PTOLEMUS - SWC - Free Navigation - May 2010

PTOLEMUS Consulting Group

Navigation is dead!

Long live navigation!

SmartWIPClub, Paris, 10th June 2010

Frederic Bruneteau, Managing Director

Introduction

PTOLEMUS is named after Ptolemy, the greek geographer who created the first map of the world

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Introduction

PTOLEMUS assists its clients, from strategy definition to business development

Our servicesStrategy definition

including business plan development, board coaching and

support

Strategic due diligence and market assessment

Innovation management including product & services

development and launch

Business development including response to RFPs

Our areas of expertisePositioning / Location enablement

Navigation

Location-based content & services

e.g. maps, traffic, fuel prices, speed cameras, weather, parking, etc.

Telematicse.g. connected car, fleet

management, PAYD, road charging, e-call

Intelligent transport systems

Mobile content and social networking, e.g. application stores, content sourcing, crowd-sourcing

M2M

Connectivity (sourcing, MVNO, ESP, etc.)

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• Four partners in Paris, London and Brussels

• +30 years of experience in mobile• +30 years of experience in telematics

Introduction

We have acquired substantial experience in the field of geo-connected mobility

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Telecom operators Infrastructure providers

ITS providers

Montezemolo & Partners

Venture capitalistsInsurers & assistance providers

Content & application providers

Car & telematics vendors

Smart WIP Club offer

PTOLEMUS will publish next week its 2010 European Location Study

• 150 pages of our expertise about 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

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Long live navigation

Note: a number of alternatives to these 3 models exist, such as the onboard mobile model

Since 2003, navigation has reigned over the LBS kingdom

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Mobile network

operators

Mobile phone vendor

Map

Mobile user

App.

HYBRID

PND vendors

Map

End-user

Application

ONBOARD

Mobile network operators

Application provider

Map

Mobile subscriber

Mobile phone vendor

OFFBOARD

The impact of Google's announcement of free navigation on Android in the US

Oct. 12th: Leaks in certain Droid documents

Oct. 28th: official announcement

Long live navigation

Free navigation is turning the 3 navigation business models upside down

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TomTom: -33% or €780 million lostGarmin: -21% or €1.1 billion lost

... and Nokia's reaction

Free navigation in 74 countries

Long live navigation

Welcome to connavigation!

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2007 2008 2009 2010

Pioneering Commercial Launch Expansion Mainstream

PND vendors

Map

End-user

Application

ON-BOARD

Mobile network

Dynamic services

Local search

Long live navigation

Welcome to nadvigation!

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Mobile network operators

Search / navigation provider

Mobile subscriber

Advertisers

Dynamic services

Local search

Map

Mobile phone vendors

Long live navigation

Welcome to (real) pedestrian navigation!

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Availability of pedestrian attributes on navigation maps

Increasing integration of A-GPS & WiFi

in mobile phones

Availability of "urban" positioning databases

(WiFi, Cell-ID)

Unlimited mobile tariffs

Micello, indoor map provider

Long live navigation

Welcome to indoor navigation!

Technologies addressing the wide variety of indoor location requirements include:

• WiFi (companies such as Navizon and Skyhook),

• 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),

• MEMS.

A combination of WiFi, Cell-ID, inertial sensors and GPS (e.g. Pole Star‘s combined GPS and WiFi solution).

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Long live navigation

Welcome to social navigation!

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Mobile network

operators

Mobile phone vendor

Mobile user

MSN provider

Map

App.

Advertisers

User context database

Long live navigation

Welcome to navYOUgation!

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YOUAlways connected

to your social network

Adapted to your transport mode

Understanding your general and occasional

preferences

Everywhere you go

Long live navigation

Navigation will be at the core of our (mobile) life

• Several formats will remain, to adapt to different use cases

• The days of the closed PND model are counted. Within 3 years, all PNDs will be connected and give access to an App. Store

• GPS-only navigation will soon become history. Several complementary technologies will emerge from WiFi to Cell-ID

• Search and navigation will become one and the same business, notably under Google's influence

• Smart navigation will permeate most mobile applications and services

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Long live navigation!

PTOLEMUS Consulting GroupS t r a t e g i e s f o r M o b i l e C o m p a n i e s

Brussels - Paris - Londoncontact@ptolemus.comw w w. p t o l e m u s . c o m

Frederic BruneteauManaging Directorfbruneteau@ptolemus.comTwitter: PTOLEMUS