1 © 2008 Nokia LBS / 2008-03-25 / JAL

LBS: Where are we? Where are we going? And how do we get there?

John Loughney

Nokia

Smartphone Show

March 31st, 2008

2 © 2008 Nokia LBS / 2008-03-25 / JAL

Growing Demand for Location Enabled Applications

Sources: 1 Instat Oct 2006; 2 CJ Driscoll, 2006; 3 S60 Summit, June 2007, Handango; 4 Forum Nokia / NAVTEQ joint survey 2007

Consumers• 53% of consumers want phones with Navigation1

• Six out of the nine most wanted consumer applications (beyond voice) are location related 2

• "GPS" is now the third most popular search term on Handango.com despite the fact that the majority of existing GPS applications require an additional piece of hardware3

• Nokia estimates on selling 65 million GPS enabled phones in 2008.

Developers• 73% of developers see immediate opportunities for commercialized applications

• 58% plan to incorporate location information into their applications within the next twelve months 4

Operators

• Wireless mobile operators are aggressively rolling out location-enabled services to meet consumer demand for:

• Turn-by-Turn Navigation

• Friend finder services

• Realtime traffic Information

• Location-enabled shopping / product finder applications

3 © 2008 Nokia LBS / 2008-03-25 / JAL

Landmarks!

Location Acquisition Interface (LAI)

Map and Navigation Framework (MNF)

Network Based Positioning

Secure User PLane (SUPL)

(A)GPS*

Integrated

(A)GPS*

Bluetooth

Location-aware Mobile

Application or Service

Licensee or 3rd Party Implementation

S60 Implementation

Network Based Positioning

Control Plane

Map and Navigation Application,

Implements MNF Map Provider APILocation User Interfaces

*(Assisted) Global Positioning System

Nokia Location TechnologiesAn unmatched ecosystem for creating mobile location-aware end user experiences.

4 © 2008 Nokia LBS / 2008-03-25 / JAL

Earth browsing

City guides

Voice guided navigation

Search

Nokia Maps 2.0

• Nokia is building Nokia Maps as a navigation platform for mobile operating systems.

• All Nokia N95 Customers have started Nokia Maps at least once

• Supports both driving and Walking

5 © 2008 Nokia LBS / 2008-03-25 / JAL

Traffic 2.0

• Congestion causes 4.2 billion hours of travel in USA alone.

• An extra 2.9 billion gallons of fuel burned due to congestion.

• 100 cars equipped with the Nokia 95 and driven by University of California students traveled a 10-mile highway stretch near San Fransisco to demonstrate how real-time traffic stats can be obtained using GPS-enabled cell phones.

• All data sent was completely anonymous and encrypted, keeping privacy concerns at bay.

• The special software on the N95s used during the test sent periodical speed and location readings based on the integrated GPS system.

• Estimates are that only 5% of drivers needing to contribute for the system to work on any given highway.

6 © 2008 Nokia LBS / 2008-03-25 / JAL

sportstracker.nokia.com

7 © 2008 Nokia LBS / 2008-03-25 / JAL

Sports Tracker

8 © 2008 Nokia LBS / 2008-03-25 / JAL

Point and Find

9 © 2008 Nokia LBS / 2008-03-25 / JAL

Key takeaways

• Location independence drove the uptake of mobile phones.

• Location really needs to be an open, interoperable technology in order to get positive network effects

• Many uses for location, new uses yet to be discovered

• Researching Social Location

• How to share location (security, privacy issues)

• Exact location versus relative position (at home, at work)