The consumer segment of TomTom's business sells portable, personal satellite navigation devices,[50] once its core profit center. Usage of standalone GPS devices has since declined,[52] despite the brand's efforts to contrast features to those of smartphone integrated alternatives.[53] Recently, the company has transitioned its consumer business away from devices to offer software applications instead with digital maplinked services.[50][54] This shift in focus is due partially to declining profitability as consumers utilize GPS alternatives with integrated navigation apps, and also to the anticipated rise in autonomous vehicle usage.[52]