Disruption: Maps - Presentation by Marcus Thielking, CMO & CFO of Skobbler at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.

1. skobbler @ NOAH London 2012
Disruption: Maps (& Navigation).
November 2012

2. Maps are pervasive.
GPS-enabled smart mobile devices drive location-based content.
Global Shipments Global Internet User Projection Global LBS Revenues
Number of shipments Number of users USD bn
in m. units
1,323 2,000 CAGR +30% 10.3
CAGR +27%
1,500
483 1,000
2.8
121 500
0
2006 2011 2016 2007 2009 2011 2013 2015 2010 2015
Portable Navigation Devices Location Based Advertising
Smartphones Other LBS
• Current smart phones will become the prevailing kind of cellphone in the very near future.
• Smart devices are bound to overtake traditional internet-enabled devices in 2014 in terms of internet usage.
• Smart devices make the internet truly mobile, with customers being online on-the-go.
• Digital maps are a mandatory basis for all location-based services (LBS).
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3. „Mobile“ maps have been thoroughly disrupted.
And they will be again shortly, as LBS requirements evolve.
Specialists Dynamic!
CONTENT Aggregators Interactive?
Hardware providers Social?
Navteq / Tele Atlas Dynamic!
SOFTWA
MAP Google Hyperlocal!
RE
OpenStreetMap Interactive?
In-dash Smart!
HARDWA
PND Dedicated?
RE
Smart devices LBS?
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4. OSM: the most dynamic digital map source of our
time. OpenStreetMap out at maps.skobbler.com.
Check the
Zurich (CH) on OSM – October 2012 (screenshot from maps.skobbler.com)
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5. Which general factors are ultimately decisive?
These factors are universal. It‘s the package that counts.
DIFFERENTIATIO
STRATEGIC
N FLEXIBILITY
INDEPENDENCE
OPTIONS
EASE OF
QUALITY &
IMPLEMENTATIO COSTS
SUSTAINABILITY
N
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6. What determines the right setup for a LBS?
The right approach is fundamental for a LBS. Sloppiness is costly.
PLATFORM TYPE MAP TYPE CONTENT TYPE
Automotive maps Realtime content
Smart devices
Native dynamic
Dynamic content
maps
Dedicated
devices
Web-based static
Static content
maps
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7. International digital maps are a rare commodity.
Yes, there would be a lot more to look at and talk about…
OpenStreetMap
Ownership Open source Google (corporate) Nokia (corporate) TomTom (corporate)
Professional mapping and
Mapping approach Crowdsourcing Professional mapping Professional mapping
data licensing
Worldwide, Worldwide, Core countries, Core countries,
Coverage area coverages vary, good coverage (licenses), very good coverage there, very good coverage there,
strong beyond street networks mediocre beyond street networks weak beyond street networks weak beyond street networks
Growth Very strong Strong, but costly Weak Weak
Already suitable for most LBS, Suitable for most LBS, Suitable for street-based LBS, Suitable for street-based LBS,
Product perspective Including basic navigation; Including navigation; especially navigation; especially navigation;
not Automotive grade not Automotive grade (yet) Automotive standard Automotive standard
Ease of map access for
Very hard Very easy Easy Easy
software companies
OpenStreetMap‘s two main advantages are the „acquisition-proof“ ownership structure and its crowd-sourced mapping approach, which
leads to unrivalled growth and quality sustainability - especially consdering the (lack of) required funds. Navteq and Tele Atlas customers
already experience a decline in quality. Google is a strategic threat to many companies, which do not want to become dependent of
Google.
These enormous strategic advantages of OpenStreetMap are already being realized by an increasing number of top tier companies. In
essence, the OpenStreetMap is the most future-proof map source of all.
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8. Key takeaways: Food for thought.
Why maps are so essential and why the space will be shook up shortly.
Each LBS needs a map.
Good map sources with international coverage are rare.
Hyperlocal content on and off street networks (e.g. indoors) will increasingly determine attractiveness of a ma
There‘s no better way than crowdsourcing for this. Actually, there‘s no other way.
Increasing competition levels in the LBS space will increase services‘ differentiation requirements.
With maps‘ vital importance, strategic independence will play a bigger role for service providers.
Key content provides (e.g. car manufacturers) will want to have at least partly-exclusive access to their asset
The OpenStreetMap will DISRUPT the map space in all areas. It already does.
Incumbent automotive map providers will be rendered obsolete with a few years and Google Maps won‘t
be a “monopoly“ on the web anymore.
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9. Marcus.Thielking@skobbler.com
www.skobbler.com
maps.skobbler.com

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