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George Filley. VP and General Manager Internet/Wireless Group May 2008. Mobile Information Revolution. LOCATION. In December 2007, Nielsen mobile reported over 20 million unique users of mobile mapping, local search, and social networking applications. Locally Relevant. Dynamic. - PowerPoint PPT Presentation
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George FilleyVP and General ManagerInternet/Wireless Group
May 2008
2
Mobile Information Revolution In December 2007, Nielsen mobile reported over 20 million unique users of
mobile mapping, local search, and social networking applications.
LocallyRelevant Dynamic
Deeper and Richer
Community Generated
LOCATION
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Application Categories - Share of Downloads / Revenue
0% 10% 20% 30% 40% 50% 60% 70%
Location Based Services
Chat/Community
Personal Organizer/Tools
Music
Sports
Weather
Wallpaper/Pictures
Maps/Directions
Entertainment
Storefront/Shopping
Share of Downloads Revenue Share
Location Based Services App is the most popular download category in Q1 2008 with 43% of all downloads to mobile phones and 62% of total revenue
The LBS application share has been growing. Q1 2007 LBS accounted for 21% of downloads and 31% of revenue.
Consumer Reception To LBS
Source: Nielsen Mobile Applications Report Q1 2008
No GPS
GPS
Share of Downloads: The total number of Applications downloaded for each Title, Category or Type expressed as a percentage of All Applications Downloaded during the reporting period.Share of Revenue: The total revenue from application download for each Title, Category, Type or Carrier expressed as a percentage to all revenue from all Application downloads.
US Mobile Subscriber universe includes post-paid, non-corporate liable subscriber from the top 4wireless providers (Cingular, Sprint Nextel, T-Mobile, Verizon)
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Evolution of Mobile LBS From A User Perspective
Near Future
-2 years
Now
Turn by turn navigation
Turn by turn navigation
Local search with location
Vertically Enabled LBS
Hardware Value High
Services Pricing Availability
Premium prices
Limited to decks of 2 Carriers
Turn by turn navigation
Local search with location
Basic map viewer LBS
Falling prices for navigation
Selected subsidized services
5 Top Carriers on deck
Off-deck emerging
Ubiquitous Pay to use Subsidized services
Content Value High
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The Scope Of LBS Services
Location Based Games
Location Based Commerce
Location Based Advertising
Navigation
Turn by Turn Driving/ walking Instructions
Find A Friend
Locate Another Person Within a Pre-Defined Geographic Area (opt-in)
Track My Movement
Show Location on Map and Track Movement in Real Time
Locate MyChild
Show Location of My Child (no opt out)
Information Services
Location is key for application to function
Location is an enhancement to the application
POI Look-up
Points of interest located based on location
Social Networking
Traffic/Weather Alerts
Traffic/weather reports delivered on demand or automatically
Emergency/ Roadside
Assistance
Emergency/ Roadside assistance dispatched based on location of wireless voice
call
Entertainment Personal Security
Mobile Resource Management
Asset/ Salesforce Tracking
Show Location on Map and Track Movement in Real Time
Fleet Management
Enterprise Text Messaging
6
End User Expectations for Mobile LBS
“I want to be able to access it from anywhere” “I want the information to be delivered to me in real time” “I want to be able to share the information with my friends at my
discretion” “I don’t really want to pay”
Consumer experiences/education with content on the Internet has trained them that they don’t have to pay full boat for content /services
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The Hybrid Business Model…Maybe
Willing To Pay
Willing To Pay If
Convinced of Value
Expect Service To
Be Free
DifficultVery
DifficultExtremelyDifficult
Search Directory
Navigation
Games
Tracking(Enterprise)
Tracking(Consumer)
SocialNetworkingU
ser
Will
ing
nes
s T
o P
ay
Complexity
Subsidization Breakpoint
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Consumer Receptivity to Location Ads
Source: Arbitron National In-Car Study – 2003; and NAVTEQ and IPSOS Understanding UnLtd. 2007
NAVTEQ research shows:− Consumers are overwhelmingly willing to accept ads in exchange for valued content
and applications− Ads are not typically recognized as advertising when embedded within the results page
Arbitron research finds that the drive home is a key venue for impulse purchase decisions and ideal venue for delivery of advertising
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Emergence of Mobile Subsidization Trend
Connectivity costs are dropping
Device capabilities are increasing− Processing and displays enable rich
(higher value) advertising− Audio, touch screens and voice
interactivity will eliminate the need for “banner” ads
WAP advertising growing rapidly and 5:1 more valuable per impression than online
Mobile advertising on WAP and some on games
Strong advertiser demand for new and innovative advertising forms
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Innovation Around Location
Horizontal(Point to Point)
Vertical(Context)
I Am Here, What is Where?
Better Here to There
Traffic
Junction Views
3D CityModels
Mass Transit LinesPedestrian Paths
Neighborhood Boundaries
Speed Zones
Travel Guides
Fuel PricesParking Availability
Events
Weather
vertical enabler = new usage of new service
horizontal enabler = more usage of current
service
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NAVTEQ Role In Supporting Developers
2006: Created NAVTEQ 2006: Created NAVTEQ Network for Developers Network for Developers EcosystemEcosystem
2003: Launched LBS 2003: Launched LBS Challenge for Developers Challenge for Developers in North Americain North America
2006: Launched LBS 2006: Launched LBS Challenge for Developers Challenge for Developers in Europein Europe
2008: Launched LBS 2008: Launched LBS Challenge for Developers Challenge for Developers in Asiain Asia
2007: Executed !st 2007: Executed !st Connections Conference Connections Conference For Developers in North For Developers in North America and EuropeAmerica and Europe
2003 2004 2005 2006 2007 2008
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• Free sample data including beta versions on new content
• Developer guides, webinars, whitepapers, proprietary research
• Forums, newsletters, blogs
• One-on-one technical assistance available
NN4D: Best In Class Technical Support
http://www.navteq.com/developer
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The End Game
Its all about location and business model flexibility.
NAVTEQ will continue to innovate around new content to enable developers in the creation of unique / differentiated solutions.
Stay tuned for expanded support capabilities in 2008.
www.navteq.com/developer