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What Developers Need to Know About
 Launching Location-Based Services

           July 2, 2007

          Blair Swedeen
About Partenza Consulting
 •   Founded in August 2006 to focus on providing clients Location-Based
     Services (LBS) product strategy and business development expertise.

 •   Eight total years of experience in product strategy, management,
     marketing for software and content products.

 •   Four years experience in LBS working with:
      –   Application Developers
      –   Middleware Providers
      –   Content providers
      –   Device Makers
      –   Wireless Carriers
      –   Local Search Portals

     Unique value proposition: LBS experience cutting across all
       LBS channels, geographies and value chain positions

                                       2    Copyright © 2007 Partenza Consulting. All Rights Reserved
Questions for Discussion Today
 •   What is LBS?

 •   What makes LBS different for developers?

 •   Why should I consider developing an LBS app?

 •   What’s the LBS market look like?

 •   How do I get started developing my own LBS app?

 •   What are some of the challenges in LBS?

 •   What about Europe?

                     Most importantly ask questions!


                                        3       Copyright © 2007 Partenza Consulting. All Rights Reserved
What is Mobile LBS?
•   Mobile Location-based services
    (LBS) allow end-users to answer
    questions such as:
     –   Where am I?
     –   What’s near me?
     –   Where is ______?
     –   How do I get there?                                             3
                                                                 1
     –   When did Bobby leave school?

•   This is accomplished through the                                 2
    combination of some or all of the
    following technologies:
     –   GeoSpatial software
     –   Spatial databases
     –   (Assisted) GPS
     –   Wireless data networks
     –   Mobile applications




                                        4   Copyright © 2007 Partenza Consulting. All Rights Reserved
Why LBS? Consumers Want It




                             5   Copyright © 2007 Partenza Consulting. All Rights Reserved
Why LBS? Largest Revenue Generator in Downloadable App Category
                 Application Category Share of Downloadable Revenue
                   10%            All National Carriers, US


            4%
                                                                    Location Based Services
                                                  31%
                                                                    Weather
    7%
                                                                    Sports
                                                                    Wallpaper/Pics
                                                                    Music
                                                                    Maps/Directions
  9%                                                                PIM/Tools
                                                                    Chat/Community
                                                                    Other



       8%

                                             13%
                 9%                                Source: Telephia Mobile Applications Report Q1 2007
                             9%


                                              6         Copyright © 2007 Partenza Consulting. All Rights Reserved
Why LBS? Significant Price Premium in the Downloadable Apps Space

                                                                 All National Carriers
    30.0%                                                                                                                                       $10
                                                                              Q107, US
                  $8.25
                                                                                                              Share of Downloads                $8
                                                                                                              Avg Price Paid
    20.0%
                                                      $5.31                                                                                     $6
                                                                                           $4.74
                                                                                                                                        $4.29
                                   $4.12                                                                      $3.93
                                                                           $3.39                                                                $4
    10.0%

                                                                                                                                                $2



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*Total revenue received in Q107, covering downloads and subscription fees                          Source: Telephia Mobile Applications Report Q1 2007




                                                                                   7           Copyright © 2007 Partenza Consulting. All Rights Reserved
What’s Next? Location is Moving from a Vertical Stand-
alone Application to a Horizontal Supporting Multiple Apps




                    Turn-by-turn Navigation Service




                                                                                                                                   Workforce Management
                                                                                          Comparison Shopping
                                                                 Social Networking




                                                                                                                Active Lifestyle
                                                         ENABLER of
                                                          ENABLER of
                                                      Location Awareness
                                                       Location Awareness




                                                             8                       Copyright © 2007 Partenza Consulting. All Rights Reserved
As a Result, There are Now Many Different Types of LBS Apps

 Consumer                           Enterprise
 Navigation                         Vertical-specific
                                        –Insurance
 Family Tracker
 Social Networking                      –Construction

                                        –Transportation
 Shopping/Coupons
                                        –Real Estate
 Active Lifestyle
 Mobile Local Search                Workforce management
 Real Estate Search                 Fleet dispatch & tracking
 Imaging                            Stolen vehicle tracking
 Gaming




                                9        Copyright © 2007 Partenza Consulting. All Rights Reserved
Enterprise Has Very Different Functional Requirements than Consumer
     Mobile asset and people tracking
 1



     Route optimization and generation
 2




     Schedule management
 3



     Workflow management (paperless order processing)
 4




     Integration with back-office ERP/inventory systems
 5




     Business models also differ greatly. Enterprise requires
         direct sales force and large marketing budget.


                                     10    Copyright © 2007 Partenza Consulting. All Rights Reserved
What Makes LBS Different? Assisted-GPS.

          GPS satellites

                                                                                           Time To First Fix

                                                                                       Normal GPS
                                                                                       - Outdoor 45 - 120sec.
                                                                                       - Indoor N/A



                                                                                        Assisted GPS
                                                                                        Assisted GPS
                                                                                        -- Outdoor 1 -- 5 s.
                                                                                            Outdoor 1 5 s.
                                                                                        -- Indoor 10 -- 30 s.
                  Reference                                                                 Indoor 10 30 s.
                  Reference
                                             Network
                 AGPS Server
                 AGPS Server
                Assistance data:
                -GPS Time
                -Visible satellites
                -Ephemeris data (position)
                -Almanac data


                 A-GPS Makes LBS a True Client-Server Network Service
Source: BlueSky Positioning


                                                       11   Copyright © 2007 Partenza Consulting. All Rights Reserved
What’s the NA LBS Market Look Like?
                       Developers
    GPS Chipsets                               Handset OS/
                                               Dev Platform
                         Branded                                         Carriers         Customers
                                                                           Tier 1
                                                                                           Enterprises


                                              Handset Makers



                                                                           Tier 2
                        White Label


                                               LBS Platform
                                              Spatial Content
                                                                                          Consumers



    Internet Brands                           Location Server
                      Internet Brands
        Off-deck          On-deck


                                                                         Non-GPS
       Windows                               GeoSpatial Platform
       Live Search




                                        12      Copyright © 2007 Partenza Consulting. All Rights Reserved
What Does the LBS Platform Do?
GeoSpatial Platform
•   Provides the database management technology for location based services:
     –   Searching
     –   Geocoding
     –   Map Rendering
     –   Navigation/Route Calculation

Middleware
•   Communicates with the Carrier’s internal systems and manages those functions not related to the core
    geo-spatial actions
     –   Location determination interfaces
     –   Authentication and Privacy
     –   Hooks into carrier billing systems
     –   Messaging interfaces (SMS, MMS)
     –   Content management

Spatial Databases
•   Provides all the necessary Map and POI data for a location-based service
     –   Verizon mandates NAVTEQ
     –   Sprint allows developer to choose between TA and NT

Location Server
•   Provides API to access the subscriber’s A-GPS Lat/Long
•   Defined by carrier




                                                         13    Copyright © 2007 Partenza Consulting. All Rights Reserved
Developer Programs Essential to Shortening
Time to Market and Assisting in Marketing
 Several players have developer programs with LBS support:
 •   Geospatial Platforms
      –   Autodesk: http://usa.autodesk.com/adsk/servlet/index?siteID=123112&id=7764394
      –   deCarta: http://www.decarta.com/products/dz/index.html
      –   ESRI: http://www.esri.com/industries/locationservices/business/enterprise.html

 •   Carriers
      –   Sprint: https://developer.sprint.com/site/global/develop/technologies/location_based_serv/p_lbs.jsp
      –   Verizon/US Cellular (BREW): http://brew.qualcomm.com
      –   Alltel: http://developer.alltel.com

 •   Handset Makers
      –   Motorola: http://developer.motorola.com
      –   Samsung: http://developer.samsungmobile.com
      –   Nokia/S60: http://www.forum.nokia.com

 •   Map Providers
      –   NAVTEQ: http://developer.navteq.com/site/global/home/p_home.jsp
      –   TeleAtlas: https://developerlink.teleatlas.com/index.cfm?ses=1

 •   OS/Dev Environments
      –   BREW: http://brew.qualcomm.com/brew/en/developer/resources/dev_resources.html
      –   Microsoft: http://msdn.microsoft.com/mobility/default.aspx
      –   Symbian: http://developer.symbian.com




                                                          14       Copyright © 2007 Partenza Consulting. All Rights Reserved
To Be Successful, You Must Build Your Business Case
  Market Analysis
  •  Is there a large defined market opportunity?
  •  Who are you targeting to buy the service?
  •  Is your solution unique and differentiated vis-à-vis the competition?
  •  How will you market and sell the application?

