CC - Location based services - Global deployment & adoption trends - 2013


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CC - Location based services - Global deployment & adoption trends - 2013

  1. 1. Overview of Various Location Based Services and 
 Their Deployment & Adoption Trends Around the World April 2013 Shrinath V, Yagna Teja & Jayanth Kolla
  2. 2. Preface Mention location based services (LBS), and most people think of maps and check-ins. Location based services (and the allied geo-spatial services) have a potential and scope much wider in fields ranging from urban governance, fleet management, data analytics and local exploration. Though many of the previous years have been heralded as the time ripe for LBS, it is only recently that many pieces of the puzzle are falling into place. At one hand, GPS enabled smartphones are commonplace, generating a wealth of location info. On the other hand, governments have recognized the benefits that geo-spatial services can bring to governance. The enterprise segment is exploring the potential of location based analytics and location based advertising, amongst others. With global interest in the potential of LBS, newer business applications are evolving for various domains. However, in our opinion, there is a lack of awareness of what LBS can bring to the table and how it can be applied. This is one of the key factors constraining the growth of the industry. Key thinking behind the report: We realized that there is no clear reference point for what location based services can offer, growth drivers, barriers to adoption and what others have implemented and/or are experimenting with? This report aims to highlight key services, categorized by their applicability to the enterprise, government and consumer domains. This is not an exhaustive report of all services; rather, we have picked services that are indicative of what benefits location can bring to existing solutions. As the intention is to highlight a variety of existing services, we have intentionally omitted some newer advances in the domains such as indoor positioning, NFC based applications, etc. About Convergence Catalyst: Convergence Catalyst is a young and nimble Telecom Research and Advisory firm focusing on the Indian market. Convergence Catalyst (CC) principals bring decades of relevant Telecom experience in the Indian Telecom and LBS Industry. Having been Technocrats, Product Marketers, Analysts and Business Consultants, they bring a keen insights into emerging market dynamics. For this report, Convergence Catalyst has collaborated with Shrinath V, who in his last role, led the global product management for location based services for Nokia’s Asha range of phones. Shrinath has a long history of on-ground and strategic experience in the location based services and mobility domains having worked with many global industry leaders in this space over the last decade.
  3. 3. Contents Location Based Services in Enterprise Segment Overview of Location Based Services Location Based Services in Government Sectors Location Based Services for Consumer Adoption Author Profiles and Convergence Catalyst Credentials
  4. 4. LBS1 - Convergence of multiple technologies •  Location based services (LBS) are a part of geo- spatial or geo-information systems that rely on a mapping representation, positioning information (through GPS, cell-tower, WiFi, etc.) and content or service providers who can customize or enhance their offering ((eg: find nearest shop, share one’s location, see nearest deals, etc.) •  The geo-spatial industry in India was estimated to a $3 billion business in 2011 employing over 135K people in a BCG report prepared for Google •  LBS have a wide array of applications for individuals, enterprises and government services: mapping, navigation, local search, business intelligence and analytics, fleet and vehicle tracking, emergency and disaster management solutions, etc. Introduction to Location Based Services Source: CC Analysis, Industry Inputs, BCG report for Google mapping services GIS Internet Mobile Devices Mobile Internet Mobile GIS Web GIS LBS Note 1: Location Based Services (LBS) are a part of the larger umbrella of Geo-Spatial Services. For the purposes of this report, we these terms synonymously Location based services cover a wide range of services that are directly dependent on maps and navigation, or have indirect applications like adding location information to photos, tweets, etc. 4
  5. 5. Americas, 51.0% Europe, 17.7% Asia Pacific, 25.0% MENA, 6.3% Location Based Services – Market Size and Growth Drivers Sources: CC Analysis & Estimates, Pyramid Research, Vision Gain, Gartner, McKinsey Global Institute, eMarketer LBS Market Size (By Geography) •  Factors driving the growth of location based services include: ­  Availability of cheaper GPS enabled devices ­  High interest in personalizing services based on users’ location information and history ­  Advancements in analysis capabilities ­  Evolving business models like mobile advertising, global deployments of 3G and 4G wireless services promising ubiquitous connectivity ­  Cost benefits by deploying solutions like vehicle tracking and fleet management ­  Government regulations regarding use of data Global LBS – Market Size ($Billion) 2.8 4.4 10.3 2010 2012 2015 5
  6. 6. 6 Strong revenue growth expected over the next few years 0 3 6 9 2011 2012 2013 2014 2015 2016 2017 North America Latin America Western Europe Eastern Europe Asia Pacific Middle East & Africa •  Much of the growth in LBS is expected to come from the countries in the Asia Pacific regions, especially India & China, largely due to estimated growth in wireless consumers to 2 billion users by 2017 •  LBS Revenues for the regions of Latin America, Eastern Europe and the Africa & Middle East regions are also expected to grow but at a lower rate than North America, Western Europe & the Asia Pacific regions Global LBS Revenue by Region (USD, Billion) Sources: CC Analysis; TCS LBS White Paper; Industry Inputs
  7. 7. •  Many consumer services offer some customization based on current location, place or friend finders, mapping & allied functions like navigation, traffic, etc. Mapping, discovery and infotainment Tracking LBS Services Find places or friends nearby, maps, add location to posts, etc. Analytics Category Key Examples Comments Location Based Services – Overview of Key Services Emergency support and disaster management Location based Games & Augmented Reality Advertising Vehicle & Fleet, Supply Chain & Inventory Mobile coupons, ads, deal finders, etc. Real life games like Google Ingress, apps like Layar, City Lens, etc. Emergency 911, disaster recovery services, etc. Business intelligence solutions, sales and distribution tracking, etc. •  Resource tracking with dynamic distribution, taxis, rental equipment, fleet scheduling, RF Tracking etc •  Pinpoints consumers location and provides location- specific ads on their mobile devices or uses location for ad retargetting •  A new range of location and AR services include overlaying digital info on physical objects for discovery or gaming, powering wearable computing, etc. •  Location helps planning urban facilities and elements like locating emergency services, directing help during emergencies and disasters, etc. •  Traditional BI tools are adding location elements to offer precise geo-analysis. Other business use cases include store and catchment area planning, drive time analysis, sales comparison across areas, etc. Source: CC Analysis, Industry Inputs
