Location-Based Service Mash-ups using Maps

Madrid
S60 Summit Michael Halbherr Nokia Corporation
Company Confidential
1 © 2006 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials

We are at the Beginning …
The Mobile Phone Is The Ultimate GPS Device And Not The PND

Units per Year

A

PND market reached 15 million units in ‘06
Up from 7 million units in 2005 Category growth remains very strong Demand far from saturation Price pressure is intense

20 m

Connected Devices w and w/o on-board GPS

B GPS-Bundles just a stepping stone … A
10 m

Built-in GPS much more convenient Too expensive as a phone accessory Too difficult to use

C
PND Devices

C GPS phones are reaching volumes
Nokia N95 launched, 6110 following soon GPS will become standard functionality of phones just like cameras 50% penetration in 3 to 5 years 2008

B
GPS Bundles

2005

2006

2007

Yearly volume of GPS-enabled devices will grow 20x over coming 5 years …
… and this will drive tremendous innovation on the application layer

2

© 2006 Nokia

Find New S60 Summit / 2007-04-24 / MH

3

© 2006 Nokia

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Nokia Maps – Convergence of Previously Distinct Experiences
Broadband Delivery, built-in GPS/Bluetooth GPS, and Mobile Computing Power
Connected Mobile Devices With Location Based Experiences Personal Navigation is a great success
...and goes mobile

Broadband Delivery
Deliver 8 G Byte world-map to mobile devices with small memory footprint

Online Mapping, Routing, and local Search
... also goes mobile

Built-in or BT-GPS
B.O.M. impact will drop below € 2 p. phone within 2 years

4

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Free Maps: To Make a Difference, You Have to Be Different
Create discontinuity through technology- and biz model innovation Test: 10 x cheaper or significantly scaled user-experience Company Technology
page-rank sorting scalable VOIP auction clearing blogging engine movie streaming

Service
free web search free VOIP client C2C auctions free web community free movie search free map/ routing

Aggregation
ad volume call-out volume and … small merchants ad volume, game portal ads, … navi, content, ad volume

Nokia Maps

hybrid mapping

5

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The Pillars of Nokia Maps
- It is a Flexible World Product – One Applications

Maps Application – “Free Mapping + Routing”

Map Loader – “Free Maps”

Premium Services – “Navigation + Guides

Mapping Infrastructure

Hybrid Mapping Infrastructure

6

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Built from the Ground-Up for Scaleable Mobile Use
- The Mapping Infrastructure

Map Tile Server

Map Tiles

Maps Client

Server
• Holds basic maps of ~ 160 countries • Access to more than 14 million POIs • Fast and optimal route calculation • Navigable maps for over 50 countries • Voice commands for 25 languages • Support for millions of user in server centers around the world

Tiles – 1.4 x 1.4 km2:
• World bitmaps • Map vectors for drawing • Routing graph to calc. route • Complete address index • Embedded Points-of-Interests for offline usage

Client
• Tile cache and tile request logic • Local address search and route calculation when maps available • Complete navigation logic • Category / free text content search • Guide download and browsing

7

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Perfect Tool for Planning and Local Discovery
- Maps Application: “Free Mapping + Routing” Highlights
• Works with and w/o GPS signal – i.e. locate and track • Out of the box exp. in 160 countries/42 languages
• Maps from Navteq and TeleAtlas

• Global search provides access to up-to-date content • Works in hybrid-mode and best-effort offline mode
• • Automatic loading of maps Simple user interface and usage logic

• Seamless panning and zooming with 3-D globe • Fully integrated with S60
• • Location framework/landmarks Forthcoming Mapping and Navigation FW

Planning to Put Nokia Maps on as many Handsets as Possible – also non-Nokia ones

8

© 2006 Nokia

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Free Maps and Search Downloads from …
- Maps Application: “Free Mapping + Routing”
Download application • Nokia Maps mapping and navigation platform, available for free download from
• www.smart2go.com • www.nokia.com/maps

• Allows for mapping and routing in over 150 countries and has support for full turn-by-turn satellite navigation in over 50 countries • Map loader can be downloaded from
• www.smart2go.com

9

© 2006 Nokia

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Customize Your own on-Device Map Footprint
- Map Loader: “Free Maps”

Map Loader Map Loader Device / Memory Card

Map Server

10

© 2006 Nokia

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Customize Your own on-Device Map Footprint
- Map Loader: “Free Maps” Map loader today:
• Download of Germany in less than ten minutes • Granularity down to political regions within countries • All maps mash nicely into one coherent connected map • All voice commands are also available … a lot to follow

11

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3x to 4x Cheaper than Buying a PND
- Premium Services “Navigation + Guides”

Navigation Upgrade
• 27 regional and Continental Upgrades • Voice guidance in 42 languages • Four time periods • Three year Iberia License: € 69.99

City Guides
• Top premium brands: Fodors, Polyglott, Insight, Guide Michelin, etc. • Coverage in 20 countries and growing

Selling Every Day Close To 100 Different Products In Over 50 Countries

12

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Looking into the Future:
User-generated Content and 3rd Party Applications on top of Nokia Maps

13

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Mobile Web 2.0 will Shift Content Landscape Profoundly
It is just beginning …
Physical World
Hz Frequency of Queries Branded Premium Content:
Time Out, Lonely Planet, Fodor's, Local Newspapers, Discovery

Digital World
Hz Frequency of Queries Branded Premium Content:

- Retail Delivery

- Electronic Delivery

Time Out, Lonely Planet, Fodor's, Local Newspapers, Discovery, Wcities

SEARCH

Branded Listings:
Eniro, Yell, Das Örtliche, var. White Pages

Branded Listings:
Eniro, Yell, Das Örtliche, var. White Pages

Booking Engines:
HRS, Hotels.Com, Ticketmaster,

Dynamic Content:
Traffic, Weather, Safety Cameras

User Generated Content:
GEO-tagged RSS, POI Wikis

Location-Aware Content

# Rank of content Item

Location-Aware Content

# Rank of content Item

Traditional Hit Economics

Web 2.0 Niche Economics

14

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Three Challenges need to be Addressed
(I) Unified Search, (II) Hooks for Branded Content, and (III) Facilities for User-generated Content
Hz Frequency of Queries

SEARCH II Location-Aware Content

I

I

One search to find all relevant sources of location-aware content

II

Build hooks and ecosystem for providers of Branded Content

III

III Create facilities and interfaces for user generated content

Location-aware Content

# Rank of content Item

15

© 2006 Nokia

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Opening up Nokia Maps for 3rd Party Developers
Maps Map Application Loader Premium Services 3rd Party Applications

S60 Mapping and Navigation Framework
• APIs made available 1. Show on map … 2. Route to/from … 3. Find address … 4. Navigate to …

Timing: soon Licensing terms: t.b.d. Mapping Infrastructure Check www.forumnokia.com/lbs for more information

16

© 2006 Nokia

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Thank You!

Company Confidential
17 © 2006 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials

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