Location Based VAS

Piyush Gupta (Co-founder)

Confidential Navolve Technologies (P) Ltd.

Piyush.Gupta@RouteGuru.com | +91.9711335568

Consumer reception to LBS

Application Categories - Share of Downloads / Revenue

Storefront/Shopping Entertainment

Maps/Directions

Location Based Services App is the most popular download category in Q1 2008 with 43% of all downloads to mobile phones and 62% of total revenue The LBS application share has been growing. Q1 2007 LBS accounted for 21% of downloads and 31% of revenue.
Share of Downloads: The total number of Applications downloaded for each Title, Category or Type expressed as a percentage of All Applications Downloaded during the reporting period.

Wallpaper/Pictures

Weather

Sports

Music

Personal Organizer/Tools

Chat/Community

Location Based Services

Share of Revenue: The total revenue from application download for each Title, Category, Type or Carrier expressed as a percentage to all revenue from all Application downloads.
0% 10% 20% 30% 40% 50% 60% 70%

Share of Downloads

Revenue Share

Source: Nielsen Mobile Applications Report Q1 2008

Confidential Navolve Technologies (P) Ltd.

Evolution of Mobile LBS From a user perspective

Hardware Value High

Services

Pricing

Availability

-2 years

Basic Maps

Premium prices

Limited to decks of 2 Carriers

Now

Turn by turn navigation Local search with location Basic map viewer LBS

Falling prices for navigation Free Local Search Selected subsidized services

5 Top Carriers on deck Off-deck emerging

Near Future
Content Value High
Confidential Navolve Technologies (P) Ltd.

Turn by turn navigation Location based search Vertically Enabled LBS Real-Time traffic info Point-to-point navigation

Pay per use Subsidized services Ad supported Premium custom services

Ubiquitous

LBS users growth

Were here today

Confidential Navolve Technologies (P) Ltd.

Global handset sales

(By Device types)

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Top 5 LBS Apps

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LB VAS vs Other VAS

Content Categories Searched by US Mobile Search Users, March 2007 (% of respondents)

Note: n=225 ages 16+ Source: iCrossing, How America searches: Mobile, April 25, 2007 www.eMarketer.com
Confidential Navolve Technologies (P) Ltd.

Service Offerings
Turn-by-turn landmark intelligent directions Distance + RouteHints finder Auto-fare finder

Roadmap
Real-Time traffic updates SOS Live Directions (On call) Petrol Pump Finder Tourist Place Finder Multi-Modal transportation

Time & fuel consumption finder

- All the services are to be available over Web / WAP and SMS
Confidential Navolve Technologies (P) Ltd.

Opportunity
Requests (Annually) Directions (India) Auto-Fare (India) 0.2 B Target Consumers: 1 M Businesses: 0.5 M Market Size (Annually) $0.03 B

0.37 B

Consumers: 1 M
Example

$0.06 B

Auto-Fare (Delhi)

0.22B

Consumers: 1.8 M

$16.4 M

- The projections are based on the assumptions for top 20 cities in India

Confidential Navolve Technologies (P) Ltd.

Pricing models
Consumer receptivity to Location Ads
NAVTEQ research shows:
1. Consumers are overwhelmingly willing to accept ads in exchange for valued content and applications. 2. Ads are not typically recognized as advertising when embedded within the results page.

Confidential Navolve Technologies (P) Ltd.

As they say
Its a big growth business.
"Location-based services are only now entering the 1 billion-plus unit mobile device market.

Olli-Pekka Kallasvuo, CEO-Nokia Oct 07, Source

Location-Based Services to drive Mobile Broadband.

"Total end-user spending on location-aware mobile services in North America will expand from $110 million at the end of 2006 to $2.2 billion by the end of 2011 at a CAGR of 72%

Gary Kim, Chief IP Business and ChannelVision, Source

Confidential Navolve Technologies (P) Ltd.

Thank you.
The end game is all about location and business model flexibility

Confidential Navolve Technologies (P) Ltd.