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Mobile Location and Navigation: Is Now the Time for Mass Market Success?

September 2005. Ronen Soffer, Executive VP, Telmap. Mobile Location and Navigation: Is Now the Time for Mass Market Success?. Confidential. The (Real) Mission. To bring (Mobile Mapping, Content and) Navigation to Mass Market Users. What it Takes. Understanding Navigation

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Mobile Location and Navigation: Is Now the Time for Mass Market Success?

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  1. September 2005 Ronen Soffer, Executive VP, Telmap Mobile Location and Navigation: Is Now the Time for Mass Market Success? Confidential

  2. The (Real) Mission To bring (Mobile Mapping, Content and) Navigation to Mass Market Users

  3. What it Takes • Understanding Navigation • Understanding Maps and Content • Understanding Phones • Understanding Users And… • Understanding the Business People

  4. Navigation Is mission-critical and real time! • Used in a moving car • No “expert users” • Used to run on RTOS only • Relies on location sensor/s (…) • HMI hungry (audio, display etc) • Did anyone say “network”?!...

  5. And So We Must Have (The Technology to Enable) • Correct routes • Intuitive driving instructions • Optimal map-matching • Professional guidance • Data delivery • Format • Methodology • Compression

  6. Maps and Content • Maps for orientation and content, vs. • Maps for Navigation • Content is • A destination and its attributes • A parameter for route to take • Something on route to… • Static and dynamic • Owned, managed and branded by ?

  7. It’s a Phone… • Limited display, audio • Limited CPU and memory, storage • Networks, platforms and OSs But then again: • It has data, plus messaging and voice • It can be carried outside the car • Everybody has one! (but which one?...)

  8. People Need • Maps and guides made digital and mobile • Content to be fresh and rich • Navigation to be professional • A usable application (Applications?...) • Simple distribution, activation • A good price / model

  9. Business / Value Chain Aspects • Single device • Medium-range phones • Education and marketing • Channels (retail, telco, OTA) • Branding (white vs. own) • Data costs • What the carrier wants (and doesn’t) • …

  10. Case Study: MIRS iDEN - Nextel International - Israel

  11. Bottom Line Navigator Launch • Penetration and Usage • Subscriber Acquisition • Business Impact • ARPU • Churn • Net adds • Brand name

  12. Usage Penetration and Usage • 54.2% Value Active* • Above 40% remain value active after one quarter • New User Activity • 7.5 sessions with 36 transactions per month • Lasting subscriber (at least one quarter) • 7.9 Navigations per user per month (14 transactions) • User during exploration phase (1st month) • Doing 4 times more POI • 3 times more my location • 64% more navigations * Obtaining significant value

  13. Bottom Line Navigator Launch • Penetration and Usage • Subscriber Acquisition • Business Impact • ARPU • Churn • Net adds • Brand name

  14. The Operator’s Perspective “Our Success is Largely due to the partnership formed between Mirs and Telmap” Abrasha Burstyn, MIRS CEO • Business Impact • ARPU – 4.9% Increase in ARPU (network wide) • Churn – 87% Decline in Churn amongst Navigator users • Net Adds – Lion Share of new subscribers are attributed to Navigation offering • Brand Name – Most Loveable ads, Best GPS, Technology Pioneer, Best Business Solutions, GPS for Everyone

  15. The Users • Trust/Reliability • Relevancy • Satisfaction • Recommendations

  16. The Users 61.3% Would like to use “Navat Koli” Relevancy “Navat Koli” is the Telmap Navigator branded name

  17. The Users 70% Are Satisfied Satisfaction “Navat Koli” is the Telmap Navigator branded name

  18. The Users 72.4% Would Recommend Recommendations “Navat Koli” is the Telmap Navigator branded name

  19. The Users 76.3% Find it reliable Trust/Reliability “Navat Koli” is the Telmap Navigator branded name

  20. The Project • Turn Key Solution • Hosted, Content aggregate, operated by Telmap • Pre-installed on devices • Motorola i830, i860, i850 • Efficient Marketing • Simple Audio-Visual Navigation • Flat Rate pricing • €3 per month (no data charges) • Pricable options (speed cam, traffic etc.) • Major Campaign (TV, Papers, etc.) • Linked Brand Name to GPS to everyone

  21. Summary • Most Valuable Mobile Navigation Solution • Focus on Mobile Users Tailored for Operators • Dramatic Business Impact: • Penetration, Usage, Satisfaction • Ready • Hosted Solution and Available Handsets • Service Business Model • Simpler, Easier, Better

  22. September 2005 Thank you! Confidential

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