CC - Location based services - Global deployment & adoption trends - 2013
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Transcript of CC - Location based services - Global deployment & adoption trends - 2013
Overview of Various Location Based Services and Their Deployment & Adoption Trends Around the World
April 2013
Shrinath V, Yagna Teja & Jayanth Kolla
Preface
Mention location based services (LBS), and most people think of maps and check-ins. Location based services (and the allied geo-spatial services) have a potential and scope much wider in fields ranging from urban governance, fleet management, data analytics and local exploration. Though many of the previous years have been heralded as the time ripe for LBS, it is only recently that many pieces of the puzzle are falling into place. At one hand, GPS enabled smartphones are commonplace, generating a wealth of location info. On the other hand, governments have recognized the benefits that geo-spatial services can bring to governance. The enterprise segment is exploring the potential of location based analytics and location based advertising, amongst others. With global interest in the potential of LBS, newer business applications are evolving for various domains. However, in our opinion, there is a lack of awareness of what LBS can bring to the table and how it can be applied. This is one of the key factors constraining the growth of the industry. Key thinking behind the report: We realized that there is no clear reference point for what location based services can offer, growth drivers, barriers to adoption and what others have implemented and/or are experimenting with? This report aims to highlight key services, categorized by their applicability to the enterprise, government and consumer domains. This is not an exhaustive report of all services; rather, we have picked services that are indicative of what benefits location can bring to existing solutions. As the intention is to highlight a variety of existing services, we have intentionally omitted some newer advances in the domains such as indoor positioning, NFC based applications, etc. About Convergence Catalyst: Convergence Catalyst is a young and nimble Telecom Research and Advisory firm focusing on the Indian market. Convergence Catalyst (CC) principals bring decades of relevant Telecom experience in the Indian Telecom and LBS Industry. Having been Technocrats, Product Marketers, Analysts and Business Consultants, they bring a keen insights into emerging market dynamics. For this report, Convergence Catalyst has collaborated with Shrinath V, who in his last role, led the global product management for location based services for Nokia’s Asha range of phones. Shrinath has a long history of on-ground and strategic experience in the location based services and mobility domains having worked with many global industry leaders in this space over the last decade.
Contents
Location Based Services in Enterprise Segment
Overview of Location Based Services
Location Based Services in Government Sectors
Location Based Services for Consumer Adoption
Author Profiles and Convergence Catalyst Credentials
LBS1 - Convergence of multiple technologies
• Location based services (LBS) are a part of geo-spatial or geo-information systems that rely on a mapping representation, positioning information (through GPS, cell-tower, WiFi, etc.) and content or service providers who can customize or enhance their offering ((eg: find nearest shop, share one’s location, see nearest deals, etc.)
• The geo-spatial industry in India was estimated to a $3 billion business in 2011 employing over 135K people in a BCG report prepared for Google
• LBS have a wide array of applications for individuals, enterprises and government services: mapping, navigation, local search, business intelligence and analytics, fleet and vehicle tracking, emergency and disaster management solutions, etc.
Introduction to Location Based Services
Source: CC Analysis, Industry Inputs, BCG report for Google mapping services
GIS Internet
Mobile Devices
Mobile Internet
Mobile GIS
Web GIS
LBS
Note 1: Location Based Services (LBS) are a part of the larger umbrella of Geo-Spatial Services. For the purposes of this report, we these terms synonymously
Location based services cover a wide range of services that are directly dependent on maps and navigation, or have indirect applications like
adding location information to photos, tweets, etc.
4
Americas, 51.0% Europe, 17.7%
Asia Pacific, 25.0%
MENA, 6.3%
Location Based Services – Market Size and Growth Drivers
Sources: CC Analysis & Estimates, Pyramid Research, Vision Gain, Gartner, McKinsey Global Institute, eMarketer
LBS Market Size (By Geography)
• Factors driving the growth of location based services include: Availability of cheaper GPS enabled devices
High interest in personalizing services based on users’ location information and history
Advancements in analysis capabilities
Evolving business models like mobile advertising, global deployments of 3G and 4G wireless services promising ubiquitous connectivity
Cost benefits by deploying solutions like vehicle tracking and fleet management
Government regulations regarding use of data
Global LBS – Market Size ($Billion)
2.8
4.4
10.3
2010 2012 2015
5
6
Strong revenue growth expected over the next few years
0
3
6
9
2011 2012 2013 2014 2015 2016 2017
North America Latin America Western Europe
Eastern Europe Asia Pacific Middle East & Africa
• Much of the growth in LBS is expected to come from the countries in the Asia Pacific regions, especially
India & China, largely due to estimated growth in
wireless consumers to 2 billion users by 2017
• LBS Revenues for the regions of Latin America, Eastern Europe and the Africa & Middle East regions
are also expected to grow but at a lower rate than
North America, Western Europe & the Asia Pacific
regions
Global LBS Revenue by Region (USD, Billion)
Sources: CC Analysis; TCS LBS White Paper; Industry Inputs
• Many consumer services offer some customization based on current location, place or friend finders, mapping & allied functions like navigation, traffic, etc.
Mapping, discovery and infotainment
Tracking
LBS Services
Find places or friends nearby, maps, add location to posts,
etc.
Analytics
Category Key Examples Comments
Location Based Services – Overview of Key Services
Emergency support and
disaster management
Location based Games &
Augmented Reality
Advertising
Vehicle & Fleet, Supply Chain & Inventory
Mobile coupons, ads, deal finders, etc.
Real life games like Google Ingress, apps like Layar, City
Lens, etc.
Emergency 911, disaster recovery services, etc.
Business intelligence solutions, sales and
distribution tracking, etc.
• Resource tracking with dynamic distribution, taxis, rental equipment, fleet scheduling, RF Tracking etc
• Pinpoints consumers location and provides location-specific ads on their mobile devices or uses location for ad retargetting
• A new range of location and AR services include overlaying digital info on physical objects for discovery or gaming, powering wearable computing, etc.
• Location helps planning urban facilities and elements like locating emergency services, directing help during emergencies and disasters, etc.
• Traditional BI tools are adding location elements to offer precise geo-analysis. Other business use cases include store and catchment area planning, drive time analysis, sales comparison across areas, etc.