  Product
  •  What pain point are you solving?
  •  Will it meet the privacy requirements from the carriers?
  •  Could your grandmother use it?
  •  Are you a mass market or a niche application?
  •  Consider your scope carefully and be specific about what you do that is better.

  Launching with Carriers1
  •  Align sufficient financial backing to support the service once it’s launched.
  •  Don’t oversell what you have to carriers.
  •  Admit what you’ve accomplished versus trying to sell what is really a work in progress.
  •  Align yourself with good partners to introduce you to carriers.


1. Paul Reddick, “10 Tips for Startups Who Want to Work With Sprint”



                                                                       15   Copyright © 2007 Partenza Consulting. All Rights Reserved
A Quick Word About Europe
EU expected to be second largest LBS market after US, but is at earliest stages
•   Virtually no A-GPS infrastructure
•   Very few GPS handsets

Navigation, Local Search and Enterprise expected to be largest app opportunities

Handset makers will likely dominate
•   Swappable SIM cards
•   ~50% pre-paid data and voice
•   High cross-country data roaming charges means ‘on-board’ more attractive
•   Fragmented carrier base
•   Consumers used to autonomous GPS and ‘on-board’ distribution

Nokia has early lead
•   Purchased Gate5 navigation software vendor
•   Adding GPS to entire N-Series within 1 – 2 years
•   Nokia’s Series 60 client UI contains all the handset interfaces for A-GPS and LBS

EU LBS market could now ramp up quickly
•   Europe poised to adopt E-112 regulation which will mandate positioning a la E-911 within 18 months
•   New technologies such as SIM A-GPS and software-only GPS mean vastly improved economics for
    adding GPS.




                                                     16       Copyright © 2007 Partenza Consulting. All Rights Reserved
Challenges in Getting to Market
 Expect to test, test, and test some more1
 •    Handset differences
 •    Infrastructure differences for location data
 •    Spatial data issues
 •    Different players own and operate different components

 Limited distribution options
 •    Verizon pursuing carrier-branded strategy, and have filled much of their current LBS
      needs2
 •    Sprint more open with open ecosystem approach
 •    Tier 2 BREW carriers such as US Cellular and Alltel can be a good place to start

 Cost per device goes up as you add location
 •    Porting becoming a larger issue as more handsets support GPS
 •    Certification covers signal strength, power, compliance for privacy standards, etc.
 •    It’s very difficult to track down all of the issues you run into, and it ultimately falls on
      the developer.

                       It’s a long process. Be prepared and be persistent!
1. Kevin Tsurutome, TCS, BREW Conference 2007
2. Barry Ross, Verizon, BREW Conference 2007




                                                    17       Copyright © 2007 Partenza Consulting. All Rights Reserved
Contact Info
Blair Swedeen
Partenza Consulting
e: blair@partenzaconsulting.com
o: +1.415.513.5650
m: +1.773.727.1375
w: http://www.partenzaconsulting.com

Presentation will be made available at http://www.partenzaconsulting.com.




                       Thanks and good luck!



                                        18     Copyright © 2007 Partenza Consulting. All Rights Reserved

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What Developers Need To Know About LBS

