This document provides an overview of location based services, including key services, growth trends, and adoption across different sectors. It discusses fleet management and vehicle tracking solutions that use GPS technology to track fleet vehicles in real-time. These solutions provide benefits like optimizing costs, vehicle maintenance, and regulatory compliance. Challenges to adoption include infrastructure costs, legal concerns around monitoring, and lack of standards. However, fleet management systems are growing significantly and expected to reach 5.7 million commercial vehicles in Europe by 2016.

1. Overview of Various Location Based Services,
Deployment & Adoption Trends Around the World
April 2013
Shrinath V, Yagna Teja & Jayanth Kolla

2. Preface
Mention location based services (LBS), and most people think of maps and check-ins. Location based services (and the
allied geo-spatial services) have a potential and scope much wider in fields ranging from urban governance, fleet
management, data analytics and local exploration.
Though many of the previous years have been heralded as the time ripe for LBS, it is only recently that many pieces of
the puzzle are falling into place. At one hand, GPS enabled smartphones are commonplace, generating a wealth of
location info. On the other hand, governments have recognized the benefits that geo-spatial services can bring to
governance. The enterprise segment is exploring the potential of location based analytics and location based
advertising, amongst others.
With global interest in the potential of LBS, newer business applications are evolving for various domains. However, in
our opinion, there is a lack of awareness of what LBS can bring to the table and how it can be applied. This is one of the
key factors constraining the growth of the industry.
Key thinking behind the report: We realized that there is no clear reference point for what location based services can
offer, growth drivers, barriers to adoption and what others have implemented and/or are experimenting with?
This report aims to highlight key services, categorized by their applicability to the enterprise, government and
consumer domains. This is not an exhaustive report of all services; rather, we have picked services that are indicative
of what benefits location can bring to existing solutions. As the intention is to highlight a variety of existing services,
we have intentionally omitted some newer advances in the domains such as indoor positioning, NFC based
applications, etc.
About Convergence Catalyst: Convergence Catalyst is a young and nimble Telecom Research and Advisory firm
focusing on the Indian market. Convergence Catalyst (CC) principals bring decades of relevant Telecom experience in
the Indian Telecom and LBS Industry. Having been Technocrats, Product Marketers, Analysts and Business Consultants,
they bring a keen insights into emerging market dynamics.
For this report, Convergence Catalyst has collaborated with Shrinath V, who in his last role, led the global product
management for location based services for Nokia’s Asha range of phones. Shrinath has a long history of on-ground
and strategic experience in the location based services and mobility domains having worked with many global industry
leaders in this space over the last decade.

3. Contents
Overview of Location Based Services
Location Based Services in Enterprise Segment
Location Based Services in Government Sectors
Location Based Services for Consumer Adoption
Author Profiles and Convergence Catalyst Credentials

4. Introduction to Location Based Services
LBS1 - Convergence of multiple technologies
• Location based services (LBS) are a part of geo-
Web
GIS
spatial or geo-information systems that rely on a
Internet
GIS
mapping representation, positioning information
(through GPS, cell-tower, WiFi, etc.) and content or
LBS
service providers who can customize or enhance
their offering ((eg: find nearest shop, share one’s
Mobile
Mobile
Internet
GIS
location, see nearest deals, etc.)
• The geo-spatial industry in India was estimated to
Mobile Devices
a $3 billion business in 2011 employing over 135K
people in a BCG report prepared for Google
• LBS have a wide array of applications for
individuals, enterprises and government services:
mapping, navigation, local search, business
Location based services cover a wide range of services intelligence and analytics, fleet and vehicle
that are directly dependent on maps and navigation, tracking, emergency and disaster management
or have indirect applications like adding location
information to photos, tweets, etc.
solutions, etc.
Note 1: Location Based Services (LBS) are a part of the larger umbrella of Geo-Spatial Services. For the purposes of this report, we these terms
synonymously
Source: CC Analysis, Industry Inputs, BCG report for Google mapping services
4

5. Location Based Services – Market Size and Growth Drivers
Global LBS – Market Size ($Billion)
LBS Market Size (By Geography)
10.3
Americas, 51.0%
Europe, 17.7%
4.4
Asia Pacific,
25.0%
2.8
MENA, 6.3%
2010
2012
2015
• Factors driving the growth of location based services include:
­ Availability of cheaper GPS enabled devices
­ High interest in personalizing services based on users’ location information and history
­ Advancements in analysis capabilities
­ Evolving business models like mobile advertising, global deployments of 3G and 4G wireless services promising ubiquitous connectivity
­ Cost benefits by deploying solutions like vehicle tracking and fleet management
­ Government regulations regarding use of data
Sources: CC Analysis & Estimates, Pyramid Research, Vision Gain, Gartner, McKinsey Global Institute, eMarketer
5

6. Strong revenue growth expected over the next few years
Global LBS Revenue by Region (USD, Billion)
9
• Much of the growth in LBS is expected to come from
the countries in the Asia Pacific regions, especially
6
India & China, largely due to estimated growth in
wireless consumers to 2 billion users by 2017
• LBS Revenues for the regions of Latin America,
Eastern Europe and the Africa & Middle East regions
are also expected to grow but at a lower rate than
3
North America, Western Europe & the Asia Pacific
regions
0
2011
2012
2013
2014
2015
2016
2017
North America
Latin America
Western Europe
Eastern Europe
Asia Pacific
Middle East & Africa
Sources: CC Analysis; TCS LBS White Paper; Industry Inputs
6

7. Location Based Services – Overview of Key Services
Category
Key Examples
Comments
Mapping, • M a ny c o nsume r se r vi c e s o ffe r so me
Find places or friends
c us t o mi z a t i o n b a s e d o n c ur r e nt l o c a t i o n, p l a c e
discovery and nearby, maps, add
o r fr i e nd find e r s, ma p p i ng & a l l i e d func t i o ns l i k e
infotainment
location to posts, etc.
na vi ga ti o n, tr a ffic , e tc .
• R e so ur c e t r a c k i ng wi t h d y na mi c d i st r i b ut i o n,
Vehicle & Fleet, Supply
Tracking
Chain & Inventory
t a x i s , r e n t a l e q u i p m e n t , fl e e t s c h e d u l i n g, R F
T r a c k i ng e t c
• Pinp o ints c o nsumer s lo c a tio n a nd p r o vid es
Mobile coupons, ads,
Advertising
deal finders, etc.
l o c a t i o n-s p e c i fic a d s o n t he i r mo b i l e d e vi c e s o r
use s l o c a ti o n fo r a d r e ta r ge tti ng
LBS
Services
Location based • A new range of location and AR services includ e
Games & Real life games like
o ve r l a y i ng d i gi t a l i nfo o n p hy si c a l o b j e c t s fo r
Google Ingress, apps
Augmented eg:Layar, City Lens, etc.
d i sc o ve r y o r ga mi ng, p o we r i ng we a r a b l e
c o mp ut i ng, e t c .
Reality
Emergency • L o c a t i o n he l p s p l a nni ng ur b a n fa c i l i t i e s a nd
support and Emergency 911, disaster e l e me nt s l i k e l o c a t i ng e me r ge nc y s e r vi c e s ,
disaster recovery services, etc.
d i r e c t i ng he l p d ur i ng e me r ge nc i e s a nd d i sa st e r s,
etc.
management
• T r a d i t i o na l B I t o o l s a r e a d d i ng l o c a t i o n e l e me nt s
Business intelligence t o o ff e r p r e c i s e ge o - a n a l y s i s . O t h e r b u s i n e s s u s e
Analytics
solutions, sales & dist. c a s e s i nc l ud e s t o r e a nd c a t c hme nt a r e a p l a nni ng,
tracking, etc.
d r i ve t i me a na l y si s, sa l e s c o mp a r i so n a c r o ss
areas, etc.
Source: CC Analysis, Industry Inputs