Source: CC Analysis, Industry Inputs
8
Key Consumer Use Cases for LBS
• Main consumer use cases for LBS globally include applications related to travel and socializing: GPS navigation, weather alerts, traffic updates, restaurant reviews and locating nearby businesses
• Navigation is the most popular application used by 46% of all LBS users. Friend Finders constitute 22% of LBS app use cases. 26% use LBS to find restaurants and entertainment venues, 19% for public transport schedules and12.5% for deals and offers
• Friend Finders and location sharing are popular in Latin America, with 39% stating it as the top reason to use LBS, compared to 20% in Europe, 11% in India and 9% in North America in a survey conducted by TNS, Mobile Life in 2012
• In the technology-saturated markets of developed Asia, 36% of people use LBS to find restaurants and entertainment venues nearby, whereas in China this falls to 17%, and sub-Saharan Africa, at 10%
Source: CC Analysis, Industry Inputs, TNS-Mobile Life
N.A - Family Trackers, Mapping & Navigation
L.A - Friend Finders
EU – Mapping & Navigation APAC – Restaurant Finders
MENA – Navigation, Safety, Emergency & Tracking
Contents
Location Based Services in Enterprise Segment
Overview of Location Based Services
Location Based Services in Government Sectors
Location Based Services for Consumer Adoption
Author Profiles and Convergence Catalyst Credentials
Relevance of LBS in Enterprise Verticals 9
Fleet Management & Vehicle Tracking 10
Business Intelligence and Analytics 12
Location Based Advertising 14
Map Based Visualization 16
Sales and Distribution Planning 18
Location Based Services are Used in Multiple Enterprise Verticals
Relevance In Domain FMCG Telecom Retail BFSI Automotive Consumer
Durables
Fleet Management and Vehicle
Tracking
Business Intelligence and
Analytics
Location Based Advertising
Map Based Visualization
Sales and Distribution
Planning
Completely Relevant Highly Relevant Relevant Less Relevant Irrelevant
Relevance of Location Based Services in Various Enterprise Verticals
Sources: CC Analysis 10
Fleet Management and Vehicle Tracking
Sources: CC Analysis; Berg Insights; Industry Inputs
Vehicle Tracking- Principle of Geo-Location based on the GPS
Service Features
• Vehicle tracking systems use GPS technology to identify, locate and maintain contact reports with multiple fleet vehicles in real-time
• Fleet management solutions integrate data logging, satellite positioning and data communication for managing a company’s transportation fleet to enable services such as:
Vehicle financing
Vehicle maintenance
Vehicle telematics (tracking and diagnostics)
Driver and Speed management
Fuel management
Key Industry Trends
• Automotive Manufacturer Initiatives
Mercedes-Benz offers FleetBoard vehicle computer on board its Actros trucks
Volvo offers Dynafleet as standard fitment on trucks
Scania is rolling out the Scania Communicator on its trucks
• Leading Solutions Providers by Deployments
Masternaut – Largest player in Europe (>250K units)
TomTom Business Solutions – Over 200K units in Europe
Digicore & Trimble – Over 100K units each in Europe
Transics – Over 75K units in Europe
Qualcomm Enterprise Services– Over 350K units in NA
XATA & Peoplenet – Over 110K units each in NA
11
Description & Usage
FMCG Telecom Retail BFSI Automotive Consumer Durables
Service Call Flow
GPS
Telecom
GPRS GSM
Servers
View on the Device
Internet
2
3
4
5
6
1
Analysis and Viewpoints Po
tent
ial
• Active fleet management systems being deployed in the commercial vehicle fleets in Europe is expected to reach 5.7 million by 2016 growing at a CAGR of 17.9% from 2.5 million in 2011
• Leading automotive manufacturers have announced fleet management solutions as standard line fitment in the recent years, which greatly increases awareness and adoption
Sources: CC Analysis; Berg Insights; Industry Inputs, Company Websites
12
Key Players1 Offering Comments
Masternaut • Masternaut Communication Centre • Vehicle Tracking, Integrated Sat-Nav and Phone, Job Scheduling and Messaging all in one system
TomTom • WORKsmart fleet management • Real-time location, speed, mileage and fuel consumption data
Digicore • Ctrack FleetConnect; Ctrack Assist; Ctrack Solo
• Manages fuel usage, license renewals and traffic offences to toll fees, vehicle service schedules, driver profiles and any other aspect of fleet
Transics • TX-Connect • Platform giving real-time fleet information
Qualcomm Enterprise Services • QHOS • Automates driver logs and is fully compliant with the latest EOBR
regulations of the FMCSA
• Optimization of fleet operating costs and carbon emissions
• Need for over the air security features and enhanced control of fleet vehicles
• Regulatory mandates (such as CSA - Compliance, Safety, Accountability; and HOS - Hours-Of-Service revisions in North America)
• Recent diesel emission regulations mandate fleet management for companies in U.S
Drivers
• Technology Inplementation- Infrastructure costs and lack of ubiquitous connectivity are the major barriers for adoption
• Legal concerns over using tracking technologies in countries
In UK, the law specifies that companies must inform drivers if they use telematics to monitor vehicles for purposes other than asset tracking
• Lack of global standards and uniformity of technologies across the globe
Challenges
Note 1: Other notable companies include FleetMatics, Networkfleet, Wireless Matrix, Telogis, Trafficmaster/ Teletrac, WebTech Wireless, Trimble, Autotrac, Zatix, OnixSat, Copiloto Satelital, Satrack and Tastets System
Business Intelligence & Analytics
Sources: CC Analysis; Industry Inputs, ESRI, Company Websites
Service Call Flow - Picture
Service Features
• LBI is the convergence of geo-location and conventional BI resulting
• Helps bring spatial and temporal context to business analytics and intelligence systems
• Location cognizance can be integrated into:
Front & Back Office Applications
Field Operations
Retail Store planning and cactchment analysis
Supply Chain Management
Customer Relationship Management
Key Industry Trends
• SAP announced a partnership with Google to integrate Google Maps, Earth and Street View visualization with SAP business intelligence and other applications
• IBM announced contracts with four major cities to use their location-based analytics to repair eroding infrastructure as part of IBM's Smarter Cities Initiative
• ESRI offers a web-based Business Analyst Online tool that uses GIS technology for on-demand analysis and visualization of demographic, consumer spending, and business data based on area of interest.
13
Description & Usage
Business Intelligence & data Warehousing
Systems
GIS & Geospatial Data
Location Intelligence for:
• Contextual Decision Capability • Improved Productivity and Revenues • Discover new growth opportunities
Business Data
Location Data
FMCG Telecom Retail BFSI Automotive Consumer Durables
Analysis and Viewpoints Po
tent
ial • With the rise of big data, it is easier to analyse huge volumes of location and context information for intelligence. Location analytics is
expected to grow significantly and is expected to be a $9 billion market by 2016 • Convergence of analytics and advertising is expected to drive the future of Location based BI & Analytics when consumers can be
anonymously targeted through multiple social, geographic, physical and emotional indicators • Real time location data aggregated with GIS information, BI tools and an enterprise data warehouse allows mining of real time information
patterns
Sources: CC Analysis; ABI Research, Industry Inputs, Company Websites
14
• Ability to identify patterns and use them to optimize business aspects like store planning, catchment analysis, marketing effectiveness, etc.