  • 1. What Developers Need to Know About Launching Location-Based Services July 2, 2007 Blair Swedeen
  • 2. About Partenza Consulting • Founded in August 2006 to focus on providing clients Location-Based Services (LBS) product strategy and business development expertise. • Eight total years of experience in product strategy, management, marketing for software and content products. • Four years experience in LBS working with: – Application Developers – Middleware Providers – Content providers – Device Makers – Wireless Carriers – Local Search Portals Unique value proposition: LBS experience cutting across all LBS channels, geographies and value chain positions 2 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 3. Questions for Discussion Today • What is LBS? • What makes LBS different for developers? • Why should I consider developing an LBS app? • What’s the LBS market look like? • How do I get started developing my own LBS app? • What are some of the challenges in LBS? • What about Europe? Most importantly ask questions! 3 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 4. What is Mobile LBS? • Mobile Location-based services (LBS) allow end-users to answer questions such as: – Where am I? – What’s near me? – Where is ______? – How do I get there? 3 1 – When did Bobby leave school? • This is accomplished through the 2 combination of some or all of the following technologies: – GeoSpatial software – Spatial databases – (Assisted) GPS – Wireless data networks – Mobile applications 4 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 5. Why LBS? Consumers Want It 5 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 6. Why LBS? Largest Revenue Generator in Downloadable App Category Application Category Share of Downloadable Revenue 10% All National Carriers, US 4% Location Based Services 31% Weather 7% Sports Wallpaper/Pics Music Maps/Directions 9% PIM/Tools Chat/Community Other 8% 13% 9% Source: Telephia Mobile Applications Report Q1 2007 9% 6 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 7. Why LBS? Significant Price Premium in the Downloadable Apps Space All National Carriers 30.0% $10 Q107, US $8.25 Share of Downloads $8 Avg Price Paid 20.0% $5.31 $6 $4.74 $4.29 $4.12 $3.93 $3.39 $4 10.0% $2 0.0% $0 S rt s ic er s ns LB ls re us th o oo io tu ea M Sp ct ic /T W ir e /P er er /D iz an ap s ap rg lp M al O W al on rs Pe *Total revenue received in Q107, covering downloads and subscription fees Source: Telephia Mobile Applications Report Q1 2007 7 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 8. What’s Next? Location is Moving from a Vertical Stand- alone Application to a Horizontal Supporting Multiple Apps Turn-by-turn Navigation Service Workforce Management Comparison Shopping Social Networking Active Lifestyle ENABLER of ENABLER of Location Awareness Location Awareness 8 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 9. As a Result, There are Now Many Different Types of LBS Apps Consumer Enterprise Navigation Vertical-specific –Insurance Family Tracker Social Networking –Construction –Transportation Shopping/Coupons –Real Estate Active Lifestyle Mobile Local Search Workforce management Real Estate Search Fleet dispatch & tracking Imaging Stolen vehicle tracking Gaming 9 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 10. Enterprise Has Very Different Functional Requirements than Consumer Mobile asset and people tracking 1 Route optimization and generation 2 Schedule management 3 Workflow management (paperless order processing) 4 Integration with back-office ERP/inventory systems 5 Business models also differ greatly. Enterprise requires direct sales force and large marketing budget. 10 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 11. What Makes LBS Different? Assisted-GPS. GPS satellites Time To First Fix Normal GPS - Outdoor 45 - 120sec. - Indoor N/A Assisted GPS Assisted GPS -- Outdoor 1 -- 5 s. Outdoor 1 5 s. -- Indoor 10 -- 30 s. Reference Indoor 10 30 s. Reference Network AGPS Server AGPS Server Assistance data: -GPS Time -Visible satellites -Ephemeris data (position) -Almanac data A-GPS Makes LBS a True Client-Server Network Service Source: BlueSky Positioning 11 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 12. What’s the NA LBS Market Look Like? Developers GPS Chipsets Handset OS/ Dev Platform Branded Carriers Customers Tier 1 Enterprises Handset Makers Tier 2 White Label LBS Platform Spatial Content Consumers Internet Brands Location Server Internet Brands Off-deck On-deck Non-GPS Windows GeoSpatial Platform Live Search 12 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 13. What Does the LBS Platform Do? GeoSpatial Platform • Provides the database management technology for location based services: – Searching – Geocoding – Map Rendering – Navigation/Route Calculation Middleware • Communicates with the Carrier’s internal systems and manages those functions not related to the