MARCOM09 TomTom HD Traffic Widget

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Beemway Client Case:TomTom HD Traffic Widget - Route to Success

3 juni ’09 Michiel Rademakers, Martin Voorzanger

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TomTom in a nutshell

TomTom is the world’s leading

Provider of portable navigation devices!• A focused technology company delivering the most

innovative, most easy to use and safest products

• Founded in 1991, publicly listed in 2005

• Active in more than 30 countries

• 45% market share in Europe, over 20% market share in the US

• Group Revenue 2008 €1,75 billion

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Best

routes

Best

maps

Best

traffic

info

• Best traffic information HD Traffic• Best maps Map Share• Best routes IQ Routes

First to revolutionise routing: Introduction of unique technologies

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HD Traffic A new standard in Traffic Information

20092009

20092009

• Traffic updates every 3 minutes, sent directly to your device

• Covering all major, regional and urban roads

• Highly accurate delay, travel and arrival times

• Automated rerouting for alternative, quicker routes

Improving the driving

experience with a unique and unrivalled traffic information service

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HD Traffic on TomTom GO940

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How does the user get traffic information?

Radio MobileTV Web PND

Routes.tomtom.com

Philips Net TV

Tomtom.com/widgets

Online marketing strategy: creating awareness by showcasing HD Traffic on different platforms and drive (recurrent) traffic to TomTom.com

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Traffic viewer on tomtom.comwww.tomtom.com/hdtraffic

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Integrated in Route Plannerhttp://routes.tomtom.com

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Partnerships

Philips HD Net TV

http://startpagina.nl/verkeer

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What is a Widget / Gadget?

• A widget displays web content from external sources and can be embedded into a blog, social network site or other web pages.

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User benefits

The TomTom HD Traffic widget allows users to:

• Benefit from TomTom’s unique HD Traffic offering for free (real-time updates, delay time, coverage)

• Receive the latest traffic information before you leave• Get HD Traffic information in their personal environment• Be able to personalise our service

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Agency Selection:

Why Beemway?

• Share button (2 clicks)• One update for all social

networks / start pages / blogs• Pan European distribution

through Beemway platform (soon USA)

• Experience & Client cases• Analytics

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Multi platform distribution: Web, Mobile, TVReach Audience of millions with Beemway

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TomTom HD Traffic Widget1st TomTom Widget

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Initial Planning

Launch: March 10 2009

Countries: UK, DE, FR, NL, CH

What we track:• Number of Installs• Usage - Views / Clicks• Traffic to tomtom.com (Unique Visitors, Returning Visitors)

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Promotion / Seeding

• Landing page• PR• Seeding at Forums / Communities• Newsletter• Promo boxes / Links TomTom.com• Google joint promotion (Adwords)

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Joint promotion Googlehttp://www.google.nl/intl/nl/landing/hdtraffic/

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Landing page TomTomwww.tomtom.com/widgets

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Results: Over 200k installs, 3m page views!Average of 2,700 installs per day and continues to grow

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# 1 traffic widget in UK, FR, DE, NL, CH

Tota l Num be r of Tom Tom W idge t Ins ta lls s inc e La unc h M a rc h 1 2

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50,000

100,000

150,000

200,000

250,000

3/12/ 2009

3/19/ 2009

3/26/ 2009

4/2 /2009

4/9 /2009

4/16/ 2009

4/23/ 2009

4/30/ 2009

5/7 /2009

5/14/ 2009

5/21/ 2009

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What’s next? Sneak Preview

Visit the Beemway booth at IAM ’09 #9B39

gvandebeek@beemway.commichiel.rademakers@tomtom.commartin.voorzanger@tomtom.com