How Anthony Chen is growing the location tech export market in China
Building the next great technological innovation is step one. Step two is getting it into people’s hands to make a positive impact. That’s where Anthony Chen comes in. As TomTom’s VP of Sales for Greater China, Anthony is steering the company into new growth opportunities. We talked to the seasoned sales veteran to find out what brought him to TomTom, and how he’s applying his wealth of experience in building and scaling businesses to grow the China automotive OEM export market for location tech.
A career built on growth
Anthony was born with a natural growth mindset that fueled his curiosity and motivation from an early age. "Growing up, I was always drawn to innovation and building things from the ground up," he reflects. This vision of creating and multiplying has defined his professional journey, leading him to take on roles that required transforming businesses. “I've successfully taken businesses from zero to one and one to ten,” he shares. Anthony’s career began in 1998 as a sales representative at Acer Group. This foundational role set the stage for his journey that continues today. For the better part of the last decade, Anthony has been dedicated to leading business growth in the Greater China region. First, at one of the largest independent AI speech and voice recognition companies in the world, Nuance, and then at its automotive-focused spin-off, Cerence. There was basically zero business in the region when Anthony joined. He took them to one and then to ten – as Cerence went on to become the largest multinational speech AI supplier in China for China. Nuance was acquired by Microsoft in 2022 and the technology is now widespread throughout leading voice assistants in Europe and the US.Joining TomTom: The perfect opportunity
Chinese car manufacturers’ technologies greatly shape the global automotive market. Meanwhile, TomTom has developed a unique global mapping solution that opens huge opportunities for innovation across the industry. Anthony, who has deep market experience and a strong understanding of current trends, saw the potential of bringing these two forces together. And he wants to be the person who makes it happen, having an indelible impact in the industry. "TomTom has so many opportunities to capitalize on China's export trends,” Anthony says. “They needed a senior leader who has successfully navigated these challenges." Anthony stepped in, joining TomTom where he now leads the Go-To-Market team for Automotive Greater China. The challenge is clear, as is the opportunity. "This is a pivotal moment, and I’m eager to contribute to the growth of the Greater China business," Anthony says.Led by TomTom Orbis Maps
At the heart of this immense growth opportunity is TomTom Orbis Maps, TomTom’s innovative product that promises to reshape the map and location tech industry. With its open-source and bring-your-own-data (BYOD) strategy, Orbis Maps is positioned to be a game-changer, particularly in the ride-hailing and on-demand mobility markets. These industries thrive on real-time, fresh maps, making continuous updates a critical success factor. Anthony is at the forefront of this transformation, connecting markets to stimulate innovation onwards and upwards every day.
“Anthony Chen
VP of Sales for Greater China
Beyond the short-game
Looking ahead, Anthony acknowledges the challenges along with the opportunities. The ever-changing landscape of the Chinese market requires adaptability and foresight. "At nearly 50, I'm considered a veteran in China. My goal for the next decade is to help TomTom make the right strategic moves and multiply its market value several times over," he says. His focus isn’t only about wins, but also about building a sustainable strategy that will position TomTom for long-term success in the region. Anthony’s understanding of the market and a willingness to embrace change empower him to overcome challenges and make a lasting impact. By focusing on collaboration and open-source technology, he’s confident that TomTom has a competitive edge in the ever-evolving industry.Open and collaborative, for the win
Anthony isn’t only at TomTom for the role. He’s also there for the people and shared vision. “From my first day, I felt a warm welcome,” he shares, commenting on the friendly atmosphere. “With strong support from management and a collaborative environment, TomTom is well-prepared for the future,” he adds. Products like Orbis Maps and leaders like Anthony no doubt position the company for an exciting, successful journey ahead. Anthony shows that TomTom combines cutting-edge technology and unique opportunities with the right environment for growth. “For those who are ambitious, eager to take on challenges and excited about shaping the future of the map and location industry, TomTom is the ideal place to grow and thrive,” he says. Will you join him and make your mark on the world of maps?See open roles at TomTom.
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