Leveraging Location Within a Mobile Data Strategy · which integrates wireless network infrastructure, location-determination technology (i.e. A-GPS, EOTD, etc.), a flexible platform,

© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

Leveraging Location Within a Mobile Data Strategy

Deb McPheterNA LBS Program Manager

Agenda• Market and Analyst View• Where are US Carriers in their implementation of

Location Based Services??• What are the Application Services that are driving

Revenue• Lessons Learned from a US CDMA carrier• Leveraging location within a Services Delivery

Initiative


Market and Analyst View

Evolution of the LBS Market – Why Now?−“Supply-Side” replaced by “Demand-Side”

Applications will drive the market....

−Devices/Platforms Allowing for Rich Applications getting significant penetration

BREW, J2ME, Symbian, PocketPC, LinuxHigh Display Resolution & Color Depth

−Autolocation Coming of AgeA-GPS and U-TDOA are proven, maturing and being deployed

−Data Services are Gaining UsageEspecially SMS & MMS, but even WAP

−Viable Business Models are EmergingUsers will pay for downloading games, ringtones, software

Differentiation in the Market will inevitably move from “More Minutes” to “Better Value-Added Offerings”

Market – IDC, 6/2004• ... The most important ingredient for commercial success – End-user demand – is already present. IDC end-user survey’s continue to indicate that location based services are among the most compelling non-voice mobile applications....

• “... US business subscriber’s- defined as individuals who have 50% or more of mobile useagededicated to business- listed navigation/mapping and family tracking as most interesting cellular data services”

IDC Leadership GridApplications Most Likely to be Successful for LBS

Niche Success Market Leader

Stagnation Ltd. Opportunity

- Navigation-Roadside Assistance

Weather FinderBusiness Finder

Traffic Finder

- Family Tracking

- Fleet/Dispatch- Zone Finder

- Travel Info

- Friend Finder

Dating -Event Marketing -

-Ringtones

- Messaging

-Gaming

-Adult/Gambling

Addditio

nalV

alu

e of

Loca

tion

Breadth of Application AppealSource: IDC 2004

Frost and Sullivan – Commercial AppsI n fo r m a t io n S e r v ic e s T r a c k in g S e r v ic e s S e c u r it y S e r v ic e s

P o in t -o f- In te re s t , L a n d m a rk s W o rk fo rc e M a n a g e m e n t E m e rg e n c y N o t if ic a t io n

T ra f f ic / W e a th e r G e o fe n c in g R o a d s id e A s s is ta n c e

N a v ig a t io n /M a p p in g L o g is t ic s M an a g e m e n t E n h an c e d /P r io r ity C a ll- ro u t in g

C u s to m iz e d B u s in e s s A p p lic a t io n s (L B S In te g ra te d M R M )

A s s e t/F le e t M a n a g e m en t In d u s tr y - s p e c if ic lo c a t io n ID

S o u r c e : F r o s t & S u l l i v a n

Major Benefits- Enhanced Asset Utilization- Improved Operating Efficiency- New Market Opportunities – Just in Time Delivery,

Managed Service Level Agreements

-It’s all about Time and Money

Location Services for Consumer

•MapMe...... (Bell Mobility)On Top 3 Download

•Gaming -GeoCacheSnapFish

•Find the Nearest•Branded and Private Labeled

GeoCaching.. LBS Game

Location services targeted for the enterprise

•Tracking Services−Workforce Mgmt−Fleet Mgmt−Logistic Mgmt−Find a Co-Worker

•Information Services−Location Aware Directory

Assistance−Dynamic Traffic Services−Maps−Directions

Frost and Sullivan – Commercial AppsInformation Services Tracking Services Security Services

Point-of-Interest, Landmarks Workforce Management Emergency Notification

Traffic/ Weather Geofencing Roadside Assistance

Navigation/Mapping Logistics Management Enhanced/Priority Call-routing

Customized Business Applications (LBS Integrated MRM)

Asset/Fleet Management Industry-specific location ID

Source: Frost & Sullivan

Major Benefits- Enhanced Asset Utilization- Improved Operating Efficiency- New Market Opportunities – Just in Time Delivery,

Managed Service Level Agreements

-It’s all about Time and Money

Target Market

1) Field Force 1) Field Force Management (FFM)Management (FFM)