  8. 8. 8 Key Consumer Use Cases for LBS •  Main consumer use cases for LBS globally include applications related to travel and socializing: GPS navigation, weather alerts, traffic updates, restaurant reviews and locating nearby businesses •  Navigation is the most popular application used by 46% of all LBS users. Friend Finders constitute 22% of LBS app use cases. 26% use LBS to find restaurants and entertainment venues, 19% for public transport schedules and12.5% for deals and offers •  Friend Finders and location sharing are popular in Latin America, with 39% stating it as the top reason to use LBS, compared to 20% in Europe, 11% in India and 9% in North America in a survey conducted by TNS, Mobile Life in 2012 •  In the technology-saturated markets of developed Asia, 36% of people use LBS to find restaurants and entertainment venues nearby, whereas in China this falls to 17%, and sub-Saharan Africa, at 10% Source: CC Analysis, Industry Inputs, TNS-Mobile Life N.A - Family Trackers, Mapping & Navigation L.A - Friend Finders EU – Mapping & Navigation APAC – Restaurant Finders MENA – Navigation, Safety, Emergency & Tracking
  9. 9. Contents Location Based Services in Enterprise Segment Overview of Location Based Services Location Based Services in Government Sectors Location Based Services for Consumer Adoption Author Profiles and Convergence Catalyst Credentials Relevance of LBS in Enterprise Verticals 9 Fleet Management & Vehicle Tracking 10 Business Intelligence and Analytics 12 Location Based Advertising 14 Map Based Visualization 16 Sales and Distribution Planning 18
  10. 10. Location Based Services are Used in Multiple Enterprise Verticals Relevance In Domain FMCG Telecom Retail BFSI Automotive Consumer Durables Fleet Management and Vehicle Tracking Business Intelligence and Analytics Location Based Advertising Map Based Visualization Sales and Distribution Planning Completely Relevant Highly Relevant Relevant Less Relevant Irrelevant Relevance of Location Based Services in Various Enterprise Verticals Sources: CC Analysis 10
  11. 11. Fleet Management and Vehicle Tracking Sources: CC Analysis; Berg Insights; Industry Inputs Vehicle Tracking- Principle of Geo-Location based on the GPS Service Features •  Vehicle tracking systems use GPS technology to identify, locate and maintain contact reports with multiple fleet vehicles in real-time •  Fleet management solutions integrate data logging, satellite positioning and data communication for managing a company’s transportation fleet to enable services such as: ­  Vehicle financing ­  Vehicle maintenance ­  Vehicle telematics (tracking and diagnostics) ­  Driver and Speed management ­  Fuel management Key Industry Trends •  Automotive Manufacturer Initiatives ­  Mercedes-Benz offers FleetBoard vehicle computer on board its Actros trucks ­  Volvo offers Dynafleet as standard fitment on trucks ­  Scania is rolling out the Scania Communicator on its trucks •  Leading Solutions Providers by Deployments ­  Masternaut – Largest player in Europe (>250K units) ­  TomTom Business Solutions – Over 200K units in Europe ­  Digicore & Trimble – Over 100K units each in Europe ­  Transics – Over 75K units in Europe ­  Qualcomm Enterprise Services– Over 350K units in NA ­  XATA & Peoplenet – Over 110K units each in NA 11 Description & Usage FMCG Telecom Retail BFSI Automotive Consumer Durables Service Call Flow GPS Telecom GPRS GSM Servers View on the Device Internet 2 3 4 5 6 1
  12. 12. Analysis and Viewpoints Potential •  Active fleet management systems being deployed in the commercial vehicle fleets in Europe is expected to reach 5.7 million by 2016 growing at a CAGR of 17.9% from 2.5 million in 2011 •  Leading automotive manufacturers have announced fleet management solutions as standard line fitment in the recent years, which greatly increases awareness and adoption Sources: CC Analysis; Berg Insights; Industry Inputs, Company Websites 12 Key Players1 Offering Comments Masternaut •  Masternaut Communication Centre •  Vehicle Tracking, Integrated Sat-Nav and Phone, Job Scheduling and Messaging all in one system TomTom •  WORKsmart fleet management •  Real-time location, speed, mileage and fuel consumption data Digicore •  Ctrack FleetConnect; Ctrack Assist; Ctrack Solo •  Manages fuel usage, license renewals and traffic offences to toll fees, vehicle service schedules, driver profiles and any other aspect of fleet Transics •  TX-Connect •  Platform giving real-time fleet information Qualcomm Enterprise Services •  QHOS •  Automates driver logs and is fully compliant with the latest EOBR regulations of the FMCSA •  Optimization of fleet operating costs and carbon emissions •  Need for over the air security features and enhanced control of fleet vehicles •  Regulatory mandates (such as CSA - Compliance, Safety, Accountability; and HOS - Hours-Of-Service revisions in North America) •  Recent diesel emission regulations mandate fleet management for companies in U.S Drivers •  Technology Inplementation- Infrastructure costs and lack of ubiquitous connectivity are the major barriers for adoption •  Legal concerns over using tracking technologies in countries ­  In UK, the law specifies that companies must inform drivers if they use telematics to monitor vehicles for purposes other than asset tracking •  Lack of global standards and uniformity of technologies across the globe Challenges Note 1: Other notable companies include FleetMatics, Networkfleet, Wireless Matrix, Telogis, Trafficmaster/ Teletrac, WebTech Wireless, Trimble, Autotrac, Zatix, OnixSat, Copiloto Satelital, Satrack and Tastets System
  13. 13. Business Intelligence & Analytics Sources: CC Analysis; Industry Inputs, ESRI, Company Websites Service Call Flow - Picture Service Features •  LBI is the convergence of geo-location and conventional BI resulting •  Helps bring spatial and temporal context to business analytics and intelligence systems •  Location cognizance can be integrated into: ­  Front & Back Office Applications ­  Field Operations ­  Retail Store planning and cactchment analysis ­  Supply Chain Management ­  Customer Relationship Management Key Industry Trends •  SAP announced a partnership with Google to integrate Google Maps, Earth and Street View visualization with SAP business intelligence and other applications •  IBM announced contracts with four major cities to use their location-based analytics to repair eroding infrastructure as part of IBM's Smarter Cities Initiative •  ESRI offers a web-based Business Analyst Online tool that uses GIS technology for on-demand analysis and visualization of demographic, consumer spending, and business data based on area of interest. 13 Description & Usage Business Intelligence & data Warehousing Systems GIS & Geospatial Data Location Intelligence for: •  Contextual Decision Capability •  Improved Productivity and Revenues •  Discover new growth opportunities BusinessData LocationData FMCG Telecom Retail BFSI Automotive Consumer Durables
