Mapping the Future: TomTom’s Evolution in Mobile Navigation and Location Data

Episode Overview

TomTom’s seasoned experts reveal the evolution of an iconic brand—from pioneering satnav devices to becoming a cutting-edge location data company powering premium mobile navigation. In this episode, Managing Director Pim Spaanderman and Head of Mobile Growth Kees Oostinjen share their insights on transforming traditional hardware into innovative app solutions like GO Navigation. They discuss strategic shifts in acquisition, rigorous testing to optimize pricing and user onboarding, and the unique challenges of catering to both everyday drivers and professional truckers. 

Episode Topics at a Glance

• The evolution of TomTom: from satnavs to a comprehensive location data company
• Transitioning to premium mobile navigation with GO Navigation
• Data-driven acquisition strategies and performance advertising
• Optimizing user onboarding, trial experiences, and pricing models
• Tailoring navigation for professional truck drivers with custom features

More about TomTom’s Experts

Pim Spaanderman leads TomTom’s Consumer Business Unit, drawing on his e-commerce and telco background to steer the company’s transition from traditional navigation devices to innovative app solutions. With over a decade of experience, he champions customer-centric strategies that blend legacy strengths with modern digital innovation.

Kees Oostinjen, a long-time TomTom veteran, brings deep expertise in sales operations and analytics. His data-driven approach has been pivotal in refining acquisition tactics and optimizing the full customer journey—from trial to paid subscription—ensuring that TomTom stays ahead in a competitive market.

TomTom’s Links

• Pim Spaanderman on LinkedIn
• Kees Oostinjen on LinkedIn

Timestamps

[00:01:09] – Overview of TomTom’s consumer business and strategic evolution
[00:05:20] – Transitioning into a modern location data powerhouse
[00:08:05] – Differentiating premium navigation with GO Navigation
[00:10:01] – Acquisition strategies and performance advertising insights
[00:14:21] – The culture of continuous testing: pricing, trials, and user onboarding
[00:22:14] – Expanding the market: introducing truck-specific features for iOS and Android
[00:32:29] – Final thoughts and where to connect with the experts

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr