decarta overview1

Company Overview

© 2011 deCarta Inc. All Rights Reserved. 2

deCarta is a Brand-able OEM Platform… This is our core business

LBS Platform

DevZone

Content… Local Search… APIs and Apps… LBS Platform… Ecosystem


Location is a core component in all mobile Internet services

Location Platform

LocalSearch

MobileNav

MobilePayments SNS Connected

Car Advertising CouponsCheckin

Maps POI UGC Ads User X,YMedia

GeospatialInformationInputs

GeospatialIndexing &Operators

GeospatialServices

Their branded serviceThey retain control of consumer dataThey command majority of ad revenue

Positioning: deCarta Supports companies who Want to Launch their Own Differentiated, Branded LBS Services

Mobile Operators• Verizon, T-Mobile, Vodafone

OEMs• Samsung, Sony-Ericsson, ZTE

Local Media Companies• Sensis/Telstra, Via Michelin

Local Ad Networks, Social Media• Alibaba, Loopt

Application/Web Developers• MasterCard, FullPower, Appello

deCarta focuses on companies that made the business decision to launch their own location-based services to retain customers and capture the LBS revenue

-OR-

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deCarta Proprietary & Confidential - NDA Required 5

Global Customers…Strong Partners...Strong Reputation

Brands Enterprise

Partners / ContentMobile

http://www.airclic.com/

© 2011 deCarta Inc. All Rights Reserved.

Maps and Navigation Apps

MapSearch Engine andCorridor Search for Connected Cars

DevZone and Maps APIs

deCarta’s Primary Products and Services


Maps and Navigation Apps

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Search

deCarta MapSearch:A Complete OEM / White Label LBS Offering for Mobile Operators, Handset OEMs, and Local Media companies

Browse

DiscoverConnect

ShareNavigate

deCarta’s Navigation Engine is considered best in Class

Used by the best Navigation Applications worldwide:


Maps and Navigation for your phone or service

deCarta provides the most popular smartphone applications – Maps and Navigation

Subscription Revenue

Freemium

Free maps and basic navigationUsers upgrade or in-app purchase premium featuresIntegrate local content

Publish your local advertising content, or monetize via local, national, and international advertising networks.

Advertising Revenue

Local Search Advertising

CouponsBannersLocal SearchBookings

Case Study: Off-Board Turn-by-Turn NavAppello Wisepilot

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Turn-by-Turn NavigationBroad handset support

Drill Down ServerMaps, Navigation, Traffic-optimized routing

Model: SubscriptionReach: 14 mobile operators

Customer Objective

deCarta Solution

Deployment: 2002

Case Study: Traffic-based Off-board Navigation FullPower MotionX GPS Drive


iPhone-optimized Turn-by-Turn NavigationBest possible consumer experience

deCarta hosted web servicesMaps, Navigation, Traffic-optimized routes

Model: In-app purchaseReach: #1 Nav app on iPhone in North America since launch

Customer Objective

deCarta Solution

Deployment: Sept 2009


Pioneer AppRadio with FullPower


MapSearch screenshots

Landing Page Current Location Open GL POI on map POI List

POI Detail Address Search Address Details Fav Address Sharing Options


MapSearch Navigation screenshots

Navigation Screen Directions List Menu Orthogonal Map Route Options

Route Overview with Destination InfoRoute Overview


MapSearch Engine and Corridor Search

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deCarta spatial indexing enables personalized search


LBS Search Tools

“Find a CINEMA with convenient parking that is walking distance from a good restaurant with an ATM nearby”“Now, show me how to get there”

Search

“Show me all the post offices within this region.” “List all the city parks within my current map display.” “Show me all the 5-star French restaurants within ten miles of here which are open past 10 p.m. on Sundays.”

Spatial Media

Geo-referencedContent

Ad Networks

Spatial Media

Vector Map Data

Satellite Data

Traffic Data

Geo-referencedContent

Movies

Weather

Reviews

Social Networks

Business Listings

Ad Networks

Network Agg’tors

Yellow Pages

Display Networks

Index Building

Mapping

RoutingDirections

Geo-fencing

Search/Mediation

Spatial Key Assignment

Robust Address Lookup

LanguageStemming

Localization

Corridor Search

Spatial Search

Mediation

MapSearchAPIs

Drill Down Server

Search Index

Ad Serving

MapSearch Engine Inputs

Web Services


deCarta Search Value Proposition

Consumers have come to expect single line local search that blends addresses, businesses, and places

Be competitive with Single Line Local Search

Support Services

Hosted search - Spell check - “Did you mean”Content update services

deCarta’s Corridor Search is unique in the industry

Corridor Search

For the Driver Use Case

Find the most relevant resultsMinimize drive time and distanceMinimize detoursYou control the content, you

control monetization

Your ContentYour Business model

You are in control

You control rank/boost and ad placementYou control updatesYou control the customer experience


The Map Search Challenge

Map search is a very challenging multi dimensional search problem (“What”/ “Where”)Consider a search for “Chicago Pizza”

Does the user mean a pizza restaurant in ChicagoOR, do they mean a Chicago Pizza in San Jose?