  14. 14. Analysis and Viewpoints Potential •  With the rise of big data, it is easier to analyse huge volumes of location and context information for intelligence. Location analytics is expected to grow significantly and is expected to be a $9 billion market by 2016 •  Convergence of analytics and advertising is expected to drive the future of Location based BI & Analytics when consumers can be anonymously targeted through multiple social, geographic, physical and emotional indicators •  Real time location data aggregated with GIS information, BI tools and an enterprise data warehouse allows mining of real time information patterns Sources: CC Analysis; ABI Research, Industry Inputs, Company Websites 14 •  Ability to identify patterns and use them to optimize business aspects like store planning, catchment analysis, marketing effectiveness, etc. •  Huge volumes of location stamped information due to GPS availability at lower price point •  Better analysis capabilities with the rise of big data and increased customer engagement Drivers •  Data privacy is the major barrier as analytics can get sophisticated to the extent of consumers feeling uncomfortable at the level of insights being received due to extensive targeting by companies •  Inconsistent availability of location information and lack of standardization for location information Challenges Key players Offering Comments Oracle •  Oracle Spatial and Graph •  Offers spatial manipulation and analysis for location data ESRI BAO •  Demographic, consumer spending and other spatial data analysis •  Provides on-demand analysis and visualization on maps for store planning, catchment area analysis, etc. SpatialPoint •  Customized applications •  Integrates business intelligence and mapping functionality with location- based data Galigeo •  Analytics tool •  GIS systems for multiple industries MomentFeed •  Location Engagement Analytics •  Dedicated interface to monitor, measure, and manage multiple locations Geotoko •  Marketing & Analytics Platform •  Campaign management platform that allows businesses to run contests
  15. 15. Location Based Advertising Sources: CC Analysis; Verve Mobile; Industry Inputs Location Based Advertising - Service Call Flow Service Features •  Location based advertising uses the user's current location, current time, history and/or other contextual information to refine ads to be shown •  It helps target a consumer base close to an actual retail location or in an area. Some examples of services include: ­  Retargeting of mobile ads based on location information ­  Loyalty Programs for check-ins ­  Deals and offer alerts based on current or intended location ­  Geo-fencing alerts and reminders that are triggered only in a particular radius of interest ­  Location history analysis to suggest new products or services based on previous visits Key Industry Trends •  Google introduced an Enhanced AdWords product that allows retailers to create geofences for ad campaigns •  Contextual analysis and mining is another growing trend, where the user’s location, his history, the current time and/or other sensor info is analysed for better understanding their wants and desires •  Newer forays into Augmented Reality apps could also be used for location based advertising 15 Description & Usage Media Gateway Radio Info Query + Location GPS Location Location Engine FMCG Telecom Retail BFSI Automotive Consumer Durables
  16. 16. Analysis and Viewpoints Potential •  36% of mobile marketing campaigns in 2012 used geofencing or geoaware targeting up from 17% in 2010. Global mobile advertising and marketing is expected to reach $22.5 billion by 2016 - about 15.2 percent of all online ad spending •  As users increasingly adopt Smartphones and tablets, innovative location based advertising formats will evolve suited for these form factors and context (Eg: price comparison based on bar codes, personalized search/purchase suggestions based on user's location and interests) Sources: CC Analysis; Berg Insights; Industry Inputs, Company Websites 16 •  Location presents immediate context of the consumer and an opportunity to maximize ad spend effectiveness by targeted ads in a pre-defined vicinity •  Penetration of smart devices and ubiquitous connectivity drives adoption •  Higher advertising impact and improved customer satisfaction by understanding the consumer better through real-time research •  Ability to forecast future patterns basis past location history •  Highly local brand awareness and customer intimacy Drivers •  Consumers privacy concerns about LBA’s intrusion over the risk of being monitored by companies •  LBA ads are still derived from web advertising; new, engaging formats are required for effectiveness and mainstream adoption •  Pricing models are yet to evolve to ensure effective ROI for LBA Challenges Key Players Offering Comments Facebook •  Free WiFi for branding •  Offers free WiFi in exchange for the user checkin on the place's Facebook page Foursquare •  Foursquare lists •  Tool to broadcast branding messages Google •  Enhanced Adwords •  Allows businesses to create geofences to display and manage AdWords campaigns Placecast •  Opt-in mobile offers •  Contract with O2 to re-sell Placecast services as a white label service in U.K Sense Networks •  AdMatch Platform •  Transforms location data into behavioral profiles and offer user-based audience targeting at scale
  17. 17. Map Based Visualizations Sources: CC Analysis; Industry Inputs, Company Websites Eg: Visualization of Racial and Ethnic Groups in the US (Based on Census samples collected between 2005-09) Service Features •  Maps serve as a visualization layer for information like places of interest, traffic, route planning, spatial analysis, weather reports, etc. Some of these include: ­  Map Data ­  Local Search ­  Route Planning ­  Voice guided Navigation ­  Listing places and/or boundaries of properties, wards or municipal boundaries ­  Spatial analysis on a map background for patterns or density analysis •  Store locators enables customers to enter specific details such as zip or post code, address or area and then subsequently lists out the nearby stores or products with interactive maps and driving directions to the stores Key Industry Trends •  Google offers an open source Store Locator Utility Library that lets owners use features like list of stores, InfoWindow with detail, HTML5 geolocation, street view, autocomplete search and directions •  The New York Times created heat maps of racial and ethnic distribution, education levels, income and housing from local data samples from the Census Bureau's American Community Survey collected between 2005 to 2009 17 Description & Usage FMCG Telecom Retail BFSI Automotive Consumer Durables
  18. 18. Analysis and Viewpoints Potential •  Increasing amount of location tagged and sensor data will add contextual richness to map based overlays that will help develop new patterns of discovery and engagement like the heat maps of the places where youth hang out over the weekends, etc. •  As browsing increasingly shifts to mobiles and tablets, store locators will be key to help people on the go find places or offers nearby Sources: CC Analysis; Industry Inputs, Company Websites 18 •  Open Source libraries and projects that offer ability to integrate business data as layers onto maps for visualization •  Ability to spatially visualize data through heat maps and run comparitive analysis •  Store locators offer a convenient way for customers to find the stores/shops/dealers etc. near them and directions to get there Drivers •  Most of the map services are free and not guaranteed, hence the company has no obligations for the services it provides to the clients •  Necessity to have business or store location data in a commonly understood location format •  Technological problems in parsing address information easily into geocodes that can be visualized on maps Challenges Key Players Offering Comments Shopify Store Locator •  Store Locator Application •  HEAT-MAP Report indicating customer demand information OpenStreetMaps •  Download/host map data on server or use APIs •  Allows individuals or firms to edit or add data they require to the OpenStreetMap data set Google •  Store Locator Utility Library •  Lets owners plot list of stores, InfoWindow with detail, HTML5 geolocation, street view, autocomplete search and directions MapmyIndia •  Web-based analytical and display tools •  Includes Geographic Display, Gap Analysis, Sales Analysis, Geo-marketing Applications, Market Survey, Catchment Analysis, Trade Area Analysis, etc.
