LOCATION-BASED SERVICES Presented by Alan Reiter President, Wireless Internet & Mobile Computing

JAN. 6: LOCATION-BASED SERVICES Bankruptcy versus bounty: Bottom-line challenges Developing scores of location services that are clones of each other is relatively easy. The hard part is generating revenues. The value chain is vast: Cellular operators, handset manufacturers, applications and services developers, and retailers. Subscription fees, software payments, retail freebies, and discounts are all part of the mix.

THERE IS MONEY TO BE MADE Berg Insight: Location-based service revenues in Europe 2009: €220 million 2015: €420 million One third of all European cellular subscribers to regularly use a location app by 2015 Top apps: Local search, navigation, social networking Location apps transitioning from fees to ad-supported

NUMEROUS FINANCIAL POSSIBILITIES “Check-in” services exploding Exploring numerous ways to generate income Retailers offering discounts, freebies Foursquare, Gowalla, etc., from mayors to money Advertising Major brands Charities

FROM BADGES TO DISCOUNTS Becoming mayor or getting a badge might be fun, but getting a discount might be better

COUPONS/DISCOUNTS, FREEBIES BIG BUSINESS

COUPONS/DISCOUNTS, FREEBIES NOT JUST FOR CONSUMERS Except for youngsters and students, everyone is an employee Many popular apps for business travelers already have location-based features and ads Location embedded in almost everything

FOURSQUARE’S REVENUE MODEL “Mayors” get discounts, freebies, valet parking, free hotel stays, spa treatment, sports tickets, cars, photo on walls, flight vouchers Revenues from sponsored badges Mazda, Washington Redskins, GEICO Many testing the waters Zagat, Pepsi, HBO, Bravo, The History Channel, The New York Times, Gap

FOURSQUARE’S VALUE PROPOSITION Value proposition for retailers Customer loyalty Drive customers to buy through check-ins, discounts Foursquare exploring tiers of service Small businesses Chain stores Multinationals

GOWALLA SELLS NEW FEATURES Gowalla added Verified Businesses, City Pages, Stamp Calendar Businesses “claim” their location for free and create a welcome message for check-in Business may purchase custom stamps Businesses may purchase a listing on the Gowalla events calendar First day costs $5

TURN BADGES INTO MONEY Gowalla designs custom stamps (badges) and vinyl window stickers for businesses Sell other real products from badges Offer discounts on products based on badges (Disney products)

DRIVING TRAFFIC TO BUSINESSES Gowalla offered 250 virtual tickets exchanged for real tickets to New Jersey Nets basketball game Winners also received t-shirts and stickers 76 tickets redeemed Nets a losing teams, IZOD stadium hard to get to from New York, Monday night game not best time

LOCATION-BASED MOBILE ADVERTISING Apple iPhone has GPS, accelerometer, gyroscope, compass Outdoor and indoor location Apple iAd platform: Ads in apps

LOCATION-BASED MOBILE ADVERTISING Google bought AdMob Ad targeting by location, type of device, demographics (e.g., gender, age group) AdMob (and other ad/marketing firms) use data submitted by user when registering for apps

JIWIRE COMPASS Ads based on WiFi location Laptops, phones, tablets Expands to full screen Product information Real-time availability Directions to store Order via phone, SMS JiWire bought NearbyNow

LOCAL SEARCH EXPLODING 53% of searches on Microsoft Bing have a local element (Search Engine Land from Stefan Weitz, head of Bing) 20% of Google searches are related to local (from Google) Google Latitude Google Expandable Ads

SEARCHING WITHIN ADS As companies offer new features within applications, new revenue opportunities arise

MORE LOCATION ADVERTISING FOR MORE COMPANIES BIA/KELSEY Local mobile advertising 2009: $213 million (44% of total mobile advertising) 2014: $2.03 billion (69% of total mobile advertising) “We expect to see more bundling of mobile advertising by digital and local media companies, in an effort to lower the barriers for adoption by small and medium-sized businesses. “As a result, mobile advertising will move down market to SMB and mid-market segments, increasing the overall revenue opportunity and share of geotargeted ads. This down-market shift will be coupled with large advertiser evolution and adoption of mobile local ad distribution.”

CELLULAR OPERATORS Simple! Charge for navigation services Monthly fees Not so simple: Free versus paid apps Google, Bing, Nokia turn-by-turn directions Cellular differentiation with social networking, restaurant guides, events calendars, graphics

LOCATION DIFFERENTIATION: BEAUTIFUL GRAPHICS Navteq features Beautiful navigation graphics, 3D of cities

NAVIGATION SERVICES INCREASE Berg Insight: Cellular phone navigation services/applications 2010: 44 million users worldwide (57% growth from 2009) 2015: 195 million users worldwide US: 8% of cellular phone subscribers use navigation services/apps

THANK YOU! Alan Reiter