
The long-awaited Garmin Nuvifone has arrived, and it may be too late. When Garmin puffed out its chest a year ago that it was boldly entering the smart-phone arena with a touchscreen device that promised to navigate as well as a PND, it seemed quite exciting. After all, most cell phones offered just server-based navigation solutions for a fee that were wrought with compromises and the mighty iPhone did not have turn-by-turn navigation.. Oh, how the world has changed in the months since. (See our full
Garmin Nuvifone G60 review.)
As we have chronicled over the summer,
Navigon withdrew from the portable navigation device (PND) market in the United States to focus its efforts on software, and it delivered one of the
first nav apps for the iPhone. TomTom diversified its portfolio with an increased emphasis on connected PNDs and the most ambitious
iPhone nav solution to date, complete with a receiver- and speaker-fitted cradle. And Garmin? Oh, they are just bringing to market what would have been big stuff last year.
In fairness, Garmin continues to evolve its PNDs, but the Nuvifone is underwhelming and mistimed. We have completed our testing, and while the Nuvifone G60 provides excellent basic guidance, it is expensive and short on features. On the business side, the most unfortunate element is that it will be sold alongside the iPhone; both devices are sold exclusively through AT&T. Adding further insult, AT&T ranks low in most cities in our latest
cell-service ratings.
At an AT&T store, a customer can choose from the $300 Nuvifone G60 (factoring a $100 rebate) with 4GB of memory or an iPhone 3GS with 16 GB for $200. For that price, the Nuvifone includes a mount and nav software. Both devices need a car charger. But the iPhone has the app store, with
several good applications to choose from, with prices ranging from $5 to $100. And we have seen these apps improve rapidly, providing free upgrades to customers. Plus, there are a few thousand other cool apps readily available, as well.
The Nuvifone of tomorrowWhat I’d like to see is Garmin rapidly move the Nuviphone into a unique niche, tapping its broad GPS-device experience and appeal to its core, active-lifestyle customer base.
My recipe for surviving in this obscenely competitive market:
- The Nuvifone needs to not mimic the basic Nuvi 265, but the Nuvi 885T. Aim high. Throw in all the software features like reality view, then go further with voice recognition.
- Having add-on maps for other countries is nice, but the core Garmin audience is in the United States. Port over maps for hiking with topography and blue water maps, as illustrated above.
- Offer a ruggedized version that is water and scratch resistant.
- Embrace geographic-based social networking with Ciao!, as on some other recent Garmin devices.
- Push geocaching to the next level, tying together the “guided tour” concept explored on other devices, with geo-tagging. Geocache instructions could include tagged images as clues, and the electronic treasure hunts can be larger in scale.
- Tie into sports, allowing data to be gathered, transferred, and shared with running, bicycle, and motorcycle-focused devices.
- Develop an add-on application for measuring automotive performance, such as acceleration and braking. Bonus points for an OBDII code reader, especially a wireless system that uses a Bluetooth transmitter.
- Sell the Nuvifone with other carriers with better service and thereby eliminate the side-by-side comparison with the iPhone in stores.
Where the iPhone benefits from the creative third-party software developers, Garmin can leverage its internal strengths. There is no larger consumer-focused GPS company in the United States. Garmin is the Microsoft of GPS, and the Nuvifone is its Zune (MP3 player). In this sector, Gamin runs the risk of being outdone by Apple in like fashion.
Well, that's my take. What do you think Gamin could do to compete?
—Jeff Bartlett
See our reviews of AT&T Navigator, iGo My Way, Gokivo, Navigon Mobile Navigator, Sygic Mobile Maps, TomTom iPhone application, and X Road G-Map for iPhone.
For more information on portable automotive GPS navigation systems, see our Ratings, first looks, and buying advice and watch our video guide. Discuss GPS devices in the forums.