2) Field Service 2) Field Service Automation (FSA)Automation (FSA)

Transportation Transportation & Distribution& Distribution

Asset/EquipmentAsset/Equipment--Focused Focused

LBSTarget Enterprise

Markets

Installation, Installation, Service & RepairService & Repair

Contract/CustomerContract/CustomerFocused Focused

3) Sales Force 3) Sales Force Automation (SFA)Automation (SFA)

Sales/CustomerSales/CustomerFocused Focused

Sales & CRMSales & CRM

Frost and Sullivan 2004

Mobile Resource Management Addressable Market Opportunity

Subscriber

2004 13.61M2005 14.97M

2006 16.16M2007 17.34M

Above includes Field Service and Field Force Mgmt

Source – Next Generation MRM Jan 04 – Frost and Sullivan

Transportation & Logistics

22%

Utilities and Telecom21%

Healthcare11%

Construction11%

Manufacturing9%

Real Estate6%

O ther5%

Public Safety15%

Vertical View

Application and Developer Strategy• Enable Existing Applications

Enhanced 411, Roadside Assistance, etcBranded Services (Vindigo, Rand McNally, IM)

Autodesk Market Ready ServicesMaps and Directions, Traffic, MRM, Photo, Finder....

Hp Bazaar Partners, Corporate Initiatives and ProgramsHP Bazaar website – 46 or more......Pet Tracking to Mobile Gamingwww.hpbazaar.com

Corporate/SMB Initiatives www.hp.com/go/wireless•

Cingular Developer CommunityPartner Program and Brew Developer Program


What are other NA Carriers offering?

ATT Wireless• First Launch 6/02

ReLaunch 11/03 to address Useability, new partners, over 400 applicationsCell ID based

Mobil Traffic (branded)Nat’l $4.99 mo , 2.99mo Local

• 10Best (premium POI) $1.99mo or $.49 day• No additional Fee Services

Zagat Survey (POI)Go2 Find Things NearbyFind People Nearby

Nextel – 2005 Market Leader Award• Location Positioned Strongly in Marketing – TV, Billboards,

etc• Driving Directions TeleNav, Viamoto• Location Services

Mobile Locator, Clarity Way to Go• Tracking

@Road(4), Actsof Comet Courier, TeleNav, Cheetah, Gearworks etrace, IT2ME, UPS Logistics, Vettro Mobile Fleet, Xora Time Track

• Feb 2005 – Nextel Awarded Frost and Sullivan Market Leadership Award

• Most of applications are sold as Monthly Recurring Charge and require a data plan

CDMA Carriers• Bell Mobility Control Plane Q4 03

“Map Me”Roadside AssistanceMobile Location Gaming Asset Tracking.... Other ASP applications- Indirect Channel

• Sprint ..... Announced at CTIA, Control PlaneLaunching Q3’04Enhanced Directory AssistanceRoadside AssistanceBusiness Mobility Framework – Indirect ChannelUser Plane – Under Active Consideration

• Verizon.....User Plane PDE Commitment 7/042005 Launch Plans in progress


Lessons Learned from

Don DurhamManager, Enhanced Services

Promote a Program View• Executive Oversight Important• Touches so Many Parts of Organization

RF SwitchingTranslations.....

• Full-time Participation from Project SponsorGoals are different for consumer and Business ServicesUnderstand Customer Expectation....

• When implementing a new service - Don’t assume underlying infrastructure is “optimized”

Project Support Structure• Clearly Define Expectations to Stakeholders

What it means to/Impact on Network OperationsTranslationsRFSwitchHLR

• Handset – Emerging Service ...Interpretation of Client Standard from Vendor to Vendor.. How it reacts to “conditions”(idle, off,etc)

• Initial and Ongoing.....

Sprint’s Functional Design

Additional Factors• Environment• Remember that location is configurable

“it’s not 911” user can turn it off• Understand impact to network and service• Impact to Messaging System – SMS is used to

locate handset (look at impact to volumes and how it affects user experience.....ie # seconds to return message, etc)

• Using the Business Mobility Framework (gateway) reduces complexity at Network Layer

3/2/2005 25

Sprint Business Mobility FrameworkA combination of network capabilities, business approach, and development philosophy that uniquely leverages the capabilities of the Sprint networks with leading partners to allow Sprint to participate in ROI-driven IT purchase decisions.

