Wireless Delivery of data to the car

May, 2005

Paul Lipkin

Director of Dynamic Content

Copyright 2004 Tele Atlas. All rights reserved

Why Is Wireless Data Delivery to cars so important?

There are certain complications with the alternatives

Copyright 2004 Tele Atlas. All rights reserved

Wired Data Delivery ?

Copyright 2004 Tele Atlas. All rights reserved

Why Is Wireless Data Delivery to cars so Important?

When you are in your car, you are going places. How do I get there? What is the traffic like ? Where can I eat, drink or be merry? Is there room at the inn? What is the next available tee time?

Copyright 2004 Tele Atlas. All rights reserved

Wireless Data Distribution Alternatives

Radio

Broadband

Cell Phone

DSD True TimeMap Server

Satellite Radio

Sub FM

Digital Radio

G3

GPRS

VII

Copyright 2004 Tele Atlas. All rights reserved

Cell Network

Infrastructure Cost (already exists) ~200K/tower X 300 towers per major market =

$60M/major market + license fees Benefits

Two-way communication reasonable bandwidth Good coverage in major markets

Issues Not always on (yet) Data services compete with very profitable voice

bandwidth

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802.11 Wireless Internet Network

Infrastructure Cost ~5K/base station X 1,000 base stations = $5M/major market

Benefits Two-way communication Great bandwidth potential COTS hardware

Issues No alternate revenue stream to subsidize buildout yet… (Gov’t

funding of VII or other commercial apps) Need power and right of way to install network Time – Not a short term alternative until infrastructure built out

Copyright 2004 Tele Atlas. All rights reserved

Satellite Radio

Infrastructure Cost (already exists) ~200M per launch + 100M per satellite + Ground Repeaters =

>$1B for nationwide coverage Benefits

Nationwide coverage Issues

National broadcast requirements makes local data expensive Receivers currently expensive Current economic drivers are the number of subscribers, not

value added data services. Adding the “Marching Band Channel” might drive more subscribers than a new data service.

Copyright 2004 Tele Atlas. All rights reserved

Terrestrial Radio

Infrastructure Cost (already exists) ~500,000K/transmitter X 5 transmitters = $2.5M/major

market Benefits

Local broadcast of local data Uses sidebands and does not take away from core

audio bandwidth Upgradeable to Digital for increased bandwidth

Issues Billing mechanisms more difficult Coverage spotty outside of Urban Areas

Copyright 2004 Tele Atlas. All rights reserved

Wireless Data to the Car - Conclusions

Satellite Radio appropriate for one-way low-bandwidth national content

Terrestrial Analog Radio efficient for one-way local content

Terrestrial Digital Radio effective for large amounts of one-way local or national content (like POI or map updates)

Cell Phones a good bridge solution for 2-way communications, until…

Wireless Internet is a great solution when infrastructure implemented.