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the ecosystem of Location-Based Services
 

the ecosystem of Location-Based Services

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a presentation made by Ludovic Privat, editor & co-founder of GPSBusinessNews.com at a seminar organized by Ordnance Survey Ireland and Enterprise Ireland in May 2011

a presentation made by Ludovic Privat, editor & co-founder of GPSBusinessNews.com at a seminar organized by Ordnance Survey Ireland and Enterprise Ireland in May 2011

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    the ecosystem of Location-Based Services the ecosystem of Location-Based Services Presentation Transcript

    • Location-based Services Ecosystem Ludovic Privat Editor & co-founder GPS Business News.com 1vendredi 16 décembre 2011
    • Ecosystem Location technologies Content Platforms Apps Monetization & Distribution End users 2vendredi 16 décembre 2011
    • 800lb LBS Gorilla League Location Content Platform Apps Distri Ads Partner Partner Partner Partner 3vendredi 16 décembre 2011
    • Location technologies Content Platforms Apps Monetization & Distribution End users 4vendredi 16 décembre 2011
    • Beyond GPS • Additional GNSS Constellations: Glonass, Galileo, Baidu • Wi-Fi & Cell-ID triangulation: Skyhook Wireless, Google, ... • Sensors: Geo-magnetic, pressure, acclelerometer, 3-axis gyroscope • Trend = hybrid location 5vendredi 16 décembre 2011
    • Network-based location • Passive location of handsets by wireless operators • Uses cases • LBS for feature phones (non-GPS) • People and asset tracking • Notifications: weather alerts, location-based advertising, etc... • Safety & security: credit card authorization, location-based gambling • Location aggregation across multiple networks • US cross carrier location available (Location Labs, LOC-Aid, Technocom) • Cross operator location likely to reach EU 6vendredi 16 décembre 2011
    • Indoor location • Need for indoor location: shopping malls, train stations, airports, supermarkets, trade shows • Indoor as the next location challenge 7vendredi 16 décembre 2011
    • Indoor location techs • GPS pseudolytes: Insiteo • WLAN triangulation: Pole Star • Bluetooth beacons: Nokia Research Center • Sound: Shopkick • NFC? • Sensors: inertial positioning • Challenge = scalability 8vendredi 16 décembre 2011
    • Ecosystem Location technologies Content Platforms Apps Monetization & Distribution End users 9vendredi 16 décembre 2011
    • Geo-Content Trends • From static towards dynamic content • real-time traffic, speedcams, weather, check-ins, reviews, local deals, etc... • Open Datadata from governments, geospatial - open access to local authorities • Crowdsourcing + handsets as local probes • Facing the “free“ model 10vendredi 16 décembre 2011
    • Location technologies Content Platforms Apps Monetization & Distribution End users 11vendredi 16 décembre 2011
    • LBS Platforms • Platform that provides support for map/ routing/geocoding/places directory • Three types of players • Local: i.e. MapQuest (US),Yandex (Russia), Mappy (France) • White label: deCarta, Maporama, etc... • Global: Google, Microsoft, Nokia 12vendredi 16 décembre 2011
    • Location technologies Content Platforms Apps Monetization & Distribution End users 13vendredi 16 décembre 2011
    • LBS Apps Distribution 14vendredi 16 décembre 2011
    • Angry Birds vs the long tail • Discovery problem plaguing the App store consumer experience • Alternatives for developers? • Handset preloads • Wireless operators • HTML5: Web Apps vs Native Apps? • Location component in HTML5 • 1. 7 Billion location-enabled browsers expected in 2016 (ABI Research) • Discovery and monetization 15vendredi 16 décembre 2011
    • Monetization • Many Possibilities • One time payment • Subscription • Freemium • Ad supported 16vendredi 16 décembre 2011
    • Consumers Prefer Free LBS Apps 90 % 80 % 80 % 73 % 72 % 71 % 70 % 66 % 60 % 50 % Only Use Free Apps US UK Germany Canada Japan Cross Tab Marketng Services - Microsoft - Dec 2010 1500 interviews among the general population across US, UK, Germany, Canada, and Japan. 17vendredi 16 décembre 2011
    • Location-based Ads: a reality? • A few market pointers: effectiveness & volume • TeleNav 3.8% CTR - 24% drive to location rate. 40m searches /month. • NAVTEQ LocationPoint/ Poynt: 2.68% CTR. Post-click user engagement from 4.49% to as high as 11.25% • NAVTEQ/Nokia Maps/McDo: 7% CTR; 39% downloaded routes • xAD network: 250m local searches/month • WHERE Inc. network: 2B impressions/ month (acquired by eBay) 18vendredi 16 décembre 2011
    • But paid (& freemium) are not dead • Coyote (€1.59+€49.99/year) #1 in revenue French App store. • NAVIGON Select Telecom (free app) #2 in revenue in German App store thanks to in- app purchase. • Golfshot ($29.99) #43 in revenue in US App store. 19vendredi 16 décembre 2011
    • Ecosystem Location technologies Content Platforms Apps Monetization & Distribution End users 20vendredi 16 décembre 2011
    • Consumer adoption  Services used Tota Half respondents report using LBS Base 771 l GPS navigation 70% Weather alerts 46% 51 % Traffic updates 38% Restaurant info/reviews 38% Locating the nearest 36% convenience services Shopping/coupons (gas, coffee shops, etc.) 33% Find nearest ATM (special offers) 26% 49 % Get movie show times 22% Local news 20% Yes Social networking 18% No Gaming 10% Geo-tagging photos 6% Enhanced 911 5% Locating your children 3% Other 6% Cross Tab Marketng Services - Microsoft - Dec 2010 1500 interviews among the general population across US, UK, Germany, Canada, and Japan. 21vendredi 16 décembre 2011
    • Privacy backlash has started Google stops Apple found Street View caching unencrypted in Germany logs of wifi/cell-ID 250,000 households places around user location asked search engine on iOS & Mac to remove devices their home picture May Google fined €100,000 by CNIL (France) April Google offices over Streetview raided by South & Latitude issues March Korean Police looking for evidence Apple iOS 4 of user’s location Privacy terms 2011 Dutch police found misuses in AdMob using TomTom data to place speedcams Foursquare user location June July leak found by hacker 22vendredi 16 décembre 2011
    • Consumer Privacy 23vendredi 16 décembre 2011
    • 24vendredi 16 décembre 2011
    • Thank you! ludovic.privat@gpsbusinessnews.com Cell: +33 6 22 05 61 38 Twitter: @gpsbusinessnews 25vendredi 16 décembre 2011
    • A few trends • Growth of multi sensors & network-based location • Passive crowd-sourced content 26vendredi 16 décembre 2011