  19. 19. Sales & Distribution Planning Sources: CC Analysis; Industry Inputs, Company Websites Eg: Sales and Distribution Analysis Tools Service Features •  Sales & Distribution tracking and monitoring systems empower organizations to manage their business operations, provide a common interface to link geographies for analysis, guides the sales force by enabling real-time analysis •  Location based analysis offers a common platform to plan functions like ­  Sales & Distribution Management ­  Inventory Management ­  Asset Management Key Industry Trends •  Uninor uses Telenor’s electronic Distribution Management System, which pulls in data from various sources such as the Sales Tracking System (STS) •  Vodafone streamlined its Turkish sales and distribution channels with the implementation of centralized web-based software and connected their Turkish headquarters directly with its distribution center 19 Description & Usage FMCG Telecom Retail BFSI Automotive Consumer Durables
  20. 20. Analysis and Viewpoints Potential •  Location enabled tools can assist in optimal placement of retail centers, distribution outlets and other parts of the sales chain •  Sales planning tools can provide contextual geographic information about market potential, competitor sales, sales beat for on-ground feet-on-street, local government boundaries and taxes, etc. Sources: CC Analysis; Industry Inputs, Company Websites 20 •  Sales and distribution planning tools aid in market segmentation, marekt penetration and sales analysis •  Helps in unlocking and capturing new opportunities with real-time insights Drivers •  Collating data into systems and establishing new processes to gather information Challenges Key Players Offering Comments Proceed Interactive •  Automated Sales Lead Distribution System •  Web-based, automated sales lead distribution system to allow each owner to log in and see daily sales leads as well as to provide feedback on the quality of the leads Versalinks •  Customer & Sales Analyst •  Multi-dimension analysis and reporting tools built on geographic customer distribution and sales information Oracle •  Oracle Spatial •  Aids users in managing geographic and location-data in a native type within an Oracle database
  21. 21. Contents Location Based Services in Enterprise Segment Overview of Location Based Services Location Based Services for Consumer Adoption Location Based Services in Government Sectors Author Profiles and Convergence Catalyst Credentials Relevance of LBS in Various Consumer Services 22 Growth Drivers & Barriers to Adoption 23 Mapping and voice guided navigation 24 Exploration and local search 26 Augmented Reality 28 Location Based Alerts & Related services 30 Hyperlocal services and commerce 32
  22. 22. 22 Relevance of Location in Various Consumer Services Mapping LBS Services' Popularity vs. Relevance of Location Info Relevance of Location Info PopularityofService/Adoption Social Network Updates Maps Navigation Sources: CC Analysis; Berg Insights; Industry Inputs, CNET, AllFacebook, Marketing Land, Huffington Post Check-in Services Photo Sharing Low High High Note: Size of the bubble is indicative of service adoption/active subscribers for the service
  23. 23. Growth Drivers and Adoption Barriers of LBS in Consumer Space Key Growth Contributors: -  Smartphones with GPS support available at lower price points -  Underlying enablers like GPS positioning available for free -  Growing awareness of LBS benefits with apps like maps and search -  Seamless integration with content creation services like taking photos, posting SN updates, etc. Our Viewpoint -  Location info contextualizes web and mobile information around where the user currently is, making it easy to offer ‘Here and Now’ solutions -  Location can be tapped as an attribute to enrich content creation on mobile devices, as well as enable rich crowdsourcing services -  Platforms enable location info to be combined with various other sensor info like accelerometers, gyroscopes, camera filters, etc. to offer a richer mesh of info for services to tap into. -  More localized and context driven services expected in the next few years Barriers to Adoption: -  GPS based services drain smartphone battery on usage -  Unexpected side-effects of using services cause huge privacy concerns (eg: posting geocoded photos (public info) can reveal your house address (private info)) -  As LBS use cases proliferate, regulations are being rethought across different countries on what can be done with the data Sources: CC Analysis; Industry Inputs 23
  24. 24. Mapping and Voice Guided Navigation Sources: CC Analysis; Industry Inputs •  Core  maps  and  naviga0on  services  include  mapping,   local  search,  rou0ng  and  voice  guided  naviga0on.   Addi0onal  services  include  live  traffic,  predic0ve  traffic   based  rou0ng,  etc.   •  More  people  use  maps  on  smartphones  than  portable   naviga0on  devices.  Google  Maps  remains  the  most   popular  Maps  service  on  the  web   •  Desktop  web  browsers  and  tablets  without  GPS  support   use  geoloca0on  APIs  that  lets  them  get  an  approximate   posi0on  using  Wi-­‐Fi  connec0ons.  This  lets  them  offer  a   ‘My  Posi0on’  feature  on  websites  or  applica0ons   •  Most  maps  players  provide  API  access  to  key  features  for   3rd  party  integra0on   Key Highlights Google Nokia ‘Here’ Apple Maps Others •  Google Maps is currently offered in over 50 countries; navigation and traffic are available in about 42 countries •  Other products include Google street view, Google Earth and Indoor maps •  Nokia recently launched ‘Here’, it’s location offering across platforms bringing Nokia maps and navigation to iOS, Android, Windows, Mozilla’s upcoming Firefox OS as well as Amazon, Facebook and Bing Maps platforms in 116 countries •  Apple launched its own mapping service in iOS6 built on top of TomTom’s map data to widespread criticism on lack of features & ad hoc implementation of features (local search, 3D modes data completeness, re-routing) •  Regional players like MapmyIndia (India), Yandex (Russia), Baidu Maps (China) and others often have a lead on coverage and freshness of map data While  core  services  like  mapping,  naviga3on  and  traffic  are  free  on  major   mobile  opera3ng  systems,  they  serve  as  a  base  for  adver3sing  and   marke3ng   24
  25. 25. •  As smartphones come down the price chain, adoption of maps as a core mobile service is rapidly increasing •  Maps are increasingly serving as an enabler for other services such as displaying ads/price details on local search, notifications on what is interesting nearby, being notified when the user is late for an appointment Analysis and Viewpoints Trends& potential •  There  were  an  es0mated  400  million  ac0ve  users  of  naviga0on  services  at  the  end  of  2012   •  Major  players  like  Google  (map  maker)  and  Nokia  (map  reporter)  are  geared  to  collect  feedback  from  consumers  to  keep   data  fresh     •  Services  like  OpenStreetMaps  and  Waze,  built  almost  en0rely  on  crowdsourcing  inputs,  are  witnessing  increasing   adop0on  as  their  data  quality  improves   Drivers Sources:  CC  Analysis;  Industry  Inputs   •  Building core mapping and navigation services require high investments, which act as entry barriers for new players •  Keeping map and search data updated will remain the biggest operational challenge for current map providers Challenges •  Maps and positioning will become a foundation for various other consumer services •  As location goes mainstream, we anticipate customized services for users who do not own cars or use navigation •  In  the  automo0ve  space,  loca0on  info  will  aid  high-­‐value   service  crea0on  like  no0fying  the  user  when/where  to   fuel  up,  nearest  service  centers,  allow  performance  and   speed  tracking,  etc.     Analysis 25
