1. Mobile Location Services: Market Strategies Ovum Report 2000 Part A: Management Summary Pasi Pekkinen pasi.pekkinen@navinova.com Navinova Oy Navinova Oy

2. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP2 Mobile location services ” network-based services integrating position of mobile device with other information” ”not everything to do with location is necessarily a basis for mobile LCS”

3. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP3 Forecasts LCS connections will rise from 2 million in 2001 to 565 million in 2006LCS connections will rise from 2 million in 2001 to 565 million in 2006 –29 % of all mobile connections Until 2004 information services bring greatest share of revenuesUntil 2004 information services bring greatest share of revenues In 2005 revenues from location powered mobile e-commerce and in 2006 from location powered advertising will be greaterIn 2005 revenues from location powered mobile e-commerce and in 2006 from location powered advertising will be greater

4. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP4 Supply: key groups Measurement technology vendorsMeasurement technology vendors Server and gateway vendorsServer and gateway vendors Application developersApplication developers Infrastructure vendorsInfrastructure vendors Content suppliersContent suppliers

5. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP5 Demand: users Vertical: business users for whom mobile location info is fundamentally importantVertical: business users for whom mobile location info is fundamentally important –Tracking applications important Business: business users for whom mobile location info facilitates the business operationsBusiness: business users for whom mobile location info facilitates the business operations Consumers: personal users for increased convenience, security and savingsConsumers: personal users for increased convenience, security and savings –Information services most important

6. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP6 Revenue models No generic revenue model for LCS existNo generic revenue model for LCS exist 1)End-user payment –airtime, premium usage, subscriptions 2)Content provider payment –advertising, sponsorship, premium placement, coupons 3)Network-operator payment

7. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP7 Market development Pushed by technology and regulation (also a barrier)Pushed by technology and regulation (also a barrier) Emerging market 2001-2002Emerging market 2001-2002 –new technical solutions, business models, players Golden age: 2003-2004Golden age: 2003-2004 –technology competition over, business models resolved, more users Maturity 2005 Maturity 2005  –location remains an important element but less visible and less charged for

8. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP8 Regulation Regulators interested in safety (E911&E112)Regulators interested in safety (E911&E112) Protection of privacyProtection of privacy No signs that location information must be provided to third partiesNo signs that location information must be provided to third parties

9. Ovum Report 2000: Mobile Location Services 26.12.2015 / PP9 Position technology Cell ID and TOA already availableCell ID and TOA already available E-OTD and A-GPS require investments in devices and the networkE-OTD and A-GPS require investments in devices and the network Terminal based solutionsTerminal based solutions +positional accuracy –required modifications to devices size, power consumption, costsize, power consumption, cost