What Mobile Navigation can do for you?
Transcript of What Mobile Navigation can do for you?
Mobile Navigation
Andrey [email protected]
February 12, 2009
T-109.4300 Network Services Business Models
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Lecture Goals
Overview of Mobile NavigationCornerstones of navigation businessLBS evolution pathEnabling factors
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OutlineIntroductionTechnologies and StandardsEnd-user ServicesLBS Evolution PathKey Players & StrategiesValue NetworkRevenue FlowsSuccess FactorsConclusion
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Definitions“Navigation is the process of reading, and controlling the movement of a craft or vehicle from one place to another… The word navigate is derived from the Latin "navigare", meaning "to sail” (From Wikipedia, the free encyclopedia)
”Personal navigation means determining an individual’s location(positioning), selecting and providing guidance on the required routeand mode of transport to a desired destination in either an outdoor orindoor environment, using geographic or spatial information, and information on location-based phenomena and services” (Rainio 2000 –2002)
Mobile navigation involves use of your mobile handset to identifyand share your location, navigate on the go and receive turn-by-turndirections, utilize versatile location-specific services such as personalized real-time content and different points of interestanywhere at any point of time
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Properties
Mobile navigationOne of the core mobile business categoriesEnables novel business models and entailsinnovative services
Mobile advertising, broadcasting, search, payments
Serves customers of any age, background, occupation, interests and needs
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Problem Areas
User demand & value propositionPrivacy concernsChanges in technologiesEvolution of standards & regulationsBusiness strategies
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Problem Areas
User demand & value propositionPrivacy concernsChanges in technologiesEvolution of standards & regulationsBusiness strategies
Preconditions & success factors?
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”STOF” Model
*Source: Bouwman et al. ”Mobile Service Innovation and Business Models”
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”STOF” & Mobile NavigationService:
Value Proposition
Organization:Key Actors & Strategies
Technology:Technologies & Standards
Finance:Value Network, Revenue Models
*Adapted from Bouwman et al.
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”STOF” & Mobile NavigationService:
Value Proposition
Organization:Key Actors & Strategies
Technology:Technologies & Standards
Finance:Value Network, Revenue Models
*Adapted from Bouwman et al.
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Requirements
HW limitations:Processing Power
UsabilityTiny Spaces
Energy
SW requirements:Extensive Map Data
Voice GuidancePersonalized Content
Robust SoftwareMultiplatform Support
ResourcesKnowledgeInvestments
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Navigation Techniques
Cell-IDCellular base station positioning
Local-range network positioningBluetooth, WLAN, Infrared, RFID, etc.
Satellite-basedGNSS – Global Navigation Satellite Systems
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How Satellite Navigation Works
GNSS:GPSGLONASSGALILEOCOMPASS
*Image source: http://news.bbc.co.uk/1/hi/sci/tech/6634285.stm
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GPS
Global Positioning SystemUS Department of Defense, 1973”NAVSTAR” projectFull operation from 1994Constellation status as of 01.02.09:
31 satellites*
*Source: The Navigation Center of Excellence, http://www.navcen.uscg.gov/navinfo/Gps/ActiveNanu.aspx
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GLONASS
”GLObal’naya NAvigatsionnayaSputnikovaya Sistema”Russian Federation, roots back to SUPresently operating also for civil useConstellation status as of 01.02.09:
20 satellites (18 operational, 1 undermaintenance, 1 in commissioning phase)*
*Source: Information-Analytical Centre of Russian Space Agency, http://www.glonass-ianc.rsa.ru
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Double-Receiver Unit
*Source: http://www.glonass-rus.ru
The first Russian in-carnavigation unitGlospace SGK-70
GLONASS/GPSMedia playerTouch screen 7” TFT CPU 400 MHz, RAM 64 MBWindows CE 5.0
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GALILEO
EU, EC and ESA; operational by 2013Interoperable with GPS and GLONASSConstellation of 30 satellites and a global ground control infrastructureFunding € 3,4 billion for 2007-2013Classification of services
*Source: European Space Agency, http://www.esa.int/esaNA/galileo.html
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COMPASS (Beidou-2)
Second generation of Beidou (Beidou-1, 2000)Cover China and its neighbourhood by 2008Final constellation for global positioning:
5 geostationary orbit (GEO) satellites30 medium Earth orbit (MEO) satellites
Two kinds of serviceAn open service with limited positioning accuracyAuthorized services with higher accuracy
*Source: http://www.insidegnss.com/aboutcompass
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Why Several GNSS?