Traditional solutions have relied on a multi box approach, forcing the user to disambiguate their input:

Google & Bing have raised the bar with a single line search. Users love it, but it’s technically very challenging to achieve


MapSearch Engine: built for map search

Handles input errors & operators associated with searching on a mapThe closest thing you can buy to Google Maps™

Query Type Example

Incorrect address entries 3427 BRADWAY ST, AMERICA CANYON

Strange orderings CA SAN FRANCISCO MISSION ST

Incorrect POI spellings TOMMY'S JOINT SANFRENCISCO

Aliases (i.e. N = North) N 2ND ST SAN JOSE

POI contains a geo CHICAGO PIZZA

Missing spaces ALAMEDADELASPULGAS

Mixed POI & address queries SLIMS 11TH STREET SAN FRANCISCO

POI located within POI STRAITS SANTANA ROW

NEAR queries COFFEE NEAR DECARTA

Local Biased Search (mobile) “PIZZA” (+GPS location)

Can your search engine handle queries like this?


User input errors more common on mobile

Let’s try and find “Fullpower Technologies Santa Cruz”

Variant User Input MapSearch Bing

1 Full Power Technologies Santa Cruz CA 2 Fullpowertechnologies 3 Fullpower technologies stant cruz 4 Full power tech santa cruz ca 5 Full power near santa criz 6 Full pwer technologies 7 Ful power technologies near santa cruz CA 8 Ful piwer teh santa cruz ca 9 full power tech santa cruz ca 10 full poser santa crux


MapSearch Engine: “needle in a haystack”

True “needle in a haystack” search across your entire document corpus, not just limited to “point radius searching” on a visible portion of the map

Moves map to find POI in

different city


MapSearch Engine: Point Radius

User wants to execute a query that is geographically bound to the area surrounding a specific point:


MapSearch Engine: Local Biased SearchDifferent searches require different treatment, especially on mobileLocal Biased Search allows us to evaluate user queries to automatically determine intent, then respond with appropriate results

Local results Global results


MapSearch Engine: NEAR search

User wants to search for a POI near a specific location, OR near to another known POI:


MapSearch Engine: Adjacent city search

Search for a given entity within a city, but enter the wrong cityExample: “The Guitarist Sunnyvale”Need the search engine to first search in the city entered, then execute a search of adjacent cities


MapSearch Engine: Geo weighted ranking

Geo weighted ranking, intelligently ranks results based on their relative geo weight, placing more prominent results first:

Mission St in San Francisco is the most prominent “Mission St” in the corpus, ranked 1st.


MapSearch Engine: Spell check & Suggestion

Spell Check:Robust geo weighted spell checking algorithm suggestions derived from the document corpus

Suggestion: “Did you mean…”, suggestions derived from the document corpus, not a manual rules engine:


MapSearch Engine: Multi Language Support

deCarta’s MapSearch engine technology supports a multi lingual search capability without the need for language specific analyzersAny roman character based language can be supported. In North America for example, we support English, Spanish & FrenchCJK is currently not supported, but is a Roadmap item for 2012

English

Spanish

French


Corridor Search for Connected Cars

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2006

We can intelligently serve location based content and mobile ads for locations along a route

Driver’s route can be replicated as a series of spatial keys

• Driver is known to be in the area at a specific time

High relevance mobile content and offers can be presented to that driver

KnownLocation

Time

Opt-in ad placement

Location and Time relevant

content


Single Line Local Search• Cross Index: Geo, POI, Addresses • Minimal user input

Quality Content• Authoritative, Verified• Aggregated, Blended

Driver Use-Case• Along my route• Minimize detour time/distance

deCarta’s Corridor Search combines:


Why deCarta for Connected Car?

deCarta offers a complete off-board TbT navigation platform as the foundation for your Connected Car service

Off-Board Navigaiton

Proven

UX can be tailored to Tier 1’s HMICan be deployed worldwide deCarta’s Corridor Search is

unique in the industryCorridor Search

For the Driver Use Case

Find the most relevant resultsMinimize drive time and distanceMinimize detours

Content delivered where and when it’s needed

deCarta Connected Services

Designed for the Car

Encompasses: - Personalized Traffic - Other content feeds like gas, movies, speedcams - BigIndex Single Line Search


Search in the car

Like this?