• Huge volumes of location stamped information due to GPS availability at lower price point
• Better analysis capabilities with the rise of big data and increased customer engagement
Drivers
• Data privacy is the major barrier as analytics can get sophisticated to the extent of consumers feeling uncomfortable at the level of insights being received due to extensive targeting by companies
• Inconsistent availability of location information and lack of standardization for location information
Challenges
Key players Offering Comments
Oracle • Oracle Spatial and Graph • Offers spatial manipulation and analysis for location data
ESRI BAO • Demographic, consumer spending and other spatial data analysis
• Provides on-demand analysis and visualization on maps for store planning, catchment area analysis, etc.
SpatialPoint • Customized applications • Integrates business intelligence and mapping functionality with location-based data
Galigeo • Analytics tool • GIS systems for multiple industries
MomentFeed • Location Engagement Analytics • Dedicated interface to monitor, measure, and manage multiple locations
Geotoko • Marketing & Analytics Platform • Campaign management platform that allows businesses to run contests
Location Based Advertising
Sources: CC Analysis; Verve Mobile; Industry Inputs
Location Based Advertising - Service Call Flow
Service Features • Location based advertising uses the user's current location,
current time, history and/or other contextual information to refine ads to be shown
• It helps target a consumer base close to an actual retail location or in an area. Some examples of services include:
Retargeting of mobile ads based on location information
Loyalty Programs for check-ins
Deals and offer alerts based on current or intended location
Geo-fencing alerts and reminders that are triggered only in a particular radius of interest
Location history analysis to suggest new products or services based on previous visits
Key Industry Trends
• Google introduced an Enhanced AdWords product that allows retailers to create geofences for ad campaigns
• Contextual analysis and mining is another growing trend, where the user’s location, his history, the current time and/or other sensor info is analysed for better understanding their wants and desires
• Newer forays into Augmented Reality apps could also be used for location based advertising
15
Description & Usage
Media Gateway
Radio Info Query
+ Location
GPS Location
Location Engine
FMCG Telecom Retail BFSI Automotive Consumer Durables
Analysis and Viewpoints Po
tent
ial • 36% of mobile marketing campaigns in 2012 used geofencing or geoaware targeting up from 17% in 2010. Global mobile advertising and
marketing is expected to reach $22.5 billion by 2016 - about 15.2 percent of all online ad spending • As users increasingly adopt Smartphones and tablets, innovative location based advertising formats will evolve suited for these form
factors and context (Eg: price comparison based on bar codes, personalized search/purchase suggestions based on user's location and interests)
Sources: CC Analysis; Berg Insights; Industry Inputs, Company Websites
16
• Location presents immediate context of the consumer and an opportunity to maximize ad spend effectiveness by targeted ads in a pre-defined vicinity
• Penetration of smart devices and ubiquitous connectivity drives adoption
• Higher advertising impact and improved customer satisfaction by understanding the consumer better through real-time research
• Ability to forecast future patterns basis past location history
• Highly local brand awareness and customer intimacy
Drivers
• Consumers privacy concerns about LBA’s intrusion over the risk of being monitored by companies
• LBA ads are still derived from web advertising; new, engaging formats are required for effectiveness and mainstream adoption
• Pricing models are yet to evolve to ensure effective ROI for LBA
Challenges
Key Players Offering Comments
Facebook • Free WiFi for branding • Offers free WiFi in exchange for the user checkin on the place's Facebook
page
Foursquare • Foursquare lists • Tool to broadcast branding messages
Google • Enhanced Adwords • Allows businesses to create geofences to display and manage AdWords campaigns
Placecast • Opt-in mobile offers • Contract with O2 to re-sell Placecast services as a white label service in U.K
Sense Networks • AdMatch Platform • Transforms location data into behavioral profiles and offer user-based audience targeting at scale
Map Based Visualizations
Sources: CC Analysis; Industry Inputs, Company Websites
Eg: Visualization of Racial and Ethnic Groups in the US (Based on Census samples collected between 2005-09)
Service Features • Maps serve as a visualization layer for information like places of
interest, traffic, route planning, spatial analysis, weather reports, etc. Some of these include:
Map Data
Local Search
Route Planning
Voice guided Navigation
Listing places and/or boundaries of properties, wards or municipal boundaries
Spatial analysis on a map background for patterns or density analysis
• Store locators enables customers to enter specific details such as zip or post code, address or area and then subsequently lists out the nearby stores or products with interactive maps and driving directions to the stores
Key Industry Trends
• Google offers an open source Store Locator Utility Library that lets owners use features like list of stores, InfoWindow with detail, HTML5 geolocation, street view, autocomplete search and directions
• The New York Times created heat maps of racial and ethnic distribution, education levels, income and housing from local data samples from the Census Bureau's American Community Survey collected between 2005 to 2009
17
Description & Usage
FMCG Telecom Retail BFSI Automotive Consumer Durables
Analysis and Viewpoints Po
tent
ial
• Increasing amount of location tagged and sensor data will add contextual richness to map based overlays that will help develop new patterns of discovery and engagement like the heat maps of the places where youth hang out over the weekends, etc.
• As browsing increasingly shifts to mobiles and tablets, store locators will be key to help people on the go find places or offers nearby
Sources: CC Analysis; Industry Inputs, Company Websites
18
• Open Source libraries and projects that offer ability to integrate business data as layers onto maps for visualization
• Ability to spatially visualize data through heat maps and run comparitive analysis
• Store locators offer a convenient way for customers to find the stores/shops/dealers etc. near them and directions to get there
Drivers
• Most of the map services are free and not guaranteed, hence the company has no obligations for the services it provides to the clients
• Necessity to have business or store location data in a commonly understood location format
• Technological problems in parsing address information easily into geocodes that can be visualized on maps
Challenges
Key Players Offering Comments
Shopify Store Locator • Store Locator Application • HEAT-MAP Report indicating customer demand information
OpenStreetMaps • Download/host map data on server or use APIs • Allows individuals or firms to edit or add data they require to the OpenStreetMap data set
Google • Store Locator Utility Library • Lets owners plot list of stores, InfoWindow with detail, HTML5 geolocation, street view, autocomplete search and directions
MapmyIndia • Web-based analytical and display tools • Includes Geographic Display, Gap Analysis, Sales Analysis, Geo-marketing Applications, Market Survey, Catchment Analysis, Trade Area Analysis, etc.
Sales & Distribution Planning
Sources: CC Analysis; Industry Inputs, Company Websites
Eg: Sales and Distribution Analysis Tools
Service Features • Sales & Distribution tracking and monitoring systems empower
organizations to manage their business operations, provide a common interface to link geographies for analysis, guides the sales force by enabling real-time analysis
• Location based analysis offers a common platform to plan functions like
Sales & Distribution Management
Inventory Management
Asset Management
Key Industry Trends • Uninor uses Telenor’s electronic Distribution Management
System, which pulls in data from various sources such as the Sales Tracking System (STS)
• Vodafone streamlined its Turkish sales and distribution channels with the implementation of centralized web-based software and connected their Turkish headquarters directly with its distribution center
19
Description & Usage
FMCG Telecom Retail BFSI Automotive Consumer Durables
Analysis and Viewpoints Po
tent
ial
• Location enabled tools can assist in optimal placement of retail centers, distribution outlets and other parts of the sales chain • Sales planning tools can provide contextual geographic information about market potential, competitor sales, sales beat for on-ground
feet-on-street, local government boundaries and taxes, etc.