Independence and confidenceImprove accuracy by multiplying totalamount of satellitesExtend coverage in some areas byplacing satellites to the orbit differentlyfrom GPSNovel business opportunities for companies
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Assisting TechnologiesChallenges with traditional GPS for smartphones
Long values of Time To First Fix (TTFF)Low signal in narrow urban areasCPU usage and power consumption
Satellite are assisted by cellular and Wi-Fi positioning
Purposely designed systems for mobile handsetsA-GPS (Assisted GPS)
Almanac and Ephemeris assistance dataReference network of GPS receivers
eGPS (Enhanced GPS)Information about base station locations
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”STOF” & Mobile Navigation
Service:Value Proposition
OrganizationKey Actors & Strategies
Technology:Technologies & Standards
Finance:Value Network, Revenue Models
*Adapted from Bouwman et al.
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End-User Services
NavigationA BDriving and walkingturn-by-turn directionsLocation on a mapBuilt-in compass3D-mapsExtra info
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End-User Services (cont’d)
Location-Based ServicesLocation sharingLocating emergency callersTraffic, weather, fuel, shopsNearby venuesCommercial offers & adsPersonalized mobile searchMultimedia city guidesReserving a parking space
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LBS Evolution Path
*Source: Bellavista et al., 2008. Location-Based Services: Back to the Future
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LBS: From Failure To Success
*Source: Bellavista et al., 2008; Eylert, 2005
Failure Success
Cell-ID (low accuracy) GPS/GLONASS/GALILEO + assistingtechnologies + 3G, LTE, WiMAX
Lack of user interest Web 2.0 & novel services
Operator-centric User-centric
Reactive Proactive
Single-target Multi-target
Content-oriented Application-oriented
Privacy & SPAM New middleware
Restricted to big players Open participation
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Primary LBS Enablers
*Source: Bellavista et al., 2008. Location-Based Services: Back to the Future
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”STOF” & Mobile NavigationService:
Value Proposition
Organization:Key Actors & Strategies
Technology:Technologies & Standards
Finance:Value Network, Revenue Models
*Adapted from Bouwman et al.
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Key PlayersTechnology players
Device Vendors (e.g., Apple, Nokia, Garmin, TomTom, Navigon)Map makers (e.g., NAVTEQ, TeleAtlas)Software suppliers (e.g., Garmin, Gate5, Navicore, Benefon)
Communication playersGNSS deployers (USA, Russia, EU, China)Network operators (e.g., NTT DoCoMo, T-Mobile, TeliaSonera)Wireless carriers (e.g., Wippies, FON)
Service providersContent creators and owners (e.g., musicians, venues, )Content and service aggregators (e.g., media companies, adv agencies, traffic bureaus)Content distributors (LBS providers, application portals)
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Key Players (cont’d)
Regulation playersGovernmentsAuthorities, commissionsStandardization bodies(3GPP, IETF, W3C, etc.)
ConsumersPrivateCorporate
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StrategiesAdd value
Complementary functionsInnovative apps & servicesQuality, interoperability and distinctivnessDiversifications in platforms and apps
Pool resourcesKnowledge, maps, software, customer baseVia acquisionsVia partnerships, alliancesVia dynamics of value network
Vendors
Operators
LBS
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Strategies (cont’d)Focus on service provisioningBundle services withsubscriptions (S-S) in sales
ContributeAdd contentAdd feedback
Vendors
Carriers
Consumers
LBS
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Making Digital Maps: How?
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Making Digital Maps: How?
Diverse sourcesFrom satellite images and aero photos to traditional local maps and reports
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Making Digital Maps: How?
Diverse sourcesFrom satellite images and aero photos to traditional local maps and reports
”4-wheeled” and ”2-wheeled” :) cartographers
More than 50% of working time
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Making Digital Maps: How?
