".
Nokia has over 40% share of the smartphone market in these three emerging markets, and is now pre-fitting the vast majority of their smartphones with free maps and navigation software. With annual smartphone sales in all three markets expected to surpass 60 million by 2015, it is clear that for most consumers their first experience of navigation will be "free" via their smartphones. Therefore, companies that have traditionally relied on selling navigation in developed markets will therefore need to re-evaluate their strategies for emerging markets.
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