Navigation is dead! Long live navigation!

1. PTOLEMUS Consulting Group
Navigation is dead!
Long live navigation!
SmartWIPClub, Paris, 10th June 2010
Frederic Bruneteau, Managing Director

2. Introduction
PTOLEMUS is named after Ptolemy, the greek geographer
who created the first map of the world
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3. Introduction
PTOLEMUS assists its clients, from strategy definition to
business development
Our areas of expertise Our services
Positioning / Location enablement Strategy definition
including business plan
Navigation development, board coaching and
support
Location-based content
Telematics
& services
e.g. connected car, fleet Strategic due diligence
e.g. maps, traffic, fuel
management, PAYD, road and market assessment
prices, speed cameras,
charging, e-call
weather, parking, etc.
Intelligent transport systems Innovation management
including product & services
Mobile content and social networking, e.g. application development and launch
stores, content sourcing, crowd-sourcing
M2M Business development
including response to RFPs
Connectivity (sourcing, MVNO, ESP, etc.)
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4. Introduction
We have acquired substantial experience in the field of
geo-connected mobility
Telecom operators Infrastructure providers Content & application providers
ITS providers
• Four partners in Paris, London and
Brussels
Car & telematics vendors • +30 years of experience in mobile
• +30 years of experience in telematics
Insurers & assistance providers Venture capitalists
Montezemolo
& Partners
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5. Smart WIP Club offer
PTOLEMUS will publish next week its
2010 European Location Study
• 150 pages of our expertise about the location
industry, built on
• Interviews with over 100 executives from all sides
of the industry, from Admob to Yahoo!,
• Over 6 months of desk research and primary
research, notably an online survey,
• A detailed market model so as to combine
strategic and technology analysis with hard
figures
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6. Long live navigation
Since 2003, navigation has reigned over the LBS kingdom
OFFBOARD HYBRID ONBOARD
Application Mobile Mobile Mobile PND vendors
provider phone network phone
vendor operators vendor
Map
Map Map
Mobile network operators
App. Application
Mobile subscriber Mobile user End-user
Note: a number of alternatives to these 3 models exist, such as the onboard mobile model 6

7. Long live navigation
Free navigation is turning the 3 navigation business models
upside down
The impact of Google's announcement
... and Nokia's reaction
of free navigation on Android in the US
TomTom: -33% or €780 million lost
Garmin: -21% or €1.1 billion lost
Oct. 12th: Leaks in certain
Droid documents
Oct. 28th: official
announcement
Free navigation
in 74 countries
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8. Long live navigation
Welcome to connavigation!
ON-BOARD
PND vendors 2007 2008 2009 2010
Mobile network
Local search
Dynamic services
Map
Application
End-user
Pioneering Commercial Launch Expansion Mainstream
8

9. Long live navigation
Welcome to nadvigation!
Advertisers
Search / navigation provider
Dynamic services
Local search
Map
Mobile phone vendors
Mobile network operators
Mobile subscriber
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10. Long live navigation
Welcome to (real) pedestrian navigation!
Availability of pedestrian
attributes on navigation maps
Increasing integration of
A-GPS & WiFi
in mobile phones
Availability of "urban"
positioning databases
(WiFi, Cell-ID)
Unlimited mobile tariffs
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11. Long live navigation
Welcome to indoor navigation!
Technologies addressing the wide variety of Micello, indoor map provider
indoor location requirements include:
• WiFi (companies such as Navizon and
Skyhook),
• UWB (Ultra-Wide Band) and SWB (Super-
Wide Band),
• RFID (Radio Frequency IDentification),
• Pseudolites (or Pseudo Satellites), ground-
based radio transmitters that transmit a
navigation signal (Insiteo),
• MEMS.
A combination of WiFi, Cell-ID, inertial sensors
and GPS (e.g. Pole Star‘s combined GPS and
WiFi solution).
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12. Long live navigation
Welcome to social navigation!
Advertisers
Mobile MSN provider
phone
vendor
User context database
Mobile Map
network
operators
App.
Mobile user
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13. Long live navigation
Welcome to navYOUgation!
Understanding your
general and occasional
preferences
Always connected
Adapted to your
to your social
network YOU transport mode
Everywhere you go
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14. Long live navigation
Navigation will be at the core of our (mobile) life
• Several formats will remain, to adapt to
different use cases
• The days of the closed PND model are
counted. Within 3 years, all PNDs will be
connected and give access to an App. Store
• GPS-only navigation will soon become
history. Several complementary
technologies will emerge from WiFi to
Cell-ID
• Search and navigation will become one
and the same business, notably under
Google's influence
Long live
navigation! • Smart navigation will permeate most
mobile applications and services
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15. PTOLEMUS Consulting Group
Strategies for Mobile Companies
Brussels - Paris - London
contact@ptolemus.com
w w w. p t o l e m u s . c o m
Frederic Bruneteau
Managing Director
fbruneteau@ptolemus.com
Twitter: PTOLEMUS