How connected navigation
 Introducing PTOLEMUS
 will change car travel

 Strategies for Mobile Companies




 ITS Future V...
PTOLEMUS is the first international strategy
 consulting firm focused on location

       Our services                      ...
How to achieve Intelligent Transport Systems
 without Intelligent Cars?

 • Since the 70's, cars have gradually become a
 ...
Why did drivers feel powerless?

 • They did not know where they
  were and sometimes where to go!
   - They were using pa...
The 7 components of an optimal A to B trip
1       Where is A?        Accurate positioning technology
                    ...
Many of these require 1 or 2-way connectivity
Where is A?            Accurate positioning technology
                     ...
Why did drivers feel powerless?

                                           Driver experience quality (out of 100)
       ...
What satellite navigation devices brought

                                           Driver experience quality (out of 10...
For example, in 2006, in-car guidance systems did not provide a
reliable traffic information and avoidance service

       ...
What has changed in the last 18 months?

                                     • Up-to-date travel information
            ...
Mapping 2.0 has arrived
        Revolution of the mapping business


 • Acquisition of the 2 leading map
   content suppli...
Historical speed information is also
 revolutionizing routing

                     • With the launch of IQ Routes, TomTom...
TomTom launched connected devices from 2008

 TomTom LIVE Services




PTOLEMUS
Almost all PND competitors have followed suit


                            Clarion 3G MID




    Garmin




PTOLEMUS
As a result, traffic guidance has much improved

                                 Current navigation systems still fare poo...
Connectivity will also increasingly come from
 smart phones...




PTOLEMUS
So what has changed?

                                          Driver experience quality (out of 100)
           100
    ...
Conclusion

• The car has now access to the wealth of the Internet
• It will also increasingly generate information that w...
Thank you




 Strategies for Mobile Companies



 Frederic Bruneteau
 fbruneteau@ptolemus.com
    France +33 6 69 60 42 3...
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PTOLEMUS - ITS UK - Connected Navigation Nov 2009

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The impact of the connected car on our travelling experience

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PTOLEMUS - ITS UK - Connected Navigation Nov 2009

