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Several mobile GPS products can show you where you’re going, but TeleNav tries to offer even more than the standard mapping information purchased from NAVTEQ and TeleAtlas. For example, their service includes fuel prices, restaurant reviews and traffic alerts. TeleNav GPS Navigator is available in more than 20 countries, with approximately 350 employees and partnerships with 13 carriers worldwide, including most of the major carriers in North America. We talked with Sal Dhanani, TeleNav’s co-founder and senior director of marketing.

How does TeleNav GPS Navigator work?
Dhanani: TeleNav GPS Navigator is a subscription-based application which can be downloaded to more than 200 different types of mobile phones and devices. The service provides turn-by-turn voice and on-screen driving directions with 3D moving maps (just like an in-car navigation system or standalone personal navigation device). Addresses can be inputted into the phone via the keypad or using voice recognition. Alternatively, a customer can preplan trips online via MyTeleNav (www.telenav.com). If a driver makes a wrong turn, they are automatically rerouted. TeleNav GPS Navigator also includes features like traffic alerts with one-click rerouting, updated gas price listings, more than 10 million business listings, location sharing and restaurant reviews.

How do your fees and services compare with your competitors?
Dhanani: Most carriers offer mobile phone navigation for approximately $10.00/month for unlimited use, regardless of provider. This has become industry standard. Some of our carrier partners also provide alternate options such as a pay-per-day or pay-per-use plan, or they bundle it into various data plans.

You were the first to launch a GPS solution on the mobile phone in North America. What can TeleNav do that other mobile GPS services don’t?
Dhanani: First, we have deployed TeleNav GPS Navigator on all available mobile platforms (Java, BREW, RIM, etc.) and on more than 200 mobile phone models. Most of our competitors’ solutions are limited to certain platforms and a limited number of handsets.

Are your features any different from other products?
Dhanani: Additionally, we have many features which our competitors do not offer. For example, our latest version of TeleNav GPS Navigator includes 3D moving maps, traffic alerts and one-click rerouting, gas price listings, restaurant reviews, location sharing, voice-recognition address entry, more than 10 million business listings, preplanning online and pedestrian mode. The voice commands were recorded by a real human (instead of text to speech) and the commands will include the street name so you know where to turn… What makes it unique is how we incorporate and display the data.

What do you think of Telmap, Ask Mobile GPS and amAze?
Dhanani: I’d like to answer this question by sharing what I think are the most important things to consider when reviewing any mobile GPS navigation service: features, usability, and availability. First, a customer should consider what the service includes – is it only basic navigation or are there other features available? In addition, are the features relevant? Will you actually use them? Secondly, usability is an important factor. For example, if the navigation is hard to follow or if entering addresses or locations is cumbersome, this can have a big impact on your overall satisfaction with the service. Finally, some navigation services are only available on a very limited number of devices so if a customer decides to purchase a new phone or switch carriers, they may not be able to take their navigation service with them.