Sources: CC Analysis; Industry Inputs, Company Websites
20
• Sales and distribution planning tools aid in market segmentation, marekt penetration and sales analysis
• Helps in unlocking and capturing new opportunities with real-time insights
Drivers
• Collating data into systems and establishing new processes to gather information
Challenges
Key Players Offering Comments
Proceed Interactive • Automated Sales Lead Distribution System
• Web-based, automated sales lead distribution system to allow each owner to log in and see daily sales leads as well as to provide feedback on the quality of the leads
Versalinks • Customer & Sales Analyst • Multi-dimension analysis and reporting tools built on geographic customer distribution and sales information
Oracle • Oracle Spatial • Aids users in managing geographic and location-data in a native type
within an Oracle database
Contents
Location Based Services in Enterprise Segment
Overview of Location Based Services
Location Based Services for Consumer Adoption
Location Based Services in Government Sectors
Author Profiles and Convergence Catalyst Credentials
Relevance of LBS in Various Consumer Services 22
Growth Drivers & Barriers to Adoption 23
Mapping and voice guided navigation 24
Exploration and local search 26
Augmented Reality 28
Location Based Alerts & Related services 30
Hyperlocal services and commerce 32
22
Relevance of Location in Various Consumer Services
Mapping LBS Services' Popularity vs. Relevance of Location Info
Relevance of Location Info
Popu
lari
ty o
f Se
rvic
e/A
dopt
ion
Social Network Updates
Maps
Navigation
Sources: CC Analysis; Berg Insights; Industry Inputs, CNET, AllFacebook, Marketing Land, Huffington Post
Check-in Services
Photo Sharing
Low High
High
Note: Size of the bubble is indicative of service adoption/active subscribers for the service
Growth Drivers and Adoption Barriers of LBS in Consumer Space
Key Growth Contributors: - Smartphones with GPS support available at lower price
points
- Underlying enablers like GPS positioning available for free
- Growing awareness of LBS benefits with apps like maps and search
- Seamless integration with content creation services like taking photos, posting SN updates, etc.
Our Viewpoint - Location info contextualizes web and mobile information around where the user currently is, making it easy to offer ‘Here and
Now’ solutions
- Location can be tapped as an attribute to enrich content creation on mobile devices, as well as enable rich crowdsourcing services
- Platforms enable location info to be combined with various other sensor info like accelerometers, gyroscopes, camera filters, etc. to offer a richer mesh of info for services to tap into.
- More localized and context driven services expected in the next few years
Barriers to Adoption: - GPS based services drain smartphone battery on usage
- Unexpected side-effects of using services cause huge privacy concerns (eg: posting geocoded photos (public info) can reveal your house address (private info))
- As LBS use cases proliferate, regulations are being rethought across different countries on what can be done with the data
Sources: CC Analysis; Industry Inputs 23
Mapping and Voice Guided Navigation
Sources: CC Analysis; Industry Inputs
• Core maps and naviga0on services include mapping, local search, rou0ng and voice guided naviga0on. Addi0onal services include live traffic, predic0ve traffic based rou0ng, etc.
• More people use maps on smartphones than portable naviga0on devices. Google Maps remains the most popular Maps service on the web
• Desktop web browsers and tablets without GPS support use geoloca0on APIs that lets them get an approximate posi0on using Wi-‐Fi connec0ons. This lets them offer a ‘My Posi0on’ feature on websites or applica0ons
• Most maps players provide API access to key features for 3rd party integra0on
Key Highlights
Google Nokia ‘Here’ Apple Maps Others
• Google Maps is currently offered in over 50 countries; navigation and traffic are available in about 42 countries
• Other products include Google street view, Google Earth and Indoor maps
• Nokia recently launched ‘Here’, it’s location offering across platforms bringing Nokia maps and navigation to iOS, Android, Windows, Mozilla’s upcoming Firefox OS as well as Amazon, Facebook and Bing Maps platforms in 116 countries
• Apple launched its own mapping service in iOS6 built on top of TomTom’s map data to widespread criticism on lack of features & ad hoc implementation of features (local search, 3D modes data completeness, re-routing)
• Regional players like MapmyIndia (India), Yandex (Russia), Baidu Maps (China) and others often have a lead on coverage and freshness of map data
While core services like mapping, naviga3on and traffic are free on major mobile opera3ng systems, they serve as a base for adver3sing and
marke3ng
24
• As smartphones come down the price chain, adoption of maps as a core mobile service is rapidly increasing
• Maps are increasingly serving as an enabler for other services such as displaying ads/price details on local search, notifications on what is interesting nearby, being notified when the user is late for an appointment
Analysis and Viewpoints Tr
ends
&
pote
ntia
l • There were an es0mated 400 million ac0ve users of naviga0on services at the end of 2012
• Major players like Google (map maker) and Nokia (map reporter) are geared to collect feedback from consumers to keep data fresh
• Services like OpenStreetMaps and Waze, built almost en0rely on crowdsourcing inputs, are witnessing increasing adop0on as their data quality improves
Drivers
Sources: CC Analysis; Industry Inputs
• Building core mapping and navigation services require high investments, which act as entry barriers for new players
• Keeping map and search data updated will remain the biggest operational challenge for current map providers
Challenges
• Maps and positioning will become a foundation for various other consumer services
• As location goes mainstream, we anticipate customized services for users who do not own cars or use navigation
• In the automo0ve space, loca0on info will aid high-‐value service crea0on like no0fying the user when/where to fuel up, nearest service centers, allow performance and speed tracking, etc.
Analysis
25
Exploration and Local Search
Social networks like Facebook and Foursquare are pivo3ng to offer place discovery and recommenda3on services
Sources: CC Analysis; Industry Inputs
• Local search and explora0on is witnessing increasing innova0on, with companies trying to use social media informa0on, the user’s personal history and interests, reviews and ra0ngs, history of check-‐ins at a loca0on, and other means to help people find interes0ng places around them
• With the rising number of smartphones, users are genera0ng a wealth of geo-‐coded info such as pictures, check-‐ins, posts, etc. that can be mined to discover popularity of a place, 0mings, events happening at a place, etc.
Key Highlights
Google Nokia/Microsoft Foursquare & Review Apps Facebook
• Google+ Local incorporates Zagat review info to be a single database for places within Google, with an estimated 50 million places and business listings
• Google FieldTrip notifies the user about places around automatically
• Nokia Lumia phones come with City Lens, an augmented reality app that overlays place info when the camera is pointed at a location suggesting interesting places
• Both Nokia and Microsoft let users build collections of places that they can share with friends
• Foursquare highlights an Explore option that suggests places based on algorithmic score on history of likes, dislikes, etc. from its database.
