If you consistently read this blog you may know that I am an iPhone owner. Today AT&T, the iPhone service provider, emailed me an offer for the AT&T Navigator, a GPS application for my iPhone.

According to the email, the AT&T Navigator has typical GPS benefits, including voice-guided directions and listings of local areas of interest.  But, at $9.99 per month, it’s very expensive compared to other options. In about a year, you’d have spent as much as a standard stand alone GPS device. However, it is convenient; having GPS navigation on your iPhone may make that the only device you need. Personally, I feel bad for anyone who bought a stand alone GPS now that there are all of these other systems on the iPhone. Not to mention the companies whose major line of business is the manufacturing and selling of stand alone GPS devices. GPS apps on the iPhone could encroach on their market share.

I decided to do some research; before I switched to the iPhone Verizon tried to sell me a similar GPS system with another expensive month-to-month plan, I didn’t fall for that one either.  It turns out that Tom Tom also sells an iPhone app. It doesn’t work with the original iPhone and costs $59.99 with no monthly fee. If I use the Tom Tom app for one year, I will save approximately half the price of the AT&T Navigator. After more searching, I found the MotionX GPS app. It’s only $2.99 per month. I could use this app for almost three years before reaching the amount I would spend using the AT&T Navigator for only one year. In addition, the MotionX GPS app has received fantastic reviews in the Wall Street Journal, New York Times, Business Week, and Gizmodo. And, after using it a few times, I’ve found that it’s great.

In difficult economic times, you should always research a product before buying it. Just because you recognize a brand or a company doesn’t mean the deal they are offering is a good one.  A word to the wise: It pays not to impulse buy.