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LBS World Forum 2005

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Jonathan Spinney
Jonathan Spinney

This document discusses the evolution of location business models from carrier gardens to trusted third party applications to service delivery platforms. It describes characteristics of each model and provides examples. It emphasizes that large enterprises require telecom-enabling services to integrate their internal applications rather than separate point solutions. The document advocates for exposing geospatial functionality through service-oriented architectures to integrate across departments. It provides examples of industry vertical fits and discusses how one company automated their field service process using location technologies to increase productivity.

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Collaboration with Mobile Location Jon Spinney Industry Manager, Location-Based Services, ESRI jspinney@esri.com
Location Business Models Are Evolving 1998 2000 Gardens 2003 Trusted 3 rd Party Applications Service Delivery Platform APIs/Mobile SDKs
Garden Characteristics  All LBS Technology In-Carrier  Carrier-sanctioned Content and Applications  Subscriber Portal and Vending Machine Distribution model – Direct-Sell Mobile Consumables as Premium Services  Closed to External B2C, B2B, and Enterprise End-User Developers  Examples…
Garden Variety Carrier Build & Brand  Internal Power GIS User  In-House Expertise  Internally Developed  Launched Jan 2003  Sold by Carrier Sales via Orange Subscriber Portal  Advertising!
Garden Variety Carrier Build & Brand  Internal Power GIS User  In-House Expertise  Internally Developed  Sold by Carrier Sales via Vodafone Live Portal!  Launched Dec 2001
Trusted TPA Characteristics  Some Enabling Technology InCarrier  Carrier-sanctioned Content and Applications  Subscriber Portal and Vending Machine Distribution model – Direct Sell Mobile Consumables as Premium Services  Typically open to select few External B2C and B2B Developers  Developer Revenue Share  Examples…
Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched April 2003 under 3 brand  Sold by Carrier Sales via Subscriber Portal  Revenue Share with Developer
Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched Dec 2003  Sold by Carrier Sales via Subscriber Portal  License Revenue to Developer as part of larger infrastructure deal
Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched Feb 2003, Location Roaming to Estonia in 2004  Sold by Carrier Sales via Subscriber Portal  License Revenue to Developer
Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched Feb 2005  Sold by Carrier Sales via Subscriber Portal  License Revenue to Developer
SDP Characteristics  Core Enabling Technology InCarrier  Services Offering model – Sell Premium Telecom-Enabling Services  Applications and Data are private property in the Enterprise  Typically open to any and all External B2B or Enterprise EndUser Developer  Carrier charges for service transactions and transport– paradigm shift to “selling IT capabilities”  Examples…
Developer-Build & Brand Carrier Location  Developer Built and Sold  Integrated with all UK Carriers  Launched Oct 2003  Revenue to Carriers for location dips
Developer-Build & Brand Carrier Location  Developer Built and Offered  Integrated with all Norwegian Carriers  Launched Jan 2002  Free Carrier Location/SMS  Free NRK Service  TV Advertising Revenue Share with Carriers
Developer-Build & Brand Carrier-Build and Brand Carrier SDP  European LBS Pace-Setter  Built Their Own Apps First  Next standardized  Finally Opened it  Direct Carrier sales via Sub portal, direct developer sales, direct enterprise services sales  12 Apps in Total
Why are these trends Important?  Each model represents a degree of flexibility for the enterprise  Some enterprise successes vary with subscriber market size  There’s only one way for the Enterprise to Telecom-enable their own existing applications …  Where internal applications and private enterprise data is used  …and IT Managers have control over the application and it ’s usage