• Review sites are witnessing M&A activity – Yelp acquired Qwype, Europe’s largest review site while Google acquired Zagat
• Launched a ‘Nearby’ tab in its mobile site that lets users discover places around them personalized based on friends’ check-ins, likes and star ratings
• The recently launched Facebook search provides an easy interface to answer questions about places and people
26
• Increasing amounts of location tagged information and the ability to mine these for trends and answers using Big data
• Newer forms of outreach and promotion for local businesses using location based targeting and advertising
Analysis and Viewpoints Tr
ends
&
Pote
ntia
l • Facebook, Instagram and other social networks will increasingly use social media informa0on to highlight popular places
• Places will also start building a be^er iden0ty online to enable interest based sugges0ons (eg: most popular place to hang out over the weekend for a drink with friends, etc.)
• As these networks already have an established user base, and sizeable business lis0ngs, this could poten0ally lay a strong founda0on for loca0on based adver0sing
Drivers
Sources: CC Analysis; Industry Inputs
• Privacy concerns pose challenges as companies try and use information made available on their networks
• Companies will need to demonstrate effectivness to get local businesses to participate by maintaining a profile and invest in advertising on these networks
Challenges
• As both the formal and crowd sourced database size increases, mining the data, profiling the consumer and providing not just location specific, but context relevant suggestions and information becomes critical
Analysis
27
Augmented Reality
AR apps overlay relevant digital info on physical objects to help discovery and learn more about the place
Sources: CC Analysis; Industry Inputs
• Augmented Reality (AR) is a new technology which provides ways to blend virtual imaging into the video stream of a mobile device's camera -‐ in real 0me
• Apps and devices use enablers like GPS, camera filters, gyroscopes, etc. to iden0fy physical objects and places and overlay relevant digital informa0on on top.
• AR is also used in gaming to enhance the player's gaming experience by providing exci0ng new ways to control his ac0ons, through posi0on and 3D movement
Key Highlights
Google Nokia Layar Browser Microsoft
• Goggle attempts to merge information display, speech recognition, communication capability and AR into a goggles display
• Google Ingress is a multi-player real-time game that has people performing real world explorations and activity to gather virtual energy
• Nokia City Lens app lets users look for places around by pointing their device at places, as if creating digital signboards over places that one can explore with their phone. This overlays details of places on top of the live images to display info on category of places, name and other info
• Layar was an early pioneer for augmented reality apps, now touting a million downloads a day. It uses GPS, compass and other sensors in a user’s mobile phone to provide a
“heads-up” display of various geo-located points-of-interest
• Photosynth lets users create 3D navigable spaces by stitching together 2D pictures on Bing Maps
• Users can see video clips and images from sources like Flickr, Twitpic, etc. when they zoom into maps, providing different dimensions of exploring places with crowd sourced pictures and videos
28
• Affordable pricing of AR based apps on smartphones is a key driver for adoption of this technology
• Improvements in pattern recognition and ability to mesh information from multiple sensors to make sense of a physical object or place
Analysis and Viewpoints Tr
ends
&
Pote
ntia
l
• AR apps are forecast to generate a global revenue of $300 million by 2013
• Wearable compu0ng devices such as Google Goggles that use augmented reality are expected to be the next phase of evolu0on, post smartphones
Drivers
Sources: CC Analysis, Mobile World Live, Juniper Research
• Inferior image quality of the objects captured by the existing augmented reality applications could potentially hinder rapid or wide adoption
• The current AR apps work only on devices with high computational abilities and strong sensors, which are still unavailable for mass-market consumers
Challenges
• Although Augmented Reality is a rapidly developing technology with niche applications and use cases many verticals including retail, logistics, video gaming, etc., CC strongly believes in its wide-scale adoption by consumers in the coming years
Analysis
29
Location Based Alerts & Related Services
Loca3on based alerts allow users to share their loca3on only when near certain places, or trigger ac3ons on the phone based on user’s loca3on
Sources: CC Analysis; Industry Inputs
• A form of loca0on based alerts allow users to create geofenced ‘zones’ of interest or specific points around which an alert is to be triggered
• When the user enters or exits the zone or approaches a point of interest, an alert or reminder is triggered
• Precision of trigger and alert varies; pin-‐point accuracy is not guaranteed
• Services also allow users to share their loca0on with a select group of friends based on their loca0on and 0me
Key Highlights
Handset Manufacturers Network Operators Third Party User Services Personal Tracking
• Apple announced support for location based reminders from iOS 5 onwards
• Google provides 3rd party APIs for location reminders and proximity alerts
• Other platforms also support some form of location alerts JSR179, the location API in Java,
supports proximity alerts
• AT&T announced a free location-based alerts mechanism based on cell-id without using a device’s GPS
• UK’s O2 tried a similar approach with customers such as Starbucks, L’Oreal, etc., to enable proximity marketing
• There have been a number of friend finder apps that attempt to inform you when friends are nearby (Loopt, Google Latitude, Facebook Find Friends Nearby, etc., but their adoption has been limited due to privacy concerns
• Groupon and other deal providers are experimenting with deal alerts wherein users are informed of nearby deals
• Apps like ‘Glympse’ allow location tracking and sharing amongst a closed group
• Various child, pet and personal vehicle tracking services allow users to set safe perimeters, or geofences that trigger an alert if the child, pet or vehicle exits the perimeter.
30
• The text based alerts enable users with a conducive interface and make the services available on wide range of devices
Analysis and Viewpoints Tr
ends
&
pote
ntia
l • Location based alerts are an enabler for proximity based marketing, an industry expected to grow to USD 300 mn by 2017 • Operators are attempting to provide device-agnostic location triggers based on user’s movements, using cell-tower
information. While the accuracy of such solutions is relatively lower, they can work across platforms and even enable SMS services
• Solution providers are also working on potential solutions to alert the user to turn device’s GPS ON/OFF based on geofence triggers
Drivers
Sources: CC Analysis; ABI Research; Industry Inputs
• Battery drain remains a concern with phone based solutions, as most of the services require location enablers to be active in the background
Challenges
• Although location based alerts have multiple applications and use cases in terms of traffic alerts, friend-finders, etc., CC believes the primary and widely adopted use case will continue to be pull-based deals and discount finders, which have clear monetization capabilities for the service providers
Analysis
31
Hyperlocal Services and Commerce
There is an increasing focus on local informa3on to accelerate business models like Airbnb’s neighbourhood discovery and explora3on process
Sources: CC Analysis; Industry Inputs
• Over the last couple of years, there have been a huge number of services that encourage people to collaborate and barter services or product usage (AirBnB for ren0ng private accommoda0on, ZipCar for sharing rides) and collec0ve buying (Groupon, Living Social, etc.)
