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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 - [email protected] w w. p t o l e m u s . c o m
Frederic BruneteauManaging [email protected]: PTOLEMUS