WORKSHOP




Positioning technology providers:
Evolving landscape & opportunities


Abstracts from our

European Location ...
Introduction


PTOLEMUS assists its clients, from strategy definition to
business development
                 Our areas o...
Introduction

We have acquired substantial experience in the field of
geo-connected mobility
 Telecom operators          I...
Introduction



We will publish our European Location Study by end June

                      • 200 pages of analysis abo...
Landscape overview: devices                                                                                               ...
Landscape overview: services                                                                                              ...
Landscape overview: services                                                                                              ...
3 key technologies and their markets                                                                                      ...
GPS is king                                                                                                        2

Posi...
GPS is king                                                                                                               ...
3 key market drivers: expectations and needs                                                                      3
      ...
3 key market drivers: always & everywhere                                                  3


GPS is in all smartphones –...
3 key market drivers: indoor                                                   3
                                         ...
3 key technologies and their markets: WPS                                             4


However, one technology answers ...
3 key technologies and their markets: WPS                                       4


WPS coverage is growing at an extremel...
3 key technologies and their markets: GNSS                                                                                ...
3 key technologies and their markets: Cell-ID                                                                             ...
Cell-ID - Case study - LociLoci                                                    5


 How to leverage Cell-ID for tracki...
Cell-ID - Case study - LociLoci                                                5


 How the LociLoci business model works
...
Benefits of non-GPS solutions                                                                                6


Looking o...
Controlling positioning and location data                                                              7


Monetise positi...
Controlling positioning and location data                                                                                 ...
Controlling positioning and location data                                    7

Controlling positioning is key to build an...
Long live GPS!


Positioning is at the core of the service, network and device
strategies
                             • G...
Strategies for Mobile Companies




Brussels - Paris - London
contact@ptolemus.com
www.ptolemus.com




Frederic Bruneteau...
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Ptolemus nav & loc berlin presentation

  1. 1. WORKSHOP Positioning technology providers: Evolving landscape & opportunities Abstracts from our European Location Study 2010 Navigation & Location Summit Europe - Berlin - 15th June 2010
  2. 2. Introduction PTOLEMUS assists its clients, from strategy definition to business development Our areas of expertise Our services Positioning / Location enablement Strategy definition Navigation Location-based Telematics Strategic due diligence content & services Intelligent transport systems Innovation management Mobile content and social networking M2M Business development Connectivity 2
  3. 3. Introduction We have acquired substantial experience in the field of geo-connected mobility Telecom operators Infrastructure providers Content & application providers ITS providers • Partners in Paris, London and Brussels Car & telematics vendors • +30 years of experience in mobile • +30 years of experience in telematics Insurers & assistance providers Venture capitalists Montezemolo & Partners 3
  4. 4. Introduction We will publish our European Location Study by end June • 200 pages of analysis about positioning and their impact on the location industry, built on • Interviews with over 100 executives from all sides of the industry, from Admob to Yahoo!, • Over 6 months of desk research and primary research, notably an online survey, • A detailed market model so as to combine strategic and technology analysis with hard figures • PTOLEMUS will offer a free version to all executives interested by location • A full version will also be proposed 3
  5. 5. Landscape overview: devices 1 Location and connectivity are penetrating all sorts of devices Connected High Layering Die-cutting machine train machine Airplane Elevator Tractor Connected car Connected truck Server Parking metre Laptop Fridge Air conditioning system Local device Smartphone Fixed intelligence phone Connected copier WiFi Cash router register Connected PND Oven Traffic light Connected photoframe Connected vending Washer machine Lawn mower Connected Connected watch videocamera Low Hairdryer Connected plug Toaster Low Total solution intelligence High Source: PTOLEMUS 4
  6. 6. Landscape overview: services 1 We counted 109 markets powered by positioning Location-enhanced applications: Business to Business Mobile device Commercial Desktop centric Network centric centric vehicle centric Mature • Fraud prevention • Fleet management • Asset management • Defence & emergency • Driver management • Location-sensitive billing services planning • Stolen vehicle recovery • Fraud prevention • Intelligent Transport Systems • Mobile network optimisation (ITS) • Cellular inter-network border • Property sales & negotiation management • Profiling • Retail planning • Advertising • Digital tachograph • Fuel consumption monitoring • Eco routing • Remote diagnostic & maintenance • Lone worker protection • Access control • Road charging • Mobile network optimisation • Business intelligence • People tracking trending • Driver profiling • Roaming traffic analysis • Emergency services tracking • Data visualisation • PAYD insurance • Location-based pricing • Aerial imagery • Geofencing • Government GIS • PAYD leasing • Home / work connection analysis • Indoor asset tracking • Infrastructure planning • PAYD rental • Crowd management • Hospital management • Media planning • PAYD tax • Retail analysis • Call traffic geography • analysis Contextual service access • Financial services analysis • Active car safety • ADAS Nascent Source: PTOLEMUS 5
  7. 7. Landscape overview: services 1 We counted 109 markets powered by positioning Location-enhanced applications: Business to Consumer Environment Mobile centric Car centric Network centric Desktop centric centric Mature • Navigation • Traffic information • Concierge • Weather • Maps • Car / key finder • Navigation and traffic • Traffic prediction & ETA • Emergency call • Social networking • Yellow Pages • Pedestrian navigation • Local search & discovery Outdoor • Local search and discovery • Stolen vehicle recovery • Location-based social • Location-based marketing • & advertising • Cycling Dating • Roadside assistance networking • Trekking • Social networks • Speed camera tracking • People tracking • Hyper local news • Fishing • Shopping / retail • PAYD insurance • Fraud prevention • Fitness • Events • Road charging • Access control • Tourism • Restaurant • Discovery • Sport • Local search and • Business intelligence • City guides discovery trending • Gaming • Government GIS • Security and tracking • Geotagging Indoor • Geocaching • Location-based • Parking search / booking • Museum guide marketing • Car sharing • Geo-tagging: MMS/SMS • Location-based graffiti • Indoor navigation advertising • Infrastructure-based safety • Zone alarm • Indoor search and • NFC (V2X) • Geo-located SMS • Multimedia content discovery geotagging • Accessibility Nascent Source: PTOLEMUS 6
  8. 8. 3 key technologies and their markets 1 Today, 3 technologies take the lion share of positioning Circle size is proportional to the number of markets where each technology is present Future growth PRIME PERVASIVE GALILEO Wi-Fi Cell-ID MEMS GPS / A-GPS UWB EMERGING NICHE Number of currently equipped devices Source: PTOLEMUS 7
  9. 9. GPS is king 2 Positioning in consumer markets is a €1 billion market in Europe… growing to €2 billion in 2014 Phenomenal growth of location Positioning technology consumer market in Europe (Euros, in millions) 3.000 • The number of located Positioning sensors WiFi location positioning data mobile devices will double 2.500 Network location investment Consumer electronics GPS sales in next 4 years 2.000 • 70% of these devices will be located using GPS 1.500 • GPS represents 75% of the 1.000 positioning equipment sales in Europe in 2010 500 0 2007 2008 2009 2010 2011 2012 2013 2014 Source: PTOLEMUS 8
  10. 10. GPS is king 2 In the car, GPS will remain a key component of the positioning solution for most growth areas Future growth markets for in-car Penetration of GNSS systems in the car positioning (in millions) (line-fitted only) (% of new cars sold) 20 80% Embedded GPS / Galileo / Glonass chipsets Embedded GPS / Glonass chipsets 17 Embedded GPS / Galileo chipsets Embedded GPS-only chipsets 60% 13 Embedded Navigation eCall Road user charging PNDs 10 40% Aftermarket navigation systems PAYD insurance Stolen vehicle recovery 7 20% 3 0% 0 2009 2010 2011 2012 2013 2014 2009 2010 2011 2012 2013 2014 Source: PTOLEMUS 9
  11. 11. 3 key market drivers: expectations and needs 3 2 Today’s positioning technologies do not always respond to users’ requirements well Positioning technologies main challenges 30 25 20 15 10 5 0 -5 -10 -15 -20 -25 -30 Coverage Accuracy Speed Reliability Power consumption Privacy Source: PTOLEMUS 11
  12. 12. 3 key market drivers: always & everywhere 3 GPS is in all smartphones – but not alone anymore Positioning technologies in smartphones • Numerous mobile services such in Europe (%) as LBSN will require positioning to work - Always (passive & active) - Everywhere: in the office, in the subway, in the restaurant, etc. • As a result, leading vendors such as Nokia and Apple will integrate A-GPS, WiFi location (WPS), accelerometers and compasses into new smartphones • No single positioning technology today can tackle all needs, which pushes hybrid solutions Source: PTOLEMUS 10
