My love/hate relationship with Garmin
I lived in New York City for 8 years. My need for a GPS device other than my phone was virtually zero. Then, I moved to Boston for grad school. After some research, I popped over to Best Buy to pick up a Garmin GPS for my car. I don’t remember which unit it was now. Moral of the story is: the unit was great. It did everything it promised. I only encountered one minor problem during the device’s two year tenure. At some point in the first, harsh Boston winter, the screen went on strike. It still functioned, just not well – there were lines, weird coloration. After having the unit on for 20-30 minutes, the problem would usually drift to an unnoticeable level.
This summer, I relocated to Los Angeles. I decided that a “dumb” GPS wasn’t going to cut it in the traffic in LA and decided to upgrade. After doing more research, I again settled on Garmin, this time on the just-released 3760T. The “T” means Traffic. With the new device, I received an FM receiver which would pick up traffic signals over the air and display them on my device (and re-route me in the event of really bad traffic).
On my first drive with the new Garmin, I saw a yellow stripe along the highway shortly after I got on it. Almost magically, just as I hit the yellow strip on the screen, the traffic slowed. Sweet (when have I ever thought slow traffic was cool?!).
This carried on, and I was in love.
Then, one morning, no traffic. No colors, no warnings. According to the device, everything was smooth sailing (when it was not). Something was broken. Being the man that I am, I tried everything I could to fix it on my own. I reset it using the normal GUI. I then researched how to do a hard reset using a special/hidden control panel. No dice.
I finally conceded defeat, and began to think about contacting Garmin. The hours for their call center weren’t terribly convenient for someone who works all day and can’t really jump on an hour-long tech support call. (Also they operate on Central Time, which isn’t very helpful for users in Pacific Time). Mentally, I inflated this call to be such a hassle that I put it off for 3 months. For that time, I drove around with my Garmin telling me LA didn’t experience traffic. Ever.
One day I hit traffic that was so bad, I got frustrated enough to call Garmin from work. Much to my surprise, getting to a human being was a remarkably fast process (I wish they’d advertised that the support experience wouldn’t be incredibly painful – as it so often is elsewhere). I think I spoke with Wally, and he walked me through an FM receiver reset that I hadn’t been able to discover in my own research. The device came back to life, this time with traffic. Love all over again.
A few days later, I was stuck in traffic trying to do a re-route when an AD (!!) popped up on the screen as I was trying to adjust my route. Yes, an ad. It was for Red Lobster – a place I’ve never visited. This, I thought, was odd:
- Why am I getting advertising on a device I spent several hundred dollars on? Isn’t Garmin’s business model to sell devices, why are they now also selling ads?
- Why am I getting overlay advertising while I’m trying to interact with the device? This is a tragic user experience.
- Ads appear to be triggered by non-motion. Meaning, when you’re stopped or moving very slowly, an ad pops up. Which is A) likely to be a time you need to interact with the device and B) an indication you’re likely stuck in traffic, possibly irritated.
- From a brand advertiser standpoint, I wondered why you would want to be advertising in this channel in the first place. If the user is going to get the ad when stopped/slowed, there’s a high probability they are stuck in traffic and likely to be irritated or angry. Do you really want your brand becoming associated with that emotion?
- Since they’ve started, the ads have been only for Red Lobster and Best Western – neither of which are relevant to me. If I have to suffer through advertising could I at least get some ads that are relevant to me? Which brings me back to…
- I paid a lot for this device. Why do I have to be subjected to advertising? I would understand if there was a cheaper version with ads, but I paid full price for this. I don’t want ads in this experience. I just want directions.
I will likely look for an ad-free device next time I make an investment in GPS for the car.