On SNAKK Media, Derek Handley and Kiwi Entrepreneur Success

The Snakk Media AGM, appropriately held in the Sir Paul Reeves Building of AUT in Auckland last night, appeared to be a classic event, with typical investors, asking typical questions. However, in my opinion, it wasn’t, it was a meeting in a room made up of some of the finest minds in marketing and leading edge mobile technology.

SNAKK AGM

I was very proud to see entrepreneur, Derek Handley, on the stage surrounded by other Kiwi business leaders and visionaries including Tim Alpe, Max Flanigan and GM, Andrew Jacobs who I met for the first time last night.

I’m sure the media will cover the story, but here’s my take; on a tangent. I have always believed in Derek, his family and team from the day I met them, many years ago as they were preparing to found The Hyperfactory. They were the classic start up and I admired their passion and enjoyed their company, because they were driven and they were passionate about the same things I was, and still am. I love the company of positive, can do, will do people.

Snakk has allowed Kiwi investors to invest in a company that may never do a huge amount of business in New Zealand, which is really exciting, because it is not an opportunity that comes up often. As was pointed out, 2 years ago mobile digital advertising spend in New Zealand and the UK was 1% of the total spend. Today in New Zealand (where I have been trying to educate agencies on location based marketing and Augmented Reality, the percentage remains at 1% and in the UK is now 23%. In Australia they have the third fastest growth in the world (sic) of smartphone and tablet users, so it is appropriate for their head office to be in Sydney.

There was a lot of discussion about the threat to live TV with so many people now streaming to their mobiles and time shifting. Snakk didn’t mention all the technologies, but I am confident that they have a lot of tricks up their sleeves so that people like me who watch a reasonable amount of TV, while using my iPad or mobile, and MySky, will also be able to receive the messages I want. 

Here’s where I get excited. I want, and assume you will too, my TV. When it comes to advertising, I’m a marketer, but I don’t generally like watching ads. I guess the main reason is because most of them are not relevant to me, or at least not relevant to me at that time. I want them when I am open to buy.

So here are some of the things that I wanted to hear (and did either directly or between the lines):

• Profile. I want ads that match my profile. Having them appear on my third screen (my mobile or tablet) in conjunction with what I am watching, based on my interests is something I might welcome. If there is an interaction between my device and the TV program, then it may not matter if I am watching live or time-shifted, depending on my:
• Context. A lot of the future of mobile advertising comes down to an app on my device knowing things about me. What I am interested in, where I eat, drink, play, get entertained. What I am interested in at certain times of the day or day of the week. Market food to me at a time I am likely to be considering a meal. Then of course there is:
• Location. If my mobile knows where I am, there is so much more you can do. If I like coffee, I’m walking downtown and there is a cafe that wants my business, let them send me an offer together with a reward of free WiFi.

On another tangent, the awesome podcast from Asif Khan and Rob Woodbridge of the Location Based Marketing Association: This Week In Location Based Marketing mentioned that where a geofence is used for guerilla based mobile marketing, they get a 12% click through rate. Just to explain, imagine you walk into Burger King and your mobile bleeps you a notification offering you a free upsize if you go to McDonalds up the road and buy a Big Mac combo.

This is where people started to get excited and concerned about privacy and I need to mention the MAC, pun intended. Effectively it is possible for apps to learn about you and your behavior without having your personal details. Effectively they track your mobile, not YOU. It’s not quite that simple and that is why in the early days of The Hyperfactory (I didn’t actually work there, I suppose you could have called me a Hyperfactory groupie) we started to set up a Mobile Marketing Association, with the view of self regulating to ensure the Government didn’t over regulate. The key was around allowing people to know what information was held about them and giving them the right to revoke access to it.

This blog is getting way too long, so I’ll finish with a few quick thoughts on Foursquare. I wish I had paid more attention to Derek having shared an office with Foursquare, I think I made a mental note to talk to him about that, but I didn’t. Maybe I still will.

The question was asked as to whether Foursquare was viable and the general answer from the panel was, not really. Derek was more retrospect and pointed out that the issue in New Zealand has always been one of scale. In New York City scale isn’t a problem, the population is over 8 million people. They can afford to have sales people in NYC and its easy to segment them.

