1. Mobile Location Services: Market Strategies Ovum Report 2000 Part B: Market Overview Pasi Pekkinen pasi.pekkinen@navinova.com Navinova Oy Navinova Oy

2. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP2 Why location is hot? Age-old problems: Where am I? Where is it? How to get there?Age-old problems: Where am I? Where is it? How to get there? Mobile telephony inherently about locationMobile telephony inherently about location Many calls are actually location updatesMany calls are actually location updates Mobile phones purchased for safety reasonsMobile phones purchased for safety reasons Location differentiates mobile from fixed InternetLocation differentiates mobile from fixed Internet Location is a mean for personalisationLocation is a mean for personalisation

3. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP3 Why is location hot? (2) Location enhances the user interfaceLocation enhances the user interface Location enables mobile e-commerceLocation enables mobile e-commerce Opportunity to differentiate from other operatorsOpportunity to differentiate from other operators Location is the new customer ownershipLocation is the new customer ownership Context is made of location, role, activity and timeContext is made of location, role, activity and time

4. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP4 Typology of location related products Content or application held by: Position derived by: DeviceNetworkNeither DeviceNetworkNeither Fleet mgmt GPS based stolen vehicle recovery Network based services Mobile location services

5. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP5 Substitutes to LCS Device based contentDevice based content –in-car navigation systems, PDA + GPS, PDA + Bluetooth Broadcast substitutesBroadcast substitutes –static information updated Self-input positionSelf-input position Proximity substitutesProximity substitutes –infrared, Bluetooth, update PDA with short range radio

6. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP6 Beneficiaries of LCS Location technology vendorsLocation technology vendors Mobile network operatorsMobile network operators Handset manufacturersHandset manufacturers Network infrastructure vendorsNetwork infrastructure vendors Application developersApplication developers Content suppliersContent suppliers Branded portalsBranded portals System integratorsSystem integrators AdvertisersAdvertisers RetailersRetailers

7. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP7 Market structure Location industry confusingLocation industry confusing Relatively few commercial implementationsRelatively few commercial implementations LCS aren’t technologically or commercially matureLCS aren’t technologically or commercially mature Many technical solutions, delivery chains and revenue models still credibleMany technical solutions, delivery chains and revenue models still credible

8. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP8 Mobile LCS industry Location measurement technology vendorsLocation measurement technology vendors –systems to calculate position of target mobiles –handset-based, network-based or hybrid Location server and gateway vendorsLocation server and gateway vendors –location server is a platform to obtain, store and manage position info –location gateway manages the interface between server and other elements Location application developersLocation application developers –combining position info with other info Application infrastructure vendorsApplication infrastructure vendors –databases capable of handling spatial relationships Content suppliersContent suppliers –any geocoded content

9. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP9 Current status of LCS Weather reportsWeather reports –some networks support, self-selection of region Push advertisingPush advertising –technically possible, services combining profile and tracking not available M-couponsM-coupons –systems available, unaware of commercial implementations Friend-findFriend-find –applications available for operators Film and restaurant infoFilm and restaurant info –device based city guides, self-input location, reservations by voice calls

10. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP10 Current status of LCS (2) Location based billingLocation based billing –earlier implementations not successful Panic buttonPanic button –calls to emergency service routinely carry phone number and Cell ID Teen trackingTeen tracking –not yet available, current GPS-mobile hybrids suitable for vehicles Transport infoTransport info –train and metro information available over WAP Location based routing of callsLocation based routing of calls –not yet available, although possible with current networks

11. Ovum Report 2000: Mobile Location Services 22.6.2015 / PP11 Are we nearly there? Not yet a winning location measurement techn.Not yet a winning location measurement techn. –Several potentials: AGPS, TOA, E-OTD –absence of winner makes operators reluctant to pick Infrastructure vendors reluctant to make serious implementation plansInfrastructure vendors reluctant to make serious implementation plans Business models unclearBusiness models unclear –Billing systems do not support new business models Applications not yet in placeApplications not yet in place Fears over privacyFears over privacy