  1. 1. How connected navigation Introducing PTOLEMUS will change car travel Strategies for Mobile Companies ITS Future Vision - University of Portsmouth Presentation Frederic Bruneteau - 5th November 2009 August 2009 - Confidential PTOLEMUS Consulting Group
  2. 2. PTOLEMUS is the first international strategy consulting firm focused on location Our services Our areas of expertise Strategy definition Positioning / Location enablement Licence application Navigation Board coaching & support Location-based content Telematics, e.g. connected & services, e.g. maps, traffic, Business plan development car, fleet management, PAYD, fuel prices, speed cameras, road charging, e-call weather, parking, etc. Due diligence Intelligent transport systems Product & services development Mobile content and social networking, e.g. application Product & services launch stores, content sourcing, crowd-sourcing Business development M2M Response to RFPs Connectivity (sourcing, MVNO, ESP, etc.) PTOLEMUS
  3. 3. How to achieve Intelligent Transport Systems without Intelligent Cars? • Since the 70's, cars have gradually become a "necessary evil", that should be contained • This is due to a number of factors, notably - The number and the use of cars is difficult to control for governments - Traffic flows are very difficult to predict • At the same time, car drivers feel increasingly powerless to avoid traffic jams Transport of passengers by cars in EU27 (billion pkm) 4.700 - Most cars do not receive up-to-date traffic information 4.500 - Most cars are not aware of specific roadworks or events 4.300 4.100 3.900 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 PTOLEMUS Source: European Commission
  4. 4. Why did drivers feel powerless? • They did not know where they were and sometimes where to go! - They were using paper maps, generally outdated when you buy them! Watching the map while driving was a challenge - You did not know where you were on the map! • They were not aware of their environment • No up-to-date information on what other drivers would do, i.e. traffic, accidents, etc. • Little understanding of key parameters such as weather, the location of gas stations or the next restaurant • No understanding of government-led policies, events or roadworks PTOLEMUS
  5. 5. The 7 components of an optimal A to B trip 1 Where is A? Accurate positioning technology A What is the shortest Accurate digital map with up to date 2 route to B? geometry and directions Road speed profiles (historical data) What is the fastest 3 route to B? Traffic, weather and events Motorway tolls and parking prices What is the most 4 economic route to Safety camera locations B? Fuel prices Road geometry and safety data What is the nicest 5 route to B? Routes POIs (restaurants, etc.) What is the most Location-based car consumption 6 ecologic route to B? statistics Local search 7 What / where is B? B Parking availability PTOLEMUS
  6. 6. Many of these require 1 or 2-way connectivity Where is A? Accurate positioning technology A What is the shortest Accurate digital map with up to date route toway to B? geometry and directions Road speed profiles (historical data) What is the fastest route to B? Traffic, weather and events information Motorway tolls and parking prices What is the most economic route to B? Safety camera locations Fuel prices Road geometry and safety data What is the nicest route to B? Scenic routes POIs (restaurants, etc.) What is the most Location-based car consumption statistics ecologic route to B? Local search What / where is B? B Parking availability PTOLEMUS
  7. 7. Why did drivers feel powerless? Driver experience quality (out of 100) 100 2000 80 60 40 20 0 Where is A? Shortest route Fastest route Cheapest route Nicest route Greenest route What/Where is B? PTOLEMUS Source: PTOLEMUS
  8. 8. What satellite navigation devices brought Driver experience quality (out of 100) 100 2000 2006 80 60 40 20 0 Where is A? Shortest route Fastest route Cheapest route Nicest route Greenest route What/Where is B? PTOLEMUS Source: PTOLEMUS
  9. 9. For example, in 2006, in-car guidance systems did not provide a reliable traffic information and avoidance service Current navigation systems still fare poorly Avoid all traffic in terms of helping drivers avoid traffic jams jams Avoid all unnecessary traffic jams Estimate delays caused by traffic jams on own trip Inform of existence Standard PND GARMIN with of a traffic jam RDS-TMC In-car RDS- TMC System Complex END-TO-END Simple USER EXPERIENCE PTOLEMUS
  10. 10. What has changed in the last 18 months? • Up-to-date travel information - Static content (maps, POIs, etc.) - Dynamic content (traffic, weather, etc.) • Historical speed data - Average speed based on general patterns - Real speed based on historical data • Connectivity from / to the car - One-way: RDS-TMC, MSN Direct, DAB - Two-way: GPRS, 3G All these technologies enable vehicles to be "aware" of their environment along their journey. What's new is that this info is generated by the car itself PTOLEMUS
  11. 11. Mapping 2.0 has arrived Revolution of the mapping business • Acquisition of the 2 leading map content suppliers by 2 leading device vendors - TomTom will «improve» Tele Atlas maps thanks to crowd-sourcing from milllions of customer devices (starting with Map Share) Number of Map Share map corrections - Nokia aims at improving Navteq maps with its base of 1 billion mobile terminals (planned) Map Share user base 25 TomTom HOME users • Google is TomTom customer base - initiating an open-source development 20 model to map-making with Map Maker - giving free access to its Google Maps and 15 Google Earth APIs 10 • Open Street Map is bringing open source to mapping 5 - Maps are not yet navigable 0 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 PTOLEMUS
  12. 12. Historical speed information is also revolutionizing routing • With the launch of IQ Routes, TomTom uses historical speed profiles to provide best routing • Instead of relying on theoretical average speeds, TomTom uses real records of speed on each segment of the road to provide the best itinerary • This data has been generated by millions of TomTom PND users (500 millions measurements per day) during the last 2 years • Today, TomTom has accumulated 600 billion measurements, allowing to launch products with enhanced routing capability PTOLEMUS
  13. 13. TomTom launched connected devices from 2008 TomTom LIVE Services PTOLEMUS
  14. 14. Almost all PND competitors have followed suit Clarion 3G MID Garmin PTOLEMUS
  15. 15. As a result, traffic guidance has much improved Current navigation systems still fare poorly Avoid all traffic in terms of helping drivers avoid traffic jams jams Avoid all unnecessary traffic jams TOMTOM XL LIVE TOMTOM GO LIVE 950 Estimate delays TELENAV GARMIN with BE-MOBILE caused by traffic SHOTGUN jams on own trip GARMIN NUVI 1490T Inform of existence GARMIN with MSN Direct of a traffic jam BMW iDrive NOKIA with Maps 2.0 Complex END-TO-END Simple USER EXPERIENCE PTOLEMUS
  16. 16. Connectivity will also increasingly come from smart phones... PTOLEMUS
  17. 17. So what has changed? Driver experience quality (out of 100) 100 2000 2006 2009 80 60 40 20 0 Where is A? Shortest route Fastest route Cheapest route Nicest route Greenest route What/Where is B? PTOLEMUS Source: PTOLEMUS
  18. 18. Conclusion • The car has now access to the wealth of the Internet • It will also increasingly generate information that will be aggregated so as to make road traffic smarter (XFCD) • As a result, the car navigation experience has dramatically improved, which generates less pollution, productivity gains, etc. • We expect permanent vehicle connectivity to become the norm by 2020 • This opens up numerous opportunities of new services for private and public authorities (e-call, electronic tolling, PAYD, etc.) PTOLEMUS
  19. 19. Thank you Strategies for Mobile Companies Frederic Bruneteau fbruneteau@ptolemus.com France +33 6 69 60 42 31 Belgium +32 4 87 96 19 02 Netherlands +31 6 44 46 53 85  PTOLEMUS Consulting Group 55, rue Cervantes | Brussels - Forest 1190 | Belgium www.ptolemus.com PTOLEMUS Consulting Group

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