• Improves the functionality and intelligence of enterprise applications• “Exposes” network elements through web technologies and leading Integrated

Developer Environments to allow applications to interact directly with the Sprint network• Leading application middleware with Sprint networks and devices to enable accelerated

time to market and certainty of deployment success

Sprin

t Bus

ines

sM

obili

ty In

terf

ace Location API

Presence API

Notification API

Call Control API

Messaging API

Voice API

SuppliersCustomersPartners

Employees

Real-Time SFA Application

Real-Time SFA Application

Real-Time CRMApplication

Real-Time CRMApplication

Real-Time FFA Application

Real-Time FFA Application

Real-Time Inventory Application

Real-Time Inventory Application

Lead

ing

Mid

dlew

are

MS

MLS

• Enhanced Productivity

• Business Continuity

• Increased Flexibility

• Improved Profitability

Sprint: Delivering Competitive Advantages

World-classnetworks

Empowered, expert people

Differentiatedsolutions

• Mobile Enablement

• Convergence Solutions

• Secure and Reliable Networking

− Extend applications beyond the office

− Improve employee effectiveness− Increase customer satisfaction− Expand application functionality− Reduce access and network costs− Improve business productivity− Lower support costs− Increase network dependability

Location is key to the Sprint Business Mobility FrameworkSM

AFLTAFLT

Completeness of Solution

Acc

urac

y

GPS:Global Positioning SystemAFLT:Advanced Forward Link TrilaterationCell SectorAGPS:Aided GPSAFLT+AGPS:Combining AFLT and AGPS AGPSAGPS

GPSGPS

AFLT + AGPSAFLT + AGPS

FASTFASTFASTSLOWFASTTime to 1st fix

YYNNYIn building/Urban Canyon fix

NNNNYDevice Independent

HIGHMEDIUMHIGHHIGHLOWAccuracy

YYYNYBattery Friendly

AGPS+AFLTAFLTAGPSGPSCell IDRequirement

Location Technology

Cell IDCell ID

Location services can enhance real-world apps

Sprint devices replace expensive black boxes for fleet dispatching. This allows re-scheduling or re-routing of service technicians to new customers

Integration of real-time tracking, routing and mapping services such as MapPoint Mobile Locator, into fleet mgmt applications via Sprint devices.

Location services delivered via Sprint Smartphones and PDAs help mobile executives stay“connected” with theirdesktop applications.

Through the Sprint BusinessMobility Framework, Sprintsmart devices, and the nationwide wirelessdata network, application developers can now easilyMobile enable SFA applications.

Sprint Provides…

Commercial Local Fleet Owner/ Operator, Delivery Vehicles, Service and Repair technicians

Courier, Logistics, Shipping

Target Customers

Mobile Professional, Corporate Traveler

Outside Sales, Sales Managers

Target Customers

Fleet Mobile Resource Management

DispatchingMessagingRoute Verification

Asset TrackingCargo- Safety/SecurityPackageContainers

Tracking Services

Mobile OfficeNavigationTraffic AssistanceFind It services (hotels, restaurants)Meeting Collaboration

Sales Force Automation

Information Services


Network is ready...Where do I get the applications?

Mobility is about ServicesConvergence is about accessing these services from multiple environments

usage nodes networks servicescommunications & organization

networking & computing

location & context

• WLAN• WWAN• DSL• Cable Modem• Packet Radio• Dial-up• LAN

• voice service• messaging & email• IM and chat• emergency services• internet access• remote access• online workspace• local printing/display• mobile content• entertainment• enterprise apps• gaming• payment services• banking• photos and imaging

securitymanagement

Example: Virtual “places” in the mobile networkMulti-dimensional service scenario

• You decide to get a group of friends together for drinks after work today

• Behind the scenes: A fully integrated service is executing

• Single user session provides a simple interface to a complex service for ease of use and speed

Voice

Fully Integrated Service

Device Independent

LocationPresence

Messaging

Conferencing

Application and Developer StrategyEnable Existing Applications

Branded Services – Navigation and Point of Interest(Vindigo, Rand McNally, Mobil Traffic, GoTo, Zagat, etc)As an Attribute to Messaging

Carrier Developer CommunityPartner Programs and Brew Developer ProgramJava Based or Device/Pocket PC Based

Hp Bazaar Partners, Corporate Initiatives and Programs

HP Bazaar website – 46 or more......Pet Tracking to Mobile Gamingwww.hpbazaar.com

Corporate/SMB Initiatives www.hp.com/go/wirelessMarket Ready Services from your LBS Provider

Maps and Directions, Traffic, MRM, Photo, Finder....


