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Reveals Mobile Phone User Demand for Location-Based Services with 80 Percent Seeking to Find More, According to Survey
Los Angeles, CTIA Wireless IT & Entertainment ? September 12, 2006 ? Tele Atlas, a leading global provider of geographic content, is teaming with wireless industry partners to demonstrate a range of innovative location-based services (LBS) and personal navigation (PNAV) applications that empower consumers with comprehensive, dynamic location-sensitive data and content-rich maps. According to a survey released today by Tele Atlas, many wireless handset users want to see more LBS and PNAV applications available for use on their devices, with nearly 80 percent of respondents indicating they would leverage wireless local search and navigation technology integrated on their handsets.
?As local search features drive the next wave of handheld functionality, we?re seeing consumers relying on mobile PNAV and LBS features to easily find addresses and points of interest and then navigate to them,” said Darren Koenig, Tele Atlas Wireless Market Director. ?The majority of cell phone users sees significant, tangible value in these content offerings and intends to leverage them immediately and often. That?s why our key wireless industry partners are working today to deliver robust applications that enhance the wireless users? navigation experience.”
At CTIA Wireless IT and Entertainment in booth #235, Tele Atlas and its leading wireless industry partners are demonstrating a range of location-based applications including:
eMbience: MapQuest Traffic and MapApp wireless applications, dynamic consumer applications for mobile phones;
Inrix: smartphone-based applications featuring Inrix Traffic Services integrating traffic functionality into navigation, mapping and other location-aware service applications;
Mio Technology: family of Mio DigiWalker? GPS based navigation and digital entertainment devices;
RIM: new BlackBerry Maps application, which adds mapping to the BlackBerry Pearl;
TomTom: TomTom GO 910 all-in-one navigation device enabling out-of-the-box navigation, text-to-speech, and real-time traffic information with TomTom PLUS services;
Vettro: Vettro 360, used by today’s leading fleet, livery and Less than Truck Load (LTL) enterprises to improve fleet operations by leveraging GPS location tracking, real-time driver status and seamless communication with existing back-end systems;
Wayfinder Systems AB: Wayfinder Navigator?easy to use GPS-enabled software featuring voice instructions or map guidance to destinations, and millions of points of interest (POIs) throughout North America and Europe; and WindSpring: WindSpring Gazelle? and WindSpring? Mobile products, which miniaturize and transform large mapping and POI files to reduce storage requirements and increase mapping application performance.
In addition, Tele Atlas is highlighting results of a recent survey conducted by Vox Populi, a custom research firm at this fall?s CTIA event. Vox Populi polled a sample of wireless device users throughout the U.S. and conducted statistical analysis about their current handset usage and travel tendencies. Respondents included an equal measure of people from the general mobile phone population and those identified as sophisticated users that had previously downloaded mobile content such as ringtones, wallpaper or games. Key survey findings include:
Cell phone users want PNAV and LBS offerings: Approximately 80 percent of respondents would leverage PNAV and LBS content via their cell phones, with 47 percent indicating they would use those services frequently or occasionally.
Users will pay for valuable content: Among respondents who would leverage PNAV and LBS content, a majority expressed willingness to pay usage fees ranging from 50 cents to $1.50. Additionally, 70 percent expressed interest in monthly subscription fee options, with a notable 36 percent willing to commit to a $5 monthly subscription fee. Usage frequency is rising: Fifty percent of respondents interested in navigation content see themselves using the functionality at least three times per month, with approximately 13 percent anticipating a monthly usage of at least ten times.
The findings in this survey were collected by phone interviews using random digit dialing (RDD) sampling. Three hundred adults participated in the nationwide survey from August 8 to 11, 2006. The margin of error for this study is +/- 5.6 percentage points at a 95 percent confidence level. The margin of error takes into account random sampling error. It does not account for sampling problems that might be the result of refusals to be interviewed, question wording, question order and weighing; it is almost impossible to quantify errors that may result from these factors.
To see demonstrations of the location-based applications powered by Tele Atlas, or to learn more about the company and its wireless partners, stop by the Tele Atlas booth (#235) at CTIA Wireless IT and Entertainment.
About Tele Atlas
Founded in 1984, Tele Atlas delivers the digital maps and dynamic location content that power the world?s most essential geographic solutions. The information is the foundation for a wide range of personal and in-car navigation systems, mobile and Internet map applications that help GPS system users find the people, places, products and services they need, wherever they are. Tele Atlas also works with business partners who deliver critical applications for emergency, business fleet and infrastructure services. The company employs 2,300 full-time staff and contract cartographers at offices in 20 countries around the world and uses a sophisticated network of professional drivers, mobile mapping vans and tens of thousands of data sources to regularly update its maps. Tele Atlas is listed on the Frankfurt Stock Exchange (TA6) and on Euronext Amsterdam (TA). For more information, visit www.teleatlas.com.
About Vox Populi
Headquartered in Alexandria, Virginia since 1999, Vox Populi Communications has provided strategic survey and focus group research for an array of private and public sector clients. Whether working on a political campaign or a corporate rebranding effort, the firm adheres to a core mission ? delivering timely, dependable research accompanied by objective analysis and constructive recommendations. Andrew Smith, Vox Populi?s principal, has been conducting public opinion research since the mid-90?s and has worked for dozens of clients both in the U.S. and abroad. For more information, visit www.vxpopuli.com.