Navteq and Iusacell to Help Educate Mexican Users on the Benefits of Navigation

November 4, 2009

Navteq announced that it is teaming-up with Iusacell, the first carrier to offer 3G coverage in Mexico, to launch a comprehensive marketing campaign geared at educating Mexican consumers on the benefits of turn-by-turn navigation in their mobile phones.

The Company said the campaign, set to launch at the beginning of November, will be comprised of in-store interactive kiosks, educational videos, printed materials and on-site product experts. Ten interactive kiosks will be available in Iusacell stores throughout Mexico located in Mexico City, Guadalajara, Monterrey, Puebla, Leon, Merida and Cancun. The interactive kiosks will provide customers with the opportunity to test out wireless devices equipped with COPILOTO UBICACEL, Iusacell's navigation application, first-hand. COPILOTO UBICACEL is powered by Navteq map data of Mexico.

"As the first and only comprehensive, navigable map supplier to wireless mobile phones in Mexico, we are pleased to work with premium carriers like Iusacell to help drive consumer education on the benefits of navigation in the wireless market," stated Jim Dineen, director and general manager—Mexico, Navteq. "COPILOTO UBICACEL provides Mexican consumers with a navigation experience featuring turn-by-turn guidance, extensive Points of Interests as well as broad and comprehensive city coverage."

"Consumer demand for navigation-enabled handsets is growing, and COPILOTO UBICACEL utilizes Navteq map data to provide consumers with both turn-by-turn navigation and premium content enabling them to reach Points of Interest and address destinations throughout Mexico," stated Saul Castro, 3G and value added services director—Iusacell.

According to Navteq, their mapping data covers approximately 470,000 km or 96% of the population in Mexico. The Mexico map also contains over 144,000 Points of Interest (POIs) such as restaurants, hotels, gas stations and banks to provide users with the ability to select their destination by either the POI listing or address. Navteq geographic analysts located in Mexico City and Leon use local knowledge and local contacts to collect and verify details of the roads.