core geo-spatial actions – Location determination interfaces – Authentication and Privacy – Hooks into carrier billing systems – Messaging interfaces (SMS, MMS) – Content management Spatial Databases • Provides all the necessary Map and POI data for a location-based service – Verizon mandates NAVTEQ – Sprint allows developer to choose between TA and NT Location Server • Provides API to access the subscriber’s A-GPS Lat/Long • Defined by carrier 13 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 14. Developer Programs Essential to Shortening Time to Market and Assisting in Marketing Several players have developer programs with LBS support: • Geospatial Platforms – Autodesk: http://usa.autodesk.com/adsk/servlet/index?siteID=123112&id=7764394 – deCarta: http://www.decarta.com/products/dz/index.html – ESRI: http://www.esri.com/industries/locationservices/business/enterprise.html • Carriers – Sprint: https://developer.sprint.com/site/global/develop/technologies/location_based_serv/p_lbs.jsp – Verizon/US Cellular (BREW): http://brew.qualcomm.com – Alltel: http://developer.alltel.com • Handset Makers – Motorola: http://developer.motorola.com – Samsung: http://developer.samsungmobile.com – Nokia/S60: http://www.forum.nokia.com • Map Providers – NAVTEQ: http://developer.navteq.com/site/global/home/p_home.jsp – TeleAtlas: https://developerlink.teleatlas.com/index.cfm?ses=1 • OS/Dev Environments – BREW: http://brew.qualcomm.com/brew/en/developer/resources/dev_resources.html – Microsoft: http://msdn.microsoft.com/mobility/default.aspx – Symbian: http://developer.symbian.com 14 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 15. To Be Successful, You Must Build Your Business Case Market Analysis • Is there a large defined market opportunity? • Who are you targeting to buy the service? • Is your solution unique and differentiated vis-à-vis the competition? • How will you market and sell the application? Product • What pain point are you solving? • Will it meet the privacy requirements from the carriers? • Could your grandmother use it? • Are you a mass market or a niche application? • Consider your scope carefully and be specific about what you do that is better. Launching with Carriers1 • Align sufficient financial backing to support the service once it’s launched. • Don’t oversell what you have to carriers. • Admit what you’ve accomplished versus trying to sell what is really a work in progress. • Align yourself with good partners to introduce you to carriers. 1. Paul Reddick, “10 Tips for Startups Who Want to Work With Sprint” 15 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 16. A Quick Word About Europe EU expected to be second largest LBS market after US, but is at earliest stages • Virtually no A-GPS infrastructure • Very few GPS handsets Navigation, Local Search and Enterprise expected to be largest app opportunities Handset makers will likely dominate • Swappable SIM cards • ~50% pre-paid data and voice • High cross-country data roaming charges means ‘on-board’ more attractive • Fragmented carrier base • Consumers used to autonomous GPS and ‘on-board’ distribution Nokia has early lead • Purchased Gate5 navigation software vendor • Adding GPS to entire N-Series within 1 – 2 years • Nokia’s Series 60 client UI contains all the handset interfaces for A-GPS and LBS EU LBS market could now ramp up quickly • Europe poised to adopt E-112 regulation which will mandate positioning a la E-911 within 18 months • New technologies such as SIM A-GPS and software-only GPS mean vastly improved economics for adding GPS. 16 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 17. Challenges in Getting to Market Expect to test, test, and test some more1 • Handset differences • Infrastructure differences for location data • Spatial data issues • Different players own and operate different components Limited distribution options • Verizon pursuing carrier-branded strategy, and have filled much of their current LBS needs2 • Sprint more open with open ecosystem approach • Tier 2 BREW carriers such as US Cellular and Alltel can be a good place to start Cost per device goes up as you add location • Porting becoming a larger issue as more handsets support GPS • Certification covers signal strength, power, compliance for privacy standards, etc. • It’s very difficult to track down all of the issues you run into, and it ultimately falls on the developer. It’s a long process. Be prepared and be persistent! 1. Kevin Tsurutome, TCS, BREW Conference 2007 2. Barry Ross, Verizon, BREW Conference 2007 17 Copyright © 2007 Partenza Consulting. All Rights Reserved
  • 18. Contact Info Blair Swedeen Partenza Consulting e: blair@partenzaconsulting.com o: +1.415.513.5650 m: +1.773.727.1375 w: http://www.partenzaconsulting.com Presentation will be made available at http://www.partenzaconsulting.com. Thanks and good luck! 18 Copyright © 2007 Partenza Consulting. All Rights Reserved