Broadening Reach Into Verticals through Partner-Networks  In order to reach the enterprise across verticals in large markets, application diversification is critical  Niche is good – as our space gets bigger, we must get smaller  Lots of developers have industry domain expertise – rely on them  They know applications and how to apply location technology into verticals  …And intimately understand mobility problems within specific verticals  Examples…
Services Industries  Work Order Management  Locate, Track, Validate and Dispatch  Automated Customer Call-Ahead  Route optimization
Service Industries  Timesheet Management  Location-Enhanced  Performance Reporting
Transportation  Tracking  Alerts  Dispatching  Routing  Reporting
Construction, Govt, Supply Chain  Scheduling  Logistics  Reporting  Enterprise Integration
Public Safety and Emergency Services  Logistics  Centralized Dispatch  Data + Voice
Logistics and Delivery-Healthcare  Scheduling  Logistics  Dispatch
Electric, Water, and Natural Gas Utilities  Work Order Management  Logistics & Reporting  Enterprise Integration  ArcGIS Desktop Extension
Finance, Insurance, Transportation  Work Order Management  Mobile Sales Office  Tracking  Enterprise Extensibility
Construction and Engineering  Mobile, Portable, and Personal Asset Management  Centralized Asset Productivity Management  Common Operating Picture
Emergency Services RIM-Blackberry Locator/Communicator  Situational Awareness  Team Leader Command  Personnel Management
Point Solution Sales & Support Challenges  On-Behalf-Of Carrier Billing Support is Typically Limited to a Select Few  If no BOBO, Direct Developer Sales and Carrier Sales Tracking  Educating Carrier Sales Staff on a multitude of Solutions  First line of Technical Support Handling  Scaling Marketing Efforts for all Developers
Beyond Point Solutions  Application Solutions serve SMB and new geospatial markets well  They are often special-purpose silos that don ’t always fit well within Larger Enterprise IT Systems  Large Enterprises have their own internally managed applications, developed from within  Large Enterprise IT departments only require Telecom-enabling services for their own internal uses  This fits well with the industry collective wisdom that location is a feature that adds value to existing applications
Like Location, GIS is also Evolving within the Enterprise 1980 s 1990 s Desktop GIS Tools & Data Personal Professional 2000 SOA GIS Networks Client/Server GIS Systems Workgroup Info Management Enterprise Services
Location and Geospatial in SOA Work Order CRM Asset Management GIS ..where geospatial functionality is exposed and integrated across departments, disciplines, and specialties Work Order CRM Asset Manag. GIS Rather than offering individual silos in a vacuum, GIS vendors now offers centrally managed geospatial piece parts
SOA is an Enterprise Architecture Where Special Systems can be easily Integrated… Geocoding Routing GIS Systems Reverse Geocoding Proximity Searching Mapping Application Server Middleware …into an network of other special Systems
… Other Special Systems in Enterprise Architecture  Presence and User Status Etc. Telecom services  Mobile Location query capabilities  Messaging capabilities Messaging Call Routin g Location  Call Control over voice applications Presence Available through Carriers who offers service-oriented architectures and telecom Web services that augment existing enterprise IT
Pieces and Parts networked Through SOA . . . IT Middleware provides the bridge User Portal Services Telecom Web services B2B Interactions CRM/Service Input ERP/ Service Mgmt. GIS Web services App Service Logic . . . Services provide delivery of information from specialized systems
Industry Vertical Fits Insurance, Real Estate, Retail     Personal Property Appraisers Insurance Adjusters – auto, home, etc Real Estate Agents Retail and Commercial Businesses Defense and Intelligence   Military Personnel Activities Off-hour Intelligence Officer Security Government     Building Inspectors Homeland Security Responders Law Enforcement Personnel Public Safety personnel Example… Health and Human Services     On-call Hospital staff Home health-care personnel Health Inspectors Pharmaceutical goods and services delivery Utilities     Line investigators Fault alerts responders To-the-curb installations To-the-curb outage responders Transportation    Fleet Managers Highways, Railroads – infrastructure repair Transit – downtime responders
