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September 2005 September 2005
ConfidentialConfidential
Mobile Location and Navigation:Mobile Location and Navigation:
Is Now the Time for Mass Market Success?Is Now the Time for Mass Market Success?
Ronen Soffer, Executive VP, TelmapRonen Soffer, Executive VP, Telmap
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The (Real) Mission
To bring To bring (Mobile Mapping, Content and)(Mobile Mapping, Content and)
Navigation to Mass Market Navigation to Mass Market
UsersUsers
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What it Takes
Understanding Understanding NavigationNavigation
Understanding Understanding MapsMaps and and ContentContent
Understanding Understanding PhonesPhones
Understanding Users Understanding Users And…And…
Understanding the Understanding the BusinessBusiness
People
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Navigation
Is mission-critical and real time!Is mission-critical and real time!
Used in a moving carUsed in a moving car
No “expert users”No “expert users”
Used to run on RTOS onlyUsed to run on RTOS only
Relies on location sensor/s (…)Relies on location sensor/s (…)
HMI hungry (audio, display etc)HMI hungry (audio, display etc)
Did anyone say “network”?!...Did anyone say “network”?!...
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And So We Must Have
Correct routesCorrect routes
Intuitive driving instructionsIntuitive driving instructions
Optimal map-matchingOptimal map-matching
Professional guidanceProfessional guidance
Data delivery Data delivery FormatFormat
MethodologyMethodology
CompressionCompression
((The Technology to Enable)The Technology to Enable)
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Maps and Content
Maps for orientation and content, vs.Maps for orientation and content, vs.
Maps for NavigationMaps for Navigation
Content isContent is A destination and its attributesA destination and its attributes
A parameter for route to takeA parameter for route to take
Something on route to…Something on route to…
Static and dynamicStatic and dynamic
Owned, managed and branded by ?Owned, managed and branded by ?
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It’s a Phone…
Limited display, audioLimited display, audio
Limited CPU and memory, storageLimited CPU and memory, storage
Networks, platforms and OSsNetworks, platforms and OSs
But then again:But then again:
It has data, plus messaging and voiceIt has data, plus messaging and voice
It can be carried outside the carIt can be carried outside the car
Everybody has one! (but which one?...)Everybody has one! (but which one?...)
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People Need
Maps and guides made Maps and guides made digitaldigital
and and mobilemobile
Content to be Content to be freshfresh and and richrich
Navigation to be Navigation to be professionalprofessional A usable application A usable application (Applications?...)(Applications?...)
SimpleSimple distribution, activation distribution, activation
A A good price / modelgood price / model
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Business / Value Chain Aspects
Single deviceSingle device Medium-range phonesMedium-range phones Education and marketingEducation and marketing Channels (retail, telco, OTA)Channels (retail, telco, OTA) Branding (white vs. own)Branding (white vs. own) Data costsData costs What the carrier wants (and doesn’t) What the carrier wants (and doesn’t) ……
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Case Study: MIRS
iDEN - Nextel International - IsraeliDEN - Nextel International - Israel
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Bottom Line
Penetration and UsagePenetration and Usage
Subscriber AcquisitionSubscriber Acquisition
Business ImpactBusiness Impact ARPUARPU
ChurnChurn
Net addsNet adds
Brand nameBrand name
Navigations Per User Per Month
-2
0
2
4
6
8
10
Jul. Aug. Aep. Oct. Nov. Dec. Jan.
-
10,000
20,000
30,000
40,000
50,000
Jul. Aug. Aep. Oct. Nov. Dec. Jan.
Telmap Navigator Users
Navigator Navigator LaunchLaunch
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Usage
Penetration and UsagePenetration and Usage
54.2% Value Active* 54.2% Value Active* Above 40% remain value active after one quarterAbove 40% remain value active after one quarter
New User ActivityNew User Activity 7.5 sessions with 36 transactions per month7.5 sessions with 36 transactions per month
Lasting subscriber (at least one quarter)Lasting subscriber (at least one quarter) 7.9 Navigations per user per month (14 transactions)7.9 Navigations per user per month (14 transactions)
User during exploration phase (1User during exploration phase (1stst month) month) Doing 4 times more POIDoing 4 times more POI
3 times more my location3 times more my location
64% more navigations64% more navigations
* Obtaining significant value
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Bottom Line
Penetration and UsagePenetration and Usage
Subscriber AcquisitionSubscriber Acquisition
Business ImpactBusiness Impact ARPUARPU
ChurnChurn
Net addsNet adds
Brand nameBrand name
-
2,000
4,000
6,000
8,000
10,000
12,000
Jul. Aug. Aep. Oct. Nov. Dec. Jan.