8. Key Consumer Use Cases for LBS
N.A - Family Trackers,
EU – Mapping & Navigation
APAC – Restaurant Finders
Mapping & Navigation
MENA – Navigation, Safety,
L.A - Friend Finders
Emergency & Tracking
• Main consumer use cases for LBS globally include applications related to travel and socializing: GPS navigation, weather alerts, traffic updates,
restaurant reviews and locating nearby businesses
• Navigation is the most popular application used by 46% of all LBS users. Friend Finders constitute 22% of LBS app use cases. 26% use LBS to
find restaurants and entertainment venues, 19% for public transport schedules and12.5% for deals and offers
• Friend Finders and location sharing are popular in Latin America, with 39% stating it as the top reason to use LBS, compared to 20% in Europe,
11% in India and 9% in North America in a survey conducted by TNS, Mobile Life in 2012
• In the technology-saturated markets of developed Asia, 36% of people use LBS to find restaurants and entertainment venues nearby,
whereas in China this falls to 17%, and sub-Saharan Africa, at 10%
Source: CC Analysis, Industry Inputs, TNS-Mobile Life
8

9. Contents
Overview of Location Based Services
Location Based Services in Enterprise Segment
Relevance of LBS in Enterprise Verticals 10
Fleet Management & Vehicle Tracking
11
Business Intelligence and Analytics 13
Location Based Advertising 15
Map Based Visualization 17
Sales and Distribution Planning 19
Location Based Services in Government Sectors
Location Based Services for Consumer Adoption
Author Profiles and Convergence Catalyst Credentials

10. Location Based Services are Used in Multiple Enterprise Verticals
Relevance of Location Based Services in Various Enterprise Verticals
Relevance In Automotiv Consumer
FMCG
Telecom
Retail
BFSI
Domain
e
Durables
Fleet Management
and Vehicle
Tracking
Business
Intelligence and
Analytics
Location Based
Advertising
Map Based
Visualization
Sales and
Distribution
Planning
Completely Relevant
Highly Relevant
Relevant
Less Relevant
Irrelevant
Sources: CC Analysis
10

11. Fleet Management and Vehicle Tracking
Vehicle Tracking- Principle of Geo-Location
Description & Usage
based on the GPS
Service Call Flow
Service Features
• Vehicle tracking systems use GPS technology to identify, locate and
maintain contact reports with multiple fleet vehicles in real-time
Servers
Telecom
• Fleet management solutions integrate data logging, satellite
GPS
positioning and data communication for managing a company’s
transportation fleet to enable services such as:
­ Vehicle financing
­ Vehicle maintenance
View on the Device
­ Vehicle telematics (tracking and diagnostics)
2
GPRS
5
­ Driver and Speed management
GSM
1
­ Fuel management
Key Industry Trends
3
• Automotive Manufacturer Initiatives
Internet
6
­ Mercedes-Benz offers FleetBoard vehicle computer on board its
4
Actros trucks
­ Volvo offers Dynafleet as standard fitment on trucks
­ Scania is rolling out the Scania Communicator on its trucks
• Leading Solutions Providers by Deployments
­ Masternaut – Largest player in Europe (>250K units)
­ TomTom Business Solutions – Over 200K units in Europe
­ Digicore & Trimble – Over 100K units each in Europe
­ Transics – Over 75K units in Europe
Consumer
FMCG
Telecom
Retail
BFSI
Automotive
­ Qualcomm Enterprise Services– Over 350K units in NA
Durables
­ XATA & Peoplenet – Over 110K units each in NA
Sources: CC Analysis; Berg Insights; Industry Inputs
11

12. Analysis and Viewpoints
Key Players1
Offering
Comments
• Vehicle Tracking, Integrated Sat-Nav and Phone, Job Scheduling and
Masternaut
• Masternaut Communication Centre
Messaging all in one system
TomTom
• WORKsmart fleet management
• Real-time location, speed, mileage and fuel consumption data
• Ctrack FleetConnect; Ctrack Assist; Ctrack • Manages fuel usage, license renewals and traffic offences to toll fees,
Digicore
vehicle service schedules, driver profiles and any other aspect of fleet
Solo
Transics
• TX-Connect
• Platform giving real-time fleet information
Qualcomm • Automates driver logs and is fully compliant with the latest EOBR
Enterprise Services
• QHOS
regulations of the FMCSA
Drivers
Challenges
• Optimization of fleet operating costs and carbon emissions
• Technology Inplementation- Infrastructure costs and lack of
• Need for over the air security features and enhanced control of fleet ubiquitous connectivity are the major barriers for adoption
vehicles
• Legal concerns over using tracking technologies in countries
• Regulatory mandates (such as CSA - Compliance, Safety,
­ In UK, the law specifies that companies must inform drivers if they use
Accountability; and HOS - Hours-Of-Service revisions in North
telematics to monitor vehicles for purposes other than asset tracking
America)
• Lack of global standards and uniformity of technologies across the
• Recent diesel emission regulations mandate fleet management for globe
companies in U.S
Potential
• Active fleet management systems being deployed in the commercial vehicle fleets in Europe is expected to reach 5.7 million by 2016
growing at a CAGR of 17.9% from 2.5 million in 2011
• Leading automotive manufacturers have announced fleet management solutions as standard line fitment in the recent years, which greatly
increases awareness and adoption
Note 1: Other notable companies include FleetMatics, Networkfleet, Wireless Matrix, Telogis, Trafficmaster/ Teletrac, WebTech Wireless, Trimble, Autotrac, Zatix, OnixSat,
Copiloto Satelital, Satrack and Tastets System
Sources: CC Analysis; Berg Insights; Industry Inputs, Company Websites
12

13. Business Intelligence & Analytics
Service Call Flow - Picture
Description & Usage
Business Intelligence & Service Features
Business Data
data Warehousing
Systems
• LBI is the convergence of geo-location and conventional BI
resulting
• Helps bring spatial and temporal context to business analytics
and intelligence systems
• Location cognizance can be integrated into:
Location Intelligence for:
­ Front & Back Office Applications
• Contextual Decision Capability
• Improved Productivity and Revenues
­ Field Operations
• Discover new growth opportunities
­ Retail Store planning and cactchment analysis
­ Supply Chain Management
Location Data
­ Customer Relationship Management
GIS & Geospatial Data
Key Industry Trends
• SAP announced a partnership with Google to integrate Google
Maps, Earth and Street View visualization with SAP business
intelligence and other applications
• IBM announced contracts with four major cities to use their
location-based analytics to repair eroding infrastructure as part
Consumer of IBM's Smarter Cities Initiative
FMCG
Telecom
Retail
BFSI
Automotive
Durables
• ESRI offers a web-based Business Analyst Online tool that
uses GIS technology for on-demand analysis and visualization of
demographic, consumer spending, and business data based on
area of interest.
Sources: CC Analysis; Industry Inputs, ESRI, Company Websites
13

