Digital Map Technology Has Arrived - CICOMRA

Digital Map Technology Has ArrivedHarnessing its PowerEliot Dam, NAVTEQ Director Product Management Latin America

Agenda• What is a Digital Map?• How to Optimize Technology and Opportunities• What are the Market Opportunities?2

`What is a Navigable Map?3

A Brief History of the Practical MapOrtelius was a contemporary ofMercatorMercator’s maps were renowned fortheir precision and accuracyHe was commissioned to take the very But, they were largelarge maps, and turn them intosomething more practical(think bed sheet large)A map small enough to be portableAnd therefore not terribly usefulAnd thus was born the first map forpractical applicationsMercatorOrtelius4

A Navigable Map Requires MoreMap making has evolved significantly in the last few centuries.It takes many attributes and a robust build process to delivera navigable map.5

The Map Starts with Geometry• A digital map is a vector based database with the following standardcomponents─ Link: the standard a unit of measure representing roadway geometrybetween two intersections─ Node: the junction of 2 links (e.g. an intersection)─ Shapepoint: a point along a link used to adjust the curvature of itsgeometry6

Add Broad Road Geometry ClassificationExtending routing options of navigation applications.FC 1Functional Class Based on Navigation Importance• Functional Class = 1 high speed and volume controlledaccess roads• Functional Class = 2 quick travel between andthrough citiesFC 4FC 2• Functional Class = 3 moderate speed travelwithin cities• Functional Class = 4 moderate speed travel betweenneighborhoodsFC 5FC 3• Functional Class = 5 lower speed travel withinneighborhoods7

Base namePhysicalrestrictionsLanguagecodeOpen 24hoursStreet typeBuildingtypeTurnrestrictionsAddressrangeRestaurantsPOI X,YPhone #HotelsTruck routesAddressschemaGeometryConnectedlanesDirection onsignCar accessConnectivityFunctionalclassDividersX,Y,ZDetailedcoverage# of lanesSpeed classDrivingsideAdmin areaSpeed limitExitsDirectionof travelLaneDependentvalidityVoicephonemesOnce you have the basics, you need the features of the roadway.

How is a Navigable Map Built?9

Database Specification is Key to QualityMaking Sure the Map is Relevant and CurrentDatabaseSpecification10

Sourcing is a Start, But isn’t Good Enough• Sourcing has limitations──Sources are notoriously variable inquality / accuracySourcing cannot capture navigableattributes• That is why you need a field staff────Local presence to interpret localnuancesRelationships with local sourcesSophisticated collection technologyStandard global tool kit11

Strategic Field Collection Improves Efficiency• Confirms source quality• Collects non-source road attribute• Can include driving all types of roads inthe coverage areas─────arteriesresidential roadsnamed alleysinterior polygon roadsPOI access roads• Plus “non-drive” collection───addressed walkways“pedestrian only” streetsferry routes12

In-the-Field Validation Aids in Eliminating Errorsidentify and resolve exceptionsin the field….when data changes are entered13

Investment in Maintenance Keeps the Map FreshEffective change management includes both prior knowledge ofchange and knowledge of change after It has occurred.Post Change Management AwarenessFleet Customers & User CommunitySources of Prior Insight• Local Field Office• Government Sources• Video Data• Sign Manufacturers• Address GuidesPrior Insight toUpcoming RoadNetwork Change14

Where is a Navigable Map Used?15

Technology In Place to Support Breakout SuccessFaster, bigger, higherresolution colorscreensKey FactorsEnabling Demandfor Navigation andLBS ApplicationsGreater internalmemory and onboardprocessing powerQuality Digital Map andContent16

Industry Showing Signs of Readiness9030080270702406050Mobile Penetration %210180Navigation Unit Sales4030201002002 2008150120906030102007 201217

Map Enables Highly Functional Navigation Features218

Deliver Multiple Search Options to End-Users1Key Use Cases• Reduced manual entry ofdestination informationprovides a more userfriendly search experience• Reduced requirement forusers to specify a city forsearch, e.g.. Buenos Airesvs La Boca• Advanced search criteria,profiles and preferences• Advanced display of searchresultsGreater City ZonesPoints of InterestDigital Map ContentBrand IconsCity Models19

Points of Interest (POI) Search by Category1• POI search is one of the more popularfeatures among end-usersExamples of POI Categories20

Greater City Zones: Intuitive Selection1Keywords:Urbanico SuitesLocation:Buenos Aires• Users can search in Buenos Aires and stillfind a destination that is actually located inBelgrano• Valuable in metropolitan areas that canencompass multiple municipalitiesSearch21

Advanced Search Options1Search Filters:• More content translates tomore options in applicationdesign of search functionsSearch• Connected devices will beable offer real time informationabout a destination such asgas prices22

Enhancing the Driving Experience223

Clarity and Context on the Road2Key Use Cases• Improved driver orientationand minimized distraction• Reduced risk of lastminute maneuvers• Increased choices in routepreferences• Improved accuracy ofdrive time calculations• Driver warnings aboutupcoming changes in roadconditionsExtended LanesJunction View ImagesMap ContentSpeed LimitsCamera AlertJunction View Objects24

Knowing What’s Around the Corner2• Notification of upcomingchanges in speed limit• Alert appropriate speed forapproaching curveAlertSpeed Limit: 45Your Speed: 5625

Moving Toward A Virtual World2• Junction View Objects• More automation• Direct linking of 3D object to thereal world situation and mapdata• More flexibility in look and feel• Customization to the device(screen size)26

Enhancing the Driving Experience2327

You Have Arrived3Key Use Cases• More precise arrivalguidance• Easily recognizablelandmark reference points• A virtual city experience• Information about yourdestination3D LandmarksAddress RangesNAVTEQ Products3D City ModelExtended NavigationParking28

How will the Market Evolve?29

Develop Market via DifferentiationExamples of Product BundlesSportTourismBusiness30

Brief Overview of the Value ChainDigital Map PartnersDeveloper CommunityLicensed customer / resellerof maps ORstrategic partner drivingthe industryCarriersLarge Retail ChainsISVs – VARs –IntegrationService HousesThird parties that createlocation-enabled solutionswith integrated mapsIn-House Corp. DevelopmentEnterprise App Service ProvidersWireless OEM’sConsumer Electronics OEM’sEntertainment App Service ProvidersHobbyists31

Building Out The Ecosystem• A healthy ecosystem will fuel navigation andlocation-based service innovation & drive marketgrowth• Role of the navigable map provider− Ease development burdens withresources that accelerate creation− Aggregate information, companies,solutions to drive commercializationMap DataTechnologyPartnersApplicationDevelopersWireless CarrierOEM Partners32

Taking Advantage of the OpportunityEnd-user interest and technology are convergingHigh quality navigable map expands the opportunityNurturing the eco-system provides value chain advantages33