to quen tramic and manage roads. After partnering with Nike on the Nike+ Sport- Watch, TomTom launched its own TomTom Runner and TomTom Multi-Sport watches in 2013, to help runners, cyclists and swimmers keep moving towards their fitness goals, by providing essential performance information at a glance. Both have GPS sensors, allowing them to tap into TomTom's navigation plat-form. TomTom is now straying further from its roots by launching Bandit, an action camera, to challenge American market leader GoPro. It will contain GPS sensors allowing users to find and tag exciting moments in their video footage, based on speed, altitude, G-force and acceleration. Bandit's real selling point is its video-editing and -sharing capabilities. Although sat nav devices, sports watches and action cameras may seem unlikely bedfellows, co-founder Vigreux explains that 'TomTom is a bit like a collection of start-ups under one umbrella. Employees are actively encouraged to be entrepreneurial in product development - 'We're a tech brand at the end of the day- the only consumer electronics brand to come out of Europe in the last 15 years with a global footprint' and if there is one thing that unites TomTom products its 'we make things easy for consumers' TomTom still feels there is a market for a stand-alone sat nav for people to avoid roaming charges on mobile phones and the need to buy a new car if they want an in- built system. They are also working with car manufacturers to build embedded navigation systems into their vehicles as the era of the 'connected car' - where manufacturers do everything from updating car entertainment to suspension adjustment - has forced automakers into partnerships with technology companies. Competitive concerns mean manufacturers are unwilling to share data with rivals and so rely on third parties for services such as traffic management as it is not always cost-effective for them to make the investment themselves. TomTom is currently collaborating with Volkswagen on real-time map updates for driverless cars although they will face tough competition from Google and Apple. E D Please answer all questions in the text field provided. No uploads are required. Question 1: Give an example of an industry that has recently undergone a technological paradigm shift and describe the shift that occurred. What impact did the shift have on established companies and on new entrants to the industry? (5 Marks) Question 2: Given that technological paradigm shifts impact most profoundly on companies that rely on a single business model, product or service - diversification is often an effective strategy to protect against disruptive technology. Read the case study below - "TomTom diversifies to survive", then answer the questions below. a) Identify at least 4 different ways in which Tomtom diversified as part of its post-2008 strategy and comment on the relatedness of each diversification move that you identify (4 Marks) b) For 3 of TomTom's strategic moves that you have identified above- describe each of these moves in relation to the categories described by the Ansoff Matrix. Make sure that you justify your answer? (6 Marks) CASE STUDY: TomTom diversifies to survive. rhegan as a software developer for business-to- istants (PDAs). Their PDA made wwwww you joomy your unfore CASE STUDY: TomTom diversifies to survive. Dutch manufacturer TomTom's began as a software developer for business-to- business mobile applications and personal digital assistants (PDAs). Their PDA software which included navigation applications Route-Planner and City-maps made them market leaders in just under 2 years. In 2002, the TomTom Navigator was launched, providing European customers for the first time with an easy-to-use, affordable, portable navigation device (PND). Demand was strong for the PND which was not just a new product, but an entirely new consumer electronics category. TomTom GO, launched in 2004, revolutionised the way millions of drivers got from A to B. Affordable and accessible to everyone, it became the fastest selling consumer technology device ever. Since then, over 75 million devices have been sold in 35 countries, guiding drivers over 280 billion kilometres. During 2008, TomTom's sales fell dramatically due to an increasingly saturated sat nav market, plus smart-phone alternatives from Google and Nokia. TomTom was forced to reconsider its business and diversified into fleet management and vehicle telematics, where it is now a recognised leader. TomTom evolved from just a hardware business, selling sat navs to stick on windscreens, to a software and services provider that offered free mapping on smartphones and integrated traffic management systems used by governments to quell traffic and manage roads. After partnering with Nike on the Nike+ Sport-Watch, TomTom launched its own TomTom Runner and TomTom Multi-Sport watches in 2013, to help runners, cyclists and swimmers keep moving towards their fitness goals, by providing essential performance information at a glance. Both have GPS sensors, allowing them to tap into TomTom's navigation plat-form. TomTom is now straying further from its roots by launching Bandit, an action camera, to challenge American market leader GoPro. It will contain GPS sensors allowing users to find and tag exciting moments in their video footage, based on speed, altitude, G-force and acceleration. Bandit's real selling point is its video-editing and-sharing capabilities. Although sat nav devices, sports watches and action cameras may seem unlikely bedfellows, co-founder Vigreux explains that 'TomTom is a bit like a collection of Umbrella. Employees are actively encouraged to be a tech brand at the end of the day-