Wireless Delivery of data to the car May, 2005 Paul Lipkin Director of Dynamic Content

Copyright 2004 Tele Atlas. All rights reserved Why Is Wireless Data Delivery to cars so important? There are certain complications with the alternatives

Copyright 2004 Tele Atlas. All rights reserved Wired Data Delivery ?

Copyright 2004 Tele Atlas. All rights reserved Why Is Wireless Data Delivery to cars so Important?  When you are in your car, you are going places.  How do I get there?  What is the traffic like ?  Where can I eat, drink or be merry?  Is there room at the inn?  What is the next available tee time?

Copyright 2004 Tele Atlas. All rights reserved Wireless Data Distribution Alternatives Radio Broadband Cell Phone DSD True Time Map Server Satellite Radio Sub FM Digital Radio G3 GPRS VII

Copyright 2004 Tele Atlas. All rights reserved Cell Network  Infrastructure Cost (already exists)  ~200K/tower X 300 towers per major market = $60M/major market + license fees  Benefits  Two-way communication  reasonable bandwidth  Good coverage in major markets  Issues  Not always on (yet)  Data services compete with very profitable voice bandwidth

Copyright 2004 Tele Atlas. All rights reserved Wireless Internet Network  Infrastructure Cost  ~5K/base station X 1,000 base stations = $5M/major market  Benefits  Two-way communication  Great bandwidth potential  COTS hardware  Issues  No alternate revenue stream to subsidize buildout yet… (Gov’t funding of VII or other commercial apps)  Need power and right of way to install network  Time – Not a short term alternative until infrastructure built out

Copyright 2004 Tele Atlas. All rights reserved Satellite Radio  Infrastructure Cost (already exists)  ~200M per launch + 100M per satellite + Ground Repeaters = >$1B for nationwide coverage  Benefits  Nationwide coverage  Issues  National broadcast requirements makes local data expensive  Receivers currently expensive  Current economic drivers are the number of subscribers, not value added data services. Adding the “Marching Band Channel” might drive more subscribers than a new data service.

Copyright 2004 Tele Atlas. All rights reserved Terrestrial Radio  Infrastructure Cost (already exists)  ~500,000K/transmitter X 5 transmitters = $2.5M/major market  Benefits  Local broadcast of local data  Uses sidebands and does not take away from core audio bandwidth  Upgradeable to Digital for increased bandwidth  Issues  Billing mechanisms more difficult  Coverage spotty outside of Urban Areas

Copyright 2004 Tele Atlas. All rights reserved Wireless Data to the Car - Conclusions  Satellite Radio appropriate for one-way low- bandwidth national content  Terrestrial Analog Radio efficient for one-way local content  Terrestrial Digital Radio effective for large amounts of one-way local or national content (like POI or map updates)  Cell Phones a good bridge solution for 2-way communications, until…  Wireless Internet is a great solution when infrastructure implemented.