Special issue: Navigation World 2008 No. 3 – October 21 st , 2008 From the cloud: connected navigation The term “connected navigation” refers to the practice of outfitting mobile phones with navigation functions and sending and receiving information with navigation devices. Data on where a person is and where he or she is going can be utilised for targeted product placement. In the cloud: portals and communities Web communities now offer the best and most cost-effective means of reaching customers with products based on certain situations and interests. The combination of various functions and providers is producing new applications and giving rise to a new trend: cloud computing. In the cloud: corporate applications Consumers are not the only ones shifting important functions and data from their own computers to the Internet (“the cloud”). Companies are also finding the cost, availability, and flexibility of such solutions attractive. Cloud-hopping: Mashups Mashups provide simple methods of using data and functions in the cloud for one’s own unique applications. Emerging technologies are causing small and midsize companies to take notice of such solutions, as well – such as for integrating field personnel. A property matching your search enquiry is located 3 km away. Press “Continue” to receive directions from your current location. SkipRadio – a user-friendly car-infotainment system for mobile phones, navigation systems and on-board computers. Connected navigation Midmarket opportunities from and within the cloud More effective use of advertising budgets: personalised advertising Still more intriguing are op - portunities in placing targeted advertising. Personalisation enables the midmarket in particular to address local target groups in a highly specificmanner, even on tight budgets. With new digital media like SkipRadio, users can put together personalised radio programmes for their mobile phones or USB sticks. Targeted advertising can also be inserted into these channels in tandem with speciality programming or based on the listener’s location or destination. At the push of a button, customers can then proceed to the corresponding product offer, contact the provider, or add an item to their shopping cart. These media present neverbefore-seen marketing potential – particularly to small and midsize companies with products tailored to local target groups. Clearing away the fog New technologies are presenting the midmarket with a number of ways to optimise processes and target customers with new products and services without breaking the bank. Need a tip? Dive right into the Internet and get to know these services. You’ll come up with ideas for your own business developments in no time. www.skipradio.com Wolf Kunert is managing director of Mobile Solution Factory GmbH www.mobilesolutionfactory.com bliin YourLIVE! available for iPhone 3G The mobile social network bliin is now available for download from the global iTunes App Store. bliin started off on the promise of an open-location service – a service which means to add location interaction to all platforms, all news flash handsets, and all carriers … in all countries. Fulfilling this promise, a small portfolio of locator appli - cations and a desktop and mobile site for location interaction is now available. www.bliin.com Business and Innovation Magazine news for Satellite Navigation 3 A turning point for location-based services Whether it’s a business trip, holiday getaway, or just an afternoon outing, travelling to uncharted environs usually rouses the desire to become more familiar with one’s surroundings. Experts estimate that the number of GPS-enabled devices sold will increase 18-fold over the next five years. In 2007, this number was already 175 million. The field of mobile navigation has existed in Germany since the mid- 1990s. In 1997, the Bosch company was already presenting marketready systems with detailed maps (enabling special uses, such as for golf courses) at the ITS World Congress in Berlin. Significant market penetration, however, was first achieved by nomadic devices. Mobile navigation devices for cars have already become a classic example among GPS applications. In 2008, Germany will witness the sale of a projected 3.2 million devices – an increase from two million in 2006 and around half a million in 2005. In terms of revenue, the market for such devices reached the billion-euro mark for the first time in 2007. 1 ●● ●● MOBILE SOLUTIONS // Location awareness is the current buzzword concerning the use of GPS on mobile devices. The Mobile Solutions Session on October 22 nd , 3:30 pm–5:30 pm seeks to highlight the market potential of innovative, location-based information and introduce solutions and business models for various mobile devices. 1. No medium of communication is as personal, ubiquitous, and reachable as the mobile phone. 2. Advertising on mobile phone displays offers a number of advantages: seamless interaction across media, no divergence loss, aboveaverage response rates, and effective monitoring of advertising impact. Increasing along with the demand for GPS devices is the interest in new location-based services. Such services have already existed for a number of years, but have not yet had the success many initially anticipated. The market has now reached its turning point: the number of customers utilising locationbased services is projected to grow from 16 million in 2007 to more than 43 million this year – an increase of just under 168 per cent. Location-based services are no Sales of portable navigation devices surpass 3 million mark Sales volume Germany Turnover Germany Number of portable navigation devices sold in Germany, in million devices Five maxims of success in mobile marketing by Gerion Wolff, MATERNA 3. Mobile phones equipped with GPS receivers make locationaware services possible, increasing utility for the customer. longer just about traditional navigation – finding out where you are and how to reach your destination. The focus is rather on enriching the current location of a person or object with content and information on value-added services. In doing so, location-based services collect data on the current environment, whether between skyscrapers, pedestrian areas, or on the golf course. www.bitkom.org 1 Survey conducted for BITKOM by the GfK Turnover of portable navigation devices in Germany, in millions of Euros forcase source: 4. When applied consequently, technical elements like 2D barcodes (tags) can aid the distribution of required software and further enrich mobile marketing. 5. The prevalence of unlimited data packages is also key to the success of mobile marketing. www.materna-communications.de
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