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TomTom hopes to halt sat-nav sales decline


“We aren’t satisfied with a bigger slice of a smaller pie,” says marketing boss Will launch more fitness products


Let’s get this show on the road


HELLO AND welcome from everyone at TWICE Europe. If you’re looking for all the latest on buying, making, delivering and selling consumer technology, you’ve come to the right place.


Our mission and our passion is to bring you, the good people of the European tech trade, the latest news, analysis, event details and information on all things that charge, beep and boot up, from consoles, televisions and smartphones to toys, car tech, major appliances and much more. So that’s what we’ll be doing, kicking off in 2014 with issue one of this brand new section.


“Our mission is to bring you the latest news, analysis and information on all things that charge, beep and boot up.”


TomTom’s global head of marketing Gary Raucher


Well, what a year it’s lined up to be. Perhaps the most


vibrant indicator of what the tech world has in store for us in the next 12 months is delivered during the bright lights of the Consumer Electronics Show in Las Vegas. If you’re reading this while preparing for


by Dominic Sacco and Matthew Jarvis SAT-NAV specialist TomTom wants to revive the declining category for dedicated satellite navigation systems. The vendor kicked off an


above-the-line ad campaign late last year – the ‘first improv comedy show on wheels’ – running on UK radio stations and social media networks, in a bid to boost sales and compete with phone apps and built- in sat-nav systems. “We still believe there’s been a decline in dedicated sat-navs over the last couple of years and as the market leader we want to


do something about it,” TomTom’s global head of marketing Gary Raucher told PCR.


“In 2013 the decline was


less steep than it has been in the past, but we want to stop the decline and return to growth. “We have a record high


marketshare but we’re not satisfied with having a bigger slice of a smaller pie – we want the pie to increase and we want to do that together with our retailers. “For the first time we’re


investing in the category, and because the category is now being spoken about in a very different way,


we’re hoping that will stimulate people to go back and purchase another new device.” It is also planning more


activity in 2014, when it will also be launching new fitness products. “We’ve already launched a whole range of GPS fitness watches – both the TomTom Run and the TomTom Multisport – and next year we are going to significantly increase the amount of products in our fitness portfolio. Watch this space,” added Raucher. TomTom products are distributed by Widget, Ingram Micro and Maxim in the UK.


the show, you’ll no doubt be as excited as we are about navigating the vast halls to get close the most futuristic gadgetry the planet has to offer. You’ll also want to check out our CES preview on page 22. If you’re reading this just after the show


(firstly, well done on making it back and secondly, on being able to focus), you’ll already have a sharp idea of what an exciting technological path lies ahead. So, it’s a given that 2014 is all set


to deliver excitement, innovation and without any doubt more than a few surprises. If you’re a manufacturer, retailer, supplier, or distributor, we can’t wait to guide you through it. Sign up to the email alerts at


www.pcr- online.biz/twiceeurope to receive the latest stories.


Rob Temple, TWICE Europe Editor rob.temple @intentmedia.co.uk


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