Seriously, Navigon and TomTom iPhone Apps blows Garmin away.
Why? because they don't have one!
The general public knew Garmin was going to fizzle out 2 years ago.
Maybe you should have read this before you took a "Small Position" in Garmin...
iPhone 3G: Garmin Missed their Opportunity ~Anders Brownworth - Thursday, July 17, 2008 4:34 PM With the launch of the iPhone 3G, I see Garmin becoming more and more marginalized. In my opinion, they squandered their lead over the past ten years by not diversifying into new markets. With a landscape that includes the iPhone 3G with its GPS support, a great Google Maps implementation and the wide open field that the App Store presents, it is hard for me to see Garmin becoming anything more than a fringe player going forward.
Let me start by saying that this pains me greatly. I have been a longtime fan of Garmin having purchased my first few GPS units from them back in the mid 90s. I have fond memories of calculating my altitude in the French Apls, tracking my helicopter as I flew from Seattle to San Francisco and even pinpointing the exact location of Hobbitown in New Zealand. (S 37o 51.463' E 175o 40.786') Ten years ago, they had simply the best handheld GPS units on the market. The user interface was leaps and bounds better than the rest of the pack and they practically defined the handheld GPS market.
However, with the launch of the iPhone 3G and its "GPS done right", it seems to me like the last nail is in the coffin for Garmin. When Apple teamed up with Google for their Maps application, a ball started rolling that has been leaving Garmin in the dust ever since.
This one must have come somewhat out of left field for Garmin because who would think to pay Google any attention if you are working on a handheld portable device? But Google was digging in Garmin's backyard. Google introduced maps that automatically update, satellite imagery that allowed you to see exactly what things looked like and realtime traffic overlays that combined to make Garmin's offerings look horribly antiquated - if only Google's application were on a handheld device. And then Apple came along with the iPhone. In one step, Apple enabled Google's "Garmin killing" technology to live in everyone's pocket! Maybe Garmin was starting to notice, but maybe not. The next shot across the bow was Apple's relationship with SkyHook that allowed iPhone users to roughly triangulate their position from cell towers and WiFi hotspots in the area. But it still wasn't GPS so the alarm bells must not have been going off at Garmin quite yet. But who would think that the Apple / Google duo would stop there and stand still? With the GPS capability on the new iPhone 3G, the last nail is in that coffin!
Of course this says nothing about Google's forthcoming Android mobile platform or any number of other competitors in the market. But when two "best of breed" companies get together and make simply a stunning implementation that fundamentally obsoletes your entire consumer offering, you have to take notice!
So what is left for Garmin? As far as I can see, they will become a niche player. There might still be some room in the aviation industry for handheld units although Apple's App Store may slam that door soon enough. I suppose nautical units will flourish for the forseeable future while the iPhone isn't waterproof but you have to see an eventual end to that as well. What is left? Backpackers? User editable Google Maps and the iPhone App Store will trounce that one in a hurry as well. As far as I can see, in-dash Garmin avionics is the only solid longer-term play left for Garmin. I might still buy a Garmin "movable map" display for my helicopter.
Garmin had a good lead at one point but they failed to diversify their product line. Why couldn't I buy a Garmin navigation system for permanent install in my car 5 years ago? Its not like there was a technical hurdle in the way there. 5 years ago I was still balancing my ancient Garmin Street Pilot on my dashboard. Could they not get that together? Had they done so, there would be some interesting options on the table for Garmin but you can bet they won't make it into the car now with Apple's iPod in the driver's seat. (sorry, couldn't resist)
As Carl Howe mentions, the iPhone is truly an Anywhere device. It is a two-way productivity tool that grants access to both the world-wide voice network and the world-wide data network. Without an Anywhere device from Garmin, it pains me to say it but they look dead in the water.
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