Professional Documents
Culture Documents
4th ANNUAL
Mobile has both caused and enabled an irrevocable change in consumer behaviour
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Every interaction via mobile raises our expectations Digital Natives/Generation Y/ Millennials/Connected Consumers have higher expectations
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Age of the consumer Empowered buyers demand a new level of customer obsession
2010-?
Age of information Connected PCs and supply chains mean those who control information ow dominate
Age of distribution Global connections and transportation systems make distribution key Age of manufacturing Mass manufacturing makes industrial powerhouses successful
1990-2010
1960-1990
Walmart, Toyota, UPS, CSX
1900-1960
Successful companies
Ford, RCA, GE, Boeing, P&G, Sony
Source: June 6 2011, Competitive Strategy In The Age Of The Customer Forrester report
Contextual Relevance is the USP of mobile when dealing with the digital generation
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Source: Strange PR
Source: Nielsen Source: June 6 2011, Competitive Strategy In The Age Of The Customer Forrester report
31%
Source: Jiwire
Shopping...
Which one of the following have you ever used your mobile phone for?
To check store opening hours To locate a nearby store to purchase a specic product To compare physical store prices with online prices, when shopping in a store To check in-store availability of a product To read customer reviews of a product To check on the status of an order To look up online product information while shopping in a store 0% 4% 14% 4% 13% 3% 12% 6% 12% 4% 10% 20% 30% Social media sources Online Europeans 22% 8% 19% 7% 15% Base 13,869 European online adults who own mobile phones and 986 European frequent online buyers who own mobile phones (multiple responses accepted).
Source: European Technographics Retail, customer experience and Travel online survey, Q3 2010
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
owners said they had abandoned a purchase in-store after seeing a negative review on their mobile
34% of US smartphone
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Mobile changes the way we interact with our environment... ...and inuences our decisions based on that location
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Active evaluation
Moment of purchase
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
Source: Mobile nds its USP in contextual relevance Paul Berney, CMO & Managing Director EMAE, MMA
More relevant search results An opportunity for location-based advertisement and new business ideas An additional dimension to search for and discover information Deep insights in business data A common operational picture... ...and maps are the canvas to visualise this knowledge
iPhone 4S iPhone 4
iPhone 3GS Gionass Gyroscope Compass A-GPS Celluar tower triangulation (Google) WiFi positioning 3-axis accelerometer Gyroscope Compass A-GPS Celluar tower triangulation (Google) WiFi positioning 3-axis accelerometer
October 2011
1,000m
800m Millions
600m
400m
200m
0m
2010
2011
2012
2013
2014
2015
2016
The smartphone is
becoming our personal server to the geo-located world
Location-enabled phones:
Smartphones now exceed half of total phone sales in Europe and North America Location-enabled phone and smartphone are becoming synonyms Number of location-enabled phones sold will again double within ve years thanks to a take-o in China and India Single purpose devices such as pocket cameras and PNDs need to nd a new positioning
Source: PTOLEMUS Insurance Telematics Study Source: Global Evolution of Location Frederic Bruneteau, CEO, Ptolemus
ecosystems
The OS sponsor focuses more on creating the right enablers and SDK No need to develop all new services, third party developers do it Number of services/applications increases dramatically Competition becomes more dicult because it is more complex to ght an ecosystem
Other GNSS
Galileo will have launched rst four satellites by year end Beidou achieves operational positioning capacity (only regional coverage)
75 Performance
50
25
Low
Accuracy Low cost Coverage Presence Automatic Ecosystem Reliability Latency Energy Opt-in Comparison factors
40
30
20
10
2010 2011 2012 2013 2014
0
Global Evolution of Location Frederic Bruneteau, CEO, Ptolemus
navigation systems such as Renaults Varinat TomTom The eCall project in the EU, which is scheduled to be mandated in all new type-approved cars and LCVs by end 2015 The ERA Glonass project in Russia, which will apply the same constraint to all motor vehicles in the Russian market by end 2013 The development of national road charging schemes The take-o of PAYD insurance aftermarket systems
Since 1997 (Progressive rst trial), 94 trials worldwide and 54 commercial launches Success stories in multiple countries, notably Italy (Unipol), Spain (Mapfre), France (Groupama), the UK (Insure the box), Austria (Uniqa) and the US (Progressive) Overall, we estimate PAYD-equiped vehicles at over two million worldwide
The location game is not over, it is starting The speed cycles will be given by the smartphone There is value in location: by combining it with other elements into an end-to-end experience In our view, the location industry needs to revisit the obvious and dene smart ecosystem strategies rather than just throwing up products to its customers! Our upcoming Global Location Study will provide the technology and market insights
40-45 dB
30-31 dB 25 dB 12-14 dB
Wooden building
Brickfaced masonry
Location-as-a-Service (LaaS): a Platform for Location Services Steve Gray, CTO, CSR
Low cost GPS engine enables location in Smartphones 24 satellites orbiting at altitude of 12,000 miles
Location-as-a-Service (LaaS): a Platform for Location Services Steve Gray, CTO, CSR
Corporate WiFi is deployed for broadband and indoor location Angle-of-arrival, time-of-arrival or received signal strength is used to calculate position Position server records location dynamically
Existing WiFi and cellular signals are surveyed and logged in a database Finger prints of RF signals are recorded in a database Position is determined by interpolating nger print data
Location-as-a-Service (LaaS): a Platform for Location Services Steve Gray, CTO, CSR
Market trends and attributes: BYOD, Market trends and attributes: low handheld location policies, MDM, cost (<$25) mobile, MRM/M2M Geofenced security (military grade). apps with outdoor-indoor tracking Location context Apps Deferentiator: Indoor positioning and locations Agile middleware applications Boeing Irridium radio Deferentiator: Location accuracy Indoor positioning capability Server Location Aiding (A-GNSS, E-ECID OTDOA
Location-as-a-Service (LaaS): a Platform for Location Services Steve Gray, CTO, CSR
18% CAGR
2013
209,024,554 129,535,398 135,000,000
2014
246,313,077 130,800,752 168,750,000
2015
283,601,600 132,078,759 210,937,500
2016
352,684,041 133,369,547 282,000,000
2017
438,594,256 134,673,243 352,500,000
Location-as-a-Service (LaaS): a Platform for Location Services Steve Gray, CTO, CSR
Location innovations are making the world a smaller place Indoor location will dramatically change the marketplace Cloud and web services enable new business models New multibillion businesses will evolve leveraging new location technologies
Location-as-a-Service (LaaS): a Platform for Location Services Steve Gray, CTO, CSR
Location Based Advertising: What does it mean to brands and do the agencies care? Asif Khan, Founder, LBMA
Location Based Advertising: What does it mean to brands and do the agencies care? Asif Khan, Founder, LBMA
30
30%
31%
20
21%
21%
10
Global
North America
Europe
Developed Asia
Emerging Asia
Latin America
MENA
SubSaharan Africa
30 25% 19% 10
20
22%
13%
Navigation
Finding restaurants
62% 38%
People not currently using LBS and not interested
US UK Germany France
50%
49%
Mobile App
Location Based Advertising: What does it mean to brands and do the agencies care? Asif Khan, Founder, LBMA
COLLECT
Location Based Advertising: What does it mean to brands and do the agencies care? Asif Khan, Founder, LBMA
CONVERT
Drive to web for online engagement Drive to store for coupons and oers Drive to experience at a location
Mobile, in-App advertising Mobile, in-App purchase Mobile, paid applications Handheld AR games
2010
2011
2012
2013
2014
2015
2016
Source: XXX