14. Analysis and Viewpoints
Key players
Offering
Comments
Oracle
• Oracle Spatial and Graph
• Offers spatial manipulation and analysis for location data
• Demographic, consumer spending and other • Provides on-demand analysis and visualization on maps for store planning,
ESRI BAO spatial data analysis
catchment area analysis, etc.
• Integrates business intelligence and mapping functionality with location-
SpatialPoint
• Customized applications
based data
Galigeo
• Analytics tool
• GIS systems for multiple industries
MomentFeed
• Location Engagement Analytics
• Dedicated interface to monitor, measure, and manage multiple locations
Geotoko
• Marketing & Analytics Platform
• Campaign management platform that allows businesses to run contests
Drivers
Challenges
• Ability to identify patterns and use them to optimize business
aspects like store planning, catchment analysis, marketing • Data privacy is the major barrier as analytics can get sophisticated to
effectiveness, etc.
the extent of consumers feeling uncomfortable at the level of
• Huge volumes of location stamped information due to GPS availability insights being received due to extensive targeting by companies
at lower price point
• Inconsistent availability of location information and lack of
• Better analysis capabilities with the rise of big data and increased standardization for location information
customer engagement
• With the rise of big data, it is easier to analyse huge volumes of location and context information for intelligence. Location analytics is
Potential
expected to grow significantly and is expected to be a $9 billion market by 2016
• Convergence of analytics and advertising is expected to drive the future of Location based BI & Analytics when consumers can be
anonymously targeted through multiple social, geographic, physical and emotional indicators
• Real time location data aggregated with GIS information, BI tools and an enterprise data warehouse allows mining of real time information
patterns
Sources: CC Analysis; ABI Research, Industry Inputs, Company Websites
14

15. Location Based Advertising
Location Based Advertising - Service Call Flow
Description & Usage
Service Features
• Location based advertising uses the user's current location,
current time, history and/or other contextual information to
refine ads to be shown
n
ocatio
GPS L • It helps target a consumer base close to an actual retail location
or in an area. Some examples of services include:
­ Retargeting of mobile ads based on location information
­ Loyalty Programs for check-ins
Media ­ Deals and offer alerts based on current or intended location
Gateway
­ Geo-fencing alerts and reminders that are triggered only in a
particular radius of interest
­ Location history analysis to suggest new products or services
based on previous visits
Info Query
Radio
+
Location
Key Industry Trends
• Google introduced an Enhanced AdWords product that allows
Location Engine
retailers to create geofences for ad campaigns
• Contextual analysis and mining is another growing trend,
where the user’s location, his history, the current time and/or
other sensor info is analysed for better understanding their
wants and desires
Consumer
FMCG
Telecom
Retail
BFSI
Automotive
Durables
• Newer forays into Augmented Reality apps could also be used
for location based advertising
Sources: CC Analysis; Verve Mobile; Industry Inputs
15

16. Analysis and Viewpoints
Key Players
Offering
Comments
• Offers free WiFi in exchange for the user checkin on the place's Facebook
Facebook
• Free WiFi for branding page
Foursquare
• Foursquare lists
• Tool to broadcast branding messages
• Allows businesses to create geofences to display and manage AdWords
Google
• Enhanced Adwords
campaigns
Placecast
• Opt-in mobile offers
• Contract with O2 to re-sell Placecast services as a white label service in U.K
• Transforms location data into behavioral profiles and offer user-based
Sense Networks
• AdMatch Platform
audience targeting at scale
Drivers
Challenges
• Location presents immediate context of the consumer and an
opportunity to maximize ad spend effectiveness by targeted ads in a
pre-defined vicinity
• Consumers privacy concerns about LBA’s intrusion over the risk of
• Penetration of smart devices and ubiquitous connectivity drives being monitored by companies
adoption
• LBA ads are still derived from web advertising; new, engaging
• Higher advertising impact and improved customer satisfaction by formats are required for effectiveness and mainstream adoption
understanding the consumer better through real-time research
• Pricing models are yet to evolve to ensure effective ROI for LBA
• Ability to forecast future patterns basis past location history
• Highly local brand awareness and customer intimacy
Potential
• 36% of mobile marketing campaigns in 2012 used geofencing or geoaware targeting up from 17% in 2010. Global mobile advertising and
marketing is expected to reach $22.5 billion by 2016 - about 15.2 percent of all online ad spending
• As users increasingly adopt Smartphones and tablets, innovative location based advertising formats will evolve suited for these form
factors and context (Eg: price comparison based on bar codes, personalized search/purchase suggestions based on user's location and
interests)
Sources: CC Analysis; Berg Insights; Industry Inputs, Company Websites
16

17. Map Based Visualizations
Eg: Visualization of Racial and Ethnic Groups in the US
Description & Usage
(Based on Census samples collected between 2005-09)
Service Features
• Maps serve as a visualization layer for information like places of
interest, traffic, route planning, spatial analysis, weather reports,
etc. Some of these include:
­ Map Data
­ Local Search
­ Route Planning
­ Voice guided Navigation
­ Listing places and/or boundaries of properties, wards or
municipal boundaries
­ Spatial analysis on a map background for patterns or density
analysis
• Store locators enables customers to enter specific details such
as zip or post code, address or area and then subsequently lists
out the nearby stores or products with interactive maps and
driving directions to the stores
Key Industry Trends
• Google offers an open source Store Locator Utility Library that
Consumer lets owners use features like list of stores, InfoWindow with
FMCG
Telecom
Retail
BFSI
Automotive
detail, HTML5 geolocation, street view, autocomplete search and
Durables
directions
• The New York Times created heat maps of racial and ethnic
distribution, education levels, income and housing from local
data samples from the Census Bureau's American Community
Survey collected between 2005 to 2009
Sources: CC Analysis; Industry Inputs, Company Websites
17

18. Analysis and Viewpoints
Key Players
Offering
Comments
Shopify Store
Locator
• Store Locator Application
• HEAT-MAP Report indicating customer demand information
• Allows individuals or firms to edit or add data they require to the
OpenStreetMaps
• Download/host map data on server or use APIs
OpenStreetMap data set
• Lets owners plot list of stores, InfoWindow with detail, HTML5 geolocation,
Google
• Store Locator Utility Library
street view, autocomplete search and directions
• Includes Geographic Display, Gap Analysis, Sales Analysis, Geo-marketing
MapmyIndia
• Web-based analytical and display tools
Applications, Market Survey, Catchment Analysis, Trade Area Analysis, etc.
Drivers
Challenges
• Open Source libraries and projects that offer ability to integrate
business data as layers onto maps for visualization
• Most of the map services are free and not guaranteed, hence the
company has no obligations for the services it provides to the clients
• Ability to spatially visualize data through heat maps and run
comparitive analysis
• Necessity to have business or store location data in a commonly
understood location format
• Store locators offer a convenient way for customers to find the
stores/shops/dealers etc. near them and directions to get there
• Technological problems in parsing address information easily into
geocodes that can be visualized on maps
Potential
• Increasing amount of location tagged and sensor data will add contextual richness to map based overlays that will help develop new
patterns of discovery and engagement like the heat maps of the places where youth hang out over the weekends, etc.
• As browsing increasingly shifts to mobiles and tablets, store locators will be key to help people on the go find places or offers nearby
Sources: CC Analysis; Industry Inputs, Company Websites
18