  26. 26. Exploration and Local Search Social  networks  like  Facebook  and  Foursquare    are  pivo3ng  to  offer  place  discovery   and  recommenda3on  services   Sources: CC Analysis; Industry Inputs •  Local  search  and  explora0on  is  witnessing  increasing   innova0on,  with  companies  trying  to  use  social  media   informa0on,  the  user’s  personal  history  and  interests,   reviews  and  ra0ngs,  history  of  check-­‐ins  at  a  loca0on,   and  other  means  to  help  people  find  interes0ng  places   around  them   •  With  the  rising  number  of  smartphones,  users  are   genera0ng  a  wealth  of  geo-­‐coded  info  such  as  pictures,   check-­‐ins,  posts,  etc.  that  can  be  mined  to  discover   popularity  of  a  place,  0mings,  events  happening  at  a   place,  etc.   Key Highlights Google Nokia/Microsoft Foursquare & Review Apps Facebook •  Google+ Local incorporates Zagat review info to be a single database for places within Google, with an estimated 50 million places and business listings •  Google FieldTrip notifies the user about places around automatically •  Nokia Lumia phones come with City Lens, an augmented reality app that overlays place info when the camera is pointed at a location suggesting interesting places •  Both Nokia and Microsoft let users build collections of places that they can share with friends •  Foursquare highlights an Explore option that suggests places based on algorithmic score on history of likes, dislikes, etc. from its database. •  Review sites are witnessing M&A activity – Yelp acquired Qwype, Europe’s largest review site while Google acquired Zagat •  Launched a ‘Nearby’ tab in its mobile site that lets users discover places around them personalized based on friends’ check-ins, likes and star ratings •  The recently launched Facebook search provides an easy interface to answer questions about places and people 26
  27. 27. •  Increasing amounts of location tagged information and the ability to mine these for trends and answers using Big data •  Newer forms of outreach and promotion for local businesses using location based targeting and advertising Analysis and Viewpoints Trends& Potential •  Facebook,  Instagram  and  other  social  networks  will  increasingly  use  social  media  informa0on  to  highlight  popular  places   •  Places  will  also  start  building  a  be^er  iden0ty  online  to  enable  interest  based  sugges0ons  (eg:  most  popular  place  to   hang  out  over  the  weekend  for  a  drink  with  friends,  etc.)   •  As  these  networks  already  have  an  established  user  base,  and  sizeable  business  lis0ngs,  this  could  poten0ally  lay  a  strong   founda0on  for  loca0on  based  adver0sing   Drivers Sources: CC Analysis; Industry Inputs •  Privacy concerns pose challenges as companies try and use information made available on their networks •  Companies will need to demonstrate effectivness to get local businesses to participate by maintaining a profile and invest in advertising on these networks Challenges •  As both the formal and crowd sourced database size increases, mining the data, profiling the consumer and providing not just location specific, but context relevant suggestions and information becomes critical Analysis 27
  28. 28. Augmented Reality AR  apps  overlay  relevant  digital  info  on  physical  objects  to  help  discovery  and  learn   more  about  the  place   Sources: CC Analysis; Industry Inputs •  Augmented  Reality  (AR)  is  a  new  technology  which   provides  ways  to  blend  virtual  imaging  into  the  video   stream  of  a  mobile  device's  camera  -­‐  in  real  0me   •  Apps  and  devices  use  enablers  like  GPS,  camera  filters,   gyroscopes,  etc.  to  iden0fy  physical  objects  and  places   and  overlay  relevant  digital  informa0on  on  top.   •  AR  is  also  used  in  gaming  to  enhance  the  player's  gaming   experience  by  providing  exci0ng  new  ways  to  control  his   ac0ons,  through  posi0on  and  3D  movement   Key Highlights Google Nokia Layar Browser Microsoft •  Goggle attempts to merge information display, speech recognition, communication capability and AR into a goggles display •  Google Ingress is a multi- player real-time game that has people performing real world explorations and activity to gather virtual energy •  Nokia City Lens app lets users look for places around by pointing their device at places, as if creating digital signboards over places that one can explore with their phone. This overlays details of places on top of the live images to display info on category of places, name and other info •  Layar was an early pioneer for augmented reality apps, now touting a million downloads a day. It uses GPS, compass and other sensors in a user’s mobile phone to provide a “heads-up” display of various geo-located points-of- interest •  Photosynth lets users create 3D navigable spaces by stitching together 2D pictures on Bing Maps •  Users can see video clips and images from sources like Flickr, Twitpic, etc. when they zoom into maps, providing different dimensions of exploring places with crowd sourced pictures and videos 28
  29. 29. •  Affordable pricing of AR based apps on smartphones is a key driver for adoption of this technology •  Improvements in pattern recognition and ability to mesh information from multiple sensors to make sense of a physical object or place Analysis and Viewpoints Trends& Potential •  AR  apps  are  forecast  to  generate  a  global  revenue  of  $300  million  by  2013   •  Wearable  compu0ng  devices  such  as  Google  Goggles  that  use  augmented  reality  are  expected  to  be  the  next  phase  of   evolu0on,  post  smartphones   Drivers Sources: CC Analysis, Mobile World Live, Juniper Research •  Inferior image quality of the objects captured by the existing augmented reality applications could potentially hinder rapid or wide adoption •  The current AR apps work only on devices with high computational abilities and strong sensors, which are still unavailable for mass-market consumers Challenges •  Although Augmented Reality is a rapidly developing technology with niche applications and use cases many verticals including retail, logistics, video gaming, etc., CC strongly believes in its wide-scale adoption by consumers in the coming years Analysis 29
  30. 30. Location Based Alerts & Related Services Loca3on  based  alerts  allow  users  to  share  their  loca3on  only  when    near  certain   places,  or  trigger  ac3ons  on  the  phone  based  on  user’s  loca3on   Sources: CC Analysis; Industry Inputs •  A  form  of  loca0on  based  alerts  allow  users  to  create   geofenced  ‘zones’  of  interest  or  specific  points  around   which  an  alert  is  to  be  triggered   •  When  the  user  enters  or  exits  the  zone  or  approaches  a   point  of  interest,  an  alert  or  reminder  is  triggered   •  Precision  of  trigger  and  alert  varies;  pin-­‐point  accuracy  is   not  guaranteed     •  Services  also  allow  users  to  share  their  loca0on  with  a   select  group  of  friends  based  on  their  loca0on  and  0me   Key Highlights Handset Manufacturers Network Operators Third Party User Services Personal Tracking •  Apple announced support for location based reminders from iOS 5 onwards •  Google provides 3rd party APIs for location reminders and proximity alerts •  Other platforms also support some form of location alerts ­  JSR179, the location API in Java, supports proximity alerts •  AT&T announced a free location-based alerts mechanism based on cell- id without using a device’s GPS •  UK’s O2 tried a similar approach with customers such as Starbucks, L’Oreal, etc., to enable proximity marketing •  There have been a number of friend finder apps that attempt to inform you when friends are nearby (Loopt, Google Latitude, Facebook Find Friends Nearby, etc., but their adoption has been limited due to privacy concerns •  Groupon and other deal providers are experimenting with deal alerts wherein users are informed of nearby deals •  Apps like ‘Glympse’ allow location tracking and sharing amongst a closed group •  Various child, pet and personal vehicle tracking services allow users to set safe perimeters, or geofences that trigger an alert if the child, pet or vehicle exits the perimeter. 30
  31. 31. •  The text based alerts enable users with a conducive interface and make the services available on wide range of devices Analysis and Viewpoints Trends& potential •  Location based alerts are an enabler for proximity based marketing, an industry expected to grow to USD 300 mn by 2017 •  Operators are attempting to provide device-agnostic location triggers based on user’s movements, using cell-tower information. While the accuracy of such solutions is relatively lower, they can work across platforms and even enable SMS services •  Solution providers are also working on potential solutions to alert the user to turn device’s GPS ON/OFF based on geofence triggers Drivers Sources: CC Analysis; ABI Research; Industry Inputs •  Battery drain remains a concern with phone based solutions, as most of the services require location enablers to be active in the background Challenges •  Although location based alerts have multiple applications and use cases in terms of traffic alerts, friend-finders, etc., CC believes the primary and widely adopted use case will continue to be pull- based deals and discount finders, which have clear monetization capabilities for the service providers Analysis 31
