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Mobile Business: New entrepreneurial opportunities around location
HEC Web & HEC Entrepreneurs
Frederic Bruneteau - Association HEC - Paris - 13th September 2010
3
Introduction
We just published the most comprehensive study ever written on the location business and technologies
• 230 pages of analysis about positioning technologies and their impact on the location industry, built on
- Interviews with over 100 executives from all sides of the industry, from Admob to Yahoo!,
- 6 months of desk research and primary research, notably an online survey,
• An in-depth investigation of the current value chain and expected changes
• A detailed market model so as to combine strategic and technology analysis with hard figures
• Free version (115 pages) can be downloaded on www.ptolemus.com/study
Is location just built on buzz?
3
What to know about location?
17
Location is coming to all mobile phones
0
50
100
150
200
2006 2007 2008 2009 2010 2011 2012 2013 2014
GPS-enabled mobile phones sold in Europe
GPS-enabled low-end & feature phonesGPS-enabled smartphones
Source: PTOLEMUS
0
50
100
150
200
2006 2007 2008 2009 2010 2011 2012 2013 2014
WiFi-enabled mobile phones sold in Europe
WiFi-enabled basic and feature phonesWiFi-enabled smartphones
What to know about location?
4
Location and connectivity are also penetrating all devices
Source: PTOLEMUS
Low HighTotal solution intelligence
Local device intelligence
High
Low
Connected PND
Connected car
Smartphone
Connected plug
Die-cutting machine
Connected photoframe
Connected train
WiFi router
Connected copier
Parking metre
Tractor
Airplane
Fixed phone
Laptop
Connected truck
Connected vending machine
Server
OvenTraffic light
Air conditioning system
Elevator
Layering machine
Fridge
Lawn mower
Hairdryer
Washer
Toaster
Connected watchConnected
videocamera
Cash register
What to know about location?
Location goes beyond location-centric applications
6
What you see / hear
What to know about location?
Location goes beyond location-centric applications
7
What you see / hear
The silent revolution
What to know about location?
20
A smart use of location can be a key ingredient to build a great product
Skyhook's WiFi positioning
system
• Fix in less than 1 second
• Indoor location possible
Cellular tower triangulation
(Google)
Skyhook's WiFi positioning
system
• Almost universal coverage
Cellular tower triangulation
(Google)
Skyhook's WiFi positioning
system
GPS
• Universal coverage• High accuracy
outside cities
GPS
Cellular tower triangulation
(Google)
Skyhook's WiFi positioning
system
Compass
• A sense of direction!
GPS
Cellular tower triangulation
(Google)
Skyhook's WiFi positioning
system
Compass
• Indoor navigation unlocked
Gyro
What to know about location?
Source: PTOLEMUS
Location-based social networking will take off
• Not thanks to Foursquare and Gowalla!
• Not even thanks to Google Latitude.
• Despite a sure backlash against impact on privacy
• But thanks to existing, mainstream networks such as Facebook, Twitter, LinkedIn, Viadeo, Mobiluck, Gypsii, etc.
• They have more users, users' (relative) trust
• Location is a add-on, not the core value proposition of a social network
9
At least 6 clear use cases
Navigate to friend
Find friends nearby
Nearby friend alert
Locate friends
Share place
Find Friend's place
What to know about location?
Mind the gap... between your company and the 4 "silos"
10
LBA
Map
A-GPS
WPS
OS
iAd (Quattro Wireless)
iPhone OS
Safari
App Store
Browser
Google Maps
supl.google.com
Chrome / Webkit
OVI map + Navteq
supl.nokia.com
Symbian+ Maemo + Moblin
OVI StoreApp store
Network infra.
iPhoneDevice
PlaceBase
AdMob
Android Marketplace
Google Maps
Navteq
Nokia
Navteq
Nokia Siemens
Bing
Microsoft Advertising
Windows MarketPlace
Android
Internet Explorer
Windows Phone
Novarra
The four location silos
What to know about location?
Source: PTOLEMUS
Numerous European startups have succeeded in the last 20 years
11
Early stage Confirmed Mature
Success
How to succeed in mobile location
And certain European start-ups were acquired
12
How to succeed in mobile location
Source: PTOLEMUS
New location technologies & services in Europe, based on Gartner's Hype Cycle
Technology trigger
Peak of expectations Disilusionment Enlightenment Maturity
Where are the next waves?
13
How to succeed in mobile location
Source: PTOLEMUS
New location technologies & services in Europe, based on Gartner's Hype Cycle
Technology trigger
Peak of expectations Disilusionment Enlightenment Maturity
Where are the next waves?
14
TrackingNavigation
LBSN
Social POIs
PAYD
eCall
Connected navigation
New LBS technologies & services, based on Gartner's Hype Cycle
RUC Location-based services
LBA
Eco-driving
Car-sharingMobile
tracking
Parking
How to succeed in mobile location
bCallE112
SVR
RUC
Location-based
content
Source: PTOLEMUS
New LBS technologies & services, based on Gartner's Hype Cycle
New location technologies & services in Europe, based on Gartner's Hype Cycle
Technology trigger
Peak of expectations Disilusionment Enlightenment Maturity
Where are the next waves?
15
TrackingNavigation
LBSN
Social POIs
GPS
PAYD
eCall
Connected navigation
Hybrid location
WPS
Galileo
Glonass
Cell-ID
IP location
New LBS technologies & services, based on Gartner's Hype Cycle
WPS Underlying location technologies
RUC Location-based services
LBA
Eco-driving
Car-sharingMobile
tracking
Parking
How to succeed in mobile location
bCallE112
SVR
RUC
Location-based
content3D maps
AR
Pedestrian maps
Crowd-sourced content
Indoor location
MEMS
Location-triggered decisions
Location data
management
Source: PTOLEMUS
New LBS technologies & services, based on Gartner's Hype Cycle
New location technologies & services in Europe, based on Gartner's Hype Cycle
Technology trigger
Peak of expectations Disilusionment Enlightenment Maturity
Where are the next waves?
16
TrackingNavigation
LBSN
Social POIs
GPS
PAYD
eCall
Connected navigation
Hybrid location
WPS
Galileo
Glonass
Cell-ID
IP location
New LBS technologies & services, based on Gartner's Hype Cycle
WPS Underlying location technologies
RUC Location-based services
LBA
Eco-driving
Car-sharingMobile
tracking
Parking
How to succeed in mobile location
bCallE112
SVR
RUC
Location-based
content3D maps
AR
Pedestrian maps
Crowd-sourced content
Indoor location
MEMS
Location-triggered decisions
Location data
management
Source: PTOLEMUS
23
Conclusion
Location is becoming mainstream
• You will increasingly need to understand location to understand mobile & vice-versa
• Innovation will come from new hardware, software, services and business models:
- Mix the ingredients to obtain a good recipe
- Start & finish with the end-user's problem
• This is a global business, with 4 leaders (Nokia, Google, Apple and Microsoft) building vertically integrated "silos"
• However, there is a plenty of room for entrepreneurs bringing new propositions
Strategies for Mobile Companies
Brussels - Paris - [email protected]
Frederic BruneteauManaging [email protected]: @PTOLEMUS