Field Service Automation —Residential Product Repair  Many Disconnected Enterprise Applications  1000s of internal users  Location is mission critical  Affects 15,000 employees/ 100,000 customers daily  Centralization of IT systems  Spatially-enabled business systems  Product Repair Automation System - #1 Priority
Enterprise Applications & Solutions GIS Based Service Area Planning Forecasted Demand Available Fleet Sears Enhanced Home Delivery System (EHDS) Warehouse Optimization RFID, Routing forklifts Nationwide Geocoding and Route Optimization Customer Request Home Delivery OR Home Product Repair Customer Service Delivery Vehicle departs to your home to Deliver Merchandise Service Technician Departs to your home for Product Repair Mainframe CIS Capacity Area Management System (CAMS) Assign Technicians to work areas Computer Aided Routing System (CARS) Geocoding and Route Optimization Mobile Mapping In-Vehicle Navigation
IT Drivers  Improve access to geographic information and services  Integrate different, disconnected applications  Integrate GIS and location with all applications  Reduce data redundancy and overlapping development efforts  Increase ROI on GIS investments
Application Goals  Reduce travel time and mileage per stop to improve productivity of workforce  Automate support work  Enable technicians to become more profitable  Retain customers through better service levels
Application Results  Increased technician productivity by 2.5 completed calls per day  Number of travel districts reduced by more than 60%  Number of dispatchers reduced by 75
ESRI Profile  Privately held, zero debt company, founded in 1969  Year 2004 revenues of more than $560 million  Headquartered in California  12 domestic U.S. offices  90 international offices  4,000+ employees worldwide  26 industry verticals served, supported by 2000 business partner developers and SI ’s, caring for 380,000 individual enterprise and government customers
Thanks. Any Questions? Jon Spinney Industry Manager, Location-Based Services, ESRI jspinney@esri.com

More Related Content

LBS World Forum 2005

  • 1. Collaboration with Mobile Location Jon Spinney Industry Manager, Location-Based Services, ESRI jspinney@esri.com
  • 2. Location Business Models Are Evolving 1998 2000 Gardens 2003 Trusted 3 rd Party Applications Service Delivery Platform APIs/Mobile SDKs
  • 3. Garden Characteristics  All LBS Technology In-Carrier  Carrier-sanctioned Content and Applications  Subscriber Portal and Vending Machine Distribution model – Direct-Sell Mobile Consumables as Premium Services  Closed to External B2C, B2B, and Enterprise End-User Developers  Examples…
  • 4. Garden Variety Carrier Build & Brand  Internal Power GIS User  In-House Expertise  Internally Developed  Launched Jan 2003  Sold by Carrier Sales via Orange Subscriber Portal  Advertising!
  • 5. Garden Variety Carrier Build & Brand  Internal Power GIS User  In-House Expertise  Internally Developed  Sold by Carrier Sales via Vodafone Live Portal!  Launched Dec 2001
  • 6. Trusted TPA Characteristics  Some Enabling Technology InCarrier  Carrier-sanctioned Content and Applications  Subscriber Portal and Vending Machine Distribution model – Direct Sell Mobile Consumables as Premium Services  Typically open to select few External B2C and B2B Developers  Developer Revenue Share  Examples…
  • 7. Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched April 2003 under 3 brand  Sold by Carrier Sales via Subscriber Portal  Revenue Share with Developer
  • 8. Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched Dec 2003  Sold by Carrier Sales via Subscriber Portal  License Revenue to Developer as part of larger infrastructure deal
  • 9. Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched Feb 2003, Location Roaming to Estonia in 2004  Sold by Carrier Sales via Subscriber Portal  License Revenue to Developer
  • 10. Developer-Build Carrier-Brand  No In-House Expertise  Outsourced Development  Launched Feb 2005  Sold by Carrier Sales via Subscriber Portal  License Revenue to Developer
