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Location aggregation, the next wave of location access
 

Location aggregation, the next wave of location access

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    Location aggregation, the next wave of location access Location aggregation, the next wave of location access Presentation Transcript

    • Location Aggregation: Powerful Location Tools for ALL phones Joel Grossman joelg@wavemarket.com Twitter: @kivieg April, 2010
    • Location Timeline 2000-2004: FCC Mandate in US… Dark Ages 2000-2004 2004-5: CDMA carriers launch Navigation 2005 2005: carriers launch other services – Family Locator, etc. 2005-2008: due to privacy issues, complex on-boarding processes, few application launched. CDMA still dominates 2006 market – 2 white label applications – Navi and Family Locator – very successful commercial applications 2007 2008
    • V1 of Family Locator 2005: Downloadable applications required to access location, bill for application, and view location…
    • Challenges Porting is expensive. Tough to add features. Total Addressable Market is limited to supported phones Required user to download software to device Developer had to complete a Carrier deal Nevertheless, service was “successful”
    • V2: add web interface and network- network-based locates Zero installation Zero porting Address 100% of the market Still need a carrier deal…
    • Family Finder Subscribers Very quickly, daily subscriber adds quintupled. Over 3 months, subscriber base grew exponentially Lessons: – Bigger Addressable Market = More $$$ • Porting is Expensive – Requiring a download is “expensive” – Ubiquity matters
    • Location Timeline 2000-2004: FCC Mandate in US… Dark Ages 2000-2004 2004-5: CDMA carriers launch Navigation 2005 2005: carriers launch other services – Family Locator etc. 2005-2008: due to privacy issues, complex on-boarding processes, few application launched. CDMA still dominates 2006 market – 2 white label applications – Navi and Family Locator – very successful commercial applications 2007 Mid-2008: iPhone launches App Store Late 2008: Location launched on AT&T – first GSM to 2008 market
    • Dichotomy of LBS Operator-branded Navigation and Family Locator • Generated ~$500M of revenue for US Carriers in 2009 Open location applications on smart phones • Millions of downloads • iPhone, Blackberry, Android, WinMo • Creativity of Developer Community Shines
    • Report on App Stores The average price of location applications: Blackberry storefront: $13.60 Apple's App Store: $3.60 Google's Android Marketplace: 84 cents Apple’s App Store boasts the largest number of location-based apps (more than 2,300): 75% are premium services 67% of BlackBerry LBS apps are paid 80% of Android LBS apps are free Most popular iPhone LBS categories: Travel Apps (31% of all iPhone apps) and Navigation (27%) Most popular Android LBS categories: Travel Apps (20 %), social networking (19%), utilities (14%) Most popular LBS categories in BlackBerry App World: Travel Apps (35%), navigation (21%), utilities (19%) and social networking (17%) Source: Skyhook Wireless, 2009
    • Location Timeline: Aggregation 2000-2004: FCC Mandate in US… Dark Ages 2000-2004 2005 2004-5: CDMA carriers launch Navigation 2005: carriers launch other services – Family Locator etc. 2005-2008: due to privacy issues, complex on-boarding 2006 processes, few application launched. CDMA still dominates market – 2 white label applications – Navi and Family Locator – very successful 2007 commercial applications Mid-2008: iPhone launches App Store 2008 Late 2008: Location launched on AT&T – first GSM to market Late 2009: Sprint opens up location through aggregation 2009 partnership 2010: AT&T and T-Mobile open up location through 2010 aggregation partnership
    • LBS Apps – Is Current Market Limiting? 600 Billion SMS / year in US ask “where are you?” ~100% of phones support SMS But only ~15% of phones provide open access to location API* 285M total phones, ~43M LBS smartphones Only supports traditional downloadable applications Two weeks ago, an article on LBS Advertising, Thomas Hallauer from The Where Business, noted that targeting a location just on smart phones “too little space is left for a campaign to be worth running” *Source: Comscore, August, 2009
    • Current Unaddressed Markets for location Platforms SMS Services & Web Mobile Web platforms craving Voice ubiquitous server- side location Verticals Social Networking / Peer to Peer Enterprise Advertising
