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Collaboration with Mobile Location
Jon SpinneyIndustry Manager, Location-Based Services, [email protected]
1998 2000 2003
Location Business Models Are Evolving
Service Delivery Platform
APIs/Mobile SDKs
Trusted 3rd Party
ApplicationsGardens
Garden Characteristics
All LBS Technology In-Carrier
Carrier-sanctioned Content and Applications
Subscriber Portal and Vending Machine Distribution model – Direct-Sell Mobile Consumables as Premium Services
Closed to External B2C, B2B, and Enterprise End-User Developers
Examples…
Garden Variety Carrier Build & Brand
Internal Power GIS User
In-House Expertise
Internally Developed
Launched Jan 2003
Sold by Carrier Sales via Orange Subscriber Portal
Advertising!
Internal Power GIS User
In-House Expertise
Internally Developed
Sold by Carrier Sales via Vodafone Live Portal!
Launched Dec 2001
Garden Variety Carrier Build & Brand
Trusted TPA Characteristics
Some Enabling Technology In-Carrier
Carrier-sanctioned Content and Applications
Subscriber Portal and Vending Machine Distribution model – Direct Sell Mobile Consumables as Premium Services
Typically open to select few External B2C and B2B Developers
Developer Revenue Share
Examples…
Developer-Build Carrier-
Brand
No In-House Expertise
Outsourced Development
Launched April 2003 under 3 brand
Sold by Carrier Sales via Subscriber Portal
Revenue Share with Developer
Developer-Build Carrier-
Brand No In-House Expertise
Outsourced Development
Launched Dec 2003
Sold by Carrier Sales via Subscriber Portal
License Revenue to Developer as part of larger infrastructure deal
No In-House Expertise
Outsourced Development
Launched Feb 2003, Location Roaming to Estonia in 2004
Sold by Carrier Sales via Subscriber Portal
License Revenue to Developer
Developer-Build Carrier-
Brand
No In-House Expertise
Outsourced Development
Launched Feb 2005
Sold by Carrier Sales via Subscriber Portal
License Revenue to Developer
Developer-Build Carrier-
Brand
SDP Characteristics Core Enabling Technology In-
Carrier
Services Offering model – Sell Premium Telecom-Enabling Services
Applications and Data are private property in the Enterprise
Typically open to any and all External B2B or Enterprise End-User Developer
Carrier charges for service transactions and transport– paradigm shift to “selling IT capabilities”
Examples…
Developer-Build & BrandCarrier
Location
Developer Built and Sold
Integrated with all UK Carriers
Launched Oct 2003
Revenue to Carriers for location dips
Developer Built and Offered
Integrated with all Norwegian Carriers
Launched Jan 2002
Free Carrier Location/SMS
Free NRK Service
TV Advertising Revenue Share with Carriers
Developer-Build & BrandCarrier
Location
Developer-Build & BrandCarrier-Build and Brand
Carrier SDP
European LBS Pace-Setter
Built Their Own Apps First
Next standardized
Finally Opened it
Direct Carrier sales via Sub portal, direct developer sales, direct enterprise services sales
12 Apps in Total
Why are these trends Important?
Each model represents a degree of flexibility for the enterprise
Some enterprise successes vary with subscriber market size
There’s only one way for the Enterprise to Telecom-enable their own existing applications…
Where internal applications and private enterprise data is used
…and IT Managers have control over the application and it’s usage
In order to reach the enterprise across verticals in large markets, application diversification is critical
Niche is good – as our space gets bigger, we must get smaller
Lots of developers have industry domain expertise – rely on them
They know applications and how to apply location technology into verticals
…And intimately understand mobility problems within specific verticals
Examples…
Broadening Reach Into Verticals through Partner-
Networks
Services Industries
Work Order Management
Locate, Track, Validate and Dispatch
Automated Customer Call-Ahead
Route optimization
Timesheet Management
Location-Enhanced
Performance Reporting
Service Industries
Transportation
Tracking
Alerts
Dispatching
Routing
Reporting
Construction, Govt, Supply Chain
Scheduling
Logistics
Reporting
Enterprise Integration
Public Safety and Emergency Services
Logistics
Centralized Dispatch
Data + Voice
Logistics and Delivery-Healthcare
Scheduling
Logistics
Dispatch
Electric, Water, and Natural Gas Utilities
Work Order Management
Logistics & Reporting
Enterprise Integration
ArcGIS Desktop Extension
Finance, Insurance, Transportation
Work Order Management
Mobile Sales Office
Tracking
Enterprise Extensibility
Construction and Engineering
Mobile, Portable, and Personal Asset Management
Centralized Asset Productivity Management
Common Operating Picture
Emergency Services
RIM-Blackberry Locator/Communicator
Situational Awareness
Team Leader Command
Personnel Management
Point Solution Sales & Support Challenges
On-Behalf-Of Carrier Billing Support is Typically Limited to a Select Few
If no BOBO, Direct Developer Sales and Carrier Sales Tracking
Educating Carrier Sales Staff on a multitude of Solutions
First line of Technical Support Handling
Scaling Marketing Efforts for all Developers
Beyond Point Solutions
Application Solutions serve SMB and new geospatial markets well
They are often special-purpose silos that don’t always fit well within Larger Enterprise IT Systems
Large Enterprises have their own internally managed applications, developed from within
Large Enterprise IT departments only require Telecom-enabling services for their own internal uses
This fits well with the industry collective wisdom that location is a feature that adds value to existing applications
Like Location, GIS is also Evolving within the
Enterprise
Desktop GIS Tools & Data
Client/Server GIS Systems
1980s 1990s 2000
PersonalProfessional
Workgroup InfoManagement
EnterpriseServices
SOA GIS Networks
Work Order
CRM
Asset Management
GIS
WorkOrder
CRM AssetManag.
