LBSfix.com

a reflection on the past 4 months of LBS

I was reflecting this week on some major moves by key players in the mobile LBS sector.  Let’s go back a few months.  TeleNav, on the back of distribution deals with Sprint and ATT file for an IPO.  Next, Networks in Motion sells to TCS for $175M.  Coincidently and or simultaneously Google announces their free Map and Nav product on Android. Impeccable timing if you are not a fan of TeleNav.  A few months later Nokia announces free Nav on all of their devices.  

 

A few weeks at MWC in Barcelona we hear from Google that there are 60k new Android devices activating every day (without any growth that will be 21.9 million in 2010), a formidable base of users for free nav.  Next we hear that Nokia’s #s are equally impressive boasting 1 million new users in 1 week.  We also hear news that Garmin along with Asus are releasing an Android powered Nuvi phone.  Wonder if that one will have the free nav feature enabled???  One of the key takeaways is that the OEMs see tremendous value in LBS and have taken strong positions in their utilization of the feature as a differentiator. 

 

A quite announcement comes out of Apple that they are restricting mobile location based ads.  Without specifics from Cupertino, the web was awash in ideas of what this could mean.  As I shared with Dan Butcher at Mobile Marketer, I think this is about preservation of user experience.  I think it is also a very real recognition of the value that location ads to mobile advertising.  Game and app developers must think the same thing as they are all chomping at the bit to add location ads.  As with the nav example above, this move by Apple signifies the value of location with respect to a major economic category, mobile advertising. 

 

Pretty funny post from MG Siegler on TechCrunch gave a comical view into how users of FourSquares check in feature can leave themselves exposed to a ravenous group of twitter scouring burglars.   This was based on a new site called pleaserobme.com.  BTW, disregard my check in from Logan Airport this am.  I am standing guard, barricaded in my house with loaded shotgun and second amendment in hand.  The take away here is that location is sensitive information and should be in total control of the user.  If you do not want someone to know where you are, don’t tell them.  I think it is pretty simple. 

 

So, what does all of this mean?  How are these stories connected?  Like retail, it’s location location location.   But it is also money, money money.  LBS and LBA (Location Based Advertising) are clearly on their way to becoming significant sources of revenue for a lot of companies.

GPS is a "Top Innovation of the Decade" and it helped NiM sell for $170M

Two interesting stories in the world of GPS today;

1. GPS was named one of the top 10 innovations of the decade by ABCNews.  Story here.  GPS has been around for decades, so why is is a top innovation of this decade? As GPSWorld.com points out, it was the turning off of Selective Availability in May of 2000 that improved accuracy and effectively open the technology to developer s and manufacturers letting them create thing like pet finders, fleet tracking, family finders, WHERE and PND solutions.

2. TCS (Nasdaq: TSYS) or TeleCommunication Systems announced today that they are buying turn-by-turn navigation provider Networks in Motion for $170M in cash, stock and promissory notes.  An interesting move by TCS for sure.  This comes on the heals of TeleNav's S1 filing to go public and looking to raise $175M, and Google's announcement and delivery of Google Maps Navigation which is free on the Android OS.  So, is this a strategic move by TCS to fatten themselves up for an acquisition by a bigger player like MSFT, or maybe even Garmin?  Time will tell, but I think that specifically on the heals of the Google announcement this is a great exit for NiM.    

helio launches GPS

Helio just launched (news release here) the third in it's portfolio of handsets named Helio Drift.  The Drift is a GPS enabled handset that comes from Samsung.  The device is on sale for $225. 

With the launch of the device, Helio has also launched two applications to take advantage of the GPS capabilities.  One is a friend finder type service called Buddy Beacon, and the other is Google Maps.  Here is some more on the applications.

Buddy Beacon
From the press release:
"Buddy Beacon is the new way for Helio members to synchronize their social lives and tell friends where the fun is. Rather than calling or texting, Helio members can switch on their Buddy Beacon and use satellite technology to broadcast their location to the friends they add to their Buddy List. When they turn on Buddy Beacon, their Buddy List friends can see their location on a map along with a nearby address. Members can add up to 25 Buddies to their Buddy List. When members change locations and want to let everyone know the party is on the move, one simple command refreshes the location. Want to hide out? Just leave Buddy Beacon off to enjoy a night of privacy or to slip out the back of the club into the VIP room.

Buddy Beacon also lets Helio members send out an SMS message asking their friends to flip on their Buddy Beacons. When they activate Buddy Beacon, members can see where everyone is and meet up with the closest person for a fun night out or to tailgate at the big game. If a member notices a friend is nearby, a call can be placed directly from Buddy Beacon to check in on the fun."

Google Maps:
From the press release:
"Helio makes finding your current location, a nearby restaurant or friend's pad a whole lot easier with a GPS-enabled version of Google Maps™ for mobile. Helio members can avoid getting lost (unless that was the goal all along) or looking up information on their PC before leaving the house.

In addition to using GPS technology to pull up a current location on a clear and crisp map, Google Maps™ for mobile also lets Helio members get:

• Real-time traffic: locate traffic jams or find a new route in more than 30 major U.S. metropolitan areas with color-coded traffic reports.
• Detailed directions: routes displayed on the map itself, together with step-by-step directions.
• Integrated search results: local business locations and contact information appear in one place, integrated on the map so you can find the closest coffee shop and get there fast.
• Easily movable maps: interactive, draggable maps let members zoom in or out, or pan in every direction.
• Satellite imagery: get a bird's eye view of a desired location. "

I find it somewhat interesting to see that Helio launches with a buddy finder and Google Maps, not with the standard navigation application that everyone else has these days.  Maybe navigation is not a want/need for Helio customers, I just find it interesting that with the breadth of options, Helio decided not to launch navigation. 

Also, the press release does not mention the developer behind the Buddy Beacon service.  Does anyone know who owns this?  This is one of a few peer-to-peer GPS services on the market.  Will be interesting to see what the uptake is.

eRide and Furuno partner to develop new breed of ultra sensitive and ultra small GPS receivers for Mobile Phones

Ultra High-Sensitive Ultra Small GPS Receiver “GM-83”, the Best GPS Solution for Mobile Phones - the result a new partnership announced between Furuno and eRide. 

The press release (found here) claims that the new receiver will "significantly exceed" USE911 specs.  The release also highlights the low cost, and low poser consumption of the device.  Further, the receiver will extend "positioning coverage to in-door locations and deep urban canyons required of many Location-based services".

Nokia launches the n95 smart phone device with GPS Functionality

Nokia announced today the launch of the new N95 in the NSeries of Smart Phone. Press release here.   Check out pictures here.  Looks like a pretty slick device and it comes GPS equipped!!  The device features include:

2-way slide concept

integrated GPS functionality

5 megapixel camera (Carl Zeiss optics)

support for high-speed mobile networks

large 2.6" QVGA 16 million color display

impressive 3D graphics

built-in stereo speakers offering a 3D stereo effect

standard 3.5 mm audio jack

support for compatible microSD cards

mini USB for convenient data transfer

Looks like an impressive device to me.   Nokia highlights the GPS capability by saying:

"With its integrated GPS at your fingertips, finding your way just got easier. The Maps application includes maps for more than 100 countries, enabling users to explore the world, find specific routes or locate services such as restaurants and hotels and covering more than 15 million points of interest. You can also purchase additional features, such as city guides and voice guided navigation."

Also noted that TeleAtlas has been selected "to provide the digital map data and dynamic location content" on the device. TeleAtlas press release is here.

The device is based on S60 software on Symbian OS and will be available in Europe in early 2007.