Multimedia Technology (MMT) has become the first and sole IT distributor for Ausway's new personal navigation device.
Marketing manager, Mark Eichler, said it was approached by the street directory provider to distribute the product. Although Ausway is best known for its Melway street directory in Victoria, the company also produces the Sydway and Brisway publications.
Eichler said the new Navway navigation devices were the only products based on Australian digital mapping from US vendor, Navteq, in preference to Sensis data.
Navteq claims its route directions are the quickest available across personal navigation devices available today. The devices are being produced by Medion, with interactive software from GoPal.
The Navway device retails for $899 and will be launched this week. It is also being sold via Ausway's traditional print publication channel.
Although the product is a step away from MMT's traditional server and graphics card heritage, general manager, John Hassall, said it was an ideal extra for its existing retail channel. The distributor deals with various mass merchant chains, including Clive Peters, JB Hi-Fi and Retravision.
He also anticipated take-up in the corporate sector in conjunction with its Panasonic Toughbooks line-up. MMT also had a strong reseller base dealing with emergency services providers including Queensland Ambulance and Victoria Fire Services.
Eichler cited recent market figures from Navway which showed penetration of personal navigation devices in Australia was less than 2 per cent. In contrast, it had reached 12 per cent in Europe.
"The signs are that we are following the same curve, so it's a great opportunity," he said. Ausway marketing director, Rob Miles, said MMT's existing reseller base and similar business ethics fitted its requirements for an IT distributor.
The vendor planned to release a broader range of navigation devices down the track, he said. "We are starting with a high-end product because it's what people would expect of the brand. But there's room for lower end products as well as for the extreme sports environment," Miles said.