Or like THIS?


deCarta’s search engine

Use Case: Find Marvell

Single Line Search is great for finding addresses with input fragments


Google is not perfect


MapSearch Engine + Corridor Search!

Ability to search for POI’s along a predetermined routeExample: find “Starbucks” along my route to workCompute distance to POI’s and rank based on road network, drive time

Corridor Search is ideally suited for Connected Car

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O

D

Traditional Local Searche.g. Google

O

D

Simple Corridor Search

Simple point and radius Simple ellipse or

buffer around origin and destination

O

D

deCarta Corridor Search

POI’s ahead, on accessible streets

Based on real-time dynamic content, e.g. traffic, cheapest gas, etc., sorted in logical order

Considers Time/Distance off route, including detour to return to route

Use Case: Quickest stop for coffeeUsing Google

Use Case: Stop for lunch on my routeUsing Google

deCarta Web Services – ahead of its time

May 2, 2023 deCarta Confidential - NDA Required 45

DDS

Web Services

RMF RMF RMF

Traffic Manager

Real-time &Predictive

Traffic

HistoricalTraffic

Mobile Network

…

MobileClient

“dehydrated”routes

Full coverageUpdated every 1-2 mins

Full coverageQuarterly updates

Route Dehydration & Rehydration Technology

Compressed representation of the route minimizes bandwidth utilization and network latency

No-loss compression- Exact same route on both client and server- Fast, scalable to millions of end points- Consistent traffic-enhanced ETA, detour and alternate route

calculations

Real-time traffic flow updatesNot just incidents

BigIndex

Personalized Traffic (patent pending)

Traffic Advisory uses best available traffic information

• Real time, historical and predictive• Availability depends on vendor, metro area

User can first invoke the service at route planning stage

• From Address Card, user selects “Routes”• DDS provides up to 3 route alternatives• Map includes “green, yellow, red” highlights

showing current traffic

While navigating, device periodically calls DDS for updated traffic information

• Adjusts ETA based on latest traffic

If significant congestion is found ahead, a detour route is calculated

User can accept or reject the detour• Map highlights congested segments

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deCarta Confidential - NDA Required

Other deCarta Web Services for connected devices

Personalized TrafficLocal Search Send to Device

Gas PricesSpeed Cameras

Weather

Movies

Twitter

Payments

Case Study: Connected PND Best Buy Insignia Connected PND

• Launch the first Internet-connected personal navigation device

• Minimize wireless communication costs• Create new revenue streams

Customer Objective

• deCarta hosted web services:• Search, Traffic, Weather, Movies, Twitter location

updates, Send from Web, Speed Camera, Gas Prices, Local Search, OTA service Renewal

deCarta Solution

• Developed by deCarta in 6 months• Model: subscription and advertising

Deployment: Oct 2009


DevZone and Maps APIs

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Click to edit Master title style

Drill Down Server

Key Features• Vector Maps• Raster Maps• Customizable map styles• Geocoding• Reverse Geocoding• Proximity Search• Routing and TbT Navigation• Geofencing• Dispatch

Deployment• deCarta hosted or Self-hosted• Stateless architecture• Scalability• High performance• Internationalized


MapSearch Engine API’s

MapSearch engine has a number of standard API’s to enable easy integration into your application

XML xHtml JSON / JSONP


What is our Value Proposition to Developers?

Why develop on deCarta’s Map APIs?

Case Study: Application Developer PlatformSamsung bada LBS SDK


Location APIs for bada developersSimilar use case to Apple MapKitDid not want to use Google

MapSearch Location APIs and Advertising APIsdeCarta enables Ad Placement

Model: Advertising and LicenseRecently renewed for 3 more years

Customer Objective

deCarta Solution

Deployment: June 2010

Case Study: Local SearchTelstra/Sensis


Maintain and build position as Australia’s number one brand for directory and local search services

deCarta White Label Location Based Services platformdeCarta APIsMapSearch Engine (Beta)

Model: AdvertisingReach: 600,000 local business and every consumer in Australia

Customer Objective

deCarta Solution

Deployment: Sept 2010

decarta overview1

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