  32. 32. Hyperlocal Services and Commerce There  is  an  increasing  focus  on  local  informa3on  to  accelerate  business  models  like   Airbnb’s  neighbourhood  discovery  and  explora3on  process   Sources: CC Analysis; Industry Inputs •  Over  the  last  couple  of  years,  there  have  been  a  huge   number  of  services  that  encourage  people  to  collaborate   and  barter  services  or  product  usage  (AirBnB  for  ren0ng   private  accommoda0on,  ZipCar  for  sharing  rides)  and   collec0ve  buying  (Groupon,  Living  Social,  etc.)   •  Loca0on  plays  an  enabler  role  in  many  of  these  services   (eg:  finding  nearest  deal  near  you,  finding   accommoda0on  in  a  par0cular  spot  in  town)   •  Collabora0ve  buying  services  are  trying  to  aggregate   buyers  in  a  par0cular  loca0on  for  common  discounts   Key Highlights Groupon Airbnb Uber/Zipcar Others •  Groupon Now is an extension of Groupon’s daily deals service. Users can look for nearby restaurants that have deals running •  The service has seen limited success, partially due to lack of breadth of local option •  Airbnb allows users to offer spare residential capacity like a second home, a spare room at home, etc. for rentals that guests can pay for and stay for a short period of time. •  Airbnb Neighborhoods helps users choose a neighborhood to find properties to stay in •  Uber app allows users to plug in their location and request a cab, prompting the drivers in the area to respond and pick them up and at the end, driver inputs the fare onto the Uber app along with 20% gratuity •  Zipcar is a membership based car sharing service, users view availability and reserve a car and unlock the vehicles anywhere using access cards over sensors on windscreens •  Taskrabbit connects users to people in the neighborhood who can run errands 32
  33. 33. Contents Location Based Services in Enterprise Segment Overview of Location Based Services Location Based Services for Consumer Adoption Location Based Services in Government Sectors Author Profiles and Convergence Catalyst Credentials LBS in Government Sectors 34 Urban landscape & City Planning 35 Traffic Management & Alerts 37 Public Transport tracking & management 39 Security planning & Emergency Services 41 Maritime tracking 43
  34. 34. Location Based Services in Government Sectors Urban Landscape & City Planning Traffic Management & Alerts Location Based Services in Government Sectors Public Transport tracking & management Security planning & Emergency Services •  Urban city planning by integrating information about various city initiatives Sources: CC Analysis 34 Maritime Tracking •  Integrate critical information for effective traffic planning, monitoring , road closure information •  Designing efficient routes, operations and integrated transport systems •  Detecting, preparing and responding quickly to security threats, natural disasters, terrorist attacks, etc •  Aids port authorities in taking timely decisions on all maritime activities
  35. 35. •  GIS systems help in urban city planning by integrating information about various city initiatives like sewage, electricity lines, fiber cables, water connections, etc •  They also help governance by keeping track of land records, population density, availability of government services, police patrolling, providing a spatial view for city planning •  GIS platforms support visualization, modelling, data queries, analysis of spatial information and facilitate collaboration between multiple agencies for large-scale applications such as regional, environmental, ecological and natural resources planning and management. •  Planning agencies can use these in fields such as property assessment, emergency response, land use and planning, infrastructure planning, etc. Urban Landscape & City Planning Sources: CC Analysis; Industry Inputs, ESRI Description & Service Features 1.  Australia – The township of Hervey Bay uses visualization and what-if analysis on alternative urban growth scenarios for comparative analysis and resource planning 2.  Honululu – The city administration uses GIS and 3D modeling to imagine the city in the future, minimize upfront risks and optimize service delivery 3.  Canada - Bowen Islandis exploring usage of GIS modeling and landscape visualization to provide context for community based sustainability decision making 4.  Abu Dhabi – The Abu Dhabi Urban Planning Council used 3D analytical capabilities of GIS data to plan building heights and view corridors so that the Grand Mosque is visible across the urban landscape 5.  Libya – Libya uses GIS planning in the Third Generation Planning project that provides strategic plans for land-use decisions and urban planning 35 Key Deployments 1 5 4 3 2
  36. 36. Key Players Offering Comments ESRI •  ArcGIS & Location Analytics Tools •  Compiles geographic data; analyzes mapped information; and manages geographic information in a database Mapinfo •  MapInfo Professional •  Mapping and geographic analysis application NAVmart •  NAVTEQ data •  For applications in Crime analysis, Homeland security, Emergency response, Water and sewer, Zoning, growth and taxes, Service routing, Human services Autodesk •  Design Suites & Software •  For Government Building Design, Electric and Gas Utility Planning, Design, and Management, Government Agencies & Military Manufacturing, Road and Highway Design, Water Infrastructure Software for Public Works Intergraph •  Geospatially Powered Solutions •  For public safety and security, defense and intelligence, government, transportation, photogrammetry, utilities and communications industries Analysis and Viewpoints Potential •  Urban planning divisions will soon use 3D tools to create cities before these are actually built by incorporating planning, zoning, and density guidelines •  Active GIS market (affordable, easy-to-use) is resulting in lower costs and continual improvements in the hardware and software components which in turn is expected to result in a much wider use of GIS by the government planning agencies Sources: CC Analysis; Industry Inputs, Company Websites 36 •  Limitations of traditional methods for planning in a rapidly changing urban landscape •  Increasing resource requirements in cities requiring smarter solutions to optimize infrastructure and capital expenditure •  Availability of geographic data for analysis and the ability to combine various datasets for analysis, sophisticated calculations and alternative solutions •  Capability for dynamic query and analysis, display of information and a more understandable representation Drivers •  Awareness of solutions and benefits for planning •  Unstructured planning and lack of coordination between various city administration agencies •  GIS data uncertainties & fundamental issues of data security •  Lack of skilled human resource base and cost of collecting and maintaining information in the rapidly changing urban landscape Challenges
  37. 37. •  GIS can help integrate critical information for effective traffic planning, monitoring , road closure information, etc. and provide access to interactive maps, real-time information for visualization or analysis •  Authorities can run traffic scenarios in a short span of time which enables them to modify traffic information real time and plan traffic signals to minimize traffic congestion •  GIS applications also include traffic alert features where the system uses satellites tuned into real-time traffic reports to notify the public of unexpected traffic delays and plot a new course around the heavy traffic Traffic Management & Alerts Sources: CC Analysis; Industry Inputs, Company Websites Description and Service Features 1.  Australia – Vicroads maintains a Road Closures and Traffic Alerts website, which provides Victorians with real-time updates on roads affected by damage, major crashes and extreme weather events. 2.  U.S. – The South Bay Traffic Alert System provides on-line, graphic-based information on current and planned capital improvement projects, construction activity, and special events that may impede traffic flow in the 16 cities of LA County’s South Bay 3.  India - Tamil Nadu had introduced Road Accident Data Management System (RADMS), a software that generates information on accidents for all the roads in the state.) 37 Key Deployments 1 3 2
