Review: TomTom ONE North America

So, on the heels of yesterday’s big announcement that TomTom is bringing the TomTom ONE to North America, there are a couple of reviews out there. The TomTom ONE is being positioned as an entry-level device (more like mid-tier to me), without the high-end Bluetooth compatibility and iPod connectivity of the TomTom GO 910. I think that the TomTom One marks a change in where the GPS navigation systems are headed. If you hadn’t noticed, the US version of the TomTom ONE is different than the Euro version announced late last year. It’s smaller and lighter, and fits nicely in your pocket. The Garmin Nuvi 350 popularized this idea, and we recently reviewed the Mio C310 that is also very small and convenient to use. The bottom line is that these units need to get small; it’s a much better user experience if you can carry these with you more easily. Smaller is better when functionality is the same.

Market Reality of the TomTom ONE GPS Navigation System
So, while some are claiming that the TomTom ONE is a Nuvi killer, don’t sell your Garmin stock yet. The TomTom ONE is probably a more serious threat to the Mio C310 that has a sound set of basic features for a higher price and similar size to the TomTom ONE with a brand that isn’t as recognizable as TomTom. For a little more than $600 you can get a Garmin Nuvi 350 that is loaded with features, and is also pocketable. Or if price is a concern, the Garmin StreetPilot C330 a larger non-pocketable format, has a decent set of features itself – it’s selling below $400. Look for Garmin to price the Nuvi 350 and the StreetPilot C330 to keep TomTom ONE on the sidelines as best as they can. As far as real pricing goes, expect the TomTom ONE to be at $449 by the Holidays; if the online price ever hits $399, watch out, these are going to fly off the shelves. Given margin and profit requirements, TomTom is probably making these for about $230, selling them for about $375 wholesale and retailers get a nice margin selling at $350 - $400. It would take a big sacrifice to sell at $399 for the holidays this year, so don’t hold your breath.

I would also bet that given this competitive threat (and the fact that TomTom tipped their hat last year when they launched the TTOne in Europe as a thin entry level GPS navigation system), Garmin would be looking at a lower end pocketable product in the near future if they don’t have one waiting in the wings right now. So, will the TomTom ONE deliver in the US? Yes, it will help grow the market, but it won’t be a Garmin killer. I would look for this smaller TomTom ONE form factor to bounce back to Europe and start selling there, where TomTom is more popular, and it will help them keep Garmin at bay there.

Key Features of the TomTom ONE GPS Navigation System

The best feature of the TomTom ONE, after the fact that you know it’s solid because it’s from TomTom, is that it’s small – 1.0 x 3.8 x 3.2 inches and 6.5 ounces, while still sporting the minimum acceptable 3.5 inch touch screen. (The Euro version is 1.3 x 4.3 x 3.5 inches and 9.2 ounces.) TeleAtlas map data is provided on a 1GB SD card, and the TomTom ONE is powered by the ubiquitous SiRF star III chipset for fast locks, low power consumption and high sensitivity.

The TomTom ONE’s onboard lithium ion battery can be charges through the 12V power cable and when unplugged will last 2 hours. Like most GPS navigation systems these days, you get text- and voice- (not text to speech – so it will say “Turn Right in 400 Yards”, not “Turn Right onto Maple Street in 400 yards”) guided turn-by-turn directions; 2D, 3D, and night map views; and automatic route calculation. You can also use some custom route calculation options like shortest distance, fastest time, or avoid toll roads.

Performance of the TomTom ONE GPS Navigation System

Craig Ellison has a good initial review of the unit and has noted a few, minor in my opinion, short comings that you need to consider when dealing with this entry level unit.