A presentation given at the end of the Transport Technology Forum in Adelaide on 23 November 2009. The presentation was to both look at the increasing importance on mobile in relation to the conference proceedings as a form of summary

1. Riding the nexus Communication and Transport Naturally mobile

3. Increasingly, we’re living a digital life Using a Mobile Phone 95% Online Sending/Receiving Email 94% Sending or Receiving an SMS 87% Downloading/Listening to Audio Online 84% Listening to the Radio 78% Visiting a Social Networking Site 67% Shopping Online 60% Reading a Newspaper 34% Watching Primetime TV at Home 33% Using Mobile to get Information 26% Watching TV/Video on Mobile 25% Reading Magazines 23% Sources: Asia Pacific Consumer Technographics Survey, 2008 Television Ratings in Australia, 2008 Data compiled by NationMaster from OzTam, TV Networks Nielsen Media Research

4. Things change Over time Over a single day Source: Nielsen Internet and Technology Report

5. Multitasking

6. The importance of connection We start our search on Google We go to our friends for recommendations On the whole, we are: three times more influenced by our peers than by formal commentators (critics, journalists, experts etc) 85.9% more like to trust review from our peers (our community) over a critics 84% more likely to trust any user review (or recommendationover that from a professional

7. The key connected device

8. But what does it mean to us? 91% of us keep it within 1 metre of us, 24 x 7 Almost 90% would take it to the toilet with them 60% of us take it to bed with us 33% of us would rather lose our wallet than our phone 14% of us answer it during sex* 28% of us send sexually explicit SMS messages 23% have dumped a partner via SMS We anthropomorphise this device in unique manners Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day * Unless you’re in the USA, where it is closer to 35%

9. ‘Mobile’ doesn’t just mean ‘phone’ GPS systems Music Players Watches Book readers New devices (Chumby) Cameras

10. Where are we now? 24.5m mobile handsets (113% penetration)* 3G handsets – est 14m** or around 50% Double that of a year ago The iPhone phenomena 45m sold globally, about 1.8% all handsets, Blackberry about 2% Nokia, Sony Ericsson and Samsung still lead*** 850,000 in Australia** Another 250,000 iPod Touch devices use mobile products and service Representing about 4.5% of handsets But around 60-65% of all data/apps/access Mobile internet use: almost 10m active monthly users (40%)*** Half of these estimated to be daily * Telsyte research ** Industry best guess *** AMPLI Survey

11. Top Apps (Comscore EU study) 62.6% of iPhone 3G users have used an app in a month and momentum is growing. 6 months ago 51% of iPhone owners used an app for news and info. In comparison 21% of Nokia N95 and 37% of Blackberry Storm use an app. Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964

12. Internet = Information Snacking Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc Transactional services starting to emerge – e.g. Auction Sites The combination of local services and transactions will bring about new business models. Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964

13. Top Information Services (Aus) 48% of respondents used an information service of some sort - up 30% on a year ago Most services used at least once a month, with news and weather most frequent use Expectation of future use is high, with 30% growth expected next year also Source: Australia Mobile Phone Lifestyle Index Survey (AIMIA) 2009

14. Web 3.0 – Semantic Web Connections between Information Connections between People Courtesy: Radar Networks. Nova Spivack www.mindingtheplanet.net

15. Looking for the Semantic in mobile Key Point – “The user interface everywhere”Everything will become connected (wirelessly) Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation Sensors in truck tyres that assess wear and order their own replacements en route (with least impact) More interesting - use of existing mobile devices as intelligent sensors GPS plus (time) in a car = traffic flows GPS plus (weather sensing) = instant localised weather

21. Built in sensors/smart helpers Sensors to date include Chemical analysis Breathalyser Blood test Why not emissions? Carbon? Air quality Pressure sensors for types

22. Augmented Plotting and Mapping

23. Thoughts on the day #1 Alex Grant Intelligent sensors – GPS feeding into intelligent GPS alerts systems – the size of a mobile phone or a mobile itself? Wireless communication (Short range communication clusters). Connectsafe – SA technology, SA focus. Demonstrate benefit DamithRanasinghe RFID /MEM. Intelligent sensors, predictive maintenance. Predicative/preventative maintenance (not responsive) Rocco Zito Reduce congestion/ navigation systems based on intelligence. (Shortest path, vs shortest time real time conditions. Update maps via wireless BB (ota?). Delta changes? (Who gets sued if emergency services use GPS – go a slower route? (SCATS – traffic signals) Philip Blake Traffic Management (SCATS). Cyclists/Pedestrian notification. Intervention (forward facing radar with automated braking.

24. Thoughts on the day #2 Anita Byrnes (Forum 8 - Japanese Company) VR Studio (transport options) VF/AR trials for planning modelling. Replay time based results (traffic analysis) Calculation of fuel consumptions, eco impact based on simulation. Accident regressions etc Robert Crossley (Agricultural supply chain software) (sugar) Live feedback on harvest quality (web and localised to on-board tech). Sensors on fertilisers etc (holding periods) – does it sample quality to see if it works. FREDD – transport automation software. Realtime. Idle time reductions, bin weight optimisation, reduce double handling. GPS to mobile needed James DiLiberto (Smart metering technology – Azzo Automation) Knowledge is power. Real numbers. Measure

25. Thoughts on the day #2 Peter Pudney (In-cab train drivers) Useful for electric cars? Efficient travel/ uses remote sensing. Broad picture optimisation (not short term). Mobile – the sending sensor and the receiving local information (22%) Darrell Bowyer (freight & commercial vehicles information) Integrated communications (TML? Do we need a mark-up language?) Modelling and simulation Richard Yeo (Fuel Tool)

26. Thoughts on the day Mobile as sensor devices, GPS, RFID/MEM. M2M comms (semantic) Mobile GPS – used to send information centrally, to calculate distance and to deliver return path information Intelligent sensors (smart meters, smart trackers, smart interpreters and smart decision making) allows assessment of real-time information and conditions which can help us make better decisions on planning, speed, travel profile, timing of journeys etc Aggregating this to a common source across all areas of transport (freight, private, public, pedestrian, cycles etc) If we see the mobile as the target transport device, this can include entertainment (for passengers), alerts for changes in conditions, etc

27. A comprehensive solution Aggregated information to allow intelligent choices based on determined (known) information sensed in real time Can we: Use mobile phones as intelligent sensors to track and interpret journeys, traffic conditions Use public transport information to know real journey and arrival time, not timetable information Centralised ticketing feeding numbers, entry and exists to track journey, congestion, likely overcrowding Feed road works, accident information into this to fine tune even more To allow us to Better plan public transport infrastructure based on real needs Suggest quicker or greener (or fitter) or safer ways to get from A->B Support both personal and commercial transportation

28. Transport technology New consumers, new expectations, new ways of engaging Jennifer Wilson 0414 59 58 57 Jennifer@theprojectfactory.com JenWIlsonSydney