Tom Tom

Industry definition – In the biz of providing GPS navigation based services and devices to all market segments (B2B, B2C)

1st P – TomTom heavy reliance on GPS, Egypt & Syria & DPRK prohibit tech so near impossible challenge to gain foothold in these countries due to nature of pdt and svc offerings.

2nd P – At least 1 US state Illinois ban use of PND with more ctry and states looking to follow due to risks like drv error & distractions from using such tech

3rd P – Laws w regards to PND in vehs affect take up rates. Eg. California strict rules regulating PND.

4th P – Other issues are use of such tech to track and trace. Security and privacy concerns grow due to abuse.

5th P – Devices high risk prone to theft due to visibility within vehicle and coys like Tom need to innovate and def against such situations.

6th P – In US esp. reg boards req mandatory tt all mob phones traceable esp when calling emergency. Led to widespread adoption of GPS in phone, diminishes need for dedicated devices.

1st E – Sluggish economy impact on revenues of such devices esp USA as US still recover recession.

2nd E – Devices seen as good to have (luxury) and not necessities.

3rd E – However if economy recvr sufficient and wealth increase, ppl inclined to invest in tech/pdts.

4th Demographic/S – Devloped countries esp from North A and Eur relatively mature and saturated mkts for such devices. In future Min potential for growth and in worst case non-existent.

5th D/S – However, still untapped mkts in other pts of the world where thr are still opportunities for revenues and sales to flourish. Best case Egypt open up and Tom garner first mover advantage.

6th S/D – Rural may nt be eager to adopt tech/devices as population may nt be highly educated and inclined to want and need such luxuries

7th S/D – On plus side, rural areas rep exponential growth potential if rural pop. convinced to see benefits. Tom could see sales of device and software soar.

1st T – GPS power by...