Mirs Net Adds
Navigator Navigator LaunchLaunch
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The Operator’s Perspective
““Our Success is Largely due to the Our Success is Largely due to the
partnership formed between Mirs and partnership formed between Mirs and
Telmap”Telmap”
Abrasha Burstyn, MIRS CEOAbrasha Burstyn, MIRS CEO
Business ImpactBusiness Impact ARPUARPU – 4.9% Increase in ARPU (network wide) – 4.9% Increase in ARPU (network wide)
ChurnChurn – 87% Decline in Churn amongst Navigator users – 87% Decline in Churn amongst Navigator users
Net AddsNet Adds – Lion Share of new subscribers are attributed to – Lion Share of new subscribers are attributed to
Navigation offeringNavigation offering
Brand NameBrand Name – Most Loveable ads, Best GPS, Technology – Most Loveable ads, Best GPS, Technology
Pioneer, Best Business Solutions, GPS for EveryonePioneer, Best Business Solutions, GPS for Everyone
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The Users
Trust/ReliabilityTrust/Reliability
RelevancyRelevancy
RecommendationsRecommendations
SatisfactionSatisfaction
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The Users
RelevancyRelevancy
“Navat Koli” is the Telmap Navigator branded name
Which 3G Service?
Use GPS in 'Navat koli' ,
61.3%
All / none, 5.7%
Don’t know, 0.7%
Video confrence,
17.7%
Ringtones, 3.7%
watch TV, 11.0%
61.3%Would like to use “Navat Koli”
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The Users
SatisfactionSatisfaction
“Navat Koli” is the Telmap Navigator branded name
25.7% 25.0%
19.3%
10.3%
17.0%
2.7%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Verysatisfied
Satisfied Somewhatsatisfied
Dissatisfied Verydissatisfied
Don't know
70%Are Satisfied
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31.7% 30.7%
10.0% 10.3%15.7%
1.7%
0.0%
10.0%
20.0%
30.0%
40.0%
Definitely Yes Probably Probablynot
Definitelynot
Don't know
Would You Recommend "Navat Koli" to a Friend?
72.4%Would Recommend
The Users
RecommendationsRecommendations
“Navat Koli” is the Telmap Navigator branded name
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The Users
Trust/ReliabilityTrust/Reliability
“Navat Koli” is the Telmap Navigator branded name
23.3%
35.7%
17.3%
7.0%10.3%
6.3%
0.0%
5.0%10.0%
15.0%
20.0%25.0%
30.0%
35.0%40.0%
Completlyreliable
VeryReliable
QuiteReliable
Not veryReliable
Notreliable at
all
Don'tknow
76.3%Find it reliable
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The Project
Turn Key SolutionTurn Key Solution Hosted, Content aggregate, operated by TelmapHosted, Content aggregate, operated by Telmap
Pre-installed on devicesPre-installed on devices Motorola i830, i860, i850Motorola i830, i860, i850
Efficient MarketingEfficient Marketing Simple Audio-Visual NavigationSimple Audio-Visual Navigation Flat Rate pricing Flat Rate pricing
€€3 per month (no data charges)3 per month (no data charges) Pricable options (speed cam, traffic etc.)Pricable options (speed cam, traffic etc.)
Major Campaign (TV, Papers, etc.)Major Campaign (TV, Papers, etc.) Linked Brand Name to GPS to everyoneLinked Brand Name to GPS to everyone
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Summary
Most Valuable Mobile Navigation SolutionMost Valuable Mobile Navigation Solution Focus on Mobile Users Tailored for Focus on Mobile Users Tailored for
OperatorsOperators Dramatic Business Impact:Dramatic Business Impact:
Penetration, Usage, SatisfactionPenetration, Usage, Satisfaction
Ready Ready Hosted Solution and Available HandsetsHosted Solution and Available Handsets Service Business ModelService Business Model
Simpler, Easier, BetterSimpler, Easier, Better
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September 2005 September 2005
ConfidentialConfidential
Thank you!Thank you!