Amateur Hour is Over
-- Using GPS and Wireless to Manage Field Service Workers --
Jeanine Sterling, Senior Industry Analyst
Mobile and Wireless
September 17, 2008

Focus Points
• Next-Gen MRM: Changing the Business Model
• MRM Evolution: Stage III
• Evolving Trends and Issues
• Market Consolidation Scenarios
• Stakeholder Challenges: Preparing for the Shake-Out
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Typical Field Scenario: Minimal Visibility
• Management team is
working in the dark – no/low
visibility into field employee
activity
• Worker tethered by periodic
cell phone calls or text
messaging
• Self-reporting on location,
breaks, etc.
3

MRM’s Changing Business Model
Mobile Resource Management
Business solutions that use wireless and location technologies to maximize the productivity of mobile
workforces – by more effectively locating, tracking, and managing mobile workers, mobile tasks, and
mobile assets
TRADITIONAL NEXT-GENERATION
• Truck tracking • Focus on individual
• In-vehicle, hard-mounted worker and task
devices • GPS-enabled mobile
• Satellite tracking handhelds
• Dedicated servers • Web-based tracking
• Per-seat licensing systems
• High upfront investment • Hosted, per-user per-
month pricing
• Lower entry cost
4

Today’s MRM
Next-Gen MRM Capabilities
• Worker track, locate, monitor
• Geo-fencing and exception alerts
• Mapping and navigation Reduced operating
costs
• Messaging
Increased productivity
• Workforce management (time cards)
• Scheduling, dispatch, and event
Enhanced relationship
confirmation with customers
• Data collection (signature/image capture,
barcode scanning, wireless forms)
• Back-office data integration
• Work order status
5

MRM Evolution: Growing Traction
Evolution of North American Location-Aware Services (U.S.), 2002-2010+
Stage I Stage II Stage III Stage IV
Pre-2006 2006-08 2008-10 2010+
E911 Priority Leverage E911 Growing Traction Platforms Replace
Investments “Silo” Apps
Long Term Increased Location
Technology Planning More Aggressive Accuracy End-to-End Offerings
Marketing of
Trial of Early Adopters Shakeout of Weakest Sophisticated,
Commercial Services
Competitors Integrated
Entry of Competitors
Handsets Gain Critical Deployments
Competitive
Few Commercially Mass with A-GPS
Advantage Drives Mobile Advertising +
Deployed Location-
Enterprise and Enterprise Adoption Location
based Services
Consumer
Enterprise and Location
Enterprise Applications (CDMA)
Consumer Interoperability
Applications (iDEN)
Applications (GSM) between Networks
Location-based Customer Adoption Over Time
Location-
Source: Frost & Sullivan
6

Current MRM Ecosystem – Still at Early Adoption
TeleNav MRM Adoption Lifecycle
Actsoft
Agilis Systems Trimble
Corrigo Vettro
Gearworks Xora
Application
Developers
AirClic ADP
Dexterra Intuit MRM
Sybase Platform ISVs Oracle
Syclo Vendors Market Market Market
Salesforce.com Development Maturity Decline
Vaultus
MRM
Motorola AT&T
Nokia Device Wireless Sprint
RIM Mfrs Verizon Wireless
Carriers
Sony Ericsson Alltel
Systems
Integrators
Regional Accenture
Systems CapGemini
Integrators CSC
7

Market Drivers (2008 - 2013)
• High, hard-dollar ROI
• More affordable hardware, software,
network services
• Supports Wireless Carrier focus on long-
term value creation
• Major ISVs see value in mobilizing their
traditional business software
• A major avenue for carriers to recoup E911
investment
8

Market Restraints (2008 – 2013)
• Limited customer awareness
• Wireless carriers’ ability to sell MRM is
uneven
• Challenges with back-office integration
• Limited GSM device options
• High TCO – Hardware and integration
expense can be prohibitive
9

