TomTom deal offers real-time traffic info

TomTom, the GPRS navigation system, has signed a deal with Vodafone to offer a real-time traffic information service, based on data collected by an integrated SIM card.

tomtomThe TomTom Live models, which will be launched at the end of this month, will use a mobile GPRS signal to track the movement of cars in traffic hotspots and display live traffic information. Users will be charged £7.99 a month for the service.

TomTom marketing director Alex Batchelor says: “The new models will give drivers the most accurate and current traffic information.

“The aim of the new live services is to put users in control of their own driving.”

The models will be the first to feature voice command, and users will be able to ask for traffic information by talking to their device.

As well as the traffic information, a deal has been agreed with Road Angel to inform drivers about mobile safety cameras and, where possible, the device will display local fuel prices.

Users will also be able to search Google for local information using the TomTom’sGPRS internet connection.

The company will promote the new models through marketing activity with retailers. Its advertising is created in house but it is working with Kinetic Worldwide on an outdoor promotion. Mediaedge:cia handles its media planning and buying.

TomTom Live will also be available in Germany, France, the Netherlands and Switzerland and will cost about £300.


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