In New Zealand there are actually a reasonable number of users, but Foursquare hasn’t really been interested in them because we are too small. I briefly became a Foursquare Ambassador and saw big opportunities for proximity based marketing. I saw a business model for myself with Foursquare, but they would not allow me (or anyone) to manage multiple businesses on behalf of customers. Each account had to be managed individually and for New Zealand that was a fatal flaw.

For those who think Foursquare is out, have a read of this story from Fast Company.

Did you go last night? What did you think? I think this is going to be a very successful global company and look forward to being involved somehow, if only only the sideline. I have watched and met many successful people over the years through my business network and Derek Handley is a Kiwi that remains underrated imho despite all he has achieved to date. In my opinion the shares are well undervalued right now. I’d recommend at least buying a few.

Footnote: I do not own any shares in Snakk Media. I do not work for Snakk Media in any capacity. I would seriously consider both though:)

Congratulations to Julie Landry, Vaughn Davis and the team for an excellent event.

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trash can is stalking you: using wifi to track people in the real world

Whether or not you give permission, your mobile phone is sharing information to anyone who wants to invest in relatively low cost to collect it and analyse it.

SoLoMo Consulting

See on Scoop.it – Location Is Everywhere

Smartphone-monitoring bins in London track places of work, past behavior, and more.

Luigi Cappel‘s insight:

This is an important read. The MAC address can ultimately be used to identify any one if there are sufficient ‘trash cans‘ located in areas where you live. If you consider the number of CCTV cameras located around London for example. One of these devices attached to each of those would be enough to start identify persons of interest.

As the story explains, if these devices are placed in malls or next to public toilets, you can identify the gender of the user. If these devices are used at shopping malls, cinemas, bus stops, you can find out roughly where people work, go to school, what sporting matches or night clubs they go to, you can build up a profile.

This can be used…

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Nestle is tracking you down with Commandoes

Nestle in the UK has come up with a very cool imho marketing campaign. They are putting GPS chips in the wrapping of 6 food bars such as Kit Kats and when they are opened / activated, within 24 hours they vow to track down the chips, send in the commandos to find, and possibly scare the hell out of the people who bought them and give them 10,000 pounds.

This is a very cool use of location based technology that will fire up marketing people and those into location based marketing like me big time. CNET says that this campaign will appeal to men and perhaps they are not usually the target market for chocolate. In this case I suspect sales will go through the roof and while this campaign hasn’t yet gone seriously viral, I’m sure it will. It is also likely to be winning awards as TV cameras from around the world follow the commandos to the lucky people receiving the prizes.

Just as well they are using TVC’s and billboards with NFC and QR Codes to promote this campaign or people will be thinking that a new war has broken out.

Location based marketing is going to play a major role in our lives going forward and those who are in early will reap rewards by standing out from the crowd. This certainly puts a new spin on guerrilla marketing.

So how could you use location based services to grow your unfair share of the market? For more ideas, check out my other blogs at The Future Diaries and SoLoMo Consulting.

Tough times for New Zealand Restaurants

There was a story in NBR today called Tough Winter for Restaurants. I left a comment, but it appears to have been moderated, perhaps someone thought it was self serving, just a guess.

I’m actually in the middle of a series of blogs, as you may be aware about location based services, but am going to take a quick break from this to share a few simple reminders about the basics of running a business in the hospitality sector.

What gives me the credentials to make comments on this, you may ask? Here’s a few:

• I completed a Hotel Motel Management course many years ago and assisted and lived in a busy Auckland motel for 18 months.
• I have attended hospitality conferences and exhibitions around the world.
• I started playing guitar and assisting in cafes and restaurants from the age of 14.
• I ran the Casio distributorship for cash registers in New Zealand and assisted with Australia and held around 70% market share in the industry segment for around 7 years and during that time keynoted for conferences including HANZ, Retail Merchants Association and others.
• I was technology editor for a retail magazine.
• I was involved in the development of the first electronic waiter pad systems in NZ, which were subsequently sold through Casio dealers in other parts of the world.

