Garmin partnering with Asus on GPS Nuvifone

Posted on February 5, 2009 - 12:25 by Samantha Rose Hunt

Chicago (IL) - Over a year ago Garmin announced that they would eventually release a new GPS-centric phone deemed the "Nuvifone". Thus far it has been proven to be nothing more than vaporware. However, the company now claims it is extremely close to a product release, but would like the assistance of well known netbook manufacturer Asus to completely develop its finished product.





Asus and Garmin have been working on this project since early 2008.



A partnership between Garmin and Asus will lead to the development of a line of phones called the Garmin-Asus Nuvifone series. The two companies intend on launching several models of the device this year, which they plan to introduce at Mobile World Congress trade show in Barcelona later this month.



When the Nuvifone was announced by Garmin in early 2008, it appeared as though it would be a welcome and much needed addition to the touch-screen phone market. Touting a 3.5-inch display, Bluetooth and Wi-Fi technologies and serious GPS capabilities, the phone was a sure sell. Then the iPhone 3G hit the market, however, with its high level of sophistication and great GPS capabilities. As a result, the Nuvifone took a backseat.



Garmin had plans to launch the device in the third quarter of 2008, though it was eventually delayed until the first quarter of this year. The Nuviphone wasn't shown at the Consumer Electronics Show last month, and has had very few public appearances.



The partnership between Garmin and Asus is interesting in that Asus hasn't been a significant player in the mobile phone market. However, with their great success in the netbook market, Asus wants to get a piece of the wireless business. In the past Asus has manufactured phones for other companies and launched some of their devices in Asia. They've wanted to develop a showstopper in the cell phone industry.



Entering the cell phone market will be tough. The companies will together have to build relationships with wireless carriers, and with the tough economic conditions it could prove to be an issue.




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