19. Sales & Distribution Planning
Eg: Sales and Distribution Analysis Tools
Description & Usage
Service Features
• Sales & Distribution tracking and monitoring systems empower
organizations to manage their business operations, provide a
common interface to link geographies for analysis, guides the
sales force by enabling real-time analysis
• Location based analysis offers a common platform to plan
functions like
­ Sales & Distribution Management
­ Inventory Management
­ Asset Management
Key Industry Trends
• Uninor uses Telenor’s electronic Distribution Management
System, which pulls in data from various sources such as the
Sales Tracking System (STS)
• Vodafone streamlined its Turkish sales and distribution
channels with the implementation of centralized web-based
software and connected their Turkish headquarters directly
Consumer
FMCG
Telecom
Retail
BFSI
Automotive
with its distribution center
Durables
Sources: CC Analysis; Industry Inputs, Company Websites
19

20. Analysis and Viewpoints
Key Players
Offering
Comments
• Web-based, automated sales lead distribution system to allow each owner
Proceed to log in and see daily sales leads as well as to provide feedback on the
Interactive
• Automated Sales Lead Distribution System
quality of the leads
• Multi-dimension analysis and reporting tools built on geographic customer
Versalinks • Customer & Sales Analyst distribution and sales information
• Aids users in managing geographic and location-data in a native type
Oracle • Oracle Spatial within an Oracle database
Drivers
Challenges
• Sales and distribution planning tools aid in market segmentation,
marekt penetration and sales analysis
• Collating data into systems and establishing new processes to gather
information
• Helps in unlocking and capturing new opportunities with real-time
insights
Potential
• Location enabled tools can assist in optimal placement of retail centers, distribution outlets and other parts of the sales chain
• Sales planning tools can provide contextual geographic information about market potential, competitor sales, sales beat for on-ground
feet-on-street, local government boundaries and taxes, etc.
Sources: CC Analysis; Industry Inputs, Company Websites
20

21. Contents
Overview of Location Based Services
Location Based Services in Enterprise Segment
Location Based Services in Government Sectors
LBS in Government Sectors 22
Urban landscape & City Planning 23
Traffic Management & Alerts 25
Public Transport tracking & management 27
Security planning & Emergency Services 29
Maritime tracking 31
Location Based Services for Consumer Adoption
Author Profiles and Convergence Catalyst Credentials

22. Location Based Services in Government Sectors
Location Based Services
in Government Sectors
Public Security
Urban Traffic
Transport planning & Maritime
Landscape & Management &
tracking & Emergency Tracking
City Planning
Alerts
management
Services
• Detecting,
• Integrate critical
• Urban city • Designing preparing and • Aids port
information for
planning by efficient routes, responding authorities in
effective traffic
integrating operations and quickly to taking timely
planning,
information integrated security threats, decisions on all
monitoring , road
about various transport natural disasters, maritime
closure
city initiatives
systems
terrorist attacks, activities
information
etc
Sources: CC Analysis
22

23. Urban Landscape & City Planning
Description & Service Features
• GIS systems help in urban city planning by integrating information about various city initiatives like sewage, electricity lines, fiber cables, water
connections, etc
• They also help governance by keeping track of land records, population density, availability of government services, police patrolling, providing a
spatial view for city planning
• GIS platforms support visualization, modelling, data queries, analysis of spatial information and facilitate collaboration between multiple agencies for
large-scale applications such as regional, environmental, ecological and natural resources planning and management.
• Planning agencies can use these in fields such as property assessment, emergency response, land use and planning, infrastructure planning, etc.
Key Deployments
1. Australia – The township of Hervey Bay uses
3
visualization and what-if analysis on alternative
urban growth scenarios for comparative analysis
and resource planning
2. Honululu – The city administration uses GIS and
3D modeling to imagine the city in the future,
5
4
minimize upfront risks and optimize service
2
delivery
3. Canada - Bowen Islandis exploring usage of GIS
modeling and landscape visualization to provide
context for community based sustainability
decision making
4. Abu Dhabi – The Abu Dhabi Urban Planning
Council used 3D analytical capabilities of GIS data
1
to plan building heights and view corridors so
that the Grand Mosque is visible across the urban
landscape
5. Libya – Libya uses GIS planning in the Third
Generation Planning project that provides
strategic plans for land-use decisions and urban
planning
Sources: CC Analysis; Industry Inputs, ESRI
23

24. Analysis and Viewpoints
Key Players
Offering
Comments
• Compiles geographic data; analyzes mapped information; and manages
ESRI
• ArcGIS & Location Analytics Tools
geographic information in a database
Mapinfo
• MapInfo Professional
• Mapping and geographic analysis application
• For applications in Crime analysis, Homeland security, Emergency response,
NAVmart
• NAVTEQ data
Water and sewer, Zoning, growth and taxes, Service routing, Human
services
• For Government Building Design, Electric and Gas Utility Planning, Design,
Autodesk
• Design Suites & Software
and Management, Government Agencies & Military Manufacturing, Road
and Highway Design, Water Infrastructure Software for Public Works
• For public safety and security, defense and intelligence, government,
Intergraph
• Geospatially Powered Solutions
transportation, photogrammetry, utilities and communications industries
Drivers
Challenges
• Limitations of traditional methods for planning in a rapidly changing
urban landscape
• Awareness of solutions and benefits for planning
• Increasing resource requirements in cities requiring smarter
• Unstructured planning and lack of coordination between various city
solutions to optimize infrastructure and capital expenditure
administration agencies
• Availability of geographic data for analysis and the ability to
• GIS data uncertainties & fundamental issues of data security
combine various datasets for analysis, sophisticated calculations
and alternative solutions
• Lack of skilled human resource base and cost of collecting and
maintaining information in the rapidly changing urban landscape
• Capability for dynamic query and analysis, display of information
and a more understandable representation
Potential
• Urban planning divisions will soon use 3D tools to create cities before these are actually built by incorporating planning, zoning, and
density guidelines
• Active GIS market (affordable, easy-to-use) is resulting in lower costs and continual improvements in the hardware and software
components which in turn is expected to result in a much wider use of GIS by the government planning agencies
Sources: CC Analysis; Industry Inputs, Company Websites
24

25. Traffic Management & Alerts
Description and Service Features
• GIS can help integrate critical information for effective traffic planning, monitoring , road closure information, etc. and provide access to interactive
maps, real-time information for visualization or analysis
• Authorities can run traffic scenarios in a short span of time which enables them to modify traffic information real time and plan traffic signals to
minimize traffic congestion
• GIS applications also include traffic alert features where the system uses satellites tuned into real-time traffic reports to notify the public of unexpected
traffic delays and plot a new course around the heavy traffic
Key Deployments
1. Australia – Vicroads maintains a Road Closures
and Traffic Alerts website, which provides
Victorians with real-time updates on roads
2
affected by damage, major crashes and extreme
weather events.
3
2. U.S. – The South Bay Traffic Alert System provides
on-line, graphic-based information on current
and planned capital improvement projects,
construction activity, and special events that may
impede traffic flow in the 16 cities of LA County’s
South Bay
3. India - Tamil Nadu had introduced Road Accident
1
Data Management System (RADMS), a software
that generates information on accidents for all the
roads in the state.)
Sources: CC Analysis; Industry Inputs, Company Websites
25

26. Analysis and Viewpoints
Key Players
Offering
Comments
• Integrated traffic simulation modelling with a geographic information
TransModeler
• TransModeler
system (GIS)
NAVTEQ
• NAVTEQ Traffic
• NAVTEQ Smart Traffic Processor for real-time traffic information
• Visualization and analysis tools; Tool for managing, planning, evaluating,
ESRI
• ArcGIS and Traffic Analyst
and maintaining transportation systems
Drivers
Challenges
• Ability to analyse patterns and anamolies to reduce congestion and
travel time
• Low compatibility of existing traffic management systems with GIS
• Capacity to use traffic information for resource planning like road systems
expansion, one-ways, etc.
• Potentially high initial investments in GIS infrastructure
• Potential to analyse road accidents to respond with strategies for
traffic regulation, routing and positioning emergency services
Potential
• Collection of traffic data can help estimate travel times at different times of the day/week, which can be used for better public transport
timings
Sources: CC Analysis; Industry Inputs, Company Websites
26