I could go on but I think that will do. So here are a few elements of Restaurants 101 for 2012.

There is an oversupply of restaurants and fast food outlets for the population of the country in most parts of New Zealand. Very few of the people running the restaurants have business training, many do it because they love food and they love people and entertaining and have passion for their business. Once that was probably enough. Having said that, even 30 years ago, a large percentage of these businesses changed hands every 18 months and having gone broke, trained the people who took over from them.

Table turn. The more times your tables are occupied within a dining session, the more profitable, subject within reason to what they are buying. Entrees and desserts are more profitable than mains. Make the mains too big and people won’t buy dessert. Dessert’s tend to generate around 80% gross profit margin.

If people are in for a night, keep coming to see them, ask if they are happy, offer them drinks. Alcohol offers large profit margins. Develop a relationship with them. A restaurant with a maitre d’ or person who remains in the dining area all the time, separate from the people who bring food in from the kitchen and take away the plates and cutlery, will make more profitable sales.

Ask guests what their expectations are, do they need to be served quickly because they are going to a movie or a show, or would they prefer to relax with drinks before and between courses. Show them that you care about their business and experience. People don’t mind paying if they are enjoying themselves. Be sincere, don’t give fake smiles and say enjoy and have people see your smile turn into something else before you have even turned away.

When a restaurant is empty or quiet, people walk past and wonder what everyone else knows that you don’t. If it is busy, more people will want to come in, but that doesn’t mean keep people hanging, waiting for service, because it will empty pretty quickly.

Have a business plan and understand what your model is, understand who your target market is and what they are looking for. There are lots of smart things you can do using social media and location based technologies and you will find plenty of them if you search through my blog, BUT if you don’t have the basics right, they won’t help you.

Many people still haven’t figured out that daily deal sites won’t bring you good business. Very few people who come to you through those sites will be back. They will cherry pick your profits and then do the same to the next business.

If you have the basics right and you know what your KPI’s are then I recommend you start with something like a combination of Foursquare and other social media. Have a really good look through Foursquare and the types of deals you can do with them for free.

Location based services and proximity based marketing are really good tools for distressed inventory. Fill empty tables when you need to fill them, not by discounting before you even know if you will. Get creative, remember Death by Chocolate? If you have desserts left, its getting late, look for people who might come in for coffee, Irish coffee and dessert, you’ll make as much profit from them as some of the people who stayed for an hour or more and just had a main and wine.

If you have any questions, please leave them here or if you disagree, I’m open to that too.

More on Location Based Applications and Privacy

In an article at LBS Zone, LeClairRyan attorney Kevin D. Pomfret says businesses should step forward to educate Congress and executive agencies such as the Federal Trade Commission (FTC) about the breadth and scope of location-based technologies, as well as the industry’s enormous potential.

This is something I have been saying for some time in past blogs. If we get Location Based Services applications right, they can enrich our lives in so many aspects. For example:

• B2C Marketing. I would welcome personal location based marketing, based on my location, time and interests. Tell me if there is a hot deal on a new guitar pedal or music software as I drive past a music store on a Saturday. My girls would love to be told there is a 2 for 1 coupon on the latest summer fashion as they walk past a shop and their colors and sizes are in stock.
• Health and safety. If one of my relatives is ill and needs medical help while on vacation, a blind or disabled person becomes disoriented, a diabetic travels and forgets their insulin, a car’s airbags deploy on a remote country road. These are all instances where consumers can be aided by LBS apps and help directed to them with ease.
• Entertainment. Rugby World Cup year starts in less than 24 hours in New Zealand. Wouldn’t it be great if people can sign up to services that know where in the country they are, what they are interested in and can guide them to other activities based on time of day, interest and location? It could be golf, a cultural performance, Happy Hour, a concert or music festival, you could opt in before hand with your interests so if you are a ballet fan, you don’t get guided to a Christian Death Metal Grunge Fest.
• The Road Trip. An application that provides car navigation, access to traffic information, entertainment, allows you to connect to your social networks, upload photos and blog, find ‘friends’ close to you and more.

