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Samsung enters navigation market with new product

Korea, 4 January 2007 – Samsung Electronics unveiled mobile phone-interoperable ‘Bluetooth Navigation (STT-D370)’ on January 3, jumping into competition in the navigation market.

The new product allows users to make or receive calls while driving. It also comes with TPEG, terrestrial DMB features and electronic map called ‘Real 3D Map.’ As opposed to the existing mobile phones with navigation functions, it comes with mobile phone functions, making a step close to evolution into digital convergence.

What is noteworthy is the electronic map of the new navigation. The company teamed up with e-map company PMI to develop ‘Real 3D Map,’ a graphic map creating a similar image with real situation. PMI provides e-maps to Renault Samsung.

Samsung Electronics keeps all the licenses of the e-map, and will update content of the map over Anycall Land site (www.anycall.com). The company aims to keep dominance in the e-map, which it sees as core part of navigation business.

It has also adopted ‘Anycall’ brand for the navigation, and the brand itself is seen as a major threat to small and medium navigation firms in the market.

The Anycall Business Division is now in charge of the navigation business, which indicates the company’s intention to develop and market navigations as an extension of the mobile phone business. Samsung Electronics aims to take advantage of its Anycall brand in the navigation segment.

Installed with FM transmitter, it enables users to enjoy sound of terrestrial DMB and videos as well as MP3 music through speakers built in vehicles when tuned into frequencies of FM radio. The new navigation adopts a 3.7-inch LCD screen and high-capacity batteries.

It also comes with a variety of multimedia functions including high-quality VGA-level PMP, MP3 and photo album along with Anycall translator, electronic dictionary and file viewer features. With SD memory card, users can also expand memory. The new navigation retails for around 600,000 won.

Samsung Electronics’ first navigation product adopts Bluetooth technology of mobile phones as expected. For instance, users can answer calls with a microphone and a speaker phone installed in the navigation without having to pulling their mobile handsets out of the pocket. They can also check transmission of text messages over the LCD screen of the navigation.

“We expanded the existing concept of mobile phone accessories such as headset into navigations,” said a manager at the company. Samsung Electronics plans to install cutting-edge wireless broadband Internet functions such as HSDPA and Wi-Bro into navigation products in the near future.