27. Public Transport Tracking & Management
Description and Service Features
• System consists of GPS tracking devices that are installed in some or all public transport vehicles that send back position, timing and speed information
to a consolidated GIS backend
• Aids transport authorities in designing efficient routes, operations and integrated transport systems, dealing with the vast information, tracking and
monitoring services, safety and security systems, all contributing towards delivering a more effective public transportation system for the people
• Allows passengers to see location of buses, expected amount of time for the next bus arrival, expected travel time and the choice of routes with real-
time updates directly to web or mobile device and reduces the uncertainty associated with public transportation
• Allows authorities with a dynamic, robust, reliable, and cost-effective management system providing information about the routes which are busy,
routes which are affected by congestion, peak hours and non peaks hours, etc.
Key Deployments
1. Australia - Customers travelling on Sydney Buses
5
can track their bus and get estimated time of
arrival with an app (TripView, TripGo or Arrivo
Sydney )which use information provided by
3
Transport for NSW
2
2. Pakistan - Installation of tracking devices in
4
buses made mandatory (Lahore)
3. U.S - Vehicle Tracking Management Systems, Bus
trackers, Mobile & Web Apps are prevelant
4. India – Many Indian cities/states have mandated
deployment of GPS trackers in public transport
vehicles, including Delhi, Karnataka, Chennai, etc.
Delhi currently has about 4000 DTC buses, 379
1
cluster buses and 10K autos equipped with
tracking.
5. U.K – Transport For London provides apps and
SMS based tracking for providing bus arrival
information based on GPS tracking
Sources: CC Research; Industry Inputs, Company Websites
27

28. Analysis and Viewpoints
Key Players
Offering
Comments
Mentor
• Mentor Streets
• Integrated Transit Intelligent Transportation System
Engineering
RouteMatch • RouteMatch for demand paratransit, or non-emergency medical
• RouteMatch TS
Software
transportation
• Public passenger transportation operations assistance systems which offer
Indra
• Vehicle Tracking Management System
Real-time Management & Increased safety through Video Surveillance
Drivers
Challenges
• Effective monitoring and control of public transport vehicles for
increased safety
• Cost implications and deployment across public vehicles
• Efficient route planning and ability to understand traffic congestion • Consistent requirements and service planning across public
points
administration authorities to enable solutions of scale
• Increasing number of urban transport authorities mandating GPS • Deployment and maintenance of GPS trackers in public vehicles
tracking of public vehicles for monitoring purposes
• Evolving and differing regulations across city transport authorities
• Availability of tracking devices and solutions at lower price points • Infrastructure and maintenance costs associated
and in telematics systems
• Public transport tracking is expected to become mandatory in future as authorities look to improve the current system and encourage
Potential
more takers for public transport system
• Tracking systems with the display units for arrivals and ETAs deployed near the bus stops are expected to open new avenues of
advertisement income for the public sector transport authorities
• Analysis of GPS information from public transport vehicles can help understand traffic patterns, congestion and heat maps of activity in the
city that has huge potential as a data source for marketing purposes and to understand city urban spaces
Sources: CC Analysis; Industry Inputs, Company Websites
28

29. Security Planning & Emergency Response Services
Description and Service Features
• GIS allows authorities to visualize activity patterns, map locations, and the multi- layered geospatial context in real time to help detect, prepare and
respond quickly to security threats, natural disasters, terrorist attacks, sabotage, and others to reduce exposure of risk and plan recovery
• Many cities or countries provide an emergency services that automatically detect locations and direct response services when citizens call the helpline
number or send a distress SMS in case of emergencies
• GIS offers spatial trend analysis to visualize vulnerabilities and damage consequences that can help plan response priorities and mitigation plans in
advance
Key Deployments
1. Australia - National emergency warning/alerting
system Tasmania Fire Service was used to directly
alert people about bushfires via their phone
2
4
3
2. U. S. – Citizens can call 911, that allows
governmental agencies to automatically detect
their location and send emergency help, if
required
3. China. - Used indigenous Beidou positioning
system to provide monitoring and emergency
help coordination during the 2008 earthquake in
Sichuan
4. Japan – GIS solutions were used in the response
1
to the earthquake and tsunami in 2011 to
determine grid maps of collapsed buildings that
needed to be searched, estimation of aftershocks,
minimize damage due to fires, contaiminated
water, etc.
Sources: CC Analysis; Industry Inputs, ESRI
29

30. Analysis and Viewpoints
Key Players
Offering
Comments
Geneva Software • Multi-lingual cell broadcast service; Patented technology, VIVID compact
• Natural Disaster Information System
Technologies
enough to be stored on a SIM card and compatible with all Indian handsets
• For modelling potential disasters and maximising readiness to co-
ESRI
• Arc GIS Software & Maps
ordinating response and recovery
Cadcorp
• Web mapping software
• Used by police, fire and ambulance service
Nixle
• Local SMS delivery technology platform
• As of August, 2012 Nixle has 6,000 agencies and 1,000,000 subscribers
Drivers
Challenges
• Regulatory requirements in countries (eg: E-911 in the US)
• Lack of consistent, standardized data across country which prevents
• Ability to quickly react to emergencies to plan, respond, mitigate true interoperability between all levels of government
and recover
• Initial investments to enable services are high
• Use situational awareness to track potential security threats and
suspicious patterns
• Require coordination between multiple government and corporate
players like carriers, data providers, different government bodies,
• Ability to simuate conditions of emergency in advance to plan etc
response appropriately
• Governments and private enterprises throughout the Middle East, Asia, Africa, and Latin America, are quickly adopting Remote Sensing and
GIS in maximizing security programs
Potential
• 3G network standard multimedia broadcast/multicast service (MBMS), can be used to broadcast (push) emergency messages to defined
areas with rich multimedia content such as voice instructions and detailed evacuation maps
• Social media trend analysis is an emerging topic for agencies involved in homeland security. For instance FBI issued a RFI from industry on
commercial tools to provide social media alert, mapping and analysis y to "quickly vet, identify, and geo-locate breaking events, incidents
and emerging threats" and enhance its "situational awareness and strategic decision making
Sources: CC Analysis; Industry Inputs, Company Websites
30

31. Maritime Tracking
Description and Service Features
• GIS helps port authorities in taking timely decisions on all maritime activities including safety and security, border control , law enforcement, defence,
marine environment protection, fisheries control, trade and economic interests etc. Some key benefits using maritime tracking are:
• Display graphical summaries for precise areas and specified months of the year
• Supply on-line, maritime navigational charts
• Provide support for Electronic Data Interchange (EDI) operations to seamlessly integrate suppliers, shippers, and clients
• Give detailed routing and logistics support for shipments
• Maintain support for Vessel Tracking Control (VTC) and integrate with current port operations
• Ship's database formation and support and the vessel’s movement simulation, based on operator's data
Key Deployments
2
4
1
1. Ireland, Spain, Argentina, Singapore & NZ –
1
Coast guards/maritime safety agencies use GIS
3
solutions for search and rescue planning
2. Britain – British Waterways manages a 2000 mile
5
water network and associated info with GIS info
integrated into their SAP ERP
3. U.S – Port of San Diego uses GIS to map all critical
facilities for emergency response
1
4. Canada –Vancouver port authority uses GIS
systems to automatically identify ships and assign
berths at the ports depending on size and cargo
5. India – Maritime and security authorities are
working on initiatives like identification of ships
1
in the Indian Ocean Region, tracking, alerts, etc.
1
to enhance the situational awareness and
strengthen coastal security
Sources: CC Analysis; Industry Inputs, ESRI
31