We’ll see more of these in 2011, along with apps from Facebook, Google, Apple, Foursquare, Groupon, Twitter and hundreds of others. But what about the risks?

When you sign up for these applications, do you know who you are giving access to? Do you know whether you can opt out? Do you know of the service has the ability to delete your information if you decide to opt out. Often the services themselves don’t have that ability because Google and other services have cached it and even if they delete it, it still exists in other places.

It is a well know fact that criminal elements already use sites such as Facebook to identify people they want to commit crimes against. It might be that they want your car, your jewellery, your 65″ 3D TV, all the Christmas presents you displayed on your profile, or just to ransack your house. It may be nothing to do with you, as they say in the movies “Nothing Personal, this is business”.

You could follow this thread and think, this guy is anti LBS. Wrong, its how I make my living. I love it for what it can do for me and you. I just worry about how it can be used and believe it is incumbent on the developers to make the applications as safe as possible, to provide privacy controls and make sure people know how to use them. They might also want to consider liability insurance. I’ve heard of insurance claims by people who drove their cars into rivers because their nav told them to turn right. It won’t be long before there are claims from people saying that it is the fault of the social media location application, which indirectly told a car ring that their expensive sports car would be parked at the airport for 2 weeks.

The article that set me off on today’s blog was about educating politicians, something that needs to happen all over the world, because these applications go international very quickly. It is also necessary to educate the developers because they are focussed on what they want people to be able to do with their apps, not the inherent risks of uses they hadn’t considered. I often want my ‘friends’ to know where I am, but I don’t want people who are not my ‘friends’ to know where I am or where I am not.

This is not my first blog motivated by Pomfret. In September I wrote about Location Based Apps and Trust, prior to that Proximity Based Marketing and Trust, and a whole series of blogs around Who’s Looking at You on Facebook. In one of them I thought up a name at random, searched for someone with that name and found out a huge amount of information about the person. I found it to be very scary, what I could find out about that person. Add location to that mix now and it could become downright dangerous.

Of course the tables can be turned on crims as well as law enforcement agencies can use the same apps to find out what they are up to and where.

On Living Longer

I’ve decided I want to live longer.  I love technology and I love this world of change and the ability to be involved in this technological era. I have things to contribute and I want to be active in ICT, Location Based Services and also as a songwriter. I want to see my children and grandchildren grow up and explore this ever changing world and see what they make of it.

I’m going to have to work longer, that was always expected, but then providing my Maslow and Herzberg needs are met, I enjoy working. I enjoy making a difference, helping people achieve their goals. I enjoy learning, watching what is helping in my spheres of interest, particularly those mentioned above. I enjoy collaborating and networking and am particularly passionate about seeing New Zealand step up to the plate and continuing to innovate and achieve greater success on the world stage.

I reckon a healthy target for me would be 120 given medical advances now and in the future. My greatest risks are probably heart and cancer, with the determining factors being nature and nurture and my general disposition i.e. my attitude and happiness.

One thing that is obvious is that I have to look after my financial well being. If I continue to work, then raising the retirement age isn’t going to be a major for me. If I am enjoying my work, see a future for myself where I can contribute from my experience, passion and knowledge and can continue to grow, I wouldn’t be expecting to retire at 67.

I know I can’t rely on the Government to give me any kind of lifestyle on the retirement pension anyway. Our budget deficit has just been raised to over $15b and despite some significant successes, we still don’t have an infrastructure that really supports innovation. We tend to take credit once people are successful, but most successful innovators tend to be successful in spite of the country’s and their employers contribution rather than because of it.

So my first considerations as I start goal setting and planning will be how I can maintain my lifestyle in the years to come, continue to build an asset base so that when I wind down to a shorter working week I can continue to enjoy a lifestyle and if I should be forced into retirement through poor health (which is not the plan) I can still live comfortably, which no one can in NZ on a pension or benefit. I have a super scheme, I still have a mortgage. I am closing down my rental property LAQC and have sold my rental property. The Government doesn’t want people be able to claim losses from their expenses and without that I can’t afford to own rentals. I’ve invested in public companies before, but unless you are buying and selling daily, this is in my opinion a far greater risk business. Even the biggest companies make mistakes or get caught up in circumstances beyond their control and shareholders unless they are big, have little or no control over their destiny. How many Kiwis lost their life savings in the past by investing in ‘rock solid’ companies?

