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Technology Update: Location-Based Services Dash Express Internet-connected GPS

Technology Update: Location-Based Services Dash Express Internet-connected GPS. Edward Brian Welch Dr. Jones MBA6900-M10 Summer 2008. image source: www.dash.net. image source: www.dash.net. Outline. Location-Based Services Dash Express Inspiration Executive leadership Unique Features

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Technology Update: Location-Based Services Dash Express Internet-connected GPS

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  1. Technology Update: Location-Based Services Dash Express Internet-connected GPS Edward Brian Welch Dr. Jones MBA6900-M10 Summer 2008 image source: www.dash.net image source: www.dash.net

  2. Outline • Location-Based Services • Dash Express Inspiration • Executive leadership • Unique Features • Missing Features • Cost & Availability • Summary & Commentary

  3. Location-Based Services Location Based Services (LBS) are information and entertainment services accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device. • Multiple positioning methods • GPS • cellular base station triangulation • Many applications • Navigation, service location, targeted ads, alerts, people tracking, mobile dating, etc. http://en.wikipedia.org/wiki/Location-based_service Location Based Services (LBS) are services provided to the subscriber based on his/her current geographic location. http://www.lbszone.com/index.php?option=com_glossary&func=display&letter=L&Itemid=27&catid=15&page=1

  4. Dash Express Inspiration • Stanford University Professor, Paul Lego, was stuck in Silicon Valley traffic • Postulated that there must be a better way to know was happening on the roads around him • Result: two-way, internet-connected GPS system • GPS • GPRS (cellular) • WiFi Dash Cellular Network Coverage image source: www.dash.net

  5. Executive Leadership • Broad industrial and technological experiences • Avid, XM radio, General Electric, Digital Equipment Corporation, Tivo, Cisco, Red Hat, RealNetworks, Boeing Satellite Systems, Apple, Hewlett-Packard • Backed by venture capitalists Sequoia Capital, Kleiner Perkins Caufield & Byers (KPCB), and several others image source: www.dash.net

  6. Dash Express Unique Features • TruTraffic™ • Alternate Routes • Yahoo! Local Search, Gas Prices & Movies • MyDash™, Send2Car™, MyLists, MyFeeds • Automated Software and Map Updates • Theft Deterrent • Partner Content Platform – DashApps • Problem Reporting

  7. TruTraffic™ • Dash driver network combined with • Historical data • Sensor-based traffic information • Improves with the number of nearby Dash users • 100’s to 1000’s of Dash drivers are enough to improve traffic reporting in a typical metro area • Company does not report the number of Dash drivers in a given area image source: www.dash.net

  8. Alternate Routes • Based on up-to-date traffic information • Provides up to 3 routes with calculated distances and estimated travel times image source: www.dash.net

  9. Yahoo! Local Search, Gas Prices & Movies • Partnership with • Yahoo! Local • TeleAtlas for maps • Inrix for traffic information • Opisnet.com delivers up-to-date gas prices • CinemaSource provides movie information

  10. MyDash™ and Send2Car™ • Personal MyDash web page • Send addresses to Dash (yours or a friend’s) • Saved Yahoo! Searches • MyLists and MyFeeds image source: www.dash.net image source: www.dash.net

  11. Automated Software & Map Updates • Better than static maps • New features • Performance improvements • No computer connection needed image source: www.dash.net

  12. Partner Content Platform – DashApps • Created by 3rd party partners • Documented API • Examples include • Local real estate sales • Local radio playlist search • Speed traps • Weather image source: www.dash.net

  13. Theft Deterrent • Wireless memory wipe • Protects personal information and address lists • Makes Dash a worthless target to would-be thieves

  14. Problem Reporting • Does not track individual devices • Exchange between Dash unit and Dash servers is anonymous • Report a problem feature does send identity and Dash location, but only the user can initiate

  15. Missing Features • No pedestrian or bicycle mode • No general web browsing • No images • No music • No audio books • No speech recognition (like Sync™) • USA only

  16. Cost & Availability • Dash Express: $299.99 (3 months free service) • 2 Year plan - $9.99 per month • 1 Year plan - $10.99 per month • Month to month plan - $12.99 per month • Gift plan (9 months) - $99.99 • No multiple subscription discount • Can use as an ordinary GPS without plan • No map or software updates

  17. Summary & Commentary • Dash breaks new ground • Performance and features will improve with every software update • Competitors will soon follow • Subscription fees may deter many users • A partnership with a car manufacturer could bring Dash mainstream acceptance

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