Automated driving directions service coming soon?

NAVTEQ, the folks who provide the digital maps for vehicle navigation systems (and MapQuest), and ATX Group, a vehicle telematics services provider for Mercedes, BMW, Rolls-Royce and others, announced today a joint venture to develop a prototype automated driving directions service.
The service will integrate NAVTEQ's map data with ATX's automated voice recognition technology to offer driving directions to any user with a mobile phone. No onboard navigation system required.

I'd imagine that onboard navigation systems are used fairly infrequently by most of us - we usually know where we're going - so this solution might be an interesting substitute for an expensive option.