This won't be the best answer, but I remember once reading how TomTom and Garmin were being punished by the advent of Google Maps and smartphone GPS. New technology essentially cut out the need for paying money for a dedicated satnav or personal navigation device; plus the map content.

With this knowledge the companies were at a cross road. Compete on content or technology? They pursued different paths with different financial results. I believe initially TomTom stayed with tech and Garmin with content.

Unsure the current strategy but know Garmin are big in fitness products but TomTom still remain holding satnavs.

Any improvements in maps is going to hurt both firms.