    • Who Cares? Addressable market is MUCH bigger – In US, Veriplace can locate 150M+ phones with ZERO install Yield is much higher – Network-based locate can use GPS if available, automatically falls back to triangulation / Cell ID Web services API targets new verticals Network effect businesses need to address the entire market!
    • Veriplace High Level Image End User Developer Veriplace • Privacy and Security • Location Aggregation • Expose to developer via a single RESTful API • Monetization
    • 1200+ 1200+ Developers By App Category Mobile Banking / Compliance / DRM Payments 2.4% 2.7% Small App Devs AVL / Fleet Tracking (Facebook, 3.1% MySpace, SFDC, etc) Gaming 22.4% 3.9% Security 5.1% Government / Municipalities 7.1% Enterprise Credit Risk Mgmt / 19.6% Fraud Prevention 10.6% Advertising / Content Couponing Localization / 11.0% Search 12.2% © 2000-2010 WaveMarket, Inc. Proprietary and Confidential. Do not distribute outside of your organization.
    • TweetMyCity Instant Tweets about your new city or neighborhood
    • Facebook Widget
    • Open Wins 1,500+ developer accounts registered on http://Developer.Veriplace.com/ already… – Open Source SDKs – Submission -> launch in 1 week – Currently running Developer Contest with cash prizes: ../contest/ No such thing as a “competitor” – On-boarding other aggregators
    • What about Smart Phones? Smart Phone APIs today offer merely the first generation of location functionality… – Smart Phone APIs are still in their infancy Geofences, Range Search, Analytics, and more… – Veriplace tools in private Beta today offer tools for geofencing, range search, and analytics • Android, Blackberry, Windows Mobile, iPhone 4.0 • Patent-pending technology to offer BOTH very low battery drain and high temporal accuracy
    • Moving, locating more frequently Left room for run at 9:30 Not moving, locating every ~30 min
    • Virtual Fencing and Messaging Controls Send targeted messages (e.g. promotions/coupons) to opted-in users – when they enter or exit pre-defined market geo-zones – At a specified time, but only to users within a geographic area Marketer has options to vary how messages are delivered to end users based on campaign restrictions or end user preferences • Time of Day • Frequency • Blackouts © 2000-2010 WaveMarket, Inc. Proprietary and Confidential. Do not distribute outside of your organization.
    • Close the Loop: “Physical Clickthrough” Clickthrough” Track marketing campaign conversions through several methods – detect change in direction of end user movement towards location of offer (upon delivery of message) – detect if and how long end user dwells at target location (after delivery of message) – incentives for end user to “check in” at offer location – patented indoor based location solution © 2000-2010 WaveMarket, Inc. Proprietary and Confidential. Do not distribute outside of your organization.
    • Privacy Management Settings for Location Data Philosophy: provide users CONTROL, TRANSPARENCY, and NOTIFICATIONS Who can locate me Frequency – Application – Can always use my location – Other people – Just this time Accuracy – Can be located no more that 1x / – Exact location – GPS, as precise day – Neighborhood/Zip code – Cell ID (500M) Notifications – City – New York City – Notify on every locate History – Periodic reminders – Full reporting – Notification when app request – Data is erased immediately after permission session is complete – Notification when any change is – Data is kept for 1 day made to my privacy settings – Data is kept for 1 week, month etc. – Notification to parent – Data can be kept for anonymous analytics Timing – Specify hours, days of week, etc.
    • User Experience: Privacy Settings Veriplace allows the user to change preferences including accuracy, frequency and off-limits times. Instantly applied to all future location requests
    • User Experience: My Location History Users have complete control of their locations; they are allowed to view and clear history through a computer or mobile phone any time. Users know who has located them and when their locations are obtained.
    • Conclusions Pervasive location has still not arrived but is getting closer – Carriers now have tools to monetize it securely Yesterday: – Smart Phones -> Basic Location – Feature Phones -> Nothing Today: – Smart Phones -> Powerful Location Features – Feature Phones -> Basic Location Privacy is a complex issue for location aggregation
    • Questions? Joel Grossman VP Mktg & Prod Mgmt WaveMarket, Inc JoelG@wavemarket.com Twitter: @kivieg http://Developer.Veriplace.com @veriplace ../contest