leveraging location within a mobile data strategy · which integrates wireless network...
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© 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
© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
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
© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
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
© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
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
© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
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....
© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
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
© 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
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
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