Big Data: Small Screen Location-Based Services 2.0

1. Big Data: Small Screen
Location Based Services 2.0
Kevin Foreman,
Vice President, Mobile Applications
INRIX Inc.
June 26, 2012

2. Big Data: Small Screen – LBS 2.0
• Where we are today?
• LBS 1.0
• Where are we going with Big Data?
• LBS 2.0
• New Opportunities for You

3. LBS 1.0

4. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?

5. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?
“What’s the address of X?

6. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?
“What’s the address of X?
“What’s the phone number of X?”
WagJag: local restaurants,
spas, activities, events, etc.

7. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?
“What’s the address of X?
“What’s the phone number of X?”
“What are the ratings of X?”

8. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?
“What’s the address of X?
“What’s the phone number of X?”
“What are the ratings of X?”
“?”
8th most searched brand

9. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?
“What’s the address of X?
“What’s the phone number of X?”
“What are the ratings of X?”
“What are the store hours of X?”

10. Where are we today? LBS 1.0
Local Search
“What’s around me?”
“Where can I find retailer X?
“What’s the address of X?
“What’s the phone number of X?”
“What are the ratings of X?”
“What are the store hours of X?”

11. LBS 1.0
Mobile Search
70% acted upon within sixty minutes
Desktop Search
70% acted upon within 1 week
Source: Bing published results Jan 2011

12. Where are we today? LBS 1.0
Turn-by-Turn Navigation
Once I’ve searched,
“How do I get there?”

13. Where are we today? LBS 1.0
Traffic
“What does traffic look like
a while ago on the major roads?”

14. Where are we today? LBS 1.0
Small Data: Small Screen

15. LBS 2.0

16. Where are we Going? LBS 2.0
Big Data
How big is big?

17. Traffic Requires Broad Input Sources
• 500+ commercial, consumer and government sources
• Nearly 100 million connected drivers, throughout the day
• Tens of billions of useful data points per month

18. Traffic Requires Context
Incidents
Road Closures The “Why” of Flow
Constant Tracking
Traffic Fusion
Traffic Cameras
Engine Thousands of Feeds
Community
100,000+ Reporters/mo Traffic Flow
Speeds & Congestion
Events
All Event >5,000

19. INRIX Predictive Data
Real-Time and Forecast Traffic-Related Metadata
Current Traffic Conditions Current & Forecast Weather Incidents Sporting Events, Holidays & Concerts & Other
Historical Across Network School Schedules Major Events
Traffic Flow
Data
Dynamic Predictive Input
Training
Data Bayesian Prediction Engine
Historical Traffic INRIX Predictions
Related
Metadata Start Time
Incidents, Weather,
Events, Schedules and 12.00pm 12.15pm 12.30pm 12.45pm 1.00pm 2.00pm 6.00pm 6.00am 6.00pm
Holidays
0 15 30 45 1hr 2hr 6hr Next Day Next Day
Actual Time
Predictions Road Segment 1
Road Segment 2
Road Segment 3

20. Where are we Going? LBS 2.0
Big Data
Higher order questions
“How does traffic compare to last year”?

21. Canadian Traffic Comparison
• Traffic congestion down 22% in ‘11 compared to ‘10
• Traffic congestion is down in ‘11 from:
• 15% (Vancouver)
• 28% (Ottawa)
• Why? Traffic is a leading economic indicator.

22. Canadian Traffic Opportunity
However, traffic is still a problem
Worst traffic cities are for hours wasted annually:
• Montreal: 39 hours wasted
• Vancouver: 35 hours wasted
• Toronto: 28 hours wasted
• Calgary: 15 hours wasted
• Ottawa: 13 hours wasted

23. Canadian City Traffic Factoids
Best Best Best
Worst Worst Worst Worst Best Weekday Weekday Weekday
Metro Day AM PM Hour Weekday AM PM Hour
Fri Fri
Calgary Fri Tue Fri 4-5pm Mon Fri Mon 7-8am
Fri Fri
Montreal Thu Tue Fri 4-5pm Mon Fri Mon 7-8am
Tue Fri
Ottawa Tue Tue Tue 5-6pm Mon Fri Mon 8-9am
Fri Fri
Toronto Fri Wed Fri 4-5pm Mon Fri Mon 7-8am
Fri Fri
Vancouver Fri Thu Fri 4-5pm Mon Fri Mon 7-8pm

24. Where are we Going? LBS 2.0
Big Data
Higher order questions
“How does traffic compare to last year”?
“What’s my fastest route home?”
“What traffic incidents are in front of me?

25. Personal - INRIX Traffic
Guaranteed Satisfaction…

26. Personal - INRIX Traffic
Guaranteed Satisfaction… or double your traffic back!

27. INRIX Traffic v4 for iPhone/iPad
What’s my fastest route
home? What’s the best
time to leave?
What’s the delta of
my 1st and 2nd route?
Notify my spouse of
What’s my arrival & my Arrival Time
travel time home?

28. Where are we Going? LBS 2.0
Big Data
Higher order questions
“How does traffic compare to last year”?
“What’s my fastest route home?”
“What traffic incidents are in front of me?
“How do I get there, given real-time traffic”?

29. Top iPhone Apps Using Traffic
9 of the top 12 grossing iPhone navigation apps that use traffic
use INRIX traffic as the data sources
Application Grossing Rank* Traffic Source
MotionX GPS Drive 1
Garmin USA 2
TomTom USA 3
GPS by Telenav 4
Navigon Mobile Navigator USA 6
Navigation by Telenav – Telenav GPS Plus 7
Navigon Mobile Navigator North America 8
Garmin StreetPilot On Demand 9
INRIX Traffic 16
Magellan Roadmate USA 17
Gokivo GPS Navigator 27
CoPilot Live North America 51
* - Source=AppAnnie

30. Where are we Going? LBS 2.0
Big Data
Higher order questions
“How does traffic compare to last year”?
“What’s my fastest route home?”
“What traffic incidents are in front of me?
“How do I get there, given traffic”?
“What’s my actual arrival time?”

31. INRIX is taking the “E” out of “ETA”

32. Where are we Going? LBS 2.0
Big Data
Higher order questions
“Gas in front of me?”
“Groceries on my route WITHIN the store?”
“Parking lot availability?”

33. Where are we Going? LBS 2.0
Big Data
Higher order questions
“Gas in front of me?”
“Groceries on my route WITHIN the store?”
“Parking lot availability?”
Anything with real-time data, directional data or
comparison data

34. Opportunities
for you

35. Opportunities for You
• Answer THIS question. “Why are you asking?”
• “Where is store X located in the Mall?
• Why are you asking?
• “I’m looking for a Father’s day gift?”
• Attack anything paper-based
• Yellow pages
• Maps – Road, airport, mall, universities
• News
• Attack anything broadcast with personal-cast

36. Thank you!