Location Based Services: Future. CTIA, Smartphone Show, March 31st, 2008

1. LBS: Where are we? Where are we
going? And how do we get there?
John Loughney
Nokia
Smartphone Show
March 31st, 2008
1 © 2008 Nokia LBS / 2008-03-25 / JAL

2. Growing Demand for Location Enabled Applications
Consumers
• 53% of consumers want phones with Navigation1
• Six out of the nine most wanted consumer applications (beyond voice) are location
related 2
• "GPS" is now the third most popular search term on Handango.com despite the fact
that the majority of existing GPS applications require an additional piece of
hardware3
• Nokia estimates on selling 65 million GPS enabled phones in 2008.
Developers
• 73% of developers see immediate opportunities for commercialized applications
• 58% plan to incorporate location information into their applications within the next
twelve months 4
Operators
• Wireless mobile operators are aggressively rolling out location-enabled services to
meet consumer demand for:
• Turn-by-Turn Navigation
• Friend finder services
• Realtime traffic Information
• Location-enabled shopping / product finder applications
Sources: 1 Instat Oct 2006; 2 CJ Driscoll, 2006; 3 S60 Summit, June 2007, Handango; 4 Forum Nokia / NAVTEQ joint survey 2007
2 © 2008 Nokia LBS / 2008-03-25 / JAL

3. Nokia Location Technologies
An unmatched ecosystem for creating mobile location-aware end user experiences.
Location-aware Mobile Map and Navigation Application,
Location User Interfaces
Application or Service Implements MNF Map Provider API
Landmarks! Map and Navigation Framework (MNF)
Location Acquisition Interface (LAI)
Network Based Positioning Network Based Positioning (A)GPS* (A)GPS*
Secure User PLane (SUPL) Control Plane Integrated Bluetooth
*(Assisted) Global Positioning System
Licensee or 3rd Party Implementation
S60 Implementation
3 © 2008 Nokia LBS / 2008-03-25 / JAL

4. Nokia Maps 2.0
• Nokia is building Nokia Maps as a navigation platform for mobile operating systems.
• All Nokia N95 Customers have started Nokia Maps at least once
• Supports both driving and Walking
Earth Voice
browsing guided
navigation
Search City guides
4 © 2008 Nokia LBS / 2008-03-25 / JAL

5. Traffic 2.0
• Congestion causes 4.2 billion hours of travel in
USA alone.
• An extra 2.9 billion gallons of fuel burned due to
congestion.
• 100 cars equipped with the Nokia 95 and driven
by University of California students traveled a 10-
mile highway stretch near San Fransisco to
demonstrate how real-time traffic stats can be
obtained using GPS-enabled cell phones.
• All data sent was completely anonymous and
encrypted, keeping privacy concerns at bay.
• The special software on the N95s used during the
test sent periodical speed and location readings
based on the integrated GPS system.
• Estimates are that only 5% of drivers needing to
contribute for the system to work on any given
highway.
5 © 2008 Nokia LBS / 2008-03-25 / JAL

6. sportstracker.nokia.com
6 © 2008 Nokia LBS / 2008-03-25 / JAL

7. Sports Tracker
7 © 2008 Nokia LBS / 2008-03-25 / JAL

8. Point and Find
8 © 2008 Nokia LBS / 2008-03-25 / JAL

9. Key takeaways
• Location independence drove the uptake of mobile phones.
• Location really needs to be an open, interoperable technology in order to
get positive network effects
• Many uses for location, new uses yet to be discovered
• Researching Social Location
• How to share location (security, privacy issues)
• Exact location versus relative position (at home, at work)
9 © 2008 Nokia LBS / 2008-03-25 / JAL