TomTom – HD Traffic Launch Netherlands

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FirstPartner have been critical to our success with two of the most complex and challenging Go to Market projects we have ever undertaken. They have brought us experienced leadership, commitment, effective processes and considerable practical experience. They have really become an integral and valued part of our team.

Lucien Groenhuizjen
MD TomTom DC&P

The Challenge

To successfully launch TomTom’sinnovative HD Traffic information service into the Dutch market in a very short time scale. This launch represented TomTom’sentry into the premium subscription consumer services market, raising a number of new Go to Market challenges.

Approach

FirstPartner placed an experienced project leader within the TomTomteam to provide direction and guidance and to take responsibility for the success of the launch. We designed the launch process and then supplied additional Marketing and Operational skills and expertise in a dynamic way to meet the changing needs of the project.

Key Deliverables

  • Service launch planning and execution
  • A successful 500 user consumer trial
  • Design and implementation of customer and operational support
  • Service KPIs and performance targets

Results

HD Traffic successfully launched in The Netherlands in November 2007, with a high profile press event and significant TV coverage. Following this success. The HD Traffic device achieved sales of over 50,000 units in its first year in market. FirstPartner subsequently led the project to deploy TomTom’sLive Services across Europe.

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