BERLIN, Sept. 2 -- NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world today launched a new product that promises to materially change the way navigation systems and applications interact with end users. NAVTEQ Natural Guidance™ breaks new ground by enabling guidance the way humans provide directions to each other—through the use of descriptive reference cues.

Launched at the IFA consumer electronics show in Berlin, NAVTEQ Natural Guidance leapfrogs today's linear navigation instructions—e.g. 'turn right in 50 meters on Kurfuerstendamm—by guiding the way humans instruct each other, through descriptions of orientation points such as distinctive points of interest and landmarks—e.g. 'turn right after the yellow shop" or 'turn right at the traffic signal.'  Research shows consumers desire more intuitive and practical directions because it is easier to follow and allows the user to keep their eyes on the road. NAVTEQ Natural Guidance enables applications to use recognizable and easily understandable points of reference close to the decision point to highlight the next maneuver.  

"Natural Guidance provides the kind of directions we crave as humans," said Tiffany Treacy, NAVTEQ senior vice president of product management. "It challenges the man-machine status quo of how navigation systems have worked for years by finally enabling the kind of guidance that sounds like it's coming from a friend who is riding along with you.  This is a revolutionary first step toward more natural and ultimately more personalized experiences."  

Over the past 25 years, NAVTEQ has continually strived to create content specific to navigation that elevates the user experience.  Only as an expert and innovative leader in the navigation industry, was NAVTEQ able to create a product that translates user experiences into data and data models that allow applications to generate humanized guidance.  NAVTEQ Natural Guidance also employs a variety of importance criteria to help optimize when and how the guidance is presented to consumers.  Reference cues can look very different—or be partially or fully obscured—depending on such factors as: which direction the user is approaching, the size of the reference object (a cathedral vs. a corner pub), or whether it is winter or summer (when trees might block the visibility).

NAVTEQ Natural Guidance is currently available for Berlin, Chicago, National Capital Region of Delhi, London, Los Angeles, New York, Munich and Paris with aggressive expansion plans to add more cities throughout Europe, North America and Asia Pacific by the end of 2011.

NAVTEQ will showcase NAVTEQ Natural Guidance at both a NAVTEQ sponsored press event, where key findings from NAVTEQ's proprietary research will be shared, as well as at the IFA Showstoppers Event on 2nd September.

Click here to view a flash animation on NAVTEQ Natural Guidance http://www.youtube.com/user/NAVTEQCompany.

About NAVTEQ

NAVTEQ is the leading global provider of maps, traffic and location data (digital location content) enabling navigation, location-based services and mobile advertising around the world.  NAVTEQ was founded in 1985 and now supplies comprehensive digital location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions.  The Chicago-based company is celebrating its 25th anniversary in 2010, proudly supported by approximately 5,000 employees located in 211 offices in 48 countries.