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Location Based Services: Global Market Overview, Deployment Trends and Potential in Enterprise, Government and Consumer segments

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This report presents an overview of location based services and allied geo-spatial services, deployment and adoption trends, and potential in the enterprise, government and consumer domains.

This report presents an overview of location based services and allied geo-spatial services, deployment and adoption trends, and potential in the enterprise, government and consumer domains.

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  • 1. Overview of Various Location Based Services,
Deployment & Adoption Trends Around the World April 2013 Shrinath V, Yagna Teja & Jayanth Kolla
  • 2. PrefaceMention location based services (LBS), and most people think of maps and check-ins. Location based services (and theallied geo-spatial services) have a potential and scope much wider in fields ranging from urban governance, fleetmanagement, 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 ofthe puzzle are falling into place. At one hand, GPS enabled smartphones are commonplace, generating a wealth oflocation info. On the other hand, governments have recognized the benefits that geo-spatial services can bring togovernance. The enterprise segment is exploring the potential of location based analytics and location basedadvertising, amongst others. With global interest in the potential of LBS, newer business applications are evolving for various domains. However, inour 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 thekey 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 canoffer, 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 andconsumer domains. This is not an exhaustive report of all services; rather, we have picked services that are indicativeof 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 basedapplications, etc. About Convergence Catalyst: Convergence Catalyst is a young and nimble Telecom Research and Advisory firmfocusing on the Indian market. Convergence Catalyst (CC) principals bring decades of relevant Telecom experience inthe 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 productmanagement for location based services for Nokia’s Asha range of phones. Shrinath has a long history of on-groundand strategic experience in the location based services and mobility domains having worked with many global industryleaders 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 $3 billion business in 2011 employing over 135K people in a BCG report prepared for Google •  LBS have a wide array of applications for individuals, enterprises and government services: mapping, navigation, local search, businessLocation based services cover a wide range of services intelligence and analytics, fleet and vehicle that are directly dependent on maps and navigation, tracking, emergency and disaster management or have indirect applications like adding location information to photos, tweets, etc. solutions, etc. Note 1: Location Based Services (LBS) are a part of the larger umbrella of Geo-Spatial Services. For the purposes of this report, we these terms synonymously Source: CC Analysis, Industry Inputs, BCG report for Google mapping services 4
  • 5. Location Based Services – Market Size and Growth Drivers Global LBS – Market Size ($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, especially6 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 than3 North America, Western Europe & the Asia Pacific regions02011 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 LBSServices 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 LBSN.A - Family Trackers, EU – Mapping & Navigation APAC – Restaurant FindersMapping & 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, satelliteGPS 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 & UsageBusiness 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 IBMs 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 ViewpointsKey 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 industriesMomentFeed •  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 users 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 allowsLocation 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 places 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-basedSense 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 users 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 withFMCG 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 Bureaus American Community Survey collected between 2005 to 2009 Sources: CC Analysis; Industry Inputs, Company Websites 17
  • 18. Analysis and ViewpointsKey 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 theOpenStreetMaps •  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 ConsumerFMCG 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 ViewpointsKey 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•  Ships database formation and support and the vessel’s movement simulation, based on operators 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 ViewpointsKey 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 SystemApplied 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 portsFleetMon.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 SpaceKey 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  potentialTrends & •  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  PotentialTrends & •  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  devices  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  players  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 ViewpointsPotentialTrends & •  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 2017potentialTrends & •  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 VShrinath has over a decade of experience creating products with global brands like Nokia, Motorola and Texasinstruments and leading LBS startups such as MapmyIndia. In his last role, Shrinath led new product ideation as well asthe global product management team that designed and delivered Location services for Nokia’s Asha phones, amongstthe most successful LBS products launched by Nokia. Earlier, as Associate VP at MapmyIndia, Shrinath led product andportfolio management for the company’s leading in-car GPS portfolio, also supporting marketing and partner activitieswith major car companies like Toyota, Suzuki and Tata Motors. At Motorola, he managed new product introduction andlaunch for several phones in South East Asia, and managed digital content partnerships for the region. He started hiscareer 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 - fromnew product ideation/introduction, consumer research, hardware and software portfolio management, vendormanagement, marketing, PR, product launch, in-market support and business development. Shrinath has a CS degreefrom 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 iscurrently engaged as a consulting tech editor with YourStory, India’s leading platform for startups, and as a productconsultant with Indicus Analytics, India’s leading economics research firm.Worked with Companies: Texas Instruments, Motorola, MapmyIndia and Nokia
  • 47. Yagna TejaYagna 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 beenexposed 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 focusedresearch 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 KollaJayanth brings over a Twelve years of experience in Technology, Product Marketing, Research and StrategyConsulting in the Telecom Networks, Mobile Devices and Mobile VAS domains. He has held various roles inTelecom 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, implementingSHLR, testing of CDMA devices & FWTs, successful rollout of multiple GSM and CDMA handsets, developingmultiple MVAS product offering & business growth plans and telecom research & advisory for various playersacross the value chain. His areas of expertise are Product Marketing, Market Research & Analysis, Tracking and Publishing on currentTelecom Trends. Having worked for key players in the Telecom industry, Jayanth brings invaluable domainknowledge 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 CatalystConvergence Catalyst is a Bangalore-based Telecom Research & Advisory firm. Convergence Catalyst(CC) has been formed by experienced Indian Telecom Industry professionals and leverages its hands-onexperience to offer Research & Advisory Services to various Indian and global companies. Weoffer Market Entry, Business Growth and Products & Services Offering Strategic Advisory (BusinessAdvisory & 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 theirbusiness 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. CCs key serviceofferings include Market Analysis, Product Marketing Advisory, Investment Advisory andCustom Research.
  • 50. Thank You www.convergencecatalyst.com Contact: info@convergencecatalyst.com Twitter: @C_Catalyst @shrinathvLinkedIn: Convergence Catalyst Shrinath V