  • 11. SDP Characteristics  Core Enabling Technology InCarrier  Services Offering model – Sell Premium Telecom-Enabling Services  Applications and Data are private property in the Enterprise  Typically open to any and all External B2B or Enterprise EndUser Developer  Carrier charges for service transactions and transport– paradigm shift to “selling IT capabilities”  Examples…
  • 12. Developer-Build & Brand Carrier Location  Developer Built and Sold  Integrated with all UK Carriers  Launched Oct 2003  Revenue to Carriers for location dips
  • 13. Developer-Build & Brand Carrier Location  Developer Built and Offered  Integrated with all Norwegian Carriers  Launched Jan 2002  Free Carrier Location/SMS  Free NRK Service  TV Advertising Revenue Share with Carriers
  • 14. Developer-Build & Brand Carrier-Build and Brand Carrier SDP  European LBS Pace-Setter  Built Their Own Apps First  Next standardized  Finally Opened it  Direct Carrier sales via Sub portal, direct developer sales, direct enterprise services sales  12 Apps in Total
  • 15. Why are these trends Important?  Each model represents a degree of flexibility for the enterprise  Some enterprise successes vary with subscriber market size  There’s only one way for the Enterprise to Telecom-enable their own existing applications …  Where internal applications and private enterprise data is used  …and IT Managers have control over the application and it ’s usage
  • 16. Broadening Reach Into Verticals through Partner-Networks  In order to reach the enterprise across verticals in large markets, application diversification is critical  Niche is good – as our space gets bigger, we must get smaller  Lots of developers have industry domain expertise – rely on them  They know applications and how to apply location technology into verticals  …And intimately understand mobility problems within specific verticals  Examples…
  • 17. Services Industries  Work Order Management  Locate, Track, Validate and Dispatch  Automated Customer Call-Ahead  Route optimization
  • 18. Service Industries  Timesheet Management  Location-Enhanced  Performance Reporting
  • 19. Transportation  Tracking  Alerts  Dispatching  Routing  Reporting
  • 20. Construction, Govt, Supply Chain  Scheduling  Logistics  Reporting  Enterprise Integration
  • 21. Public Safety and Emergency Services  Logistics  Centralized Dispatch  Data + Voice
  • 23. Electric, Water, and Natural Gas Utilities  Work Order Management  Logistics & Reporting  Enterprise Integration  ArcGIS Desktop Extension
  • 24. Finance, Insurance, Transportation  Work Order Management  Mobile Sales Office  Tracking  Enterprise Extensibility
  • 25. Construction and Engineering  Mobile, Portable, and Personal Asset Management  Centralized Asset Productivity Management  Common Operating Picture
  • 26. Emergency Services RIM-Blackberry Locator/Communicator  Situational Awareness  Team Leader Command  Personnel Management
  • 27. Point Solution Sales & Support Challenges  On-Behalf-Of Carrier Billing Support is Typically Limited to a Select Few  If no BOBO, Direct Developer Sales and Carrier Sales Tracking  Educating Carrier Sales Staff on a multitude of Solutions  First line of Technical Support Handling  Scaling Marketing Efforts for all Developers
  • 28. Beyond Point Solutions  Application Solutions serve SMB and new geospatial markets well  They are often special-purpose silos that don ’t always fit well within Larger Enterprise IT Systems  Large Enterprises have their own internally managed applications, developed from within  Large Enterprise IT departments only require Telecom-enabling services for their own internal uses  This fits well with the industry collective wisdom that location is a feature that adds value to existing applications
  • 29. Like Location, GIS is also Evolving within the Enterprise 1980 s 1990 s Desktop GIS Tools & Data Personal Professional 2000 SOA GIS Networks Client/Server GIS Systems Workgroup Info Management Enterprise Services
  • 30. Location and Geospatial in SOA Work Order CRM Asset Management GIS ..where geospatial functionality is exposed and integrated across departments, disciplines, and specialties Work Order CRM Asset Manag. GIS Rather than offering individual silos in a vacuum, GIS vendors now offers centrally managed geospatial piece parts
