Vodafone closes navigation company Wayfinder

The competition from Nokia and Google became to much for Vodafone

Vodafone is closing down Wayfinder Systems, a navigation company the British operator acquired in December 2008. The introduction of free turn-by-turn navigation services from Google and Nokia has completely turned the sector on its head, according to Vodafone.

Vodafone acquired Wayfinder for 239 million Swedish kronor (US$33 million), and the goal was to develop a suite of new location-aware products and services, according to Vodafone.

However, since then, things have changed. From a commercial point of view, it is no longer viable for Vodafone to continue to operate and develop its own products, Anna Cloke, head of brand communications at Vodafone, said.

Vodafone has no plans to use existing Wayfinder products in the future. Instead, it will look to partner with other companies and offer navigation and location-based services, according to Cloke. During a period of transition, existing Vodafone users will continue to find their way using Vodafone's Wayfinder-based products.

Currently, Wayfinder has about 95 employees in Sweden, Romania and the U.K. who, except for a small group that will handle the transition to other products, will be let go, according to Cloke.

Vodafone's decision to shut down Wayfinder doesn't come as a surprise, but it is still a little sad, according to a former Wayfinder executive, who requested anonymity. "Vodafone has botched up another opportunity," he said.

Another former employee, who didn't want his name used either, is surprised that Vodafone doesn't have any plans for Wayfinder's platform.

That Vodafone, and operators in general, are having such a hard time competing with the likes of Google and Nokia simply comes down to focus, he said. Vodafone is good at price plans and selling subscription, not developing services, he said.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags Vodafonenavigation

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Mikael Ricknäs

IDG News Service
Show Comments

Cool Tech

Breitling Superocean Heritage Chronographe 44

Learn more >

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?