Other than lowering prices and (hopefully) improving quality, one positive effect of intense product competition is that it sometimes leads companies to target consumers who might otherwise be left on the fringe.
The "GPS Ranger" is one product trying to distinguish itself in its own crowded market by catering to the deaf and hearing impaired. In addition to its GPS functions, the handheld device uses a tool developed by BarZ Adventures that can offer virtual tours with both captioning and American Sign Language options. The technology was launched this month with a multimedia tour of Austin, Texas, according to NaviGadget, and will be available in other cities, parks, and zoos.