• Loca0on plays an enabler role in many of these services (eg: finding nearest deal near you, finding accommoda0on in a par0cular spot in town)
• Collabora0ve buying services are trying to aggregate buyers in a par0cular loca0on for common discounts
Key Highlights
Groupon Airbnb Uber/Zipcar Others
• Groupon Now is an extension of Groupon’s daily deals service. Users can look for nearby restaurants that have deals running
• The service has seen limited success, partially due to lack of breadth of local option
• Airbnb allows users to offer spare residential capacity like a second home, a spare room at home, etc. for rentals that guests can pay for and stay for a short period of time.
• Airbnb Neighborhoods helps users choose a neighborhood to find properties to stay in
• Uber app allows users to plug in their location and request a cab, prompting the drivers in the area to respond and pick them up and at the end, driver inputs the fare onto the Uber app along with 20% gratuity
• Zipcar is a membership based car sharing service, users view availability and reserve a car and unlock the vehicles anywhere using access cards over sensors on windscreens
• Taskrabbit connects users to people in the neighborhood who can run errands
32
Contents
Location Based Services in Enterprise Segment
Overview of Location Based Services
Location Based Services for Consumer Adoption
Location Based Services in Government Sectors
Author Profiles and Convergence Catalyst Credentials
LBS in Government Sectors 34
Urban landscape & City Planning 35
Traffic Management & Alerts 37
Public Transport tracking & management 39
Security planning & Emergency Services 41
Maritime tracking 43
Location Based Services in Government Sectors
Urban Landscape & City Planning
Traffic Management &
Alerts
Location Based Services in Government Sectors
Public Transport tracking &
management
Security planning & Emergency
Services
• Urban city planning by integrating information about various city initiatives
Sources: CC Analysis 34
Maritime Tracking
• Integrate critical information for effective traffic planning, monitoring , road closure information
• Designing efficient routes, operations and integrated transport systems
• Detecting, preparing and responding quickly to security threats, natural disasters, terrorist attacks, etc
• Aids port authorities in taking timely decisions on all maritime activities
• GIS systems help in urban city planning by integrating information about various city initiatives like sewage, electricity lines, fiber cables, water connections, etc
• They also help governance by keeping track of land records, population density, availability of government services, police patrolling, providing a spatial view for city planning
• GIS platforms support visualization, modelling, data queries, analysis of spatial information and facilitate collaboration between multiple agencies for large-scale applications such as regional, environmental, ecological and natural resources planning and management.
• Planning agencies can use these in fields such as property assessment, emergency response, land use and planning, infrastructure planning, etc.
Urban Landscape & City Planning
Sources: CC Analysis; Industry Inputs, ESRI
Description & Service Features
1. Australia – The township of Hervey Bay uses visualization and what-if analysis on alternative urban growth scenarios for comparative analysis and resource planning
2. Honululu – The city administration uses GIS and 3D modeling to imagine the city in the future, minimize upfront risks and optimize service delivery
3. Canada - Bowen Islandis exploring usage of GIS modeling and landscape visualization to provide context for community based sustainability decision making
4. Abu Dhabi – The Abu Dhabi Urban Planning Council used 3D analytical capabilities of GIS data to plan building heights and view corridors so that the Grand Mosque is visible across the urban landscape
5. Libya – Libya uses GIS planning in the Third Generation Planning project that provides strategic plans for land-use decisions and urban planning
35
Key Deployments
7
4
8
1
5 4
3
2
Key Players Offering Comments
ESRI • ArcGIS & Location Analytics Tools • Compiles geographic data; analyzes mapped information; and manages geographic information in a database
Mapinfo • MapInfo Professional • Mapping and geographic analysis application
NAVmart • NAVTEQ data • For applications in Crime analysis, Homeland security, Emergency response,
Water and sewer, Zoning, growth and taxes, Service routing, Human services
Autodesk • Design Suites & Software • For Government Building Design, Electric and Gas Utility Planning, Design,
and Management, Government Agencies & Military Manufacturing, Road and Highway Design, Water Infrastructure Software for Public Works
Intergraph • Geospatially Powered Solutions • For public safety and security, defense and intelligence, government, transportation, photogrammetry, utilities and communications industries
Analysis and Viewpoints Po
tent
ial
• Urban planning divisions will soon use 3D tools to create cities before these are actually built by incorporating planning, zoning, and density guidelines
• Active GIS market (affordable, easy-to-use) is resulting in lower costs and continual improvements in the hardware and software components which in turn is expected to result in a much wider use of GIS by the government planning agencies
Sources: CC Analysis; Industry Inputs, Company Websites
36
• Limitations of traditional methods for planning in a rapidly changing urban landscape
• Increasing resource requirements in cities requiring smarter solutions to optimize infrastructure and capital expenditure
• Availability of geographic data for analysis and the ability to combine various datasets for analysis, sophisticated calculations and alternative solutions
• Capability for dynamic query and analysis, display of information and a more understandable representation
Drivers
• Awareness of solutions and benefits for planning
• Unstructured planning and lack of coordination between various city administration agencies
• GIS data uncertainties & fundamental issues of data security
• Lack of skilled human resource base and cost of collecting and maintaining information in the rapidly changing urban landscape
Challenges
• GIS can help integrate critical information for effective traffic planning, monitoring , road closure information, etc. and provide access to interactive maps, real-time information for visualization or analysis
• Authorities can run traffic scenarios in a short span of time which enables them to modify traffic information real time and plan traffic signals to minimize traffic congestion
• GIS applications also include traffic alert features where the system uses satellites tuned into real-time traffic reports to notify the public of unexpected traffic delays and plot a new course around the heavy traffic
Traffic Management & Alerts
Sources: CC Analysis; Industry Inputs, Company Websites
Description and Service Features
1. Australia – Vicroads maintains a Road Closures and Traffic Alerts website, which provides Victorians with real-time updates on roads affected by damage, major crashes and extreme weather events.
2. U.S. – The South Bay Traffic Alert System provides on-line, graphic-based information on current and planned capital improvement projects, construction activity, and special events that may impede traffic flow in the 16 cities of LA County’s South Bay
3. India - Tamil Nadu had introduced Road Accident Data Management System (RADMS), a software that generates information on accidents for all the roads in the state.)
37
Key Deployments
1
3
2
1
3
2
Analysis and Viewpoints Po
tent
ial
• Collection of traffic data can help estimate travel times at different times of the day/week, which can be used for better public transport timings
Sources: CC Analysis; Industry Inputs, Company Websites
38
Key Players Offering Comments
TransModeler • TransModeler • Integrated traffic simulation modelling with a geographic information system (GIS)
NAVTEQ • NAVTEQ Traffic • NAVTEQ Smart Traffic Processor for real-time traffic information
ESRI • ArcGIS and Traffic Analyst • Visualization and analysis tools; Tool for managing, planning, evaluating, and maintaining transportation systems
• Ability to analyse patterns and anamolies to reduce congestion and travel time
• Capacity to use traffic information for resource planning like road expansion, one-ways, etc.