GIS
..where geospatial functionality is exposed and integrated across departments, disciplines, and specialties
Rather than offering individual silos in a vacuum, GIS vendors now offers centrally managed geospatial piece parts
Location and Geospatial in SOALocation and Geospatial in SOA
SOA is an Enterprise Architecture
Where Special Systems
…into an network of other special Systems
Application Server
Middleware
Routing
GIS Systems
Reverse Geocoding
Mapping
Proximity Searching
Geocoding
can be easily Integrated…
……Other Other Special Systems Special Systems in in Enterprise ArchitectureEnterprise Architecture
Mobile Location query capabilities
Call Control over voice applications
Telecom services
Location
Messaging
Presence
Call Routing
Etc. Presence and User Status
Messaging capabilities
Available through Carriers who offers service-oriented architectures and telecom Web services that augment existing enterprise IT
Telecom Web services
GISWeb services
ERP/Service Mgmt.
CRM/Service Input
App Service Logic
B2BInteractions
User Portal Services
Pieces and Parts networked Pieces and Parts networked Through SOAThrough SOA
. . . Services provide delivery of information from specialized systems
. . . IT Middleware provides the bridge
Industry Vertical Fits
Insurance, Real Estate, Retail
Personal Property Appraisers Insurance Adjusters – auto, home,
etc Real Estate Agents Retail and Commercial Businesses
Defense and Intelligence
Military Personnel Activities Off-hour Intelligence Officer
Security
Government
Building Inspectors Homeland Security Responders Law Enforcement Personnel Public Safety personnel
Health and Human Services
On-call Hospital staff Home health-care personnel Health Inspectors Pharmaceutical goods and
services delivery
Utilities
Line investigators Fault alerts responders To-the-curb installations To-the-curb outage
responders
Transportation
Fleet Managers Highways, Railroads –
infrastructure repair Transit – downtime responders
Example…
Many Disconnected Enterprise Applications
1000s of internal users
Location is mission critical Affects 15,000 employees/ 100,000 customers daily
Centralization of IT systems
Spatially-enabled business systems
Product Repair Automation System - #1 Priority
Field Service Automation—Residential Product Repair
Enterprise Applications & Solutions
Customer RequestHome Delivery ORHome Product
RepairMainframe
CIS
GIS Based Service Area Planning
Sears Enhanced Home Delivery System (EHDS)
RFID, Routing forklifts
Warehouse Optimization
Computer Aided Routing System (CARS)
Customer ServiceDelivery Vehicle departs to
your home to Deliver Merchandise
Service Technician Departs to your home for Product Repair
Mobile Mapping
Assign Technicians to work areas
Capacity Area Management System (CAMS)
Nationwide Geocoding and Route Optimization
Geocoding and Route Optimization
Forecasted Demand Available Fleet
In-Vehicle Navigation
Improve access to geographic information and services
Integrate different, disconnected applications
Integrate GIS and location with all applications
Reduce data redundancy and overlapping development efforts
Increase ROI on GIS investments
IT Drivers
Reduce travel time and mileage per stop to improve productivity of workforce
Automate support work
Enable technicians to become more profitable
Retain customers through better service levels
Application Goals
Increased technician productivity by 2.5 completed calls per day
Number of travel districts reduced by more than 60%
Number of dispatchers reduced by 75
Application Results
Privately held, zero debt company, founded in 1969
Headquartered in California
26 industry verticals served, supported by 2000 business partner developers and SI’s, caring for 380,000 individual enterprise and government customers
12 domestic U.S. offices
90 international offices
4,000+ employees worldwide
Year 2004 revenues of more than $560 million
ESRI Profile