Why HP?

2005 Frost & Sullivan Award for LBS Solution – Hewlett Packard• Frost & Sullivan recognizes Hewlett Packard with the LBS

Solutions Award for their complete location services solution which integrates wireless network infrastructure, location-determination technology (i.e. A-GPS, EOTD, etc.), a flexible platform, and a portfolio of location-specific applications and content.

• The HP competitive advantage lies in their ability to deliver a standards-based end-to-end solution from infrastructure, applications, and content delivery, to integration and support.

• HP's two key mobility offerings are a stand-alone offering, HP OpenCall Mobile Location System (MLS), or a broader mobility framework known as the HP mobile Service Delivery Platform (mSDP).

U.S. Location-based Service (LBS) Markets - Defining the Enterprise Opportunity – Frost – 2/2005

HP LBS Solution Overview

Position Determination Infrastructure

CPS EOTDMatrix SMLC

Cell-ID

Global Locatea-GPS SMLC

Location Gateway

Infrastructure

Openwave GMLC

Location Services

Emergency

Consumer

Enterprise

Content

Autodesk Geoserver

TrafficWeatherGasNavigationGeographyEventsEntertainmentServicesRestaurantsShops

HP OpenCall Enabling Software

HP Carrier-Grade Servers & Storage

HP Consulting & Integration, Customer, and Managed Services

HP Service Delivery Platform

HP

Ope

nVie

wD

evic

esRA

N

OpenCall a-GPS PDE

Openwave MPC

Autodesk MPC-Lite

LBS General Architecture

BTS BSC MSC

OpenwaveMPC/GMLC

(Control Plane)

HLR/HSS

OC, CPS, GL PDE/SMLC

Cell-ID

MLP

/ O

pen

LSW

SG X

ML

Integration

User Plane TrustedUser Plane Un-trustedControl Plane

HP TeMIP Network Management

AutodeskLocation

Server (UP)

contentService Creation Toolkit

OptionalHP MSDP

Consumer, Enterprise,

& Emergency Applications

BSS/OSS

Handset Network

Bina

ry

Customer References• Commercial Infrastructure/Services

• Verizon Wireless• Vodacom South Africa • Sprint PCS • Bell Mobility • Libertel Holland • LGT

• Emergency Services, Infrastructure• Verizon Wireless• Sprint PCS• Alltel• Intrado • Qwest

Next Steps – How We Can Help? • Business Case Analysis

Target ApplicationsRevenue Projections

Billing Model – transaction and/or MRCConsider Added Revenue from utilization of

SMS, Data Plan/Minutes• Go Forward Strategy

Pilot/Proof of ConceptJointly Identify Applications and Segments

• Timeframes


In Summary

LBS is Prime Time• Location as “element” within other services to create

demand and “stickiness”PTTMessaging

• Direct or IndirectBoth......

• Business Developer Community and Channels • Leverage Location within Portfolio adding context to

other data services offers... Accuracy drives value

• HP has experience and can help....

Success Factors – Why HP?• End to end carrier grade solution – leverages PDE and HP

Partners, development communities• Best in class integrated technology of a network element for

revenue generating applications• Industry leadership in location based services deployments • Integrated product and support model• Solution to revenue – Ability of platform to support launch of

consumer and business services with BREW, WAP, networking and messaging application support

• Go to market collaboration – Marketing programs, leverage consumer and enterprise installed customers

www.hp.com/go/lbs

HP Delivers More

Demand More.

Get More.

Enjoy More.

Questions?

For additional information on:Presence-Based Services

Enabled by HP OpenCallEnabled by HP OpenCall

67

Documents

Leveraging Location Within a Mobile Data Strategy · which integrates wireless network infrastructure, location-determination technology (i.e. A-GPS, EOTD, etc.), a flexible platform,