• Potential to analyse road accidents to respond with strategies for traffic regulation, routing and positioning emergency services
Drivers
• Low compatibility of existing traffic management systems with GIS systems
• Potentially high initial investments in GIS infrastructure
Challenges
• System consists of GPS tracking devices that are installed in some or all public transport vehicles that send back position, timing and speed information to a consolidated GIS backend
• Aids transport authorities in designing efficient routes, operations and integrated transport systems, dealing with the vast information, tracking and monitoring services, safety and security systems, all contributing towards delivering a more effective public transportation system for the people
• Allows passengers to see location of buses, expected amount of time for the next bus arrival, expected travel time and the choice of routes with real-time updates directly to web or mobile device and reduces the uncertainty associated with public transportation
• Allows authorities with a dynamic, robust, reliable, and cost-effective management system providing information about the routes which are busy, routes which are affected by congestion, peak hours and non peaks hours, etc.
Public Transport Tracking & Management
Sources: CC Research; Industry Inputs, Company Websites
Description and Service Features
1. Australia - Customers travelling on Sydney Buses can track their bus and get estimated time of arrival with an app (TripView, TripGo or Arrivo Sydney )which use information provided by Transport for NSW
2. Pakistan - Installation of tracking devices in buses made mandatory (Lahore)
3. U.S - Vehicle Tracking Management Systems, Bus trackers, Mobile & Web Apps are prevelant
4. India – Many Indian cities/states have mandated deployment of GPS trackers in public transport vehicles, including Delhi, Karnataka, Chennai, etc. Delhi currently has about 4000 DTC buses, 379 cluster buses and 10K autos equipped with tracking.
5. U.K – Transport For London provides apps and SMS based tracking for providing bus arrival information based on GPS tracking
39
Key Deployments
3 2
4
5
1 1
2 3
5
4
Analysis and Viewpoints Po
tent
ial • Public transport tracking is expected to become mandatory in future as authorities look to improve the current system and encourage
more takers for public transport system • Tracking systems with the display units for arrivals and ETAs deployed near the bus stops are expected to open new avenues of
advertisement income for the public sector transport authorities • Analysis of GPS information from public transport vehicles can help understand traffic patterns, congestion and heat maps of activity in the
city that has huge potential as a data source for marketing purposes and to understand city urban spaces
Sources: CC Analysis; Industry Inputs, Company Websites
40
Key Players Offering Comments
Mentor Engineering • Mentor Streets • Integrated Transit Intelligent Transportation System
RouteMatch Software • RouteMatch TS • RouteMatch for demand paratransit, or non-emergency medical
transportation
Indra • Vehicle Tracking Management System • Public passenger transportation operations assistance systems which offer Real-time Management & Increased safety through Video Surveillance
• Effective monitoring and control of public transport vehicles for increased safety
• Efficient route planning and ability to understand traffic congestion points
• Increasing number of urban transport authorities mandating GPS tracking of public vehicles for monitoring purposes
• Availability of tracking devices and solutions at lower price points and in telematics systems
Drivers
• Cost implications and deployment across public vehicles
• Consistent requirements and service planning across public administration authorities to enable solutions of scale
• Deployment and maintenance of GPS trackers in public vehicles
• Evolving and differing regulations across city transport authorities
• Infrastructure and maintenance costs associated
Challenges
• GIS allows authorities to visualize activity patterns, map locations, and the multi- layered geospatial context in real time to help detect, prepare and respond quickly to security threats, natural disasters, terrorist attacks, sabotage, and others to reduce exposure of risk and plan recovery
• Many cities or countries provide an emergency services that automatically detect locations and direct response services when citizens call the helpline number or send a distress SMS in case of emergencies
• GIS offers spatial trend analysis to visualize vulnerabilities and damage consequences that can help plan response priorities and mitigation plans in advance
Security Planning & Emergency Response Services
Sources: CC Analysis; Industry Inputs, ESRI
Description and Service Features
1. Australia - National emergency warning/alerting system Tasmania Fire Service was used to directly alert people about bushfires via their phone
2. U. S. – Citizens can call 911, that allows governmental agencies to automatically detect their location and send emergency help, if required
3. China. - Used indigenous Beidou positioning system to provide monitoring and emergency help coordination during the 2008 earthquake in Sichuan
4. Japan – GIS solutions were used in the response to the earthquake and tsunami in 2011 to determine grid maps of collapsed buildings that needed to be searched, estimation of aftershocks, minimize damage due to fires, contaiminated water, etc.
41
Key Deployments
7
2
4 5
1
3 4 2
Analysis and Viewpoints Po
tent
ial
• Governments and private enterprises throughout the Middle East, Asia, Africa, and Latin America, are quickly adopting Remote Sensing and GIS in maximizing security programs
• 3G network standard multimedia broadcast/multicast service (MBMS), can be used to broadcast (push) emergency messages to defined areas with rich multimedia content such as voice instructions and detailed evacuation maps
• Social media trend analysis is an emerging topic for agencies involved in homeland security. For instance FBI issued a RFI from industry on commercial tools to provide social media alert, mapping and analysis y to "quickly vet, identify, and geo-locate breaking events, incidents and emerging threats" and enhance its "situational awareness and strategic decision making
Sources: CC Analysis; Industry Inputs, Company Websites
42
Key Players Offering Comments
Geneva Software Technologies • Natural Disaster Information System • Multi-lingual cell broadcast service; Patented technology, VIVID compact
enough to be stored on a SIM card and compatible with all Indian handsets
ESRI • Arc GIS Software & Maps • For modelling potential disasters and maximising readiness to co-ordinating response and recovery
Cadcorp • Web mapping software • Used by police, fire and ambulance service
Nixle • Local SMS delivery technology platform • As of August, 2012 Nixle has 6,000 agencies and 1,000,000 subscribers
• Regulatory requirements in countries (eg: E-911 in the US)
• Ability to quickly react to emergencies to plan, respond, mitigate and recover
• Use situational awareness to track potential security threats and suspicious patterns
• Ability to simuate conditions of emergency in advance to plan response appropriately
Drivers
• Lack of consistent, standardized data across country which prevents true interoperability between all levels of government
• Initial investments to enable services are high
• Require coordination between multiple government and corporate players like carriers, data providers, different government bodies, etc
Challenges
Maritime Tracking
Sources: CC Analysis; Industry Inputs, ESRI
Description and Service Features
1. Ireland, Spain, Argentina, Singapore & NZ – Coast guards/maritime safety agencies use GIS solutions for search and rescue planning
2. Britain – British Waterways manages a 2000 mile water network and associated info with GIS info integrated into their SAP ERP
3. U.S – Port of San Diego uses GIS to map all critical facilities for emergency response
4. Canada –Vancouver port authority uses GIS systems to automatically identify ships and assign berths at the ports depending on size and cargo
