TrackWell Software

Deploying Location-Based Applications toMobile Operators on a Global scale

Bergur ThorissonDirector of Business Development

TrackWell Software hf

! Well-established company founded in 1996 – Spin-off from the Engineering Institute of the University of Iceland

– 30 employees based in Reykjavik, Iceland

! Portfolio of value-added and location-based products and services– Carrier-grade professional and consumer applications

– High quality consulting service leveraging years of experience and technical know-how

! Solid international customer base generating steady revenues– Services operational in 13 countries on four continents.

– Strong relationships and partnerships with key customers and leading industry players

TrackWell today

TrackWell - Background

Aviation – The early years! Radar Data Processing and

Presentation System! Monitoring all aircrafts in worlds

second largest oceanic air sector

Search and rescue! Monitoring of all Icelandic

vessels every 30 sec! Operational since 1998.

– Icelandic Life Saving Association– Coastguard – Directorate of Fisheries– Vessel Owners

Fisheries monitoring ! Enforcing international fisheries

regulations.! Operational since 1999:

– Iceland– Faeroe Islands– UK (NEAFC)– Canada (NAFO)

Market trends

Time

Price and availabilityof technology

BusinessFleet ManagementAsset tracking

GovernmentAir Traffic ControlMilitary

ConsumerMap-on-demandFind-a-friendTourist infoWhere is ...GamesEtc.

Number of Users

1990

Products and services - None LBS

! Mobile Value Added Services - VITAL– Content delivery and management platform

– Ring tones, logos, java games, etc.

– SMS and MMS information services

– SMS and WAP games

– Consulting services – Billing, web development, operations

– Hosting and maintenance support

– Operational in Iceland, Faeroe Island, Greenland and UK

! Telephony– Web-based telephony solutions

– Timon - Time and attendance system

– Diktur – Dictaphone and phone recording system

– Bodi – Group voice-messaging solution

– Contact management system

– PC phone, call center and switchboard

Products and services - LBS

! Mobile DateLocation-enabled chat and dating application.

!Information services-Where-is-my-nearest offers

-Tourist information service

!Games- Mobile Warrior – a strategic mobile

action game

- Treasure hunt – the traditionaltreasure hunting game

!Welcome Messages- Welcome foreign roamers

- Welcome abroad

!TracScapeTracking and messaging application for Fleet, Workforce and AssetManagement on the WEB.

Enables Application Service Providers to offer cost-effective, easy and instant deployment of state of the art fleet management system.

!BuddyTrackerFriend-finder and chatting application.

!ChildTrackerMonitoring application for parents to know the whereabouts of their children

The global LBS market / Lessons learned

TrackWell - customers

Operational system

Different flavors for different markets

! Different rules and regulation

! Different market drivers

! Different business models

! Different economies - different pricing and target groups

! Different cultures have different social codes and rules of what is acceptable

! Different technologies / infrastructure

- Operating globally requires flexibility -

Why has LBS not lived up to expectations?

! The hype-effect: expectations become too high

! Technology chaos: cellid, cellid+TA, E-OTD, TDOA, GPS, A-GPS,…

! Lack of applications to utilize the technology and generate revenue

! The location is too expensive

! Lack of interoperability (location roaming)

! Lack of affordable commercial devices for specialized applications

! Technologies orientation

! Complex and unbalanced value-chain

Lessons learned! Focus on the revenue-generators (the applications)

– Launch services, not technology

! Location-enable your current services– Location specific news and weather

! Don’t price location separately, price as part of content– Users buy content, not technology; don’t price the transaction, price the value

! Vendors: Bundle the technology and apps in customer offering– The value chain is too complicated today

The ESRI platform and cost savings

! Selected ESRI’s Arc View in early the 90’s

! Technologies and business models required at each time.

! We can concentrate un the overall application and immediate needs of out customers in a much more cost effectively, knowing that ESRI will support our needs.

! World wide business alliances / operation– ESRI has a world wide contacts and business partners, which make good options

for local cooperation and can supply local content.– Respected and known – credibility.– Introductions - consortiums

! Mutually beneficial

! ESRI ArcWeb Services

For further information contact

Bergur ThorissonTrackWell SoftwareLaugavegi 178105 ReykjavikIceland

Phone: +354 5100600Fax: +354 5100601Email: bergur@trackwell.com

www.trackwell.com