To most GPS manufacturers, the cost

To most GPS manufacturers, the cost and performance of antennas have been key factors in unit deployment. With the advent of GPS/cellular security and other mobile systems, many manufacturers are comparing the size and cost of new dual GPS/cellular antennas for possible mass purchase.

At the recent ITS America annual meeting in Houston, Bohemia, N.Y.-based Dorne & Margolin, known for its aviation GPS antennas, introduced its DM N91 series GPS antenna with low noise amplifier and its DM CN12 dual GPS/cellular antenna. The company said the DM CN12 antenna, because of its size weight and magnetic mount, is suitable for vehicle applications.

"The system is mounted on a dashboard, so a driver will not be worried about theft. The cellular/GPS antenna lends itself to an {embedded} composite application," said John DM CN12 Antenna Bobetsky, Dorne & Margolin's commercial sales and marketing vice president. "In any case, you have one antenna that is cosmetically pleasing. How many times have you seen a brand-new vehicle with an ugly cellular antenna--or multiple antennas?"

The Dorne & Margolin GPS/cellular antennas can be modified for countries that use a global system for mobile communications (GSM) cellular standard, said Bobetsky, who added that "a dozen" original equipment manufacturers are looking at his company's antennas. He also said his company manufactures GPS antennas that are compatible with specialized mobile radio.

Ken Plank, Dorne & Margolin's regional sales manager, said several companies, including Liikkuva and Navsys, are looking at the company's antennas for new GPS/cellular systems. GPS/Cellular Antenna Market Slow to Evolve Although GPS/cellular antennas have been on the market for a short time, companies looking to integrate the products are hoping prices will come down to meet a mass market price point.

Matsushita Electric Works Limited and Larson Electronics also displayed GPS/cellular antennas at ITS America. Another company, MA/Com, also manufactures GPS/cellular antennas.

Matsushita, through its Aromat Corp. subsidiary, offered the first GPS/ cellular antenna last year, however the company believes that the market still may be a few years away for high-volume GPS/cellular antenna sales because of cost.

"The bottom line is cost. Right now a GPS antenna alone is $10-- a GPS/cellular antenna is $40," said Robert Howard, Aromat Corp. sales manager. "Selling five to 10 antennas is not a business, it's a hobby. Another problem is antenna placement. An age-old problem is that many auto companies won't allow a company to drill a hole in the rear deck {to accommodate many antennas}."

Larson is trying to get its prices down and differentiate its product from competitors. "Everyone has a different-looking antenna. Price is going to come down for GPS/cellular antennas, so antenna companies won't just squeeze their margins," said Robert Harvey, Larson's national OEM sales manager. "There has been a lot of interest from companies such as Ford, GM/Delco and Fiat. Our goal is to get the price down so that a GPS/cellular antenna is less than the cost of two antennas." (Rob Turano, Dorne & Margolin, 516/427-9333; Matsushita-Aromat Corp. 310/524-9862; Larson Electronics, Robert Harvey, 800/663-6734.)