PTOLEMUS HEC Mobile Business Sept 2010

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Entrepreneurial opportunities in the mobile business created by the location revolution

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PTOLEMUS HEC Mobile Business Sept 2010

  1. 1. Mobile Business: New entrepreneurial opportunities around location HEC Web & HEC Entrepreneurs Frederic Bruneteau - Association HEC - Paris - 13th September 2010
  2. 2. Introduction We just published the most comprehensive study ever written on the location business and technologies • 230 pages of analysis about positioning technologies and their impact on the location industry, built on - Interviews with over 100 executives from all sides of the industry, from Admob to Yahoo!, - 6 months of desk research and primary research, notably an online survey, • An in-depth investigation of the current value chain and expected changes • A detailed market model so as to combine strategic and technology analysis with hard figures • Free version (115 pages) can be downloaded on www.ptolemus.com/study 3
  3. 3. What to know about location? Is location just built on buzz? 3
  4. 4. What to know about location? Location is coming to all mobile phones GPS-enabled mobile phones sold in Europe WiFi-enabled mobile phones sold in Europe 200 200 GPS-enabled smartphones WiFi-enabled smartphones GPS-enabled low-end & feature phones WiFi-enabled basic and feature phones 150 150 100 100 50 50 0 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: PTOLEMUS 17
  5. 5. What to know about location? Location and connectivity are also penetrating all devices Connected High Layering Die-cutting machine train machine Airplane Elevator Tractor Connected car Connected truck Server Parking metre Laptop Fridge Air conditioning system Local device Smartphone Fixed intelligence phone Connected copier WiFi Cash router register Connected PND Oven Traffic light Connected photoframe Connected vending Washer machine Lawn mower Connected Connected watch videocamera Low Hairdryer Connected plug Toaster Low Total solution intelligence High Source: PTOLEMUS 4
  6. 6. What to know about location? Location goes beyond location-centric applications What you see / hear 6
  7. 7. What to know about location? Location goes beyond location-centric applications What you see / hear The silent revolution 7
  8. 8. What to know about location? A smart use of location can be a key ingredient • Indoor navigation to build a great product 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 Source: PTOLEMUS 20
  9. 9. What to know about location? Location-based social networking will take off • Not thanks to Foursquare and At least 6 clear use cases Gowalla! • Not even thanks to Google Latitude. Navigate to Share place • Despite a sure backlash against friend impact on privacy • But thanks to existing, mainstream networks such as Find friends Find Friend's Facebook, Twitter, LinkedIn, nearby place Viadeo, Mobiluck, Gypsii, etc. • They have more users, users' (relative) trust Nearby friend Locate • Location is a add-on, not the core alert friends value proposition of a social network 9
  10. 10. What to know about location? Mind the gap... between your company and the 4 "silos" The four location silos Network infra. Nokia Siemens supl.google.com supl.nokia.com A-GPS WPS Google Maps Navteq OS Android Symbian iPhone OS Windows Phone + Maemo + Moblin Browser Safari Chrome / Webkit Novarra Internet Explorer Device iPhone Nokia Map Google Maps PlaceBase OVI map + Navteq Bing LBA iAd (Quattro Wireless) AdMob Navteq Microsoft Advertising App store App Store Android Marketplace OVI Store Windows MarketPlace 10
  11. 11. How to succeed in mobile location Numerous European startups have succeeded in the last 20 years Success Early stage Confirmed Mature Source: PTOLEMUS 11
  12. 12. How to succeed in mobile location And certain European start-ups were acquired Source: PTOLEMUS 12
  13. 13. How to succeed in mobile location Where are the next waves? New location technologies & services in Europe, based on Gartner's Hype Cycle Technology Peak of trigger Disilusionment Enlightenment Maturity expectations Source: PTOLEMUS 13
  14. 14. How to succeed in mobile location Where are the next waves? New location technologies & services in Europe, based on Gartner's Hype Cycle RUC Location-based services New LBS technologies & services, based on Gartner's Hype Cycle Social POIs RUC Location- based LBSN content Tracking E112 Navigation LBA bCall SVR eCall Car-sharing Mobile tracking PAYD Connected Eco-driving navigation Parking Technology Peak of trigger Disilusionment Enlightenment Maturity expectations Source: PTOLEMUS 14
  15. 15. How to succeed in mobile location Where are the next waves? New location technologies & services in Europe, based on Gartner's Hype Cycle RUC Location-based services New LBS technologies & services, based on Gartner's Hype Cycle AR WPS Underlying location technologies Social POIs RUC Pedestrian maps Location- based LBSN content 3D maps Tracking Crowd- E112 Navigation LBA sourced content bCall New LBS technologies & services, based on Gartner's Hype Cycle SVR GPS Car-sharing MEMS eCall Mobile tracking PAYD Glonass Connected Eco-driving Indoor navigation location WPS Parking Location Hybrid data Galileo location management IP location Location- triggered Cell-ID decisions Technology Peak of trigger Disilusionment Enlightenment Maturity expectations Source: PTOLEMUS 15
  16. 16. How to succeed in mobile location Where are the next waves? New location technologies & services in Europe, based on Gartner's Hype Cycle RUC Location-based services New LBS technologies & services, based on Gartner's Hype Cycle AR WPS Underlying location technologies Social POIs RUC Pedestrian maps Location- based LBSN content 3D maps Tracking Crowd- E112 Navigation LBA sourced content bCall New LBS technologies & services, based on Gartner's Hype Cycle SVR GPS Car-sharing MEMS eCall Mobile tracking PAYD Glonass Connected Eco-driving Indoor navigation location WPS Parking Location Hybrid data Galileo location management IP location Location- triggered Cell-ID decisions Technology Peak of trigger Disilusionment Enlightenment Maturity expectations Source: PTOLEMUS 16
  17. 17. Conclusion Location is becoming mainstream • You will increasingly need to understand location to understand mobile & vice-versa • Innovation will come from new hardware, software, services and business models: - Mix the ingredients to obtain a good recipe - Start & finish with the end-user's problem • This is a global business, with 4 leaders (Nokia, Google, Apple and Microsoft) building vertically integrated "silos" • However, there is a plenty of room for entrepreneurs bringing new propositions 23
  18. 18. 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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