32. Analysis and Viewpoints
Key Players
Offering
Comments
• ArcGIS for Maritime
• Charting provides the ability to easily create, maintain, and publish nautical products
ESRI
• ESRI Nautical Solution
• Tools for quality control, cartographic product generation, and workflow management
• Search & Rescue Optimal Planning System
Applied Science • Integrated Ocean Observing and • Solutions for Marine Response & Crisis Management
Associates
Modelling Platforms
• Offers 2D GIS fully synchronized with 3D thematic mapping, query, analysis capabilities,
EarthData
• SIMmetry system architecture
and analytical modelling
• Provides real-time tracking, scheduling information and analysis for ships and ports
FleetMon.com
• FleetMon Explorer
worldwide
Drivers
Challenges
• Governments’ emphasis on improving port security and maritime
efficiency
• Automatic Identification Systems are expensive and are difficult to
• Need to maintain continuous vigil at the waters and detect threats
maintain for small ships
before they cross the borders
• Development of cross domain protocols and exchange standards
• Better inter-agency communication and coordination of action
for transmission and interoperability of traffic data
• Ability to model and visualize port operations to enable significant
cost savings
• Maritime situation awareness system incorporating feeds from various sensors like radars, electro optic sensors, MET sensors, AIS, IAIS and
underwater sensors being developed currently to integrate existing and future maritime surveillance systems into an integrated Maritime
Potential
surveillance network
• Increased focus on research in the areas of unmanned vehicles for surveillance, maritime environment, vulnerability reduction of large
maritime composite structures and simulation tools to ensure the safety of personnel working hostile maritime
• Predictive analytics and behavioural models for maritime tracking to identify suspicious activities by likening existing data with patterns
recognized from examining previous data is expected to be extensively used for MT in future
Sources: CC Analysis; Industry Inputs, Company Websites
32

33. Contents
Overview of Location Based Services
Location Based Services in Enterprise Segment
Location Based Services in Government Sectors
Location Based Services for Consumer Adoption
Relevance of LBS in Various Consumer Services 34
Growth Drivers & Barriers to Adoption
35
Mapping and voice guided navigation 36
Exploration and local search 38
Augmented Reality 40
Location Based Alerts & Related services 42
Hyperlocal services and commerce 44
Author Profiles and Convergence Catalyst Credentials

34. Relevance of Location in Various Consumer Services
Mapping LBS Services' Popularity vs. Relevance of Location
Info
High
Popularity of Service/Adoption
Maps
Social Network
Updates
Navigation
Photo
Sharing
Check-in
Services
Low
Relevance of Location Info
High
Note: Size of the bubble is indicative of service adoption/active subscribers for the service
Sources: CC Analysis; Berg Insights; Industry Inputs, CNET, AllFacebook, Marketing Land, Huffington Post
34

35. Growth Drivers and Adoption Barriers of LBS in Consumer Space
Key Growth Contributors:
Barriers to Adoption:
- Smartphones with GPS support available at lower price
- GPS based services drain smartphone battery on usage
points
- Underlying enablers like GPS positioning available for free
- Unexpected side-effects of using services cause huge privacy
concerns (eg: posting geocoded photos (public info) can
- Growing awareness of LBS benefits with apps like maps
reveal your house address (private info))
and search
- As LBS use cases proliferate, regulations are being rethought
- Seamless integration with content creation services like
across different countries on what can be done with the data
taking photos, posting SN updates, etc.
Our Viewpoint
- Location info contextualizes web and mobile information around where the user currently is, making it easy to offer ‘Here and
Now’ solutions
- Location can be tapped as an attribute to enrich content creation on mobile devices, as well as enable rich crowdsourcing
services
- Platforms enable location info to be combined with various other sensor info like accelerometers, gyroscopes, camera filters,
etc. to offer a richer mesh of info for services to tap into.
- More localized and context driven services expected in the next few years
Sources: CC Analysis; Industry Inputs
35

36. Mapping and Voice Guided Navigation
Key Highlights
• Core
maps
and
naviga0on
services
include
mapping,
local
search,
rou0ng
and
voice
guided
naviga0on.
Addi0onal
services
include
live
traffic,
predic0ve
traffic
based
rou0ng,
etc.
• More
people
use
maps
on
smartphones
than
portable
naviga0on
devices.
Google
Maps
remains
the
most
popular
Maps
service
on
the
web
• Desktop
web
browsers
and
tablets
without
GPS
support
use
geoloca0on
APIs
that
lets
them
get
an
approximate
posi0on
using
Wi-­‐Fi
connec0ons.
This
lets
them
offer
a
‘My
Posi0on’
feature
on
websites
or
applica0ons
• Most
maps
players
provide
API
access
to
key
features
for
3rd
party
integra0on
While
core
services
like
mapping,
naviga3on
and
traffic
are
free
on
major
mobile
opera3ng
systems,
they
serve
as
a
base
for
adver3sing
and
marke3ng
Google
Nokia ‘Here’
Apple Maps
Others
• Nokia recently launched
• Google Maps is currently • Apple launched its own
‘Here’, it’s location offering
offered in over 50 countries; mapping service in iOS6 built • Regional players like
across platforms bringing
navigation and traffic are on top of TomTom’s map data MapmyIndia (India), Yandex
Nokia maps and navigation to
available in about 42 to widespread criticism on (Russia), Baidu Maps (China)
iOS, Android, Windows,
countries
lack of features & ad hoc and others often have a lead
Mozilla’s upcoming Firefox OS
• Other products include implementation of features on coverage and freshness of
as well as Amazon, Facebook
Google street view, Google (local search, 3D modes data map data
and Bing Maps platforms in
Earth and Indoor maps
completeness, re-routing)
116 countries
Sources: CC Analysis; Industry Inputs
36

37. Analysis and Viewpoints
• There
were
an
es0mated
400
million
ac0ve
users
of
naviga0on
services
at
the
end
of
2012
potential
Trends &
• Major
players
like
Google
(map
maker)
and
Nokia
(map
reporter)
are
geared
to
collect
feedback
from
consumers
to
keep
data
fresh
• Services
like
OpenStreetMaps
and
Waze,
built
almost
en0rely
on
crowdsourcing
inputs,
are
witnessing
increasing
adop0on
as
their
data
quality
improves
Drivers
Analysis
• As smartphones come down the price chain, adoption
of maps as a core mobile service is rapidly increasing
• Maps are increasingly serving as an enabler for other
services such as displaying ads/price details on local • Maps and positioning will become a foundation for
search, notifications on what is interesting nearby, various other consumer services
being notified when the user is late for an
• As location goes mainstream, we anticipate
appointment
customized services for users who do not own cars or
use navigation
Challenges
• In
the
automo0ve
space,
loca0on
info
will
aid
high-­‐value
service
crea0on
like
no0fying
the
user
when/where
to
• Building core mapping and navigation services require
fuel
up,
nearest
service
centers,
allow
performance
and
high investments, which act as entry barriers for new speed
tracking,
etc.
players
• Keeping map and search data updated will remain the
biggest operational challenge for current map
providers
Sources:
CC
Analysis;
Industry
Inputs
37

