A solution for chaos: TomTom’s award winning, customer-centric map
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Following months of research, consulting and business analysis firm Frost and Sullivan recently awarded TomTom its 2024 Customer Value Leadership Award for the automotive mapping segment, recognizing the company for its innovative yet authentic approach to automotive map products, which are part of TomTom Orbis Maps. We sat down with Frost and Sullivan Associate Director and Head of Connected and Autonomous Vehicles Research Kamalesh Mohanarangam to learn more.
“The automotive industry is in chaos right now,” Kamalesh says. As we transition toward electric vehicles, how cars are designed, made and brought to life is changing.OEMs must adapt to platform-based, EV skateboard designs and develop solutions and technologies that support higher levels of autonomy and vehicle automation, Kamalesh explains.
Indeed, as the industry moves towards ubiquitous electrification and high-level automation, digital maps and location technology are playing an even more important role. Level 1 and Level 2 ADAS technologies can work without a map, but if you want to pursue greater levels of autonomy and safety, Level 3 upwards, a high quality, detailed map is essential. Vehicles need to be able to plan their path and navigate, that can’t be done without a map, Kamalesh explains. The industry is looking at mapmakers with an intense focus far beyond just turn-by-turn navigation, as a key part of the puzzle.
For OEMs and carmakers looking to stay ahead of the game, they need personalization and customization. A simple map is not good enough. They need technologies that can be tailored to their use cases and adapted to fit their brand and the experience they want to create, adds Kamalesh.
The research
Frost and Sullivan is one the best-known market research and consulting firms. Founded over 60 years ago, it provides research, consulting and analysis services to dozens of industries such as IT and comms, aerospace, healthcare and automotive. As part of its business, it conducts research and compiles detailed, syndicated reports for its client base to aid in their decision making, strategy and business growth.Kamalesh explains Frost and Sullivan’s rigorous approach to research is what makes it unique, “We get 80% of our information through primary research and just 20% through secondary sources.” The research process begins by identifying key businesses in the industry and then analyzing their offerings to understand their full, individual scope. Frost and Sullivan narrowed down three clear leaders, who were compared for the study.Frost and Sullivan’s approach is bespoke, designed to give a holistic, real world understanding of what each company offers and how this translates into value for customers. There’s no opportunity to build products specifically tailored to win recognition, instead the recognition is awarded to the company with what Frost and Sullivan sees as the most complete offering from its independent research.One of its most recent projects explored the automotive HD mapping space in Europe and North America to identify the leader in HD/ADAS maps and mapping to answer the question: “Who is best providing the personalization, customization and flexibility OEMs and developers are looking for?”The award
For Kamalesh and his colleagues, TomTom came out on top thanks to how its Orbis Maps is structured, and how the company approaches relationships with its clients, customers and partners. With its HD and ADAS Map components, TomTom offers a level of flexibility when building with its maps that’s unrivaled in the industry, he says.
“Frost and Sullivan believe that TomTom offers the best overall package in terms of ease of use, real time updates, live maps, coverage in North America and Europe, map accuracy and quality and personalization.”
These attributes are exactly what OEMs and carmakers are looking for, and are the mechanics through which TomTom satisfies, and even exceeds, its customer’s expectations.
“TomTom’s scalable solutions respond to the immediate needs of its diverse customer base and anticipate future demand, solidifying its reputation as a leader in delivering customer-centric mapping solutions,” Kamalesh adds.
TomTom offers the flexibility and support for carmakers and OEMs to bring order to their otherwise-chaotic world.
Built on a solid foundation of history
Kamalesh is also keen to point out what he believes to be the reason for TomTom’s strength in this area. There are many well-established but younger contenders to TomTom that were examined during Frost and Sullivan’s research, but they couldn’t compete. Kamalesh says what helps set TomTom apart is its history and proliferation in the marketplace.
“With over 30 car brands and 14 million vehicles implementing TomTom's advanced driver assistance systems (ADAS) map content, the company's prominent standing in the automotive world is evident,” he says.
Providing a customizable map with flexible content and development tools makes it suitable for a wide range of uses and applications. Tailor that to an “authentic approach, flawless execution and that diverse portfolio of partnerships, with 30 car brands,” and you have a market leader.
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