5. India – Maritime and security authorities are working on initiatives like identification of ships in the Indian Ocean Region, tracking, alerts, etc. to enhance the situational awareness and strengthen coastal security
43
Key Deployments
2
1
2
2
2
3
4
5
2
• GIS helps port authorities in taking timely decisions on all maritime activities including safety and security, border control , law enforcement, defence, marine environment protection, fisheries control, trade and economic interests etc. Some key benefits using maritime tracking are:
• Display graphical summaries for precise areas and specified months of the year
• Supply on-line, maritime navigational charts
• Provide support for Electronic Data Interchange (EDI) operations to seamlessly integrate suppliers, shippers, and clients
• Give detailed routing and logistics support for shipments
• Maintain support for Vessel Tracking Control (VTC) and integrate with current port operations
• Ship's database formation and support and the vessel’s movement simulation, based on operator's data
1
1 1
2 4
3
1
1
5
Analysis and Viewpoints Po
tent
ial
• Maritime situation awareness system incorporating feeds from various sensors like radars, electro optic sensors, MET sensors, AIS, IAIS and underwater sensors being developed currently to integrate existing and future maritime surveillance systems into an integrated Maritime surveillance network
• Increased focus on research in the areas of unmanned vehicles for surveillance, maritime environment, vulnerability reduction of large maritime composite structures and simulation tools to ensure the safety of personnel working hostile maritime
• Predictive analytics and behavioural models for maritime tracking to identify suspicious activities by likening existing data with patterns recognized from examining previous data is expected to be extensively used for MT in future
Sources: CC Analysis; Industry Inputs, Company Websites
44
Key Players Offering Comments
ESRI • ArcGIS for Maritime • ESRI Nautical Solution
• Charting provides the ability to easily create, maintain, and publish nautical products • Tools for quality control, cartographic product generation, and workflow management
Applied Science Associates
• Search & Rescue Optimal Planning System • Integrated Ocean Observing and
Modelling Platforms • Solutions for Marine Response & Crisis Management
EarthData • SIMmetry system architecture • Offers 2D GIS fully synchronized with 3D thematic mapping, query, analysis capabilities, and analytical modelling
FleetMon.com • FleetMon Explorer • Provides real-time tracking, scheduling information and analysis for ships and ports worldwide
• Governments’ emphasis on improving port security and maritime efficiency
• Need to maintain continuous vigil at the waters and detect threats before they cross the borders
• Better inter-agency communication and coordination of action
• Ability to model and visualize port operations to enable significant cost savings
Drivers
• Automatic Identification Systems are expensive and are difficult to maintain for small ships
• Development of cross domain protocols and exchange standards for transmission and interoperability of traffic data
Challenges
Contents
Location Based Services in Enterprise Segment
Overview of Location Based Services
Location Based Services for Consumer Adoption
Location Based Services in Government Sectors
Author Profiles and Convergence Catalyst Credentials
Shrinath V
Shrinath has over a decade of experience creating products with global brands like Nokia, Motorola and Texas instruments and leading LBS startups such as MapmyIndia. In his last role, Shrinath led new product ideation as well as the global product management team that designed and delivered Location services for Nokia’s Asha phones, amongst the most successful LBS products launched by Nokia. Earlier, as Associate VP at MapmyIndia, Shrinath led product and portfolio management for the company’s leading in-car GPS portfolio, also supporting marketing and partner activities with major car companies like Toyota, Suzuki and Tata Motors. At Motorola, he managed new product introduction and launch for several phones in South East Asia, and managed digital content partnerships for the region. He started his career working on software and drivers for embedded systems for early versions of Texas Instruments’ OMAP systems. Shrinath has extensive hands-on experience across the product lifecycle of mobile devices and Location services - from new product ideation/introduction, consumer research, hardware and software portfolio management, vendor management, marketing, PR, product launch, in-market support and business development. Shrinath has a CS degree from one of India’s leading institutes, NIT, Calicut, and an MBA in marketing from SPJIMR, Mumbai. Shrinath currently freelances as a consultant and has collaborated with Convergence Catalyst for this report. He is currently engaged as a consulting tech editor with www.yourstory.in, India’s leading platform for startups, and as a product consultant with Indicus Analytics, India’s leading economics research firm. Worked with Companies: Texas Instruments, Motorola, MapmyIndia and Nokia
Yagna Teja
Yagna Teja, Associate Consultant: Yagna has over two years of experience in the Research & Consulting industry. He has conducted extensive Research & Analysis on various projects during the last two years and has been exposed extensively to the knowledge network within the Telecom Industry. He has executed projects on the 4G/BWA rollout in India and growth projects for the Indian telecom companies. He has also undertaken India focused research across Industries. His area of expertise is Market Research and Trend Analysis. Yagna is an engineering graduate from the Indian Institute of Technology, Roorkee (IITR)
Jayanth Kolla
Jayanth brings over a Twelve years of experience in Technology, Product Marketing, Research and Strategy Consulting in the Telecom Networks, Mobile Devices and Mobile VAS domains. He has held various roles in Telecom Carriers, Handset Manufacturers and Management Consulting firms. He was involved in the roll-out of India’s first rural wireless telephone network for a private carrier, implementing SHLR, testing of CDMA devices & FWTs, successful rollout of multiple GSM and CDMA handsets, developing multiple MVAS product offering & business growth plans and telecom research & advisory for various players across the value chain. His areas of expertise are Product Marketing, Market Research & Analysis, Tracking and Publishing on current Telecom Trends. Having worked for key players in the Telecom industry, Jayanth brings invaluable domain knowledge that spans across Business Strategy, Technology, Product and Operations. Currently, as a Partner with Convergence Catalyst, Jayanth advises various companies in the Telecom, Media & Technology space on Market Entry, Business Growth and Product & Service offering strategies. Worked with Companies: Tata Teleservices, Kyocera, Motorola, Nokia and Analysys Mason
About Convergence Catalyst
Convergence Catalyst is a Bangalore-based Telecom Research & Advisory firm. Convergence Catalyst (CC) has been formed by experienced Indian Telecom Industry professionals and leverages it's hands-on experience to offer Research & Advisory Services to various Indian and global companies. We offer Market Entry, Business Growth and Products & Services Offering Strategic Advisory (Business Advisory & Go-To-Market Planning) and Custom Research to the clients. The company aids various organizations in the Telecom, Media and Technology space to fine-tune their business and product offering strategies in order to emerge as leaders in the rapidly converging world. We primarily focus on Wireless Technologies Evolution, Smart Devices, Chipsets, Apps Ecosystem, VAS (Value Added Services), Customer Experience Management (CEM, Data Analytics in Telecom), Mobile Broadband and Convergence areas, for India and other emerging markets. CC's key service offerings include Market Analysis, Product Marketing Advisory, Investment Advisory and Custom Research.