NAVIGATION INDUSTRY LEADERS SEE SDAL FORMAT AS SOLUTION TO STANDARDS
Microsoft, Pioneer, Clarion and Magellan among those adopting Navigation Technologies' solution

Posted On:
January 8, 1999

LAS VEGAS, January 7, 1999 (Consumer Electronics Show) - Some of the biggest names in the fast-emerging navigation systems market are here debuting products using a new technology standard that promises to make all map database CD-ROMs interchangeable and help spur market growth for navigation systems.

Technology industry heavyweights such as Clarion, Pioneer, Microsoft, and Magellan have launched or announced plans to launch new vehicle navigation products using SDAL Format from Navigation Technologies. SDAL Format is a physical storage format (PSF) that makes map CDs employing it interchangeable among different navigation platforms. SDAL Format standardizes the production and distribution of map data, making it easier for manufacturers to develop and market products based on a universal format.

Industry watchers say widespread support for SDAL will spark rapid market expansion for navigation systems. According to Inge Matthey, consulting analyst at Frost & Sullivan, "We believe the lack of a standard for digital map CDs remains a major obstacle to market growth. Obviously, a solution like SDAL will provide a win-win situation for both manufacturers and consumers."

Navigation Technologies, developers and publishers of the world's most widely-used map databases, created SDAL Format as a solution in the absence of an industry-approved PSF standard. Until SDAL Format, each navigation system manufacturer required system-specific map data compiled into a proprietary format, making CD-ROMs non- interchangeable among navigation hardware platforms.

"The situation is like asking consumers to buy music CDs for a specific manufacturer's stereo system," says Andrew Donchak, vice president of consumer marketing for Navigation Technologies. "Until now, the lack of a standard for physical storage has proven to be a major obstacle to growth in the navigation industry, severely hampering the distribution channel and making it more difficult to advance a mass market. SDAL will assure consumers that their technology investments are secure and they won't need to buy different CDs for different navigation systems." Providing a ready-made PSF in an industry where each manufacturer formerly was forced to create its own, SDAL Format also enables manufacturers to dramatically decrease their production costs and slash their time-to-market for new products.

Leaders Support SDAL and Standards

The companies including Pioneer and Magellan are launching products using, and they say SDAL is needed to reduce time-to-market and to help grow the market for navigation systems and technology. "With SDAL, Navigation Technologies has taken the leadership role this category needs to resolve the interoperability issue that has hampered its growth," says Russ Johnston, vice president marketing, car electronics at Pioneer. "SDAL will most likely be the compatibility cornerstone on which this industry will be built. It provides solutions for interchangeability, forward compatibility, and speed-to-market, so that we can focus on our core business-making and selling the electronics hardware systems." "When a market matures, standards quickly become important in order to define how products from different companies work together effectively," said Alan Denton, marketing manager at Magellan Driver Information Systems. "By defining how the industry can work together, SDAL represents a natural maturing of the market which is key to rapid growth."

Growing the Consumer Market

Meanwhile, Microsoft supports the speed-to-market capability SDAL delivers. Microsoft employs SDAL for its AutoPC platform, available commercially via the Clarion AutoPC launched in select markets last month. "Microsoft supports standards-based computing and technology," said Perry Lee, Auto PC product manager at Microsoft Corp. "Open map data formats such as SDAL make it easier for software developers and device makers to build navigation applications and systems for Windows CE-based Auto PCs and give more choice to consumers."

Industry Call for a Standards Solution

Leading automobile and navigation systems manufactures, all of whom expect navigation to be a key component and driver enhancement to cars of the future, support SDAL and its standards-based solution.

"Interoperability of map database CDs across navigation systems is important to Mercedes," says Reinhold Langbein, of the traffic technology department at Daimler-Chrysler. "We believe that in the future, consumers should be able to select map CD-ROMs without concerning themselves with complex compatibility issues. SDAL Format represents a strong step forward, and the market now has an opportunity to work toward interoperability and offer consumers greater choice." "The number of manufacturers that produce navigation systems is expected to increase considerably over the next two years, and there will be a corresponding surge in the number of map CDs and travel guides available," says Dr. Stefan Lawitzke at Porsche. "We don't want consumers to worry about finding the right CD for the right system. We want to make the task of buying a map for a navigation system as easy it is to buy music for a CD player."

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