Wide VGA model "CN-GP710VD" and "CN-GP510VD" have appeared in Panasonic's portable navigation "Gorilla".
Both models are the highest models of the gorilla series that have appeared as the latest model with further enhanced navigation functions, such as SSD and supporting map updates.Where is the aim?We asked Masaaki Kawahara, a marketing team of Panasonic Automortive Systems, about the features of new products and market strategies.
◆ In the field of portable aircraft, hit the "next hand" ahead of other companies
----: A 7-inch wide VGA model has been added to the gorilla this time.It will be a portable machine with a navigation function approaching the AV integrated machine, but what is the aim of putting it in?
Kawahara: As the branded car navigation system of Sanyo Electric has been integrated with Panasonic, we have a more than 50 % market share in the portable navigation market.In that case, when considering new products that make use of the characteristics and strengths of both so far, it was necessary to hit the "next hand" ahead of other companies.
----: You need a product planning that has not been found in portable navigation.
Kawahara: Yes.When Portable Navi (PND) came to the market, the simplicity and low price were evaluated, and it was a dug up to second cars and those who were not very interested in car navigation.This early PND user is an entry layer, and it can be said that it could be easily installed and a sense of value, rather than complicated functions and graphical guidance display.
I think the current PND user, which can be called the first phase, is just when to buy a new one.Since the number of models on PND is increasing, I thought that many people felt that the functions of the old model were unsatisfactory.
----: Does that mean that there is a high-performance PND market in accordance with the evolution of users?
Kawahara: That's right.I don't think it's an era of PND = entry model.We maintained gorilla competitive price range and combined high functionality such as wide VGA.Of course, the performance as a navigation system, such as gyro sensor installation, GPS accuracy, and diverse guidance display, is comparable to stationary navigation.The housing design is also important to the sophisticated image, and we are particular about the overall texture.
◆ Providing a difference map data 6 times a year
----: What about the expandability of the body because you were conscious of step-up?
Kawahara: We have enriched back cameras, expanded batteries as walking navigation, but I would also like to emphasize the free map update service directly connected to usability.
The built -in SSD has a 8GB model and a 16GB model.The overall update of maps and point information is possible in the form of selling SD cards, but the addition of road maps, audio guidance, and information image data excluding city maps can be updated for up to 3 years ( *).I did.The distribution of map data of the difference is performed via the Internet, so a PC is required, but it is the first attempt as Panasonic to be able to maintain the map for free for three years from the purchase.( * Until July 31, 2014)
----: How frequency is the update?
Kawahara: Delivery of differential information is scheduled for six times a year.Updating all data with a paid SD card will still be every year as before.
----: Navigation with new devices such as smartphones has also appeared, but are they threatened?
Kawahara: It's a fierce competition market, but it's a strategy that makes use of the strengths that are dedicated machines.The position of the GPS is even quicker, and the position is completed after about 10 seconds after turning on the power.0 while moving.It is positioned every 2 seconds, and the trace of the vehicle position is finely performed.Not only the root guide but also the information services are not lost to the smartphone app.It also supports the "Outing Travel Guide" which was renewed in April, but this site itself has been further improved, such as adding a search function by genre and constantly posting 4,000 latest event information.Event information is updated every day.
◆ River channel support is in all directions
----: Is there a change in the approach to the dealer by integrating Panasonic and Sanyo Electric?
Kawahara: Until now, Panasonic has been a good channel for Panasonic's home appliance route, and Sanyo Electric has a car supply store route.With this integration, Panasonic was able to widely cover three channels: consumer electronics retailers, car supply stores, and mail order.In addition, as before, the product lineup has a dedicated model that supports channels.At home electronics retailers, the price is more important, and the functional aspects are also important at car supply stores, so we have a lineup of various combinations such as the capacity, screen size, VICS, and one -segment function, etc. for detailed needs.I try to respond.
-----: Is it a strategy to further expand your market with a lineup of low-end to high-end, which not only expands the base but also incorporates high-performance users?
Kawahara: Or rather, it is important to follow the demand for replacement and support existing users, and we are not very conscious of direct competition, such as taking other companies' markets.If you want to expand your share, we are considering expanding to markets other than car navigation systems and markets for people who have not used car navigation systems.In terms of the ratio of the number of carriers, the car navigation and PND market are more likely to be reached, compared to the penetration rate of television and mobile phones.
----: There is also a possibility that specialized navigation such as "travel navigation" will be in the future.
Kawahara: "Travel Navi", which was introduced last year, succeeded in expanding the navigation market to the seniors.It seems that it is used as a map and guidebook in town walking and sightseeing spots.In this way, by proposing a simple and new usage of our location to new customers as well as car navigation systems, a new market, taking advantage of a dedicated machine that is easier to operate than a smartphone that requires app installation.I would like to expand in.
"Listening to Tomokazu Kitajima/Shinji Nakao"
