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Driver and Challengers for Location Based Services

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Market Trends and Possibilities

Market Potential

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With the ecosystem components finally aligning together Mobile Positioning, GIS content for LBS, Improvement in Handset Profiles, Increased Mobile Operators Interest for new VAS, Increased User Awareness, Development Tools & Platforms, the LBS Stage in India is all set for a Drastic change Current Market for LBS is estimated to be at around 120-140 Million US$ The Stage is all set for Location based service to find profitable entry into the Indian Scenario With LBS market in India poised to become $500 Million by 2014 according to a research by IAMAI, and with the impediments finally giving way to a more available ecosystem, future holds great potential for the companies who want to jump on the LBS bandwagon.

Why are People using Location Based Services?

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LBS Universe

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Companies using location based marketing.

THESE BIG BOYS GET IT!

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12/13/12 Who Are Some of the Location Based Players?

12/13/12 Who Are Some of the Location Based Players?

Yelp was founded in 2004 to help people find great local businesses like dentists, hair stylists and mechanics. As of January 2011, more than 45 million people visited Yelp in the past 30 days. Yelpers have written over 15 million local reviews.

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Launched in August of 2010, Facebook Places allows you to share where you are, connect with friends and find local deals. Any of Facebooks 600 million users can use Facebook Places.

12/13/12 Who Are Some of the Location Based Players?

Foursquare is the granddaddy of location based services having launched as Dodgeball back in 2001. After being purchased by Google in 2005 and then divested in 2009, they reemerged in their current form. With over 8 million members, they are easily the most popular of all the LBS platforms.

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Austin-based Gowalla launched in 2009 and have quickly picked up steam. While they have about 1/5 they users of foursquare, their stunning venue icons and virtual goods have kept them top of mind for many businesses like Disney.

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While Where is a late comer to the LBS game, they are easily one of the most innovative. And most importantly, they will be one of the first LBS to unlock the power of local advertising.

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SCVNGR is probably the most different from any of the other LBS in the sense that 1) they are making money and 2) as their name hints, are laser focused on providing a platform on which businesses and universities can set up elaborate scavenger hunts.

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WHY LOCATION SERVICES NOW?

Federal Communications Commission requirements for E-911

For handset-based location

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meters for 67% of calls, 150 meters for 95%

For network-based location

100

meters for 67% of calls, 300 meters for 95%

Europes

E112 initiatives + law enforcement initiatives

European

location platforms (servers, middleware) will grow from 18 million in 2009 to 35 million in 2015 Berg Insight

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Proliferation of Devices
The consumer appetite for smartphones is skyrocketing and will push annual sales worldwide from 131 million units in 2008 to over 300 million by 2013 Smartphone users worldwide will top 1.1 billion in 2013

Average devices owned by the Source: mobile audience Gartner, April 2011. Source: JiWire, Q2
2011

2.4
Source: Gartner, Source: JiWire,

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WHY LOCATION SERVICES NOW?

Free or inexpensive location services

Google Bing Nokia Voice navigation

Critical mass of applications

Cellular operator navigation, free navigation, check-in apps, cellphone locator apps (MobileMe), social networking location, location

12/13/12 What location-based services are consumers most interested in?

Source: JiWire, Q1 2011.

Location based marketing is a hit with consumers!

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LBS Forecast

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Applications for Location Based Services in India

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LBS in India

Telenitys Tieup with BSNL

Telenity provides complete portfolio of LBS services to BSNL in three zones (East, North and South) including its Canvas Location enabling Server for value-added LBS service creation and delivery. India now has approached 150 million wireless users out of 1.1+ billion users. SMS, voice and content services are still the key VAS contributors.

GPS tracking and telematics market in India

The Indian GPS and Telematics market is now at $22 million, but there is potential for growth to $448 million in the next three to four years. The GPS and telematics market in India is still in its infancy, but is developing rapidly owing to an increased use of technology in fleet management, transport navigational systems and other areas.

Cell phone-based consumer LBS

is also rapidly growing in India. The size of this market will depend on the cost of the GPS-enabled devices (cost $40 today) and its affordability. However, when cell phone costs go down, the commercial LBS has huge potential. Indias mobile subscriber base is rapidly growing and is expected to touch 300 million from 100 million in the next two years.

