OUR ROUTE TO THE FUTURE  
     
 
arrow OUR MISSION
  To provide the best navigation experience and to make this accessible to everyone. TomTom solutions are designed to be easy-to-use, innovative, safe and good value, while offering a seamless integration of services, and real-time and static content and technology.
   
arrow OUR VISION
  To equip every vehicle with a TomTom product or service because this improves peoples’ daily lives. To lead the satellite navigation market with products and services that enhance the navigation experience of everyone who uses them.
  tomtom hd traffic
     
 
 
arrow OUR STRATEGY
   
  THE BEST PRODUCTS AND SERVICES
TomTom strives to lead the navigation industry in terms of innovation and the quality of our products and services. We aim to take navigation to the next level by means of radical advances in three key areas:
   
 
arrow Better Maps arrow Better Routes arrow Better Traffic Information
  with instant map corrections and access to the verified corrections of other users, via our unique new TomTom Map Share™ technology;   with improved routing via user-generated information, facilitated by our user-portal, TomTom HOME;   with high quality, real-time traffic updates delivered via our unique, high quality TomTom HD Traffic™ information service.
           
   
  These three pillars will together transform satellite navigation from a ‘don’t-get-lost solution’ into a true travel companion that gets you from A to B safer, faster, cheaper and better informed. We believe this new generation of satellite navigation solutions will be the must-have item for existing users and a whole new category of motorists, delivering us significant further market penetration.

Going forward, TomTom will remain at the cutting edge of innovation within our industry, by continuing to invest structurally and strategically to bring new and exciting products and services to our customers.
   
  BUILDING TOMORROW'S NAVIGATION TECHNOLOGIES
  TomTom already leads the navigation industry with the technological evolution of navigation products from static ‘find-your-destination’ devices into products and services that provide connected, dynamic ‘find-the-optimal-route-to-your-destination’, with time-accurate travel information. We are well positioned to maintain that leading position over the long-term because of the size of our customer and technology base, our distribution power, and our prominent brand image and recognition.
Over the coming years, TomTom will evolve into an integrated content, service and technology business.
   
   
 
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Since the launch of TomTom Map Share in the summer of 2007, users have already submitted over one million map corrections for downloading by fellow users.

  
 
     
  MARKET LEADERSHIP  
  TomTom is the world’s largest maker of PNDs. It is our aim to remain or become market leader in every market in which we operate. This leadership position is important to our success, as it delivers the scale advantages necessary for our businesses in terms of competitive market presence and cost base.  
     
  CUSTOMER INVOLVEMENT  
  Leveraging the active involvement of our users is a vital part of our success.  
     
 
arrow Customer Support – how seriously we take customer support is reflected in the fact that, unlike many technology companies, we do not outsource customer support, but keep it close to our operations at our offices in the Netherlands, the US and Australia, and in Germany for TomTom WORK. This enables us to give our customers the best support possible.
   
arrow Customer Feedback – customer feedback is an integral part of our product development process, informing how we expand our business and improve our products and services.
   
arrow User Community – the data we receive via the huge community of TomTom users is helping us deliver our core strategic goal of improving the quality of both navigation and the user’s navigation experience. For example with map improvements, where over one million map corrections have now been submitted since the launch of TomTom Map Share™ in the summer of 2007. And with journey times, where the vast majority of the millions of subscribers to our user portal, TomTom HOME, have given us permission to upload their anonymous journey time data.
   
  strategy
   
 
  FLEXIBLE BUSINESS MODEL  
  Under TomTom’s business model, all our core activities remain in-house, including our software and hardware technology expertise, our relationship with our customers, and our branding activities. All other activities, such as hardware production, manufacturing logistics and distribution are outsourced to business partners. This model has given us the flexibility to expand rapidly and efficiently over the past ten years.  
     
  CONTINUED GROWTH  
  We aim to consolidate our leading market share in Europe and to increase our market share in the US and elsewhere. We will do this by continuing to increase the depth and breadth of our products and services, by expanding our global footprint, and by deepening and widening our distribution. At the heart of our success lies the quality of our products and services, and we invest heavily in development to ensure that we continue to develop products that consumers want and that are superior to those of our competitors. It is also crucial that consumers recognise and appreciate our technological superiority, and we invest in marketing and advertising to ensure we retain our market leadership.

We are committed to making strategic acquisitions that will strengthen our organic growth. These include Datafactory AG in 2005, which gave us the WEBfleet technology at the heart of the telematics solutions offered by TomTom WORK; and Applied Generics Ltd in 2006, which gave us the technology to develop our ground-breaking Mobility Solutions services.
  
     
 
     
  PENETRATION RATE
(EUROPE & US)
(% of cars with some sort of navigation)		  
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penetration rate
  In line with this approach, our proposed acquisition of digital map maker Tele Atlas NV (‘Tele Atlas’) is another important step, because it will help facilitate our key business objective to improve the quality of both navigation and the user’s navigation experience. The end result will be far superior maps from which the entire navigation industry and, more importantly, consumers themselves will benefit.