mobile location services: market strategies ovum report 2000 part c: users and applications pasi...

Mobile Location Services: Mobile Location Services: Market StrategiesMarket Strategies

Ovum Report 2000Ovum Report 2000

Part C:Part C:Users and ApplicationsUsers and Applications

Pasi PekkinenPasi Pekkinen

[email protected]@navinova.com

Navinova OyNavinova Oy

04/21/2304/21/23 / PP / PP 22Ovum Report 2000: Mobile Location ServicesOvum Report 2000: Mobile Location Services

Key messagesKey messages

• Information services important for consumersInformation services important for consumers– as mobile Internet services improveas mobile Internet services improve– new revenue models emerge (sponsorship)new revenue models emerge (sponsorship)– devices become more sophisticateddevices become more sophisticated

• Tracking applications key for vertical segmentTracking applications key for vertical segment– few substitutes availablefew substitutes available– penetration will increase as terminals develop and penetration will increase as terminals develop and

web-based presentations become availableweb-based presentations become available


Key messages (2)Key messages (2)

• Tracking applications for consumers require Tracking applications for consumers require higher level of integration with networkhigher level of integration with network

• Locasion based routing of calls to nearest Locasion based routing of calls to nearest retailer will be an enablerretailer will be an enabler

• Positional accuracy less important IFF Positional accuracy less important IFF aplications and user interfaces well designedaplications and user interfaces well designed


Users: Vertical segmentUsers: Vertical segment

• Industry segments where mobile location info Industry segments where mobile location info fundamental to the success of the business:fundamental to the success of the business:– transport companiestransport companies

– distribution sectordistribution sector

– building and construction sectorbuilding and construction sector

– emergency service organisationsemergency service organisations

– security staffsecurity staff

– social services field staffsocial services field staff

– other mobile professionalsother mobile professionals

• Focus: Extending the control of the organisationFocus: Extending the control of the organisation


Users: Business segmentUsers: Business segment

• Functions in organisations where mobile LCS Functions in organisations where mobile LCS enable the operation of the businessenable the operation of the business– sales representativessales representatives– mobile managersmobile managers– client-facing staffclient-facing staff

• Focus: Providing service to the end user rather Focus: Providing service to the end user rather than the organisationthan the organisation


Users: Consumer segmentUsers: Consumer segment

• Personal users getting added value byPersonal users getting added value by– increased convenienceincreased convenience– securitysecurity– saving moneysaving money

• Sub-segmentation bySub-segmentation by– age, usage level, psycho-demographic profile, type age, usage level, psycho-demographic profile, type

of mobilityof mobility

• Receives most attention currentlyReceives most attention currently


Which market to targetWhich market to target

ApplicationApplication

focusfocus

++

--

VerticalVertical ConsumerConsumer

Tracking•fleet mgmt•asset tracking•remote workforce mgmt

•well established need•demonsrable value•readiness to pay•few substitutes

•complete solutions required•long sales cycle•few customers

Information•finding services, friends•news•directions

•great potential in subscriptions•simple sales process•generic products possible

•many substitutes•low ARPU•low tolerance for poor performance


ApplicationsApplications

1.1. Tracking: monitoring people or objectsTracking: monitoring people or objects

2.2. Regulatory-driven applicationsRegulatory-driven applications

3.3. Localised informationLocalised information

4.4. Location sensitive call routingLocation sensitive call routing

5.5. Location sensitive charging and billingLocation sensitive charging and billing


1) Tracking1) Tracking

• Objects or peopleObjects or people

• Inside or outsideInside or outside

• Consumer or business segmentConsumer or business segment

• Simplest form: position derived via GPS and Simplest form: position derived via GPS and transmitted via mobile phonetransmitted via mobile phone


2) Regulatory-driven2) Regulatory-driven

• Emergency callsEmergency calls– fixed line calls provide phone number and positionfixed line calls provide phone number and position

• mobile calls a challengemobile calls a challenge

– users more likely to use mobile in emergency, also users more likely to use mobile in emergency, also less likely to know where they areless likely to know where they are

– automatic emergency calls from vehiclesautomatic emergency calls from vehicles– US E-911 program; Europe similar E-112US E-911 program; Europe similar E-112

• Positioning of callers to law enforcementPositioning of callers to law enforcement


3) Localised info3) Localised info• All kind of content; Free, paid-for or sponsoredAll kind of content; Free, paid-for or sponsored

1.1. Finding Finding (mobile yellow pages, restaurants, cinemas)(mobile yellow pages, restaurants, cinemas)

2.2. Directions Directions (simple line map, textual or spoken)(simple line map, textual or spoken)

3.3. Localised news Localised news (traffic&weather info, transport info, car-(traffic&weather info, transport info, car-park space)park space)

4.4. Information tracking hybrids Information tracking hybrids (tracking a bus)(tracking a bus)

5.5. Locasion based communitiesLocasion based communities

6.6. AdvertisingAdvertising


4) Call routing4) Call routing

• Locasion used as a condition in call routingLocasion used as a condition in call routing– e.g. call is routed to a nearby outlete.g. call is routed to a nearby outlet

• Integrated with trackingIntegrated with tracking– user calls to a generic taxi number, the call is user calls to a generic taxi number, the call is

diverted to closest taxi, taxi driver confirms order diverted to closest taxi, taxi driver confirms order and receives the position of the pick upand receives the position of the pick up

• Not just voice callsNot just voice calls– SMS to all friends nearbySMS to all friends nearby– chat boardschat boards


5) Charging and billing5) Charging and billing

• Users charged depending on their locationUsers charged depending on their location

• Objective: new kind of tariff to stimulate new Objective: new kind of tariff to stimulate new usageusage

• Typically used for homezonesTypically used for homezones– has not been successful (based on Cell ID)has not been successful (based on Cell ID)

• coverage overlaps/network resources lead to situations coverage overlaps/network resources lead to situations where user is sometimes in home cell, sometimes notwhere user is sometimes in home cell, sometimes not

• Requires changes to billing systemRequires changes to billing system


Locasion enabled m-Locasion enabled m-commercecommerce

• Ability to complete the transaction Ability to complete the transaction – e.g. booking a table in the nearby restaurante.g. booking a table in the nearby restaurant

• Advantageous if there are many possible Advantageous if there are many possible suppliers but the actual supply is limitedsuppliers but the actual supply is limited

• Advantageous if possible to avoid some of the Advantageous if possible to avoid some of the inconveniences of face to face commerce inconveniences of face to face commerce – e.g. queueinge.g. queueing


Importance of accuracyImportance of accuracyFinding outletFinding outlet Finding friend Finding friend Directions Directions

NewsNews AdvertisingAdvertising

Call routingCall routing Billing Billing

Fleet managementFleet management Child Child trackingtracking

Personal Personal safetysafety

E911E911Remote workforce managementRemote workforce management

Asset trackingAsset tracking

LOW LOW MEDIUM MEDIUM HIGHHIGH

mobile location services: market strategies ovum report 2000 part c: users and applications pasi...

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