  13. 13. 3 key market drivers: indoor 3 2 Several technologies can address indoor positioning needs Depending on the loction and the need, Micello, indoor map provider indoor navigation and tracking may require a combination of • WiFi (provided by companies such as Navizon and Skyhook), • MEMS • UWB (Ultra-Wide Band) and SWB (Super-Wide Band), • RFID (Radio Frequency IDentification), • Pseudolites (or Pseudo-satellites), ground-based radio transmitters that transmit a navigation signal (Insiteo) 12
  14. 14. 3 key technologies and their markets: WPS 4 However, one technology answers today’s indoor location needs better than the other WiFi positioning turns GPS location on its head: • Like Cell-ID, uses an existing network bearer to provide positioning • Software-based solution with deals direct between data provider and device vendors • Users provide database updates and drive coverage growth solutions. And maybe • Developers obtain free access to soon? location 13
  15. 15. 3 key technologies and their markets: WPS 4 WPS coverage is growing at an extremely rapid pace Building on WiFi networks Skyhook's coverage in Europe • WiFi networks offer a dense and pervasive networks in urban areas • WPS can also work without cellular data connection • Devices equipped will triple in next 4 years • We expect - new database providers to emerge - accuracy to improve (to the metre range?) 14
  16. 16. 3 key technologies and their markets: GNSS 4 A number of complementary satellite technologies will make GPS-only outdated Several satellite solutions improve GPS Galileo will bring the greatest benefits To • EGNOS augmentation satellites day provide integrity and added Service Horizontal Vertical Availability accuracy in rural areas class Accuracy Accuracy Toda y • A-GPS reduce the error margin Open 1-4 m 8m > 99.5% Service and the TTFF 2010 Commercial 20 cm • GLONASS will operate at the Service (TBC) > 99.5% end of this year and will provide Safety of greater availability Life Service 1-4 m 8m > 99.5% • Galileo will bring greater 2014 Public Regulated 1-4 m 8m > 99.5% integrity, accuracy and Service availability to GPS Source: European Commission - Directorate General for Industry and Transport 15
  17. 17. 3 key technologies and their markets: Cell-ID 4 Cell-ID’s business model needs to be adapted to reflect its true growth potential The price of location requests Cell-ID can compete with IP location will continue to fall • Truly global • Universal • Non intrusive 0,09 € • Highly scalable IP Location Cell-ID >5 million location 0,07 € billions location Current volumes requests / month requests / day (EU) Price <€0.01 / request <€0.04 / request 0,05 € All mobile phones Availability with a data All mobile phones 0,04 € connection Fixed & mobile Coverage Mobile networks 0,02 € networks Accuracy   0€ 2006 2007 2008 2009 2010 2011 2012 2013 2014 3rd party access No opt-in No opt-in Source: PTOLEMUS 16
  18. 18. Cell-ID - Case study - LociLoci 5 How to leverage Cell-ID for tracking: case study of LociLoci Kajsa Lundfall, CEO 1. Generates value from key operator’s 9 operators, 3 asset usually vastly under-utilised countries, all handsets 2. Monetise network location without 3rd party service need for operator’s input provider works better 3. Network-based location technology Smartphone does not pulls location from device on request compete well here 4. Authorisation, privacy, billing & access Simple, straightforward, all managed at network level successful service 17
  19. 19. Cell-ID - Case study - LociLoci 5 How the LociLoci business model works INCOME COST Subscribers: 20,000 Cost of Cell-ID location: < €0.03 per ping (varies per network) Subscription: 0.5 to 2.5 per week (depends on geographical market) Operator's share (revenue and billing) : 41% Resell location: €0.03 (volume discount after 100K/ month) SMS aggregator's share of subscribers revenue: 6% 18
  20. 20. Benefits of non-GPS solutions 6 Looking outside GPS for direct benefits Current Emerging Future High growth Location-based social potential Mobile local search networking Driver management Indoor LBS Location-based marketing Asset management & advertising PAYD insurance Roadside assistance Pedestrian navigation eCall E112 Floating vehicle data Road charging Geo-content Medium growth Speed camera tracking potential Active safety Traffic information & ETA Tourism / city guide Fleet management People / pet tracking MNO applications In-car navigation Hospital management Geo-caching, gaming Stolen vehicle recovery Low growth Cycling/ trekking/ fishing potential 19
  21. 21. Controlling positioning and location data 7 Monetise positioning data today: who pays for location? Networks Positioning Location-based Devices technologies services Network Operator Satellite positioning Browser vendor LBS & GIS platform operators vendor Location aggregators Location platform OS vendor Location-based vendor application provider Network location Network-centric Application store infra. & middleware positioning providers Device vendor operator Network infrastructure Device-centric Chipset vendor Map and POI suppliers vendor positioning providers 22
  22. 22. Controlling positioning and location data 7 Positioning at the core of the device strategy • Indoor navigation unlocked • A sense of direction! • Universal coverage • High accuracy outside cities Gyro • Almost universal coverage Compass Compass • Fix in less than 1 second • Indoor location possible GPS GPS GPS Cellular tower Cellular tower Cellular tower Cellular tower triangulation triangulation triangulation triangulation (Google) (Google) (Google) (Google) Skyhook's WiFi Skyhook's WiFi Skyhook's WiFi Skyhook's WiFi Skyhook's WiFi positioning positioning positioning positioning positioning system system system system system 20
  23. 23. Controlling positioning and location data 7 Controlling positioning is key to build and create a new ecosystem GNSS chipset Handset Mobile manufacturers vendors operators Reference networks Advertisers GOOGLE WiFi & Cell-ID positioning database End-users Application developers 21
  24. 24. Long live GPS! Positioning is at the core of the service, network and device strategies • GPS monopoly is coming to an end • Not all technologies are designed to do the same, e.g. - Mobile operators (or others) can leverage Cell-ID to make it an alternative to IP location - WPS will prosper indoor and expand to outdoor, including the car • It is not about which technology is best but which technology combination is best • Innovative players who design original positioning strategies will bring differentiation and value in markets that are becoming commoditized (e.g. navigation) Long live GPS! • Controlling the positioning value chain will be a key competitive advantage, notably for LBA 23
  25. 25. Strategies for Mobile Companies Brussels - Paris - London contact@ptolemus.com www.ptolemus.com Frederic Bruneteau Managing Director fbruneteau@ptolemus.com Twitter: @PTOLEMUS
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