The Open Location Ecosystem and the Mobile Internet Gary Gale, Yahoo! Geo BCS NLB September 2008

- 2 - Overview and Introduction Yahoo! Geo Technologies –who we are, what we do User location –problems, challenges, demands, opportunities Socialising location –Yahoo!s location brokerage –opening up the location ecosystem

where am I?... where are my friends?... whos near to me?... whats near me?... whats relevant to where I am? Yahoo! Geo Technologies

- 4 - Challenges, Market Demands and Business Needs Multiple, Fragmented Approaches Inconsistent capture, definition, and context across network Limited access and visibility to other applications and the user Conflicts and gaps between internal approaches and applications Overlapping, mismatched approaches and user experience Crippled Accuracy and Relevance Lack of understanding and intent in relationship to the user No consistent method or place for declaring I am Here Coverage and accuracy varies by granularity and geography GPS/Phone Device Consolidation More devices with integrated functionality; cell phone, internet, navigation into one device Phones with GPS, 3G, GPS, WiFi, Bluetooth and Navigation GPS devices with 3G, WiFi, Bluetooth and now phone Market Consolidation TomTom buys TeleAtlas for $4.5 Billion Nokia buys Navteq for $8.1 Billion Multiple Carriers backing Social Network/Location Services Location-based services are one of the cornerstones of Nokias Internet services strategy. Location will ultimately be in every device - Nokias president and CEO Explosion of Location Based Services and APIs Major handsets and platforms; Java, Symbian, Blackberry, Apple Google Location API and Gears for Windows Mobile, Android Yahoo! ZoneTag, Mobile, Fire Eagle Location API Location-Aware Applications Mainstream web sites leveraging location to display relevant info Real-time traffic, gas prices, news, business listings, real-estate listings, etc. Social mapping; upload maps, content with other users and applications (the User Location market) … will nearly triple in revenue this year, to $1.3 billion from $485 million in 2007, and will reach $8 billion in Gartner

- 5 - User Location Solutions Detection Accuracy + Granularity Management Privacy + Sharing Matching Relevance + Monetization

- 6 - Social Networks – Social Context

- 7 - Fire Eagle Fire Eagle – Social and Location Context

- 8 - Without Fire Eagle Vertical Towers of Siloed Location Data

- 9 - With Fire Eagle User-Controlled Location Sharing and Integration

Fire Eagles User-Controlled Geo ACLs |- nhood -| | zip -----| | city | | county | | state | | country |

Fire Eagle fireeagle.yahoo.net

Fire Eagle fireeagle.yahoo.net

Navizon navizon.com

My Loki my.loki.com

eKit ekit.com

BrightKite brightkite.com

Plazes plazes.com

Find me spot Spot findmespot.com

Consolidating the Worlds Geography WOEIDs Unique Permanent Global Shared with the public via Language Neutral –London = Londres = Londra = –United States = États-Unis = Stati Uniti = Consolidates the concept of place; allows Yahoo! and our users to recognise locations consistently and globally WhereHaus Global Locations Database place names zip codes airport codes administrative regions telephone code areas marketing areas points of interests colloquial areas neighbourhoods Describing the Worlds Geography

The Developers and Publishers Dilemma Yahoos Mobile Language Yahoo! needed a flexible language to seamlessly move our own mobile products across devices, platforms, operating systems, globally. Yahoo! developed our own new mobile language and opened it up to all developers in January 2008 Based on W3C standard XForms Now available to advertisers, publishers and developers to mobilize content and services

Resources developer.yahoo.com/fireeagle developer.yahoo.com/geo mobile.yahoo.com/developers /roadmap

Thank You for Listening

Yahoo!s Global Geographic Ontology Robust Location Hierarchies & Relationships National Super-Region Cluster DMA, MSA Cluster City Cluster Postal Code Cluster State Cluster Ventura Nevada Pacific Northwest Pasadena Sierra Madre South Pas Temple City Alhambra Los Angeles California Pacific Southwest USA Utah Arizona California Nevada Los Angeles Sacramento Fresno Baja San Francisco San Gabriel Glendale Burbank Santa Monica San Gabriel Parent Adjacent Regions Children