TrackWell Software
Deploying Location-Based Applications toMobile Operators on a Global scale
Bergur ThorissonDirector of Business Development
TrackWell Software hf
! Well-established company founded in 1996 – Spin-off from the Engineering Institute of the University of Iceland
– 30 employees based in Reykjavik, Iceland
! Portfolio of value-added and location-based products and services– Carrier-grade professional and consumer applications
– High quality consulting service leveraging years of experience and technical know-how
! Solid international customer base generating steady revenues– Services operational in 13 countries on four continents.
– Strong relationships and partnerships with key customers and leading industry players
TrackWell today
TrackWell - Background
Aviation – The early years! Radar Data Processing and
Presentation System! Monitoring all aircrafts in worlds
second largest oceanic air sector
Search and rescue! Monitoring of all Icelandic
vessels every 30 sec! Operational since 1998.
– Icelandic Life Saving Association– Coastguard – Directorate of Fisheries– Vessel Owners
Fisheries monitoring ! Enforcing international fisheries
regulations.! Operational since 1999:
– Iceland– Faeroe Islands– UK (NEAFC)– Canada (NAFO)
Market trends
Time
Price and availabilityof technology
BusinessFleet ManagementAsset tracking
GovernmentAir Traffic ControlMilitary
ConsumerMap-on-demandFind-a-friendTourist infoWhere is ...GamesEtc.
Number of Users
1990
Products and services - None LBS
! Mobile Value Added Services - VITAL– Content delivery and management platform
– Ring tones, logos, java games, etc.
– SMS and MMS information services
– SMS and WAP games
– Consulting services – Billing, web development, operations
– Hosting and maintenance support
– Operational in Iceland, Faeroe Island, Greenland and UK
! Telephony– Web-based telephony solutions
– Timon - Time and attendance system
– Diktur – Dictaphone and phone recording system
– Bodi – Group voice-messaging solution
– Contact management system
– PC phone, call center and switchboard
Products and services - LBS
! Mobile DateLocation-enabled chat and dating application.
!Information services-Where-is-my-nearest offers
-Tourist information service
!Games- Mobile Warrior – a strategic mobile
action game
- Treasure hunt – the traditionaltreasure hunting game
!Welcome Messages- Welcome foreign roamers
- Welcome abroad
!TracScapeTracking and messaging application for Fleet, Workforce and AssetManagement on the WEB.
Enables Application Service Providers to offer cost-effective, easy and instant deployment of state of the art fleet management system.
!BuddyTrackerFriend-finder and chatting application.
!ChildTrackerMonitoring application for parents to know the whereabouts of their children
The global LBS market / Lessons learned
TrackWell - customers
Operational system
Different flavors for different markets
! Different rules and regulation
! Different market drivers
! Different business models
! Different economies - different pricing and target groups
! Different cultures have different social codes and rules of what is acceptable
! Different technologies / infrastructure
- Operating globally requires flexibility -
Why has LBS not lived up to expectations?
! The hype-effect: expectations become too high
! Technology chaos: cellid, cellid+TA, E-OTD, TDOA, GPS, A-GPS,…
! Lack of applications to utilize the technology and generate revenue
! The location is too expensive
! Lack of interoperability (location roaming)
! Lack of affordable commercial devices for specialized applications
! Technologies orientation
! Complex and unbalanced value-chain
Lessons learned! Focus on the revenue-generators (the applications)
– Launch services, not technology
! Location-enable your current services– Location specific news and weather
! Don’t price location separately, price as part of content– Users buy content, not technology; don’t price the transaction, price the value
! Vendors: Bundle the technology and apps in customer offering– The value chain is too complicated today
The ESRI platform and cost savings
! Selected ESRI’s Arc View in early the 90’s
! Technologies and business models required at each time.
! We can concentrate un the overall application and immediate needs of out customers in a much more cost effectively, knowing that ESRI will support our needs.
! World wide business alliances / operation– ESRI has a world wide contacts and business partners, which make good options
for local cooperation and can supply local content.– Respected and known – credibility.– Introductions - consortiums
! Mutually beneficial
! ESRI ArcWeb Services
For further information contact
Bergur ThorissonTrackWell SoftwareLaugavegi 178105 ReykjavikIceland
Phone: +354 5100600Fax: +354 5100601Email: [email protected]
www.trackwell.com