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GPS navigation system can be termed as the ‘most convenient and safe’ device for not only drivers but for passengers too. We are aware of this unit being used in various countries and now Indian-based SatNav Technologies has also joined the industry with its SatGuide Navigator.

Read more to know about the company, its products and the Founder, Mr. Amit Prasad (AP) in the interview format.

TG: Can you tell us a little about yourself and your company, SatNav?

AP: SatNav: Incorporated on January 9, 2004, SatNav Technologies is a product-focused company launched by the SatNav Group of promoters who have business interests in IT Products, Education and Aviation Maintenance. SatNav Technologies is actively involved in products, a-mantra and SatGuide, which were first developed in the year 2000 when SatNav was a part of a Top 5 IT company in India and have been constantly upgraded since then. At SatNav we believe that the next big opportunity for India is in the IT Products space, an area that is yet to be tapped by players in the IT industry.

As pioneers in Navigation, Intelligent Transportation Systems (ITS) and Business Infrastructure Management Solution (BIMS) related products, we are fully geared with the competency to offer next generation products that are built to enhance processes cost effectively and at the same time are easy to use. Headquartered in Hyderabad, India, we also have a direct presence in California (US), New Jersey (US) and Singapore, as well as sales partners spread across 4 continents and 10 countries.

Our other products include a Business Infrastructure Management System, a-mantra, an online directions portal Roadsofindia.com among others.

Our innovative spirit has led us to pioneer several products in this area for which we own Intellectual Property Rights. We constantly explore exciting new possibilities and endeavor to innovate newer and better products for the global market. We have been pioneers in “Made in India” brand by launching

About the earlier venture: Satyam Navigation (SatNav), the GIS Venture of Satyam Computer Services Limited (‘Satyam’), was formed in June 2000 with the intention of providing Spatial Information Technology services and products to global customers. The venture, formed under the Satyam Entrepreneur Incubation Program, envisaged SatNav to develop its own business model that catered to the core GIS Industry.
Subsequently, taking into consideration its performance and potential, SatNav was merged into the parent company and became the GIS services division of Satyam. Satyam’s philosophy restricted from taking SatNav’s products to the market. At this juncture, SatNav Technologies was formed and took over the products with the core team becoming a part of this new venture.

Today, SatNav Technologies owns the intellectual property rights, and is focusing on enhancing and taking these products to the global markets. Satyam has no stake in SatNav Technologies.

About Myself: I have varied business interests in IT Products, Primary Education and Aviation Maintenance was earlier the Founder and MD of the GIS venture “Satyam Navigation” in leading IT company Satyam Computers. Apart from my prime responsibility as Founder & MD, SatNav Technologies, I am also the Managing Trustee for SatNav Foundation, Vice Chairman & Managing Director of SatNav Preschools Pvt. Ltd and the Co-Founder & Jt. MD of HAMCO AeroZone – India’s 1st Aviation Maintenance, Repair & Overhaul (MRO) Company.

TG: Could you elaborate a little on SatGuide, a car navigation device, with its specifications and cost? Who are your target buyers?

SatGuide: SatNav has Pioneered India’s 1st GPS Navigation Product “SatGuide”

SatGuide navigates the user to his/her destination. With SatGuide, a user navigates to any chosen location by entering the destination as the input; SatGuide obtains the current location from GPS satellites and gives the best possible route on a map displayed on the screen. While driving, it prompts the user all along the way through voice commands with directions to reach the Destination. It helps navigate through Points of Interest, enhances safety and security of your loved ones.

SatGuide Map Data has All India data having over 30,000 cities and towns as points which are connected with a network of roads comprising of National and State Highways as well as other roads.

SatGuide also offers the option of data of 6 major metros of India, which have 24 categories of points of interest like Hotels, Airport, Shopping Malls, and Businesses etc to help the user to reach the closest destination using the shortest possible route.

Car Navigation Device: Specifications and Cost SatGuide is specially packaged in a PDA for the customers who would prefer a fixed Navigation System for their automobile. To have a GPS-enabled PDA with SatGuide one can not only Navigate but also get an aid for efficient time management as PDA can be also used for scheduling and storing information special package that is a PDA (imported Mio350 Pocket PC with an inbuilt GPS receiver) bundled with SatGuide Software which includes a 1 city map and is priced at Rs.16000/-

The specifications of the PDA are as under:

Target Customers: We are right now targeting the Pocket PC and car owners. Also we are targeting the tourists and NRIs who are well conversant with the GPS Technologies.

