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

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the ecosystem of Location-Based Services

  1. 1. Location-based Services Ecosystem Ludovic Privat Editor & co-founder GPS Business News.com 1vendredi 16 décembre 2011
  2. 2. Ecosystem Location technologies Content Platforms Apps Monetization & Distribution End users 2vendredi 16 décembre 2011
  3. 3. 800lb LBS Gorilla League Location Content Platform Apps Distri Ads Partner Partner Partner Partner 3vendredi 16 décembre 2011
  4. 4. Location technologies Content Platforms Apps Monetization & Distribution End users 4vendredi 16 décembre 2011
  5. 5. 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
  6. 6. 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
  7. 7. Indoor location • Need for indoor location: shopping malls, train stations, airports, supermarkets, trade shows • Indoor as the next location challenge 7vendredi 16 décembre 2011
  8. 8. 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
  9. 9. Ecosystem Location technologies Content Platforms Apps Monetization & Distribution End users 9vendredi 16 décembre 2011
  10. 10. 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
  11. 11. Location technologies Content Platforms Apps Monetization & Distribution End users 11vendredi 16 décembre 2011
  12. 12. 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
  13. 13. Location technologies Content Platforms Apps Monetization & Distribution End users 13vendredi 16 décembre 2011
  14. 14. LBS Apps Distribution 14vendredi 16 décembre 2011
  15. 15. 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
  16. 16. Monetization • Many Possibilities • One time payment • Subscription • Freemium • Ad supported 16vendredi 16 décembre 2011
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Ecosystem Location technologies Content Platforms Apps Monetization & Distribution End users 20vendredi 16 décembre 2011
  21. 21. 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
  22. 22. 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
  23. 23. Consumer Privacy 23vendredi 16 décembre 2011
  24. 24. 24vendredi 16 décembre 2011
  25. 25. Thank you! ludovic.privat@gpsbusinessnews.com Cell: +33 6 22 05 61 38 Twitter: @gpsbusinessnews 25vendredi 16 décembre 2011
  26. 26. A few trends • Growth of multi sensors & network-based location • Passive crowd-sourced content 26vendredi 16 décembre 2011

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