Philadelphia, May 2–4, Wireless-enabled Navigation and the role of dynamic content Looking at functional, technical & business aspects of combining dynamic spatially-related information into Navigation use-cases Presenting: Ronen Soffer Executive Vice President Telmap Ltd.

Philadelphia, May 2–4,  Navigation as a wireless Application  Mobile, Wireless – enabled Navigation  “Traditional” Navigation Use Cases  Dynamic information  The “Where to” and “How to”  Consumer example  Enterprise example  What is required? (enablers)  Technology & Methodology  Value Chain aspects  Telmap Polaris™ Agenda

Philadelphia, May 2–4, Navigation as a wireless application The traditional Navigation market:  An in-vehicle OEM/ aftermarket device with Navigation as part of “infotainment”  Standalone, media- dependent (CD, DVD)  Driven by the Automotive industry Wireless-enabled Navigation  Adding “Telematics” capabilities to in-vehicle platforms  Deploying Navigation to mobile wireless terminals  Driven by the wireless industry (?)

Philadelphia, May 2–4,   Part of content / LBS portfolio (?)   Brings Navigation to “mass market” consumers   Introduces new business models / value chain   Enables new capabilities: Off-Board and Hybrid map-data access Interfaces to 3 rd -party content (How?) OTA software and resources updates Multimedia and other “rich” content Messaging and voice (send location, call POI) Mobile, wireless-enabled Navigation

Philadelphia, May 2–4,   Navigation “answers” one question: “How to get to…” by providing real-time directions / instructions   As for “Where to go”, destination is a “static”: Addresses, intersections or POI with fixed categories   Adding the relevant dynamic information can enhance both use cases “Traditional” Navigation Use Cases

Philadelphia, May 2–4, Different dynamic information is relevant to   “Where to” – Destination lookup   “How to” – Navigation session And differs according to:   Consumer   Enterprise Adding Dynamic Content

Philadelphia, May 2–4, Dynamic Enhancement to Navigation Where to? Addresses, POI How to get there? Driving instructions TRAFFIC SOS UTILITY PEDESTRIANS WEATHER DYNAMIC ATTRIBUTES EXTENDED CRITERIA COMMUNITY CONTENT MULTIMEDIA SPEED- RADARS

Philadelphia, May 2–4, “Going to the movie theatre”:   [4:00pm, at the hotel]: “Find me the theatres in this area showing __ later this evening.” (Dynamic content in spatial POI lookup)   [4:03 pm, at the hotel]: “Buy 2 tickets.” (Single-click call POI, or e-commerce transaction)   [4:05 pm, at the hotel]: “Send info to Julie: ‘meet me here at 6:50.’” (Send landmark details with some text to other user)   [6:30 pm, in the car]: “Take me quickly to the nearest parking lot with vacant spots.” (Dynamic parking-spaces feed, cross-POI query, traffic-dependant routing)   [6:45 pm, parking lot]: “Take me to the theatre by foot.” (Pedestrian, map-based guidance to final destination” Consumer example

Philadelphia, May 2–4,   Public Safety: “ Navigate to location of 911 call, consider traffic.” (Interface to police event/ dispatch system)   Supply Chain: “ Navigate to nearest Warehouse with part number 12345, on the way to customer.” (Interface to ERP / Stock Management, and customer layer in GIS) Enterprise example

Philadelphia, May 2–4,   Rich, reliable content!   Flexible access to content lookup   Dynamic categories   Dynamic search criteria   Web-based / other (how?)   IVR, Call Center, P2P   Intuitive, friendly search mechanisms   On-map spatial and content manipulation What is required? (Enablers)

Philadelphia, May 2–4,   Professional and reliable Traffic-feed utilization in HMI and flow, routing, and during navigation   Seamless OTA update of categories and “tree” structure   Support variable search criteria for various POI types and/or content sources   Server-side interface mechanism to dynamic, 3 rd party services of Geo-enabled content   “Portable” location format and mechanism for web, call-center, community and P2P use-cases Technology & methodology

Philadelphia, May 2–4,   Map data and additional content now sold as subscriptions [models not yet mature]   Client terminals and positioning: Down-pricing of Smartphones and GPS components   Wireless connectivity: Cost, stability and consumer awareness   Software vendors: Differentiate in user experience, Navigation quality and content access flexibility   Content aggregation and hosting as a unique expertise?   Brand and service front: What exactly should the role of the carrier be? Value Chain Aspects

Philadelphia, May 2–4,   Complete mobile In-car and pedestrian Navigation application Telmap  In-Car and Pedestrian Mapping, Routing and Navigation system  Global coverage (in all 5 continents)  Voice, graphics and text turn-by-turn navigation instructions  Advanced destination lookup techniques  Premium content aggregation  Enhanced connectivity – Share content (Voice, SMS)