what mobile navigation can do for you? · @ andrey khurri mobile navigation 18 compass (beidou-2)...

Mobile Navigation

Andrey [email protected]

February 12, 2009

T-109.4300 Network Services Business Models

@ Andrey Khurri Mobile Navigation 2

Lecture Goals

Overview of Mobile NavigationCornerstones of navigation businessLBS evolution pathEnabling factors


OutlineIntroductionTechnologies and StandardsEnd-user ServicesLBS Evolution PathKey Players & StrategiesValue NetworkRevenue FlowsSuccess FactorsConclusion


Definitions“Navigation is the process of reading, and controlling the movement of a craft or vehicle from one place to another… The word navigate is derived from the Latin "navigare", meaning "to sail” (From Wikipedia, the free encyclopedia)

”Personal navigation means determining an individual’s location(positioning), selecting and providing guidance on the required routeand mode of transport to a desired destination in either an outdoor orindoor environment, using geographic or spatial information, and information on location-based phenomena and services” (Rainio 2000 –2002)

Mobile navigation involves use of your mobile handset to identifyand share your location, navigate on the go and receive turn-by-turndirections, utilize versatile location-specific services such as personalized real-time content and different points of interestanywhere at any point of time


Properties

Mobile navigationOne of the core mobile business categoriesEnables novel business models and entailsinnovative services

Mobile advertising, broadcasting, search, payments

Serves customers of any age, background, occupation, interests and needs


Problem Areas

User demand & value propositionPrivacy concernsChanges in technologiesEvolution of standards & regulationsBusiness strategies


Problem Areas

User demand & value propositionPrivacy concernsChanges in technologiesEvolution of standards & regulationsBusiness strategies

Preconditions & success factors?


”STOF” Model

*Source: Bouwman et al. ”Mobile Service Innovation and Business Models”


”STOF” & Mobile NavigationService:

Value Proposition

Organization:Key Actors & Strategies

Technology:Technologies & Standards

Finance:Value Network, Revenue Models

*Adapted from Bouwman et al.



Value Proposition






Requirements

HW limitations:Processing Power

UsabilityTiny Spaces

Energy

SW requirements:Extensive Map Data

Voice GuidancePersonalized Content

Robust SoftwareMultiplatform Support

ResourcesKnowledgeInvestments


Navigation Techniques

Cell-IDCellular base station positioning

Local-range network positioningBluetooth, WLAN, Infrared, RFID, etc.

Satellite-basedGNSS – Global Navigation Satellite Systems


How Satellite Navigation Works

GNSS:GPSGLONASSGALILEOCOMPASS

*Image source: http://news.bbc.co.uk/1/hi/sci/tech/6634285.stm


GPS

Global Positioning SystemUS Department of Defense, 1973”NAVSTAR” projectFull operation from 1994Constellation status as of 01.02.09:

31 satellites*

*Source: The Navigation Center of Excellence, http://www.navcen.uscg.gov/navinfo/Gps/ActiveNanu.aspx


GLONASS

”GLObal’naya NAvigatsionnayaSputnikovaya Sistema”Russian Federation, roots back to SUPresently operating also for civil useConstellation status as of 01.02.09:

20 satellites (18 operational, 1 undermaintenance, 1 in commissioning phase)*

*Source: Information-Analytical Centre of Russian Space Agency, http://www.glonass-ianc.rsa.ru


Double-Receiver Unit

*Source: http://www.glonass-rus.ru

The first Russian in-carnavigation unitGlospace SGK-70

GLONASS/GPSMedia playerTouch screen 7” TFT CPU 400 MHz, RAM 64 MBWindows CE 5.0


GALILEO

EU, EC and ESA; operational by 2013Interoperable with GPS and GLONASSConstellation of 30 satellites and a global ground control infrastructureFunding € 3,4 billion for 2007-2013Classification of services

*Source: European Space Agency, http://www.esa.int/esaNA/galileo.html


COMPASS (Beidou-2)

Second generation of Beidou (Beidou-1, 2000)Cover China and its neighbourhood by 2008Final constellation for global positioning:

5 geostationary orbit (GEO) satellites30 medium Earth orbit (MEO) satellites

Two kinds of serviceAn open service with limited positioning accuracyAuthorized services with higher accuracy

*Source: http://www.insidegnss.com/aboutcompass


Why Several GNSS?

