Polaroid is leveraging its leading market position in portable DVD players with a move into portable GPS.
Polaroid says its MGX-0560 is the first product to combine a portable GPS device with a portable DVD player. After a test in select Target stores in California, where the device retailed for $599, Polaroid is rolling the device out to all Target stores.
The MGX-0650 ships with preloaded maps, a 5.6-inch screen, CD player and snap-on battery back for use as a portable. It also gets power from a 12-volt adapter for in-car use. When docked in a windshield mount, the video feature is disabled, but when taken out of the mount, the device plays back DVDs, said national accounts sales VP Mike Manske, formerly with Best Buy.
Other features include touch-screen controls, visual and audible navigation prompts, built-in FM wireless transmitter for audio playback through the car audio system and 2D and 3D map views.
The company is in discussions with other retailers about carrying the product. Polaroid also plans to offer other low-cost portable GPS devices that will go head to head with those from TomTom and Garmin, Manske said.