1 / 13

George Filley

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.

teva
Télécharger la présentation

George Filley

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. George Filley VP and General Manager Internet/Wireless Group May 2008

  2. 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 Community Generated Deeper and Richer

  3. Consumer Reception To LBS • 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. No 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. GPS US Mobile Subscriber universe includes post-paid, non-corporate liable subscriber from the top 4wireless providers (Cingular, Sprint Nextel, T-Mobile, Verizon) Source: Nielsen Mobile Applications Report Q1 2008

  4. Evolution of Mobile LBS From A User Perspective Hardware Value High Services Pricing Availability • Turn by turn navigation • Premium prices • Limited to decks of 2 Carriers -2 years • 5 Top Carriers on deck • Off-deck emerging • Falling prices for navigation • Selected subsidized services • Turn by turn navigation • Local search with location • Basic map viewer LBS Now • Turn by turn navigation • Local search with location • Vertically Enabled LBS • Ubiquitous • Pay to use • Subsidized services Near Future Content Value High

  5. The Scope Of LBS Services Navigation Asset/ Salesforce Tracking Find A Friend Track My Movement Turn by Turn Driving/ walking Instructions Locate Another Person Within a Pre-Defined Geographic Area (opt-in) Show Location on Map and Track Movement in Real Time Show Location on Map and Track Movement in Real Time Traffic/Weather Alerts Locate My Child Traffic/weather reports delivered on demand or automatically Show Location of My Child (no opt out) POI Look-up Emergency/ Roadside Assistance Points of interest located based on location Emergency/ Roadside assistance dispatched based on location of wireless voice call Location is key for application to function Location is an enhancement to the application Mobile Resource Management Information Services Entertainment Personal Security Fleet Management Location Based Games Social Networking Text Messaging Enterprise Location Based Advertising Location Based Commerce

  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

  7. The Hybrid Business Model…Maybe Tracking (Enterprise) Willing To Pay Tracking (Consumer) Games Navigation Willing To Pay If Convinced of Value User Willingness To Pay Subsidization Breakpoint Search Directory Social Networking Expect Service To Be Free Very Difficult ExtremelyDifficult Difficult Complexity

  8. Consumer Receptivity to Location Ads • 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 Source: Arbitron National In-Car Study – 2003; and NAVTEQ and IPSOS Understanding UnLtd. 2007

  9. 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

  10. Innovation Around Location Junction Views 3D City Models Traffic Better Here to There Horizontal (Point to Point) horizontal enabler = more usage of current service Weather Speed Zones Mass Transit Lines Neighborhood Boundaries Pedestrian Paths Vertical (Context) I Am Here, What is Where? Fuel Prices vertical enabler = new usage of new service Parking Availability Travel Guides Events

  11. NAVTEQ Role In Supporting Developers 2008: Launched LBS Challenge for Developers in Asia 2006: Created NAVTEQ Network for Developers Ecosystem 2003: Launched LBS Challenge for Developers in North America 2003 2004 2005 2006 2007 2008 2006: Launched LBS Challenge for Developers in Europe 2007: Executed !st Connections Conference For Developers in North America and Europe

  12. NN4D: Best In Class Technical Support • Free sample data including beta versions on new content • Developer guides, webinars, whitepapers, proprietary research • Forums, newsletters, blogs • One-on-one technical assistance available http://www.navteq.com/developer

  13. 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

More Related