My take: Tomtom has a lot of location-based capabilities: buddy/tomtomwork location tracking, HD traffic data, Teleatlas POI, etc.
They're probably realizing the upcoming interoperability issues with deploying these capabilities, and are hoping to push a standard so that their tech can reach a wider audience.
Imagine, for example, if Tomtom could have sold HD traffic or the tomtomwork logistics solution to the users/companies who are already deployed on Navteq maps? Or if they could sell an HD traffic service to any carrier, regardless of the make/model? Or to the disparate vendors on the in-dash OEM car nav market?