Independence and confidenceImprove accuracy by multiplying totalamount of satellitesExtend coverage in some areas byplacing satellites to the orbit differentlyfrom GPSNovel business opportunities for companies


Assisting TechnologiesChallenges with traditional GPS for smartphones

Long values of Time To First Fix (TTFF)Low signal in narrow urban areasCPU usage and power consumption

Satellite are assisted by cellular and Wi-Fi positioning

Purposely designed systems for mobile handsetsA-GPS (Assisted GPS)

Almanac and Ephemeris assistance dataReference network of GPS receivers

eGPS (Enhanced GPS)Information about base station locations


”STOF” & Mobile Navigation

Service:Value Proposition

OrganizationKey Actors & Strategies





End-User Services

NavigationA BDriving and walkingturn-by-turn directionsLocation on a mapBuilt-in compass3D-mapsExtra info


End-User Services (cont’d)

Location-Based ServicesLocation sharingLocating emergency callersTraffic, weather, fuel, shopsNearby venuesCommercial offers & adsPersonalized mobile searchMultimedia city guidesReserving a parking space


LBS Evolution Path

*Source: Bellavista et al., 2008. Location-Based Services: Back to the Future


LBS: From Failure To Success

*Source: Bellavista et al., 2008; Eylert, 2005

Failure Success

Cell-ID (low accuracy) GPS/GLONASS/GALILEO + assistingtechnologies + 3G, LTE, WiMAX

Lack of user interest Web 2.0 & novel services

Operator-centric User-centric

Reactive Proactive

Single-target Multi-target

Content-oriented Application-oriented

Privacy & SPAM New middleware

Restricted to big players Open participation


Primary LBS Enablers

*Source: Bellavista et al., 2008. Location-Based Services: Back to the Future



Value Proposition






Key PlayersTechnology players

Device Vendors (e.g., Apple, Nokia, Garmin, TomTom, Navigon)Map makers (e.g., NAVTEQ, TeleAtlas)Software suppliers (e.g., Garmin, Gate5, Navicore, Benefon)

Communication playersGNSS deployers (USA, Russia, EU, China)Network operators (e.g., NTT DoCoMo, T-Mobile, TeliaSonera)Wireless carriers (e.g., Wippies, FON)

Service providersContent creators and owners (e.g., musicians, venues, )Content and service aggregators (e.g., media companies, adv agencies, traffic bureaus)Content distributors (LBS providers, application portals)


Key Players (cont’d)

Regulation playersGovernmentsAuthorities, commissionsStandardization bodies(3GPP, IETF, W3C, etc.)

ConsumersPrivateCorporate


StrategiesAdd value

Complementary functionsInnovative apps & servicesQuality, interoperability and distinctivnessDiversifications in platforms and apps

Pool resourcesKnowledge, maps, software, customer baseVia acquisionsVia partnerships, alliancesVia dynamics of value network

Vendors

Operators

LBS


Strategies (cont’d)Focus on service provisioningBundle services withsubscriptions (S-S) in sales

ContributeAdd contentAdd feedback

Vendors

Carriers

Consumers

LBS


Making Digital Maps: How?