LBS in India
Tech-Mahindra

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partnership with Polaris Wireless

Tech Mahindra expects to benefit hugely from this partnership as Polaris Wireless has been embedded into most of networks and have huge knowledge about the networks. Tech Mahindra also has a

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LBS Players in India

BSNL MSN Airtel

BSNL BSNL has launched its Location Based service in East Zone and is currently offering enterprise services as well as consumer services: 1. Enterprises can locate, monitor and manage their mobile assets and employees in a secure way using a simple Web browser named Real time fleet and asset management. 2. Friend finder which alerts subscribers when one of their friends in their buddy list is in close proximity to their location or vice versa. 3. Location-based advertisement, broadcasts advertisement/promotion information to subscribers. 4. Location-based chatting service that enables users to communicate and/or meet someone with same interests within the same vicinity.

MSN

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MSN is in talks with Indian telcos to penetrate in Indian mobile market. The company wants to partner with carrier networks to develop an intuitive search system in which users need not provide the location data. For example, a mobile user can search for the nearest hospital in case of emergency, without specifying where he or she is. Based on a method called triangulation, which determines the phones location based on signal strength to the nearest cell tower, and using an existing database, the system can throw up search results listing nearby hospitals. Airtel In 2007, Airtel launched its Enterprise LBS solution with an Indian firm, Mobiance. The services offered include tracking fleet mobile workforce management directing consumers to retail stores enabling brand managers track in real time their field representatives across rural India providing search and navigation abilities to consumers aiding governance for example by knowledge dissemination in case of natural disasters or public unrest

Promising LBS Apps developed in India

Hoppr Hoppr is a mobile device-agnostic location based service that allows users to avail of deals and offers from merchants where they check into. Trying to be the useful for both merchants and users, Hoppr banks heavily on its sleek design and the device agnostic property to gain both volumes and penetration.

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Zomato Definitely one of the more popular startups, especially being in the space it is, Zomato has also gone international and is a tough competition for Yelp which has recently entered India. Zomato has apps for every platform (latest release being on Windows) and allows the user to check out restaurant recommendations according to his location. Led by a great team and backed by InfoEdge, Zomato is a must have for all the foodies.

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NowFloats NowFloats attempts to give the user the best information depending on his or her location and the time theyre are there. It also keeps the content fresh by auto-expiring content past its prime or popularity. Winners of BizSpark 2012 and now into the Windows Accelerator program, a lot is expected of the team soon. LocalEver LocalEver provides Radius Search to search items within particular radius from particular location. Users can search items Street and Area wise via Google Maps. Connects buyers and sellers in real time and also has an expansive B2B offering for corporates. A talented techie team behind the app, LocalEver is currently available in Chennai only. DelightCircle A location based shopping app, DelightCircle has offers and new arrivals across 200+ brands and retailers. With incentives like earning free mobile recharge, movie tickets and gift cards for simply visiting the stores, DelightCircle is trying to play on with the human weaknesses. Currently in 8 cities in India, DelightCircle is a must have if youre a shopaholic.

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LocalBeat This GPS enabled app allows users to know whats going on around them in terms of news, deals and discounts, events and yellow pages. Founded in 2009, LocalBeat was initially known as TaazzaGO but rebranded recently. The intelligent Kaapi crawler (their algorithm), LocalBeat is a powerful app and a strong contender in the space.

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CHALLENGES AHEAD
Developing

more accurate location technology, especially in major cities (GPS problems) and indoors (ditto) sustainable business models need for users information to generate revenues (e.g., for advertisers) with privacy/security

Creating

Balancing

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MORE CHALLENGES
Ensuring

government agencies can access location data when absolutely necessary, but not going on unwarranted fishing expeditions consumers and businesses understand the value and dangers of location services in a world with almost ubiquitous tracking and less privacy

Ensuring

Living

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Global Case Studies

3131

McDonalds foursquare day Campaign

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McDonalds randomly offered $5 and $10 gift cards to users who checked on foursquare day Results: Generated 2,865 total check-ins Increased check-ins by 33%

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AT&T and Toms Shoes Gowalla Campaign

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Created a unique reward (going to the 1 millionth shoe drop) for users who checked in at various technology and apparel stores. Offered rewards such as smart phones and netbooks from AT&T. Results

5,500+ people entered 25% chose to share the news via Facebook and Twitter 2,000+ checked into AT&T stores 950+ likes related to the Gowalla, Toms Shoes and AT&T program on Facebook 522,000+ users reached via

more than 700 tweets following their

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check-ins

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Murphy USA Whrrl Campaign

Designed a location-based loyalty program. Made a Murphy USA Whrrl society to

Reward most loyal customers Build a customer community Activate customers in the real world Promote its brand through social media Virtual scratch tickets offer members a chance to win prizes.

Results:

44% of society members had never been to Murphy USA before Society members visit Murphy USA on average 4x per month while 50% of society members visit 6x per month (the industry average is 2x per month) The average purchase by society members is $30 (the industry average is $15)

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