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WORKSHOP




Positioning technology providers:
Evolving landscape & opportunities


Abstracts from our

European Location Study 2010



Navigation & Location Summit Europe - Berlin - 15th June 2010
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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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Ptolemus nav & loc berlin presentation

  • 1. WORKSHOP Positioning technology providers: Evolving landscape & opportunities Abstracts from our European Location Study 2010 Navigation & Location Summit Europe - Berlin - 15th June 2010
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Strategies for Mobile Companies Brussels - Paris - London contact@ptolemus.com www.ptolemus.com Frederic Bruneteau Managing Director fbruneteau@ptolemus.com Twitter: @PTOLEMUS