PTOLEMUS - ITS UK - Connected Navigation Nov 2009

Introducing PTOLEMUS

Presentation

August 2009 - Confidential

Strategies for Mobile Companies

PTOLEMUS Consulting Group

How connected navigation will change car travel

ITS Future Vision - University of Portsmouth

Frederic Bruneteau - 5th November 2009

PTOLEMUS

PTOLEMUS is the first international strategy consulting firm focused on location

Our services

Strategy definition

Licence application

Board coaching & support

Business plan development

Due diligence

Product & services development

Product & services launch

Business development

Response to RFPs

Our areas of expertise

Positioning / Location enablement

Navigation

Location-based content & services, e.g. maps, traffic,

fuel prices, speed cameras, weather, parking, etc.

Telematics, e.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.)

PTOLEMUS

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- Most cars do not receive up-to-date

traffic information- Most cars are not aware of specific

roadworks or events

3.900

4.100

4.300

4.500

4.700

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: European Commission

Transport of passengers by cars in EU27 (billion pkm)

PTOLEMUS

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- They were using paper maps, generally outdated when you buy them!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

The 7 components of an optimal A to B trip

A

B

Where is A?

What is the shortest route to B?

What is the fastest route to B?

What is the most economic route to

B?

What is the nicest route to B?

What is the most ecologic route to B?

What / where is B?

Accurate positioning technology

Accurate digital map with up to date geometry and directions

Road speed profiles (historical data)

Traffic, weather and events

Motorway tolls and parking prices

Fuel prices

Safety camera locations

Routes

POIs (restaurants, etc.)

Location-based car consumption statistics

Local search

Parking availability

Road geometry and safety data

1

2

3

4

5

6

7

PTOLEMUS

Many of these require 1 or 2-way connectivity

Where is A? A

B

What is the shortest route toway to B?

What is the fastest route to B?

What is the most economic route to B?

What is the nicest route to B?

What is the most ecologic route to B?

Accurate positioning technology

Accurate digital map with up to date geometry and directions

Road speed profiles (historical data)

Traffic, weather and events information

Motorway tolls and parking prices

Fuel prices

Safety camera locations

Scenic routes

POIs (restaurants, etc.)

Location-based car consumption statistics

What / where is B?Local search

Parking availability

Road geometry and safety data

PTOLEMUS

Why did drivers feel powerless?

0

20

40

60

80

100

Where is A? Shortest route Fastest route Cheapest route Nicest route Greenest route What/Where is B?

Driver experience quality (out of 100)

2000

Source: PTOLEMUS

PTOLEMUS

What satellite navigation devices brought

0

20

40

60

80

100

Where is A? Shortest route Fastest route Cheapest route Nicest route Greenest route What/Where is B?

Driver experience quality (out of 100)

20002006

Source: PTOLEMUS

PTOLEMUS

For example, in 2006, in-car guidance systems did not provide a reliable traffic information and avoidance service

Avoid all traffic jams

Avoid all unnecessary traffic

jams

Estimate delays caused by traffic jams on own trip

Inform of existence of a traffic jam

Complex SimpleEND-TO-END USER EXPERIENCE

GARMIN with RDS-TMC

In-car RDS-TMC System

Current navigation systems still fare poorly in terms of helping drivers avoid traffic jams

Standard PND

PTOLEMUS

What has changed in the last 18 months?

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

• 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

PTOLEMUS

Mapping 2.0 has arrived

• 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)

- Nokia aims at improving Navteq maps with its base of 1 billion mobile terminals (planned)

• Google is- initiating an open-source development

model to map-making with Map Maker

- giving free access to its Google Maps and Google Earth APIs

• Open Street Map is bringing open source to mapping- Maps are not yet navigable

Revolution of the mapping business

Number of Map Share map corrections

0

5

10

15

20

25

Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08

Map Share user baseTomTom HOME usersTomTom customer base

PTOLEMUS

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

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

Avoid all traffic jams

Avoid all unnecessary traffic

jams

Estimate delays caused by traffic jams on own trip

Inform of existence of a traffic jam

Complex SimpleEND-TO-END USER EXPERIENCE

TOMTOM GO LIVE 950

TELENAV SHOTGUN

GARMIN NUVI 1490T

GARMIN with MSN Direct

BMW iDriveNOKIA with Maps 2.0

TOMTOM XL LIVE

Current navigation systems still fare poorly in terms of helping drivers avoid traffic jams

GARMIN with BE-MOBILE

PTOLEMUS

Connectivity will also increasingly come from smart phones...

PTOLEMUS

So what has changed?

0

20

40

60

80

100

Where is A? Shortest route Fastest route Cheapest route Nicest route Greenest route What/Where is B?

Driver experience quality (out of 100)

200020062009

Source: PTOLEMUS

PTOLEMUS

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 Consulting Group

Thank you

Strategies for Mobile Companies

Frederic [email protected]

France +33 6 69 60 42 31 Belgium +32 4 87 96 19 02 Netherlands +31 6 44 46 53 85 

PTOLEMUS Consulting Group55, rue Cervantes | Brussels - Forest 1190 | Belgiumwww.ptolemus.com