January 14, 2012

TomTom Goes for Easy to Understand Line-up: Start, Via and Go Live


TomTom is going for a new three tiered line-up approach to try to differentiate the features and make sure that the consumer value perception is clear and concise. I like the move, and hopefully the buying public thinks it's a good move too.

Their "Mission Statements" for each tier are:
  • Start: The entry-level, and budget-friendly, Start line offers an easy solution for new drivers by providing essential A-to-B navigation on a dedicated device. Start offers access to the world’s most complete and accurate database of maps, as well as features such as lane guidance and spoken street names that help make navigation easier and less stressful. Additionally, the product line offers new features for an entry-level TomTom line, such as access to nationwide fuel prices.
  • VIA: The mid-range VIA line offers a stress-free navigation solution for the busy person always on-the-go, such as a multi-tasking parent. With additional safety features such as Bluetooth hands-free calling, voice recognition, and advanced lane guidance, drivers are able to navigate through life while keeping their hands on the wheel and eyes on the road.
  • GO LIVE: The faster GO LIVE line offers the daily commuter all the features of the VIA and real-time information with access to connected, LIVE Services. Featuring the award-winning TomTom HD Traffic and branded Travel Apps, users can read restaurant reviews on Yelp® and TripAdvisor®, find hotel availability with Expedia® or automatically tweet their arrival time on Twitter without ever leaving the car. Additionally, they’ll have access to live fuel prices, weather forecasts, and local search.

Features of each Tier will include:
  • START: Lifetime Traffic Updates, Lifetime Map Updates, Spoken Street Names, Lane Guidance, IQ Routes, Maps of US and CAN, 7 Million+ Points of Interest, Essential Routing, Fuel Prices
  • VIA: Lifetime traffic Updates, Lifetime Map Updates, Spoken Street Names, Advanced Lane Guidance, IQ Routes, Maps of US, CAN, MEX*, 7 Million+ Points of Interest, Instant Routing Bluetooth® Hands-free Calling, Voice Recognition*, Enhanced Graphics, Slim Design and Integrated Mount
  • GO LIVE: TomTom HD Traffic, Lifetime Map Updates, Spoken Street Names, Advanced Lane Guidance, IQ Routes, Maps of US, CAN, MEX, 7 Million+ Points of Interest, Dynamic, Instant Routing, Bluetooth® Hands-free Calling, Voice Recognition, Enhanced Graphics, Slim Design and Integrated Mount, Click-and-Go Mount, Capacitive Touch Screen, LIVE Services incl. Fuel Prices, Travel Apps, Roadside Assistance

It will be interesting to see what models they stick into each tier. Expect these new units to start showing up this Spring.

Read More in: CES 2012 | TomTom GPS News

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Posted by Scott Martin at January 14, 2012 5:01 PM

Recent Comments


Posted by: Jim D at January 14, 2012 7:22 PM


I think that they will announce a new set of products under this line-up at CeBit, and let that ride through the summer. If I were the product manager, I would want entries all along the line-up, but the unit sales are in the lower end, where if I am not mistaken, the current products don't line up perfectly with the declared features here.

The dollar margin is in the top end, so you might still see a further expansion of the super thin, capacitive glass based units that grace Europe's high end, like the Go Live 1005. Isn't that what you want to see?


Posted by: Scott Martin at January 14, 2012 5:59 PM

You think they'll roll out a new connected unit this Fall?

Posted by: Jim D at January 14, 2012 5:13 PM
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