This is mostly about the nav market, but it gives you an idea of the scale of the change as more cellphones with GPS come out.
the top three GPS makers hold around an 80 per cent market share, giving them scale advantages over smaller players. But competition is coming from many directions, including big names like Nokia Corp., Sony Inc., Google Inc. and probably Apple.
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By 2010, Gartner estimates, 500 million cellphones capable of navigation will [sell] annually, compared to just 95 million pure navigation devices. Most cellphones can't yet match the easy touch interface of the devoted devices, but Apple's iPhone offers evidence that that may not be true for long.
Other competitors are getting smarter too: Both Google and Microsoft have introduced the option this spring of taking traffic conditions into account in their mapping instructions, using traffic data from vendors to calculate time to travel instead of distance.
Globe and Mail - AP - GPS market at turning point - April 25, 2008
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