Diverse sourcesFrom satellite images and aero photos to traditional local maps and reports
”4-wheeled” and ”2-wheeled” :) cartographers
More than 50% of working timeConsumer feedback and updates
Directly from users (TeleAtlas & TomTom)
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Maps: Challenges and Threats
Accurate information is expensiveLower accuracy in less populated areasPotential threats from other giants
Google, Yahoo, Microsoft, Apple
User-generated contentLike ”PhotoMap”
*Sources: 1) http://www.usatoday.com/tech/products/services/2007-07-27-mapmakers-race-chart_N.htm2) http://ifgi.uni-muenster.de/0/photomap/Home.html
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Smartphones, PNDs and Maps
DigitalMaps
TeleAtlas, NAVTEQ, ...
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Smartphones, PNDs and Maps
PND Smartphone
DigitalMaps
TomTomGarmin
MagellanMio
Navigon...
NokiaMotorollaSony EricssonSamsungiPhoneBlackBerryAndroid...
TeleAtlas, NAVTEQ, ...
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Smartphones, PNDs and Maps
PND Smartphone
DigitalMaps
EnhancedPND
NavigationSoftware
Acquisions
NokiaMotorollaSony EricssonSamsungiPhoneBlackBerryAndroid...
TomTomGarmin
MagellanMio
Navigon...
TeleAtlas, NAVTEQ, ...
Alliances
Multi-functionaldevices
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PND vs. Smartphone
*Source: Ordnance Survey
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PND vs. Smartphone
Navigation-focused*Established market*Bigger screen and antennaHigher usability level & accuracyComplementary functions...
*Source: Ordnance Survey
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PND vs. Smartphone
Navigation-focused*Established market*Bigger screen and antennaHigher usability level & accuracyComplementary functions...
All-in-one deviceVersatile connectivityPotential of applications”Always with you”*Increasing sales*...
*Source: Ordnance Survey
LBS
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”STOF” & Mobile Navigation
Service:Value Proposition
OrganizationKey Actors & Strategies
Technology:Technologies & Standards
Finance:Value Network, Revenue Models
*Adapted from Bouwman et al.
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Value Network
PhoneVendors Map
Makers
SoftwareVendors
AdvertisingAgencies
PressAgencies
MediaCompanies
TraphicAgencies
LBSProviders Operators
Consumers
AdvertisersContent Owners
Regulators
Value Flow
Influence
GNSS?
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Revenue Models
VendorsSales of devices, maps and softwareAgreements withoperators and otherplayers
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Revenue Models (cont’d)
OperatorsBundled subscriptionsMaintenance of A-GPS reference networkAgreements with contentand LBS providers, vendors, governments
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Revenue Models (cont’d)
Service ProvidersService subscriptionsAgreements withcontent owners, media companies, advertising agencies
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Success FactorsTechnology Perspective:
GNSS interoperabilityEvolution of mobile networks & platforms
Business PerspectiveBest available resourcesCooperation, partnershipsFocus on customers
Consumer PerspectivePrivacyInnovativenessAffordable price models
Regulation & standardization
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Conclusion
Mobile Mobile NavigationNavigationUniqueUnique mm--businessbusiness categorycategoryComplexComplex valuevalue networknetworkHighHigh potentialpotential of LBSof LBS
FutureFutureLeadingLeading navigationnavigation platformsplatforms??Killer LBS Killer LBS servicesservices??CoCo--existanceexistance of mobile of mobile businessesbusinesses??
Thank You!
* http://www.lasplash.com/uploads/2/hgg_copilotlive7.jpg** http://www5.jouwsites.nl/image/illus_yournav/1062.jpg
* **
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References & LinksBooks & Articles:
Eylert B., 2005. The Mobile Multimedia Business: Requirements and Solutions. John Wiley & Sons, 2005Bouwman et al., 2008. Mobile Service Innovation and Business ModelsBellavista, P., Küpper, A., and Helal, S. 2008. Location-Based Services: Back to the Future. IEEE Pervasive Computing 7, 2 (Apr. 2008), 85-89Bernardos, A.M., Casar, J.R., Tarrio, P., 2007. Building a framework to characterize location-based services. NGMAST '07. Page(s):110 – 118
Links:http://www.youtube.com/watch?v=l1zhyRO9csQhttp://www.pocketgpsworld.com/making-navteq-maps-a1038.phphttp://www.youtube.com/watch?v=kxQEDVSc9p4