TG: Which metros cities are the GPS devices available at?

AP: SatGuide is available in all major metros such as Bangalore, Delhi, Hyderabad, Chennai, Mumbai and Pune. An All India map allows users across India to be able to use the product. SatGuide has an online portal thus making it accessible to the internet users worldwide. The orders placed online are dispatched to the desired locations.

TG: Is SatNav developing the map for the unit or have you tied up with some abroad company?

AP: SatGuide has its own Map database development team and has developed the maps internally since 1999. Currently we have maps of 24 cities of India, of which maps of 6 metros have been made navigable apart from the All India Map.

We also have covered the satellite townships for all the important cities, for example Delhi, apart from the central region has 5 satellite cities also covered while Mumbai has 12 cities around it well covered. We also have the all India Road Network and all India Rail Network as well as some other utilitarian maps at a basic level of information. The digital database was created from various sources; Topographical maps were used from various sources. The database was corrected/updated-using any available satellite imagery. The digital data is also crosschecked and verified with 12 channel GPS receivers due to which we are able to use the data in applications that require a high accuracy level also. We have designed and conceptualized a data logger unit which was also patented, Data logger, developed for accuracy check is a Proprietary Product of SatNav which stores the digital data in binary Format.

TG: How often are the built-in maps refreshed? In India, every other day there’s a renaming of an old road or a development of a new one, how will you cope up with such frequent changes?

AP: The maps are updated once in 8 months which is as per the global standards. The infrastructure changes will be taken up in the updates.

TG: Is the device compatible with mobile devices as well?

AP: Yes. As of now the software is compatible to mobile phones that are Win OS Pocket PCs.

TG: Generally bad weather is the biggest disadvantage for such devices, as the Satellite connectivity is low. What according to you will be the reason for your GPS device not to work?

AP: That is a misgiving, it happens only in extreme conditions, India does not fall in such climatic conditions. GPS works all the time, except when a person is not having a clear view of the sky because he/she is near high rise structures, trees or inside a building etc.

TG: Do you have a standard language pre-installed on the device? Are you planning to provide an option for non-English speaking GPS owners to access the system through text message or voice in regional languages?

AP: English. No current plans to look at other languages.

TG: The device’s cost is quite steep. Do you plan to tie up with the Government to subsidize the system so that it can be more affordable to people such as taxi drivers etc?

AP: The base software cost is 2k INR which we think is affordable to the target segment that has GPS-enabled phones. Others who have non-GPS phones need to spend 6k, the device seekers need 16k. Overall we feel this is very competitive even in terms of Indian or Global markets. We do not plan on any such tie-ups.

TG: Most people have spent years together and would know every nook and corner of the city very well. How would you convince them to purchase this device?

AP: The device is both for frequent travelers and for those who are using it in a city known to them, the rapid infrastructure changes, in terms of city expansion and new roads give enough avenues of feeling lost. Also the Navigation software helps explore shortest path and alternate routes that could come handy in today’s increasing traffic congestion. Also the individual may know his way well but he can use the Navigation for his family to help his loved ones and ensure their safely. Worldwide, it has been proven that knowledge of home city is no reason for anyone to not buy a navigation solution.

TG: Whom do you think is SatNav’s biggest competitor, in India and Internationally?

AP: As of now we have no competition, there are companies who have recently started talking about products they intend to launch but we are yet to see them off the shelves in any of the markets that consumers have access to.

TG: Can you tell us the sales figures of GPS devices? Also the response SatNav has been experiencing till date?

AP: We have over 10,000 users across India today, over the last 4 months our sales have picked up 22 times in terms of sheer volumes. The response is fantastic and we are very bullish about the future.

TG: Any figure estimates that you would like to target in the next 1 or 2 years’ time?

AP: We target 1, 00,000 unit sales in the next 2 years. Win OS and Symbian compatible and on PND will be the various versions that will be on offer.

TG: The company’s forthcoming products?

AP: We will enhance our platforms and mapdata coverage as well as it’s depths in the coming quarters. Some new device models are also being planned. We will shortly launch those too.