  38. 38. Analysis and Viewpoints Potential •  Collection of traffic data can help estimate travel times at different times of the day/week, which can be used for better public transport timings Sources: CC Analysis; Industry Inputs, Company Websites 38 Key Players Offering Comments TransModeler •  TransModeler •  Integrated traffic simulation modelling with a geographic information system (GIS) NAVTEQ •  NAVTEQ Traffic •  NAVTEQ Smart Traffic Processor for real-time traffic information ESRI •  ArcGIS and Traffic Analyst •  Visualization and analysis tools; Tool for managing, planning, evaluating, and maintaining transportation systems •  Ability to analyse patterns and anamolies to reduce congestion and travel time •  Capacity to use traffic information for resource planning like road expansion, one-ways, etc. •  Potential to analyse road accidents to respond with strategies for traffic regulation, routing and positioning emergency services Drivers •  Low compatibility of existing traffic management systems with GIS systems •  Potentially high initial investments in GIS infrastructure Challenges
  39. 39. •  System consists of GPS tracking devices that are installed in some or all public transport vehicles that send back position, timing and speed information to a consolidated GIS backend •  Aids transport authorities in designing efficient routes, operations and integrated transport systems, dealing with the vast information, tracking and monitoring services, safety and security systems, all contributing towards delivering a more effective public transportation system for the people •  Allows passengers to see location of buses, expected amount of time for the next bus arrival, expected travel time and the choice of routes with real- time updates directly to web or mobile device and reduces the uncertainty associated with public transportation •  Allows authorities with a dynamic, robust, reliable, and cost-effective management system providing information about the routes which are busy, routes which are affected by congestion, peak hours and non peaks hours, etc. Public Transport Tracking & Management Sources: CC Research; Industry Inputs, Company Websites Description and Service Features 1.  Australia - Customers travelling on Sydney Buses can track their bus and get estimated time of arrival with an app (TripView, TripGo or Arrivo Sydney )which use information provided by Transport for NSW 2.  Pakistan - Installation of tracking devices in buses made mandatory (Lahore) 3.  U.S - Vehicle Tracking Management Systems, Bus trackers, Mobile & Web Apps are prevelant 4.  India – Many Indian cities/states have mandated deployment of GPS trackers in public transport vehicles, including Delhi, Karnataka, Chennai, etc. Delhi currently has about 4000 DTC buses, 379 cluster buses and 10K autos equipped with tracking. 5.  U.K – Transport For London provides apps and SMS based tracking for providing bus arrival information based on GPS tracking 39 Key Deployments 1 2 3 5 4
  40. 40. Analysis and Viewpoints Potential •  Public transport tracking is expected to become mandatory in future as authorities look to improve the current system and encourage more takers for public transport system •  Tracking systems with the display units for arrivals and ETAs deployed near the bus stops are expected to open new avenues of advertisement income for the public sector transport authorities •  Analysis of GPS information from public transport vehicles can help understand traffic patterns, congestion and heat maps of activity in the city that has huge potential as a data source for marketing purposes and to understand city urban spaces Sources: CC Analysis; Industry Inputs, Company Websites 40 Key Players Offering Comments Mentor Engineering •  Mentor Streets •  Integrated Transit Intelligent Transportation System RouteMatch Software •  RouteMatch TS •  RouteMatch for demand paratransit, or non-emergency medical transportation Indra •  Vehicle Tracking Management System •  Public passenger transportation operations assistance systems which offer Real-time Management & Increased safety through Video Surveillance •  Effective monitoring and control of public transport vehicles for increased safety •  Efficient route planning and ability to understand traffic congestion points •  Increasing number of urban transport authorities mandating GPS tracking of public vehicles for monitoring purposes •  Availability of tracking devices and solutions at lower price points and in telematics systems Drivers •  Cost implications and deployment across public vehicles •  Consistent requirements and service planning across public administration authorities to enable solutions of scale •  Deployment and maintenance of GPS trackers in public vehicles •  Evolving and differing regulations across city transport authorities •  Infrastructure and maintenance costs associated Challenges
  41. 41. •  GIS allows authorities to visualize activity patterns, map locations, and the multi- layered geospatial context in real time to help detect, prepare and respond quickly to security threats, natural disasters, terrorist attacks, sabotage, and others to reduce exposure of risk and plan recovery •  Many cities or countries provide an emergency services that automatically detect locations and direct response services when citizens call the helpline number or send a distress SMS in case of emergencies •  GIS offers spatial trend analysis to visualize vulnerabilities and damage consequences that can help plan response priorities and mitigation plans in advance Security Planning & Emergency Response Services Sources: CC Analysis; Industry Inputs, ESRI Description and Service Features 1.  Australia - National emergency warning/alerting system Tasmania Fire Service was used to directly alert people about bushfires via their phone 2.  U. S. – Citizens can call 911, that allows governmental agencies to automatically detect their location and send emergency help, if required 3.  China. - Used indigenous Beidou positioning system to provide monitoring and emergency help coordination during the 2008 earthquake in Sichuan 4.  Japan – GIS solutions were used in the response to the earthquake and tsunami in 2011 to determine grid maps of collapsed buildings that needed to be searched, estimation of aftershocks, minimize damage due to fires, contaiminated water, etc. 41 Key Deployments 1 3 4 2
  42. 42. Analysis and Viewpoints Potential •  Governments and private enterprises throughout the Middle East, Asia, Africa, and Latin America, are quickly adopting Remote Sensing and GIS in maximizing security programs •  3G network standard multimedia broadcast/multicast service (MBMS), can be used to broadcast (push) emergency messages to defined areas with rich multimedia content such as voice instructions and detailed evacuation maps •  Social media trend analysis is an emerging topic for agencies involved in homeland security. For instance FBI issued a RFI from industry on commercial tools to provide social media alert, mapping and analysis y to "quickly vet, identify, and geo-locate breaking events, incidents and emerging threats" and enhance its "situational awareness and strategic decision making Sources: CC Analysis; Industry Inputs, Company Websites 42 Key Players Offering Comments Geneva Software Technologies •  Natural Disaster Information System •  Multi-lingual cell broadcast service; Patented technology, VIVID compact enough to be stored on a SIM card and compatible with all Indian handsets ESRI •  Arc GIS Software & Maps •  For modelling potential disasters and maximising readiness to co- ordinating response and recovery Cadcorp •  Web mapping software •  Used by police, fire and ambulance service Nixle •  Local SMS delivery technology platform •  As of August, 2012 Nixle has 6,000 agencies and 1,000,000 subscribers •  Regulatory requirements in countries (eg: E-911 in the US) •  Ability to quickly react to emergencies to plan, respond, mitigate and recover •  Use situational awareness to track potential security threats and suspicious patterns •  Ability to simuate conditions of emergency in advance to plan response appropriately Drivers •  Lack of consistent, standardized data across country which prevents true interoperability between all levels of government •  Initial investments to enable services are high •  Require coordination between multiple government and corporate players like carriers, data providers, different government bodies, etc Challenges
