Garmin apparently is spending millions to create and show an advertisement during this Sunday’s Super Bowl broadcast. The company is so excited it seems to be bursting in it’s media release, claiming the ad is the “first-ever for any consumer electronics manufacturer that specializes in GPS navigation.” The company doesn’t stop with the ad - there’s a music video, a blog, desktop wallpaper, and even a MySpace page. Check it out - all great fun!

It’s all about building buzz for the product line. But what about the underlying theme, which is “toss the maps and use GPS devices instead.” Perhaps tongue-in-cheek the company blog says Garmin hates maps. OK, that gets MY attention.

GPS devices from Garmin and other are fantastic tools but they don’t replace paper maps. It’s like arguing for a paperless office. For simple point-to-point navigation, knowing location, and points-of-interest, GPS devices help. But most of the devices have limitations to mass use - small screens, outdated data (eventually), limited voice/sound capabilities, and high prices. Paper maps are certainly difficult to use while driving but they are far superior for planning trips and the cost is very low.

For businesses, GPS has its place but it’s not replacing paper maps either. Paper maps and route printouts still find wide use because of the ever-changing routes and other daily data changes. Getting lost in business means lost productivity, unhappy customers, and even lost money. GPS helps, but as a complement, not replacement for paper maps.

Praises are due to Garmin for raising the visibility of GPS. But the real battle to fight is not the folding paper map - it’s helping people find their way without getting lost. These days many drivers look up directions on the Internet and print them, again at very low cost. That’s the paper tiger Garmin will need to fight, not “Maposaurus.”