Diverse sourcesFrom satellite images and aero photos to traditional local maps and reports




”4-wheeled” and ”2-wheeled” :) cartographers

More than 50% of working time




”4-wheeled” and ”2-wheeled” :) cartographers

More than 50% of working timeConsumer feedback and updates

Directly from users (TeleAtlas & TomTom)


Maps: Challenges and Threats

Accurate information is expensiveLower accuracy in less populated areasPotential threats from other giants

Google, Yahoo, Microsoft, Apple

User-generated contentLike ”PhotoMap”

*Sources: 1) http://www.usatoday.com/tech/products/services/2007-07-27-mapmakers-race-chart_N.htm2) http://ifgi.uni-muenster.de/0/photomap/Home.html


Smartphones, PNDs and Maps

DigitalMaps

TeleAtlas, NAVTEQ, ...



PND Smartphone

DigitalMaps

TomTomGarmin

MagellanMio

Navigon...

NokiaMotorollaSony EricssonSamsungiPhoneBlackBerryAndroid...




PND Smartphone

DigitalMaps

EnhancedPND

NavigationSoftware

Acquisions

NokiaMotorollaSony EricssonSamsungiPhoneBlackBerryAndroid...

TomTomGarmin

MagellanMio

Navigon...


Alliances

Multi-functionaldevices


PND vs. Smartphone

*Source: Ordnance Survey


PND vs. Smartphone

Navigation-focused*Established market*Bigger screen and antennaHigher usability level & accuracyComplementary functions...



PND vs. Smartphone

Navigation-focused*Established market*Bigger screen and antennaHigher usability level & accuracyComplementary functions...

All-in-one deviceVersatile connectivityPotential of applications”Always with you”*Increasing sales*...


LBS


”STOF” & Mobile Navigation

Service:Value Proposition

OrganizationKey Actors & Strategies





Value Network

PhoneVendors Map

Makers

SoftwareVendors

AdvertisingAgencies

PressAgencies

MediaCompanies

TraphicAgencies

LBSProviders Operators

Consumers

AdvertisersContent Owners

Regulators

Value Flow

Influence

GNSS?


Revenue Models

VendorsSales of devices, maps and softwareAgreements withoperators and otherplayers


Revenue Models (cont’d)

OperatorsBundled subscriptionsMaintenance of A-GPS reference networkAgreements with contentand LBS providers, vendors, governments


Revenue Models (cont’d)

Service ProvidersService subscriptionsAgreements withcontent owners, media companies, advertising agencies


Success FactorsTechnology Perspective:

GNSS interoperabilityEvolution of mobile networks & platforms

Business PerspectiveBest available resourcesCooperation, partnershipsFocus on customers

Consumer PerspectivePrivacyInnovativenessAffordable price models

Regulation & standardization


Conclusion

Mobile Mobile NavigationNavigationUniqueUnique mm--businessbusiness categorycategoryComplexComplex valuevalue networknetworkHighHigh potentialpotential of LBSof LBS

FutureFutureLeadingLeading navigationnavigation platformsplatforms??Killer LBS Killer LBS servicesservices??CoCo--existanceexistance of mobile of mobile businessesbusinesses??

Thank You!

* http://www.lasplash.com/uploads/2/hgg_copilotlive7.jpg** http://www5.jouwsites.nl/image/illus_yournav/1062.jpg

* **


References & LinksBooks & Articles:

Eylert B., 2005. The Mobile Multimedia Business: Requirements and Solutions. John Wiley & Sons, 2005Bouwman et al., 2008. Mobile Service Innovation and Business ModelsBellavista, P., Küpper, A., and Helal, S. 2008. Location-Based Services: Back to the Future. IEEE Pervasive Computing 7, 2 (Apr. 2008), 85-89Bernardos, A.M., Casar, J.R., Tarrio, P., 2007. Building a framework to characterize location-based services. NGMAST '07. Page(s):110 – 118

Links:http://www.youtube.com/watch?v=l1zhyRO9csQhttp://www.pocketgpsworld.com/making-navteq-maps-a1038.phphttp://www.youtube.com/watch?v=kxQEDVSc9p4

http://www.youtube.com/watch?v=l1zhyRO9csQ

http://www.pocketgpsworld.com/making-navteq-maps-a1038.php

http://www.youtube.com/watch?v=kxQEDVSc9p4

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