Steadily Expanding Sales
Location-based MRM Revenue and
Subscriber Forecasts (U.S.), 2006 - 2013
$1,800.0 12
$1,600.0
10
$1,400.0
$1,200.0 8
Million
$1,000.0
6
$800.0
$600.0 4
$400.0
2
$200.0
$- 0
2006 2007 2008 2009 2010 2011 2012 2013
Business LBS Revenues $92.04 $154.06 $235.15 $378.00 $593.36 $921.00 $1,299.78 $1,696.32
Business LBS Subs 0.59 0.98 1.54 2.50 3.94 6.14 8.70 11.40
Business LBS Revenues Business LBS Subs
Source: Frost & Sullivan
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Application Trends
• More robust capabilities, as handsets become more
powerful and user-friendly
• SaaS approach vs. per-seat licensing
• Must have: Integration and customization capability
• 24/7 support + SLAs
• Increased assistance with managing “data spigot”
• Intensifying focus on verticals
• Standardization of Packaging/Pricing
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Increasing Offer Standardization
Good-Better-Best Packaging Top-Tier Package
~$20/user/month
Richer dispatch
Mid-Tier Package Richer integration options
Event confirmation/notification
~$15/user/month
Audible navigation
Timecard reporting Timecard reporting
Text messaging Text messaging
Mileage tracking Mileage tracking
Basic dispatch/scheduling Basic dispatch/scheduling
Data capture Data capture
Work order status Work order status
Basic back-office integration Basic back-office integration
Entry-Level Wireless forms Wireless forms
~$10/user/month Text navigation Text navigation
GPS location tracking GPS location tracking GPS location tracking
Mapping Mapping Mapping
Geo-fencing Geo-fencing Geo-fencing
Exception alerts Exception alerts Exception alerts
Standard reports Standard reports Standard reports
12

Ongoing Issues
• Partnering up – Picking the winners
• Channels: Level of dependence on wireless carriers
• Refining location determination accuracy
• Brand loyalty – Is there any?
• Identifying enterprise decision-maker
• Vertical solutions/messaging
• Platform vs. point
• Enhancing end-user experience
• Choosing a target: Large Enterprise or SMB?
• Breaking out of the pack
13

Future Industry Consolidation: A Possible Template
Mobile Business Application: Mobile Office Email/PIM
Large Enterprise Play Hosted SMB-Carrier Play
Market Leader
Remains
Autonomous
Intellisync Acquired by:
NOKIA
Remains
Good Technology Acquired by Autonomous
SMB = <1,000 Employees
Large Enterprise = 1,000+ Employees
(Medium, Small, SOHO)
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Future Industry Consolidation: The Navigation Angle
• The Navigation piece is critical to MRM success.
• A Possible Merger/Acquisition: MRM + Navigation Partner
Navigation
+ +
capability is
in-house
OR
15

Going Forward: Key Stakeholder Challenges
.Breaking out of the pack .Building portfolio with unique value-add
.Creating partnerships .Improving internal sales capability
Wireless .Implementing optimal position determination technologies
.Resolving marketing/ positioning issues
Carriers
Application
Developers
.Promoting platform over point
.Prioritizing sales opportunities
.Reaching the enterprise purchase decision-maker
.Establishing Systems Integrator relationships
Device
Platform/MW Manufacturers
Vendors
MRM
.Monitoring customer needs
.Improving MRM user experience
.Becoming familiar with carrier business model
.Making “create or partner” decision
.Teaming with best-in-class application/platform vendors
Systems
Integrators
ISVs .Determining how to monetize MRM
.Structuring internally to address client needs
.Predicting application winners
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Stage III Takeaways
• Current handset-based MRM market is very under-penetrated and very
fragmented.
• Market drivers include: An attractive hard-dollar ROI; Affordable entry
level pricing; Improved ARPU and stickiness for carriers.
• Key challenges to widespread adoption include: Lack of customer
awareness; Wireless carriers’ ability to sell more sophisticated
applications; Limited GSM device options.
• Upcoming 18-24 months promise to be a period of continued transition
as:
• Wireless carriers delve further into the MRM sector
• Application developers and middleware vendors fight to increase share
• ISVs and Systems Integrators – under pressure to jump in and partner up –
determine how best to approach this newest mobilization opportunity
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