  • 31. SOA is an Enterprise Architecture Where Special Systems can be easily Integrated… Geocoding Routing GIS Systems Reverse Geocoding Proximity Searching Mapping Application Server Middleware …into an network of other special Systems
  • 32. … Other Special Systems in Enterprise Architecture  Presence and User Status Etc. Telecom services  Mobile Location query capabilities  Messaging capabilities Messaging Call Routin g Location  Call Control over voice applications Presence Available through Carriers who offers service-oriented architectures and telecom Web services that augment existing enterprise IT
  • 33. Pieces and Parts networked Through SOA . . . IT Middleware provides the bridge User Portal Services Telecom Web services B2B Interactions CRM/Service Input ERP/ Service Mgmt. GIS Web services App Service Logic . . . Services provide delivery of information from specialized systems
  • 34. Industry Vertical Fits Insurance, Real Estate, Retail     Personal Property Appraisers Insurance Adjusters – auto, home, etc Real Estate Agents Retail and Commercial Businesses Defense and Intelligence   Military Personnel Activities Off-hour Intelligence Officer Security Government     Building Inspectors Homeland Security Responders Law Enforcement Personnel Public Safety personnel Example… Health and Human Services     On-call Hospital staff Home health-care personnel Health Inspectors Pharmaceutical goods and services delivery Utilities     Line investigators Fault alerts responders To-the-curb installations To-the-curb outage responders Transportation    Fleet Managers Highways, Railroads – infrastructure repair Transit – downtime responders
  • 35. Field Service Automation —Residential Product Repair  Many Disconnected Enterprise Applications  1000s of internal users  Location is mission critical  Affects 15,000 employees/ 100,000 customers daily  Centralization of IT systems  Spatially-enabled business systems  Product Repair Automation System - #1 Priority
  • 36. Enterprise Applications & Solutions GIS Based Service Area Planning Forecasted Demand Available Fleet Sears Enhanced Home Delivery System (EHDS) Warehouse Optimization RFID, Routing forklifts Nationwide Geocoding and Route Optimization Customer Request Home Delivery OR Home Product Repair Customer Service Delivery Vehicle departs to your home to Deliver Merchandise Service Technician Departs to your home for Product Repair Mainframe CIS Capacity Area Management System (CAMS) Assign Technicians to work areas Computer Aided Routing System (CARS) Geocoding and Route Optimization Mobile Mapping In-Vehicle Navigation
  • 37. IT Drivers  Improve access to geographic information and services  Integrate different, disconnected applications  Integrate GIS and location with all applications  Reduce data redundancy and overlapping development efforts  Increase ROI on GIS investments
  • 38. Application Goals  Reduce travel time and mileage per stop to improve productivity of workforce  Automate support work  Enable technicians to become more profitable  Retain customers through better service levels
  • 39. Application Results  Increased technician productivity by 2.5 completed calls per day  Number of travel districts reduced by more than 60%  Number of dispatchers reduced by 75
  • 40. ESRI Profile  Privately held, zero debt company, founded in 1969  Year 2004 revenues of more than $560 million  Headquartered in California  12 domestic U.S. offices  90 international offices  4,000+ employees worldwide  26 industry verticals served, supported by 2000 business partner developers and SI ’s, caring for 380,000 individual enterprise and government customers
  • 41. Thanks. Any Questions? Jon Spinney Industry Manager, Location-Based Services, ESRI jspinney@esri.com

Editor's Notes

  1. ATG – Associated Transport group of Canada Industry: Healthcare ATG is not-for-profit association of volunteer transport, long-term care facilities, municipal transport, EMS, hospitals, etc.. They will be making use of personal tracking, asset tracking and vehicle tracking. There are approx. 4000 vehicles currently in the association iPhocus Industry: Transportation iPhocus is a reseller of transportation and logistics solutions to the Canadian marketplace. They have a longstanding relationship with Bell Mobility and have experience converting Bell Mobility leads into sales for the location market.