While sexy companies like Garmin Ltd. (NASDAQ: GRMN) and TomTom (AMS: TOM2) sell technology that makes finding your location on a map as easy as pushing a button, the foundation of the business is in the maps themselves. In 2006, over half of all internet map searches referenced the products of just one company, TeleAtlas (AMS: TA).
Now, Amsterdam-based TomTom has announced plans for a friendly buyout of TeleAtlas for just under $30 per share, a 32% premium over market value. This is quite a bold vote of confidence by TomTom, since TeleAtlas consistently loses money, including an expected $7 million this year. The total cost of the purchase will be in excess of $2.5 billion.
TeleAtlas is a provider of mapping information to TomTom, MapQuest, and many other GPS systems, and is used in over 90% of U.S. 911 calls. The U.S. Dept. of Transportation uses TeleAtlas data, as do governments in many of the 64 nations for which they have compiled map data. TomTom is the world leader in portable GPS devices, with 52% of the European market and 25% of the U.S.'s.
The acquisition will allow TomTom to vertically integrate its product offerings and give it access to a much more diverse book of business. I expect the company to leverage their technology to offer seamless hardware/data products to the many customers already enjoying TeleAtlas's mapping services. Given the price paid, however, the sales pace had better be brisk, or TomTom will need more than a GPS unit to find its bottom line.
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