The importance of Business to Consumer applications in the future growth of the location market cannot be over-estimated. It will drive innovation be one of the main drivers of innovation in our industry and will "spill over" into the enterprise. This presentation details some of the emerging application areas and cites some of the sources of evidence underpinning our belief in the importance of this trend.

1. The Importance of B2C in the
Growth of the Geospatial Market
Andrew Coote
Chief Executive
ConsultingWhere Ltd.
www.consultingwhere.com
1 1

2. Prediction is very difficult,
especially about the future.
Neils Bohr (1885-1962)
2

3. Geospatial Hype Cycle
Hype
Geo Cloud
Crowd Sourcing
LIDAR
Augmented Reality
Sensor Networks
Indoor Navigation
Open Data
3D Cities
Smart Metering Enterprise GIS Route Optimisation
FOSS
Consumer Location Apps
Geo Social Networking
GNSS (GPS 2.0)
Big Data
Linked Data
Time
Technology Peak of Trough of Slope of Enlightenment Plateau of Productivity
Trigger Expectations Disillusionment
With acknowledgements to Gartner Research
3

4. 400Kg Gorillas
Oracle Microsoft
Oracle
Google
Nokkia Apple
4

5. Value Created by Personal Location Data
Source: McKinsey Big data:
5
The next frontier for innovation, competition, and productivity

6. Smart Routing
• Solutions already exist but hugely under-exploited
• Applicable to any organisation that controls a fleet of vehicles
• Proven 10-15% efficiency savings from fuel savings alone
• Reduced insurance premiums already being offered for
staying out of high crime areas
• In future will be part of in-vehicle telematics system
• New extensions will include:
– Real-time diversion advice to avoid traffic hold-ups
– Links to weather conditions ahead
– and maybe .......
– Paying for preferential traffic signalling?
6

7. Social Community Applications
7

8. Entertainment: Games and Film
8

9. Bits and Atoms
Courtesy of Jack Abrahams, ebay at Where 2.0 9

10. Monetising Slack Assets
• ParkOnMyDrive
• CouchSurfing
• TOAST Martinborough
10

11. Location-based Dating
11

12. Augmented Reality
Source: www.layar.com 12

13. The Significance of 3D
Courtesy of British Geological Survey
13

14. Political Influencing
Earls Court
Courtesy of ITO world 14

15. Revenue Models
• Advertising - sponsored links for mobile location-
enabled search
• Freemium – basic app is free but premium content is
chargeable
• Recurring subscription fees for content or service
upgrades and extensions
• Purchase of virtual items in mobile games
15

16. B2C in the Enterprise
“Mainstream consumer-focused location aware
smartphones and related location based
services will make significant inroads into the
enterprise, significantly reducing the cost and
effort required for many mobile applications.”
Peter Batty, Ubisense
16

17. Embracing Change
"You never want a serious crisis to go to waste.
And what I mean by that is an opportunity to do
things that you think you could not do in any
other circumstances”
Hillary Clinton
after Rahm Emanuel (former White House Chief of Staff)
17

18. Conclusions
• The substantial opportunities in the B2C space won’t
come to us – we have to go and make them happen;
• Funding is available, locally through “white knight”
investors and more globally in Silicon Valley;
• As an industry we largely missed the opportunities
that the advent of GPS created;
• Let’s not miss them this time!
18

19. Thank you for Listening
Email: andrew.coote@consultingwhere.com
Twitter: @acoote
19 19