Location-Based Service Mash-Ups Using Maps - Michael Halbherr- Nokia

Location-Based Service Mash-ups using Maps Madrid S60 Summit Michael Halbherr Nokia Corporation Company Confidential 1 © 2006 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials We are at the Beginning … The Mobile Phone Is The Ultimate GPS Device And Not The PND Units per Year A PND market reached 15 million units in ‘06 Up from 7 million units in 2005 Category growth remains very strong Demand far from saturation Price pressure is intense 20 m Connected Devices w and w/o on-board GPS B GPS-Bundles just a stepping stone … A 10 m Built-in GPS much more convenient Too expensive as a phone accessory Too difficult to use C PND Devices C GPS phones are reaching volumes Nokia N95 launched, 6110 following soon GPS will become standard functionality of phones just like cameras 50% penetration in 3 to 5 years 2008 B GPS Bundles 2005 2006 2007 Yearly volume of GPS-enabled devices will grow 20x over coming 5 years … … and this will drive tremendous innovation on the application layer 2 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH 3 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Nokia Maps – Convergence of Previously Distinct Experiences Broadband Delivery, built-in GPS/Bluetooth GPS, and Mobile Computing Power Connected Mobile Devices With Location Based Experiences Personal Navigation is a great success ...and goes mobile Broadband Delivery Deliver 8 G Byte world-map to mobile devices with small memory footprint Online Mapping, Routing, and local Search ... also goes mobile Built-in or BT-GPS B.O.M. impact will drop below € 2 p. phone within 2 years 4 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Free Maps: To Make a Difference, You Have to Be Different Create discontinuity through technology- and biz model innovation Test: 10 x cheaper or significantly scaled user-experience Company Technology page-rank sorting scalable VOIP auction clearing blogging engine movie streaming Service free web search free VOIP client C2C auctions free web community free movie search free map/ routing Aggregation ad volume call-out volume and … small merchants ad volume, game portal ads, … navi, content, ad volume Nokia Maps hybrid mapping 5 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH The Pillars of Nokia Maps - It is a Flexible World Product – One Applications Maps Application – “Free Mapping + Routing” Map Loader – “Free Maps” Premium Services – “Navigation + Guides Mapping Infrastructure Hybrid Mapping Infrastructure 6 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Built from the Ground-Up for Scaleable Mobile Use - The Mapping Infrastructure Map Tile Server Map Tiles Maps Client Server • Holds basic maps of ~ 160 countries • Access to more than 14 million POIs • Fast and optimal route calculation • Navigable maps for over 50 countries • Voice commands for 25 languages • Support for millions of user in server centers around the world Tiles – 1.4 x 1.4 km2: • World bitmaps • Map vectors for drawing • Routing graph to calc. route • Complete address index • Embedded Points-of-Interests for offline usage Client • Tile cache and tile request logic • Local address search and route calculation when maps available • Complete navigation logic • Category / free text content search • Guide download and browsing 7 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Perfect Tool for Planning and Local Discovery - Maps Application: “Free Mapping + Routing” Highlights • Works with and w/o GPS signal – i.e. locate and track • Out of the box exp. in 160 countries/42 languages • Maps from Navteq and TeleAtlas • Global search provides access to up-to-date content • Works in hybrid-mode and best-effort offline mode • • Automatic loading of maps Simple user interface and usage logic • Seamless panning and zooming with 3-D globe • Fully integrated with S60 • • Location framework/landmarks Forthcoming Mapping and Navigation FW Planning to Put Nokia Maps on as many Handsets as Possible – also non-Nokia ones 8 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Free Maps and Search Downloads from … - Maps Application: “Free Mapping + Routing” Download application • Nokia Maps mapping and navigation platform, available for free download from • www.smart2go.com • www.nokia.com/maps • Allows for mapping and routing in over 150 countries and has support for full turn-by-turn satellite navigation in over 50 countries • Map loader can be downloaded from • www.smart2go.com 9 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Customize Your own on-Device Map Footprint - Map Loader: “Free Maps” Map Loader Map Loader Device / Memory Card Map Server 10 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Customize Your own on-Device Map Footprint - Map Loader: “Free Maps” Map loader today: • Download of Germany in less than ten minutes • Granularity down to political regions within countries • All maps mash nicely into one coherent connected map • All voice commands are also available … a lot to follow 11 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH 3x to 4x Cheaper than Buying a PND - Premium Services “Navigation + Guides” Navigation Upgrade • 27 regional and Continental Upgrades • Voice guidance in 42 languages • Four time periods • Three year Iberia License: € 69.99 City Guides • Top premium brands: Fodors, Polyglott, Insight, Guide Michelin, etc. • Coverage in 20 countries and growing Selling Every Day Close To 100 Different Products In Over 50 Countries 12 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Looking into the Future: User-generated Content and 3rd Party Applications on top of Nokia Maps 13 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Mobile Web 2.0 will Shift Content Landscape Profoundly It is just beginning … Physical World Hz Frequency of Queries Branded Premium Content: Time Out, Lonely Planet, Fodor's, Local Newspapers, Discovery Digital World Hz Frequency of Queries Branded Premium Content: - Retail Delivery - Electronic Delivery Time Out, Lonely Planet, Fodor's, Local Newspapers, Discovery, Wcities SEARCH Branded Listings: Eniro, Yell, Das Örtliche, var. White Pages Branded Listings: Eniro, Yell, Das Örtliche, var. White Pages Booking Engines: HRS, Hotels.Com, Ticketmaster, Dynamic Content: Traffic, Weather, Safety Cameras User Generated Content: GEO-tagged RSS, POI Wikis Location-Aware Content # Rank of content Item Location-Aware Content # Rank of content Item Traditional Hit Economics Web 2.0 Niche Economics 14 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Three Challenges need to be Addressed (I) Unified Search, (II) Hooks for Branded Content, and (III) Facilities for User-generated Content Hz Frequency of Queries SEARCH II Location-Aware Content I I One search to find all relevant sources of location-aware content II Build hooks and ecosystem for providers of Branded Content III III Create facilities and interfaces for user generated content Location-aware Content # Rank of content Item 15 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Opening up Nokia Maps for 3rd Party Developers Maps Map Application Loader Premium Services 3rd Party Applications S60 Mapping and Navigation Framework • APIs made available 1. Show on map … 2. Route to/from … 3. Find address … 4. Navigate to … Timing: soon Licensing terms: t.b.d. Mapping Infrastructure Check www.forumnokia.com/lbs for more information 16 © 2006 Nokia Find New S60 Summit / 2007-04-24 / MH Thank You! Company Confidential 17 © 2006 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials