Location technology company, TomTom, has recently launched a new aftermarket device called ‘Tom’, which utilises LED lights and an audio buzzer to alert drivers of speed cameras, traffic or road hazards.
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The device flashes a corresponding colour depending on which of the three scenarios the driver is approaching, paired with an audio beep. The creation of ‘Tom’ aims to create a driving environment with fewer distractions due to the device being screen-free and voice-free, to enhance driver confidence and focus.
The device auto starts for drivers once driving, reducing the need for connection or plug-in cables before starting a journey. ‘Tom’ receives all its data and information from the TomTom app, which runs in the background when Tom starts.
We spoke to Sarah McDonald, account manager, TomTom, to learn more about the new device and how it works.
Just Auto (JA): Could you discuss the launch of ‘Tom’?
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By GlobalDataSarah Mcdonald (SM): The main reason for launching this product is we know that most people are doing their daily drives and are going on routes that they know – they’re going to work, the school run or the gym or wherever that may be, and so they don’t necessarily need navigation in their car for those journeys. However, you still need to know what changes might happen to that journey whilst you’re driving; is there a mobile speed camera or a traffic jam or other hazard on your route? That’s really what Tom is designed to do.
It’s giving you that everyday driving assistance, but with less distraction than some other solutions. No screen, no voice, no over-complication, just really giving you the key data of what you might need on that journey. The device itself is very straightforward; that was really important, keeping it a really simple design to minimize the distraction in the car.
It’s also about being able to not have to do that navigation step. If you’re not using a navigation device (ie you are on a familiar journey), do you really want to have to have another screen in your car? Do you want to have to plug your phone in to connect to your Apple CarPlay or Android Auto?
I know, certainly for me in the mornings it can be a rush. I just want to get in the car and drive. This can make your life much easier when you’re getting into the car for a journey you are very familiar with.
Could you explain the design?
You have an LED ring that goes around the edge, and which will light up a different colour depending on what it’s telling you. You have a buzzer as well, it will give you not just a visual warning, but also an audio warning. Then on top of that, there are just a couple of buttons on the device to keep things simple. One is your community reporting button; community is a really important part of this product. If there’s a mobile speed camera or a speed camera that’s there that isn’t being reported, you can hit the button and it will report it back to us, which we will then confirm and share with the community.
Then on the other side of that, you have the dismiss button as well. For example, say there had been a mobile speed camera that’s now been moved on. You can hit the dismiss button, then we can review that and take it off the mapping if that’s correct.
The device itself is also auto start, so once you’ve paired with your phone that first time, you can just get in the car and drive. You haven’t got to be worried about setting up apps or connecting to your Apple CarPlay or a USBC charging slot.
There are three separate colours. It will go red if you’re approaching the end of a traffic jam, blue if you’re approaching a speed camera or a mobile speed camera, but also if you’re approaching an average speed camera space as well. Then orange for any hazards, say the hazard might be a broken-down vehicle or road works, something that might disrupt your journey.
So just the three colours to keep it simple, and it will also flash green to tell you that it’s connected.
Do you see the future of navigation including more screen-less devices?
I think for navigation there still is absolutely going to be a need for the screen, because you need to be able to see where you’re going. I think it’s important. What we have alongside this is that we also are launching a new TomTom app, which has launched alongside the ‘Tom’ device.
The app is free for the customer. They can use the two products in conjunction with each other. For those drives, when you do need navigation, you can use your TomTom app for free, and it works with Apple CarPlay, Android Auto, then that works alongside the device, which would then give you the full rounded solution.
We’re not saying you need to move away from the screen altogether, but just that there is a moment in time where you don’t always need to have a screen, and that’s where ‘Tom’ comes in.
Could you discuss the new TomTom app?
We’ve had TomTom apps in the past, and some of them have been ones that customers pay for, and some of them have been free. This one is really bringing it together and bringing all of the features that you know and love from TomTom, but into a free navigation app, and most importantly, building that community that’s currently 600 million drivers.
The more people we can bring into that community, the better for us in terms of having more data to be able to share.
We will still have a paid app as well, which has been rebranded to be the TomTom Go Expert app. The paid version is more aimed at truck drivers or large vehicle drivers. That would be where you could enter information like the vehicle, height, width, any restrictions, things along those lines.
Most importantly for us is being able to bring that live traffic information and updates to our customers. By having the ‘Tom’ device and then the TomTom app for when you do need your navigation experience, it really brings that full, complete solution.
When and where will ‘Tom’ be available?
The product is launching at GBP69.99, at the moment we have pre-order available on TomTom.com and Amazon. The official launch date is the 13th of October.
We’ll be launching across Europe; all of our key marketplaces will launch with ‘Tom’. In terms of UK retail, I would expect that we will expand at some point, but to start with we are offering the product with Amazon and Halfords.