38. Exploration and Local Search
Key Highlights
• Local
search
and
explora0on
is
witnessing
increasing
innova0on,
with
companies
trying
to
use
social
media
informa0on,
the
user’s
personal
history
and
interests,
reviews
and
ra0ngs,
history
of
check-­‐ins
at
a
loca0on,
and
other
means
to
help
people
find
interes0ng
places
around
them
• With
the
rising
number
of
smartphones,
users
are
genera0ng
a
wealth
of
geo-­‐coded
info
such
as
pictures,
check-­‐ins,
posts,
etc.
that
can
be
mined
to
discover
popularity
of
a
place,
0mings,
events
happening
at
a
place,
etc.
Social
networks
like
Facebook
and
Foursquare
are
pivo3ng
to
offer
place
discovery
and
recommenda3on
services
Google
Nokia/Microsoft
Foursquare & Review Apps
Facebook
• Nokia Lumia phones come • Foursquare highlights an • Launched a ‘Nearby’ tab in its
• Google+ Local incorporates Explore option that suggests mobile site that lets users
with City Lens, an augmented
Zagat review info to be a places based on algorithmic discover places around them
reality app that overlays place
single database for places score on history of likes, personalized based on friends’
info when the camera is
within Google, with an dislikes, etc. from its check-ins, likes and star
pointed at a location
estimated 50 million places database.
ratings
suggesting interesting places
and business listings
• Review sites are witnessing • The recently launched
• Both Nokia and Microsoft let M&A activity – Yelp acquired Facebook search provides an
• Google FieldTrip notifies the
users build collections of Qwype, Europe’s largest easy interface to answer
user about places around
automatically
places that they can share review site while Google questions about places and
with friends
acquired Zagat
people
Sources: CC Analysis; Industry Inputs
38

39. Analysis and Viewpoints
• Facebook,
Instagram
and
other
social
networks
will
increasingly
use
social
media
informa0on
to
highlight
popular
places
Potential
Trends &
• Places
will
also
start
building
a
be^er
iden0ty
online
to
enable
interest
based
sugges0ons
(eg:
most
popular
place
to
hang
out
over
the
weekend
for
a
drink
with
friends,
etc.)
• As
these
networks
already
have
an
established
user
base,
and
sizeable
business
lis0ngs,
this
could
poten0ally
lay
a
strong
founda0on
for
loca0on
based
adver0sing
Drivers
Analysis
• Increasing amounts of location tagged information
and the ability to mine these for trends and answers
using Big data
• Newer forms of outreach and promotion for local
businesses using location based targeting and
advertising
• As both the formal and crowd sourced database size
increases, mining the data, profiling the consumer and
providing not just location specific, but context
relevant suggestions and information becomes critical
Challenges
• Privacy concerns pose challenges as companies try
and use information made available on their networks
• Companies will need to demonstrate effectivness to
get local businesses to participate by maintaining a
profile and invest in advertising on these networks
Sources: CC Analysis; Industry Inputs
39

40. Augmented Reality
Key Highlights
• Augmented
Reality
(AR)
is
a
new
technology
which
provides
ways
to
blend
virtual
imaging
into
the
video
stream
of
a
mobile
device's
camera
-­‐
in
real
0me
• Apps
and
devices
use
enablers
like
GPS,
camera
filters,
gyroscopes,
etc.
to
iden0fy
physical
objects
and
places
and
overlay
relevant
digital
informa0on
on
top.
• AR
is
also
used
in
gaming
to
enhance
the
player's
gaming
experience
by
providing
exci0ng
new
ways
to
control
his
ac0ons,
through
posi0on
and
3D
movement
AR
apps
overlay
relevant
digital
info
on
physical
objects
to
help
discovery
and
learn
more
about
the
place
Google
Nokia
Layar Browser
Microsoft
• Goggle attempts to merge • Nokia City Lens app lets users • Photosynth lets users create
information display, speech look for places around by • Layar was an early pioneer for 3D navigable spaces by
recognition, communication pointing their device at augmented reality apps, now stitching together 2D pictures
capability and AR into a places, as if creating digital touting a million downloads a on Bing Maps
goggles display
signboards over places that day. It uses GPS, compass and • Users can see video clips and
• Google Ingress is a multi- one can explore with their other sensors in a user’s images from sources like
player real-time game that phone. This overlays details of mobile phone to provide a Flickr, Twitpic, etc. when they
has people performing real places on top of the live “heads-up” display of various zoom into maps, providing
world explorations and images to display info on geo-located points-of- different dimensions of
activity to gather virtual category of places, name and interest
exploring places with crowd
energy
other info
sourced pictures and videos
Sources: CC Analysis; Industry Inputs
40

41. Analysis and Viewpoints
Potential
Trends &
• AR
apps
are
forecast
to
generate
a
global
revenue
of
$300
million
by
2013
• Wearable
compu0ng
devices
such
as
Google
Goggles
that
use
augmented
reality
are
expected
to
be
the
next
phase
of
evolu0on,
post
smartphones
Drivers
Analysis
• Affordable pricing of AR based apps on smartphones is
a key driver for adoption of this technology
• Improvements in pattern recognition and ability to
mesh information from multiple sensors to make sense
of a physical object or place
• Although Augmented Reality is a rapidly developing
technology with niche applications and use cases many
verticals including retail, logistics, video gaming, etc.,
CC strongly believes in its wide-scale adoption by
Challenges
consumers in the coming years
• Inferior image quality of the objects captured by the
existing augmented reality applications could
potentially hinder rapid or wide adoption
• The current AR apps work only on devices with high
computational abilities and strong sensors, which are
still unavailable for mass-market consumers
Sources: CC Analysis, Mobile World Live, Juniper Research
41

42. Location Based Alerts & Related Services
Key Highlights
• A
form
of
loca0on
based
alerts
allow
users
to
create
geofenced
‘zones’
of
interest
or
specific
points
around
which
an
alert
is
to
be
triggered
• When
the
user
enters
or
exits
the
zone
or
approaches
a
point
of
interest,
an
alert
or
reminder
is
triggered
• Precision
of
trigger
and
alert
varies;
pin-­‐point
accuracy
is
not
guaranteed
• Services
also
allow
users
to
share
their
loca0on
with
a
select
group
of
friends
based
on
their
loca0on
and
0me
Loca3on
based
alerts
allow
users
to
share
their
loca3on
only
when
near
certain
places,
or
trigger
ac3ons
on
the
phone
based
on
user’s
loca3on
Handset Manufacturers
Network Operators
Third Party User Services
Personal Tracking
• There have been a number of
• Apple announced support for • AT&T announced a free • Apps like ‘Glympse’ allow
friend finder apps that attempt to
location based reminders location-based alerts location tracking and sharing
inform you when friends are
from iOS 5 onwards
mechanism based on cell- amongst a closed group
nearby (Loopt, Google Latitude,
• Google provides 3rd party APIs id without using a device’s • Various child, pet and
Facebook Find Friends Nearby,
for location reminders and GPS
personal vehicle tracking
etc., but their adoption has been
proximity alerts
• UK’s O2 tried a similar limited due to privacy concerns
services allow users to set
• Other platforms also support approach with customers safe perimeters, or geofences
• Groupon and other deal providers
some form of location alerts
such as Starbucks, L’Oreal, that trigger an alert if the
are experimenting with deal
­ JSR179, the location API in Java, etc., to enable proximity child, pet or vehicle exits the
alerts wherein users are informed
supports proximity alerts
marketing
perimeter.
of nearby deals
Sources: CC Analysis; Industry Inputs
42