  43. 43. Maritime Tracking Sources: CC Analysis; Industry Inputs, ESRI Description and Service Features 1.  Ireland, Spain, Argentina, Singapore & NZ – Coast guards/maritime safety agencies use GIS solutions for search and rescue planning 2.  Britain – British Waterways manages a 2000 mile water network and associated info with GIS info integrated into their SAP ERP 3.  U.S – Port of San Diego uses GIS to map all critical facilities for emergency response 4.  Canada –Vancouver port authority uses GIS systems to automatically identify ships and assign berths at the ports depending on size and cargo 5.  India – Maritime and security authorities are working on initiatives like identification of ships in the Indian Ocean Region, tracking, alerts, etc. to enhance the situational awareness and strengthen coastal security 43 Key Deployments •  GIS helps port authorities in taking timely decisions on all maritime activities including safety and security, border control , law enforcement, defence, marine environment protection, fisheries control, trade and economic interests etc. Some key benefits using maritime tracking are: •  Display graphical summaries for precise areas and specified months of the year •  Supply on-line, maritime navigational charts •  Provide support for Electronic Data Interchange (EDI) operations to seamlessly integrate suppliers, shippers, and clients •  Give detailed routing and logistics support for shipments •  Maintain support for Vessel Tracking Control (VTC) and integrate with current port operations •  Ship's database formation and support and the vessel’s movement simulation, based on operator's data 1 1 1 2 4 3 1 1 5
  44. 44. Analysis and Viewpoints Potential •  Maritime situation awareness system incorporating feeds from various sensors like radars, electro optic sensors, MET sensors, AIS, IAIS and underwater sensors being developed currently to integrate existing and future maritime surveillance systems into an integrated Maritime surveillance network •  Increased focus on research in the areas of unmanned vehicles for surveillance, maritime environment, vulnerability reduction of large maritime composite structures and simulation tools to ensure the safety of personnel working hostile maritime •  Predictive analytics and behavioural models for maritime tracking to identify suspicious activities by likening existing data with patterns recognized from examining previous data is expected to be extensively used for MT in future Sources: CC Analysis; Industry Inputs, Company Websites 44 Key Players Offering Comments ESRI •  ArcGIS for Maritime •  ESRI Nautical Solution •  Charting provides the ability to easily create, maintain, and publish nautical products •  Tools for quality control, cartographic product generation, and workflow management Applied Science Associates •  Search & Rescue Optimal Planning System •  Integrated Ocean Observing and Modelling Platforms •  Solutions for Marine Response & Crisis Management EarthData •  SIMmetry system architecture •  Offers 2D GIS fully synchronized with 3D thematic mapping, query, analysis capabilities, and analytical modelling •  FleetMon Explorer •  Provides real-time tracking, scheduling information and analysis for ships and ports worldwide •  Governments’ emphasis on improving port security and maritime efficiency •  Need to maintain continuous vigil at the waters and detect threats before they cross the borders •  Better inter-agency communication and coordination of action •  Ability to model and visualize port operations to enable significant cost savings Drivers •  Automatic Identification Systems are expensive and are difficult to maintain for small ships •  Development of cross domain protocols and exchange standards for transmission and interoperability of traffic data Challenges
  45. 45. Contents Location Based Services in Enterprise Segment Overview of Location Based Services Location Based Services for Consumer Adoption Location Based Services in Government Sectors Author Profiles and Convergence Catalyst Credentials
  46. 46. Shrinath V Shrinath has over a decade of experience creating products with global brands like Nokia, Motorola and Texas instruments and leading LBS startups such as MapmyIndia. In his last role, Shrinath led new product ideation as well as the global product management team that designed and delivered Location services for Nokia’s Asha phones, amongst the most successful LBS products launched by Nokia. Earlier, as Associate VP at MapmyIndia, Shrinath led product and portfolio management for the company’s leading in-car GPS portfolio, also supporting marketing and partner activities with major car companies like Toyota, Suzuki and Tata Motors. At Motorola, he managed new product introduction and launch for several phones in South East Asia, and managed digital content partnerships for the region. He started his career working on software and drivers for embedded systems for early versions of Texas Instruments’ OMAP systems. Shrinath has extensive hands-on experience across the product lifecycle of mobile devices and Location services - from new product ideation/introduction, consumer research, hardware and software portfolio management, vendor management, marketing, PR, product launch, in-market support and business development. Shrinath has a CS degree from one of India’s leading institutes, NIT, Calicut, and an MBA in marketing from SPJIMR, Mumbai. Shrinath currently freelances as a consultant and has collaborated with Convergence Catalyst for this report. He is currently engaged as a consulting tech editor with, India’s leading platform for startups, and as a product consultant with Indicus Analytics, India’s leading economics research firm. Worked with Companies: Texas Instruments, Motorola, MapmyIndia and Nokia
  47. 47. Yagna Teja Yagna Teja, Associate Consultant: Yagna has over two years of experience in the Research & Consulting industry. He has conducted extensive Research & Analysis on various projects during the last two years and has been exposed extensively to the knowledge network within the Telecom Industry. He has executed projects on the 4G/ BWA rollout in India and growth projects for the Indian telecom companies. He has also undertaken India focused research across Industries. His area of expertise is Market Research and Trend Analysis. Yagna is an engineering graduate from the Indian Institute of Technology, Roorkee (IITR)
  48. 48. Jayanth Kolla Jayanth brings over a Twelve years of experience in Technology, Product Marketing, Research and Strategy Consulting in the Telecom Networks, Mobile Devices and Mobile VAS domains. He has held various roles in Telecom Carriers, Handset Manufacturers and Management Consulting firms.   He was involved in the roll-out of India’s first rural wireless telephone network for a private carrier, implementing SHLR, testing of CDMA devices & FWTs, successful rollout of multiple GSM and CDMA handsets, developing multiple MVAS product offering & business growth plans and telecom research & advisory for various players across the value chain.   His areas of expertise are Product Marketing, Market Research & Analysis, Tracking and Publishing on current Telecom Trends. Having worked for key players in the Telecom industry, Jayanth brings invaluable domain knowledge that spans across Business Strategy, Technology, Product and Operations. Currently, as a Partner with Convergence Catalyst, Jayanth advises various companies in the Telecom, Media & Technology space on Market Entry, Business Growth and Product & Service offering strategies. Worked with Companies: Tata Teleservices, Kyocera, Motorola, Nokia and Analysys Mason
  49. 49. About Convergence Catalyst Convergence Catalyst is a Bangalore-based Telecom Research & Advisory firm. Convergence Catalyst (CC) has been formed by experienced Indian Telecom Industry professionals and leverages it's hands-on experience to offer Research & Advisory Services to various Indian and global companies. We offer Market Entry, Business Growth and Products & Services Offering Strategic Advisory (Business Advisory & Go-To-Market Planning) and Custom Research to the clients. The company aids various organizations in the Telecom, Media and Technology space to fine-tune their business and product offering strategies in order to emerge as leaders in the rapidly converging world. We primarily focus on Wireless Technologies Evolution, Smart Devices, Chipsets, Apps Ecosystem, VAS (Value Added Services), Customer Experience Management (CEM, Data Analytics in Telecom), Mobile Broadband and Convergence areas, for India and other emerging markets. CC's key service offerings include Market Analysis, Product Marketing Advisory, Investment Advisory and Custom Research.
  50. 50. Thank You E-Mail: Twitter: C_Catalyst