a presentation made by Ludovic Privat, editor & co-founder of GPSBusinessNews.com at a seminar organized by Ordnance Survey Ireland and Enterprise Ireland in May 2011

1. Location-based Services
Ecosystem
Ludovic Privat
Editor & co-founder
GPS Business News.com
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2. Ecosystem
Location technologies
Content Platforms
Apps
Monetization & Distribution
End users
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3. 800lb LBS Gorilla League
Location Content Platform Apps Distri Ads
Partner Partner
Partner Partner
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4. Location technologies
Content Platforms
Apps
Monetization & Distribution
End users
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5. Beyond GPS
• Additional GNSS Constellations:
Glonass, Galileo, Baidu
• Wi-Fi & Cell-ID triangulation: Skyhook
Wireless, Google, ...
• Sensors: Geo-magnetic, pressure,
acclelerometer, 3-axis gyroscope
• Trend = hybrid location
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6. Network-based location
• Passive location of handsets by
wireless operators
• Uses cases
• LBS for feature phones (non-GPS)
• People and asset tracking
• Notifications: weather alerts, location-based
advertising, etc...
• Safety & security: credit card authorization,
location-based gambling
• Location aggregation across multiple
networks
• US cross carrier location available (Location
Labs, LOC-Aid, Technocom)
• Cross operator location likely to reach EU
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7. Indoor location
• Need for indoor
location: shopping
malls, train stations,
airports,
supermarkets, trade
shows
• Indoor as the next
location challenge
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8. Indoor location techs
• GPS pseudolytes: Insiteo
• WLAN triangulation: Pole Star
• Bluetooth beacons: Nokia
Research Center
• Sound: Shopkick
• NFC?
• Sensors: inertial positioning
• Challenge = scalability
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9. Ecosystem
Location technologies
Content Platforms
Apps
Monetization & Distribution
End users
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10. Geo-Content Trends
• From static towards dynamic content
• real-time traffic, speedcams, weather,
check-ins, reviews, local deals, etc...
• Open Datadata from governments,
geospatial
- open access to
local authorities
• Crowdsourcing + handsets as local
probes
• Facing the “free“ model
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11. Location technologies
Content Platforms
Apps
Monetization & Distribution
End users
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12. LBS Platforms
• Platform that provides support for map/
routing/geocoding/places directory
• Three types of players
• Local: i.e. MapQuest (US),Yandex (Russia),
Mappy (France)
• White label: deCarta, Maporama, etc...
• Global: Google, Microsoft, Nokia
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13. Location technologies
Content Platforms
Apps
Monetization & Distribution
End users
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14. LBS Apps Distribution
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15. Angry Birds vs the long tail
• Discovery problem plaguing the App
store consumer experience
• Alternatives for developers?
• Handset preloads
• Wireless operators
• HTML5: Web Apps vs Native Apps?
• Location component in HTML5
• 1. 7 Billion location-enabled browsers
expected in 2016 (ABI Research)
• Discovery and monetization
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16. Monetization
• Many Possibilities
• One time payment
• Subscription
• Freemium
• Ad supported
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17. Consumers Prefer Free LBS Apps
90 %
80 %
80 %
73 %
72 %
71 %
70 %
66 %
60 %
50 %
Only Use Free Apps
US UK Germany Canada
Japan
Cross Tab Marketng Services - Microsoft - Dec 2010
1500 interviews among the general population across US, UK, Germany, Canada, and Japan.
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18. Location-based Ads: a reality?
• A few market pointers: effectiveness &
volume
• TeleNav 3.8% CTR - 24% drive to location
rate. 40m searches /month.
• NAVTEQ LocationPoint/ Poynt: 2.68%
CTR. Post-click user engagement from
4.49% to as high as 11.25%
• NAVTEQ/Nokia Maps/McDo: 7% CTR;
39% downloaded routes
• xAD network: 250m local searches/month
• WHERE Inc. network: 2B impressions/
month (acquired by eBay)
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19. But paid (& freemium)
are not dead
• Coyote (€1.59+€49.99/year) #1 in revenue
French App store.
• NAVIGON Select Telecom (free app) #2 in
revenue in German App store thanks to in-
app purchase.
• Golfshot ($29.99) #43 in revenue in US
App store.
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20. Ecosystem
Location technologies
Content Platforms
Apps
Monetization & Distribution
End users
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21. Consumer adoption
Services used Tota
Half respondents report using LBS Base 771
l
GPS navigation 70%
Weather alerts 46%
51 % Traffic updates 38%
Restaurant info/reviews 38%
Locating the nearest
36%
convenience services
Shopping/coupons
(gas, coffee shops, etc.) 33%
Find nearest ATM
(special offers) 26%
49 % Get movie show times 22%
Local news 20%
Yes Social networking 18%
No Gaming 10%
Geo-tagging photos 6%
Enhanced 911 5%
Locating your children 3%
Other 6%
Cross Tab Marketng Services - Microsoft - Dec 2010
1500 interviews among the general population across US, UK, Germany, Canada, and Japan.
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22. Privacy backlash has started
Google stops Apple found
Street View caching unencrypted
in Germany logs of wifi/cell-ID
250,000 households places around user location
asked search engine on iOS & Mac
to remove devices
their home picture
May
Google fined
€100,000
by CNIL (France) April Google offices
over Streetview raided by South
& Latitude issues March Korean Police
looking for evidence
Apple iOS 4 of user’s location
Privacy terms 2011 Dutch police found misuses in AdMob
using TomTom data
to place speedcams
Foursquare
user location
June July leak found
by hacker
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23. Consumer Privacy
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24. 24
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25. Thank you!
ludovic.privat@gpsbusinessnews.com
Cell: +33 6 22 05 61 38
Twitter: @gpsbusinessnews
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26. A few trends
• Growth of multi sensors & network-based
location
• Passive crowd-sourced content
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