GPS makers can't seem to locate a price floor: Sub-$50 devices in sight

First comes the nasty entry of Google's (GOOG) freebie turn-by-turn voice-activated navigation app. Then comes news that this holiday shopping season may be the first where we see GPS devices by popular makers TomTom and Garmin (GRMN) drop to the $50 price range, an area never before seen for these still hot-selling, but increasingly imperiled, devices.

Deutsche Bank analyst Jonathan Goldman released analysis on Tuesday that found TomTom is going to price its new model One 125SE at $59 at major online stores like Walmart.com (WMT). This is $20 below Garmin's lowest price point, likely forcing Garmin to come down on price, as well.