43. Analysis and Viewpoints
• Location based alerts are an enabler for proximity based marketing, an industry expected to grow to USD 300 mn by 2017
potential
Trends &
• Operators are attempting to provide device-agnostic location triggers based on user’s movements, using cell-tower
information. While the accuracy of such solutions is relatively lower, they can work across platforms and even enable SMS
services
• Solution providers are also working on potential solutions to alert the user to turn device’s GPS ON/OFF based on geofence
triggers
Drivers
Analysis
• The text based alerts enable users with a conducive
interface and make the services available on wide
range of devices
• Although location based alerts have multiple
applications and use cases in terms of traffic alerts,
friend-finders, etc., CC believes the primary and
widely adopted use case will continue to be pull-
Challenges
based deals and discount finders, which have clear
monetization capabilities for the service providers
• Battery drain remains a concern with phone based
solutions, as most of the services require location
enablers to be active in the background
Sources: CC Analysis; ABI Research; Industry Inputs
43

44. Hyperlocal Services and Commerce
Key Highlights
• Over
the
last
couple
of
years,
there
have
been
a
huge
number
of
services
that
encourage
people
to
collaborate
and
barter
services
or
product
usage
(AirBnB
for
ren0ng
private
accommoda0on,
ZipCar
for
sharing
rides)
and
collec0ve
buying
(Groupon,
Living
Social,
etc.)
• Loca0on
plays
an
enabler
role
in
many
of
these
services
(eg:
finding
nearest
deal
near
you,
finding
accommoda0on
in
a
par0cular
spot
in
town)
• Collabora0ve
buying
services
are
trying
to
aggregate
buyers
in
a
par0cular
loca0on
for
common
discounts
There
is
an
increasing
focus
on
local
informa3on
to
accelerate
business
models
like
Airbnb’s
neighbourhood
discovery
and
explora3on
process
Groupon
Airbnb
Uber/Zipcar
Others
• Groupon Now is an extension • Airbnb allows users to offer • Uber app allows users to • Taskrabbit connects users to
of Groupon’s daily deals spare residential capacity like plug in their location and people in the neighborhood
service. Users can look for a second home, a spare room request a cab, prompting the who can run errands
nearby restaurants that have at home, etc. for rentals that drivers in the area to
deals running
guests can pay for and stay respond and pick them up
• The service has seen limited for a short period of time.
and at the end, driver inputs
success, partially due to lack • Airbnb Neighborhoods helps the fare onto the Uber app
of breadth of local option
users choose a neighborhood along with 20% gratuity
to find properties to stay in
• Zipcar is a membership
based car sharing service,
users view availability and
reserve a car and unlock the
vehicles anywhere using
access cards over sensors on
Sources: CC Analysis; Industry Inputs
windscreens
44

45. Contents
Overview of Location Based Services
Location Based Services in Enterprise Segment
Location Based Services in Government Sectors
Location Based Services for Consumer Adoption
Author Profiles and Convergence Catalyst Credentials

46. Shrinath V
Shrinath has over a decade of experience creating products with global brands like Nokia, Motorola and Texas
instruments and leading LBS startups such as MapmyIndia. In his last role, Shrinath led new product ideation as well as
the global product management team that designed and delivered Location services for Nokia’s Asha phones, amongst
the most successful LBS products launched by Nokia. Earlier, as Associate VP at MapmyIndia, Shrinath led product and
portfolio management for the company’s leading in-car GPS portfolio, also supporting marketing and partner activities
with major car companies like Toyota, Suzuki and Tata Motors. At Motorola, he managed new product introduction and
launch for several phones in South East Asia, and managed digital content partnerships for the region. He started his
career working on software and drivers for embedded systems for early versions of Texas Instruments’ OMAP systems.
Shrinath has extensive hands-on experience across the product lifecycle of mobile devices and Location services - from
new product ideation/introduction, consumer research, hardware and software portfolio management, vendor
management, marketing, PR, product launch, in-market support and business development. Shrinath has a CS degree
from one of India’s leading institutes, NIT, Calicut, and an MBA in marketing from SPJIMR, Mumbai.
Shrinath currently freelances as a consultant and has collaborated with Convergence Catalyst for this report. He is
currently engaged as a consulting tech editor with YourStory, India’s leading platform for startups, and as a product
consultant with Indicus Analytics, India’s leading economics research firm.
Worked with Companies: Texas Instruments, Motorola, MapmyIndia and Nokia

47. Yagna Teja
Yagna Teja, Associate Consultant: Yagna has over two years of experience in the Research & Consulting industry.
He has conducted extensive Research & Analysis on various projects during the last two years and has been
exposed extensively to the knowledge network within the Telecom Industry. He has executed projects on the 4G/
BWA rollout in India and growth projects for the Indian telecom companies. He has also undertaken India focused
research across Industries. His area of expertise is Market Research and Trend Analysis.
Yagna is an engineering graduate from the Indian Institute of Technology, Roorkee (IITR)

48. Jayanth Kolla
Jayanth brings over a Twelve years of experience in Technology, Product Marketing, Research and Strategy
Consulting in the Telecom Networks, Mobile Devices and Mobile VAS domains. He has held various roles in
Telecom Carriers, Handset Manufacturers and Management Consulting firms.
He was involved in the roll-out of India’s first rural wireless telephone network for a private carrier, implementing
SHLR, testing of CDMA devices & FWTs, successful rollout of multiple GSM and CDMA handsets, developing
multiple MVAS product offering & business growth plans and telecom research & advisory for various players
across the value chain.
His areas of expertise are Product Marketing, Market Research & Analysis, Tracking and Publishing on current
Telecom Trends. Having worked for key players in the Telecom industry, Jayanth brings invaluable domain
knowledge that spans across Business Strategy, Technology, Product and Operations.
Currently, as a Partner with Convergence Catalyst, Jayanth advises various companies in the Telecom, Media &
Technology space on Market Entry, Business Growth and Product & Service offering strategies.
Worked with Companies: Tata Teleservices, Kyocera, Motorola, Nokia and Analysys Mason

49. About Convergence Catalyst
Convergence Catalyst is a Bangalore-based Telecom Research & Advisory firm. Convergence Catalyst
(CC) has been formed by experienced Indian Telecom Industry professionals and leverages it's hands-on
experience to offer Research & Advisory Services to various Indian and global companies. We
offer Market Entry, Business Growth and Products & Services Offering Strategic Advisory (Business
Advisory & Go-To-Market Planning) and Custom Research to the clients.
The company aids various organizations in the Telecom, Media and Technology space to fine-tune their
business and product offering strategies in order to emerge as leaders in the rapidly converging world.
We primarily focus on Wireless Technologies Evolution, Smart Devices, Chipsets, Apps Ecosystem,
VAS (Value Added Services), Customer Experience Management (CEM, Data Analytics in Telecom),
Mobile Broadband and Convergence areas, for India and other emerging markets. CC's key service
offerings include Market Analysis, Product Marketing Advisory, Investment Advisory and
Custom Research.

50. Thank You
www.convergencecatalyst.com
Contact: info@convergencecatalyst.com
Twitter: @C_Catalyst
@shrinathv
LinkedIn: Convergence Catalyst
Shrinath V