Mio out to grab GPS market

HOW DO YOU get to travel on a train, a Tube, a boat, in a helicopter and in a taxi all in the same day? Answer: attend the launch of Mio's two latest portable navigation devices (PNDs).

This Taiwanese supplier of GPS capable devices is obviously determined to stamp its mark on the European market. According to the latest figures from Canalys, Mio Technology is Europe's number four vendor of mobile satellite navigation devices with integrated GPS receivers.

To grab an even larger slice of the pie, Mio launched its C710 and C510E models yesterday. They will retail for £359.99 and £239.99 respectively. The difference being that the C710 has a built in TMC receiver to incorporate live traffic updates. It also has maps of 24 countries pre-installed.

Mio can now offer a full range of GPS based products. In addition to PNDs, it offers both GPS enabled PDAs and the A701. That's basically a Windows based smartphone with a 2.7 inch touch screen, Bluetooth and a 1.3 megapixel camera plus a built-in SiRFstar III GPS receiver.

Judging from yesterday's events, - sticking a bunch of journalists in helicopters and on fast motor launches - Mio is obviously determined to get its brand better known.

Plus it's determined to grab market share from the leaders such as Garman and TomTom. With its keenly priced range, it might just well do that. µ