Dutch navigation firm TomTom is entering a new era. In a bold move, the company is trimming 300 roles while shifting its focus from traditional GPS hardware to AI-powered mobile applications and enterprise mapping services.
On 30 June, TomTom announced that its enhanced investment in artificial intelligence is set to improve product design and customer experience—helping teams deliver solutions quicker. CEO Harold Goddijn explained that the cuts will mainly affect staff in app development, sales, and support.
Earlier this year, TomTom stepped away from selling portable GPS devices in the U.S., a decision driven by the rise of free navigation apps like Google Maps, Apple Maps, and Waze. Not only are these devices more expensive, but they also require a laborious update process compared to their digital counterparts.
Now, the company is leaning into mobile navigation with products like TomTom GO Navigation and AmiGO, while also bolstering location-based services for automakers and tech firms. Its mapping technology even powers features in Microsoft products including Microsoft 365 and Azure Maps. In Europe and other markets, however, TomTom continues to provide GPS hardware for in-dash navigation.
