Navigation value models

Case Study Overview

Detailed Overview

Business Model



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Value Propositions

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Customer Channels

Customer Relationships


Cost Structure

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Revenue Structure

Value Propositions

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Business Model Environment

Technological Trends

Social Trends

Industry & Domain Forces

Market Forces

Macroeconomic Forces

Value Model

Value Models Explanation


Garmin’s model was based on selling GPS devices (and to some extent, map updates) which were later superseded by smartphones.


OnStar created an industry seemingly overnight by using a relatively low-tech link from vehicles to a call center. Users could simply press an OnStar button in their car to start a speakerphone call to a navigation concierge. OnStar successfully launched the concept of automobility-related subscriptions.


Navteq and Here are mapping companies focused on selling the map itself—an intellectual property/technology value model.


Google Maps and Waze made the leap to network orchestration. But Google does it by networking things and ideas, while Waze networks people and connections.

Platform Elements

MSP: Community

Shared Purpose

MSP: Marketplace

MSP: Infrastructure

MSP: Data

General Information