“Location Based Services for Enterprises”
Increase Efficiency and Workforce Safety
Jan Wielenga
Marketing
Technology
Jan Wielenga
Marketing
Technology
Agenda
• Location Based Services Market
• Key Drivers & Segmentation
• Technology Observations
• The operators Advantage
• Overcoming the Challenges
The Location Based Services Market
It's thought that the inclusion of GPS in mobile handsets could jump-start LBS. ABI Research predicts that by 2011, there will be 315 million GPS subscribers for location based services, up from a measly 12 million this year. Jo Best, September, 2006
Enterprises see the benefits of giving their mobile personnel ready access to “where”, “what” and “how” information about the world around them, including information about mobile and stationary humans and physical assets. Also, emergency services, security and disaster management concerns are driving governments to deploy information systems with fully integrated geospatial capabilities, including LBS. Enterprise LBS-Standards and its significance,Purushottam Darshankar, March 16, 2008
Now location services are back, only this time it is largely enterprises that are realizing the value of enabling employees to know where they are, and often, more important, letting the employer know where employees are. With that information, businesses can deploy resources more efficiently, reducing travel time between jobs by dispatching the closest qualified technician to a service call, for example. Carl Zetie, InformationWeek 2007
Key Drivers & Segmentation Examples
• Efficiency and cost reduction
– Transport Segment
» Vehicle tracking & ad-hoc route optimisation
» Consignment tracking
– Workforce Management Segment
» Integrated systems to dynamically rearrange schedules
» Parts tracking
– Communications
» Enable IM, Outlook etc. with location and presence (mobilkom)
– Customer Relationship Management
» Customer behaviour tracking
• Safety
– Workers Safety Segment
» Home visiting Health Workers etc,
» Lone Worker Safety
The ‘Location Services for Enterprises’ opportunity is massive and only limited by our own imagination
Technology Observations
Location TechnologyGranularityCell ID1000+ mtrsCell ID + Timing Advance500 mtrsTime Difference on Arrival300 mtrsEnhanced Observed Time Difference100 mtrs(Assisted) GPS5 mtrs
• Enterprises favour open standards
• Improved accuracy of location information
• Main stream handsets with embedded GPS Receivers
• More powerful handsets and with open Operating Systems (& J2ME etc)
• Interfacing with applications needs to be well defined
LBS Technology has become mainstream and mature,creating the firm foundation for LBS for enterprises
The operators Advantage
• For customers:
– ‘One Stop Shop’ for end-to-endsolutions
– Integration with existing and other business services
– Single support, single billing
• For operators
– Churn reduction
– New revenue opportunities, including other (hosted) services
The right package offers both customers and operators many benefits
Overcoming the Challenges
• Willingness to pay,
– How much?; What is the business case?; What should the margins be?
• Competition with existing niche vendors
– operators is able to bundle Location Based Services
– Combine Location with Presence (Status)
• Competition with other mobile operators
– Look at differentiators, don’t compete on price alone
• Route-to-market
– operators shops, Consultancy, Integrators
– Easy to understand pricing
– Market segmentation, Public Sector, SME, Large corporations etc.
• Promotion
– Collateral, Workshops, Congresses, Sales Tools, Training etc.
In Summary
• Technological maturity and device availabilitymakes ‘now’ the right time to launch B2B Location Based Services
• With the right mix of Routes-to-Market &Solutions, the Enterprise Segment can be very successful
• operators has to position themselves as an authority in the deployment of Enterprise Based Location Services
• By bundling technologies and other serviceswith Location Based Services, operators is able to compete against niche vendors