So I’ll invest in myself. I am studying song writing at Berklee Music on-line, which is costing me a small fortune, but if I can score 1 or 2 hits somewhere along the way, I’ll recoup that investment. I study the industries I’m involved in daily through the media, the occasional conference, networking in person and through social media such as LinkedIn and Twitter and I read a lot.

I have and continue to amass a huge amount of local and international experience in a number of industries, particularly in the application of leading edge technologies to solving business problems. Experience, I have learned takes years and is perhaps something that is least appreciated by younger people who come out of university thinking they know everything and by people who have stuck in one industry or a very small number of companies during their work career.

So to cut a long story short, I need to start planning for my long future. I need to consider a range of aspects, particularly how I want to live those years, what I want to do in them, what I want to contribute, what capital I need, how to maintain my health and fitness. Must be time for some goal setting and dream building.

I’ll leave the last word for now to Anne Brunet (who came via that other little university in Boston (not Berklee Music, but Harvard) and Thomas Rando of Stanford U.

Note the real meat of this video starts around 21 minutes in.

Location Based Applications and Trust

I just read a blog by Kevin Pomfret, Executive Director of the Centre for Spatial Law and Policy, about the decision of Craigslist to pull it’s Adult Services section after finding out that people had been using it for prostitution and trafficking of women and girls. He suggested that people developing geolocation applications needed to also consider privacy of users in the same way.

I totally agree. Already there are many anecdotal stories of people using Facebook and other stories to target empty homes. One story in Mail Online called Facebook a shopping list for burglars. It went on to suggest that insurance companies might increase the risk profile of clients who have social networking accounts.

Now of course we have Facebook Places, which starts by checking the city your IP Address is based in and then invites you to let it know exactly where you are. There are bound to be loads of Facebook applications for mobile that will use the GPS in your phone to check exactly where you are. Great for stalkers who want to find you and for others who want to know where you aren’t and such as when you are not at home.

For more on this, check out my blog on Who’s Looking at you on Facebook?

Now don’t get me wrong, I am totally into location based services. I just want to make sure that people understand what they are getting into when they start using them. An application I really like is foursquare. It has rewards for people who use it such as points and badges. You can see where your ‘friends’ are, which is great if you want to catch up with them. I recommend if you do that, you make sure you actually know and trust your ‘friends’.

As foursquare starts to work towards monetizing, a good thing to do for application developers:) they are now selling advertising and encouraging locations to offer deals based on proximity. For example, if you become Mayor of a location you can get special deals. If you are Mayor of Auckland Airport for example, you can get free entry into the Koru Lounge. The cool thing about that is that the advertiser doesn’t have to know who you are and has no way of knowing who you are unless you tell them.

That’s one of the places I want to go with proximity based marketing. I would like to see Happy Hour applications and be offered deals based on product segments I’m interested in, at times when I am not only in proximity, but also when I am open to an offer. Offer me a 2 for 1 deal at a bar on a Friday evening, but not on a Monday morning. Give me the ability and an incentive to invite my friends, but I don’t want the advertiser to to have access to my friends details unless they want to provide them.

Opting in and informed consent is crucial for location based marketing. There is a Code of Practice for Direct Marketing in most countries. Proximity Based Marketing is even more important and for applications to become accepted, we need to be able to trust that our privacy and security is protected. This is particularly important for children and young adults who could easily be targeted by dangerous criminals.

Informed consent is a key issue here. Most people don’t read End User License Agreements. Do you know the rights you have bestowed on Microsoft when you open Microsoft Office? Did you read them, or did you just tick the box and start using it. In the Windows 7 EULA it says “b. Use of Information. Microsoft may use the computer information, accelerator information,
search suggestions information, error reports, and Malware reports to improve our software and services. We may also share it with others, such as hardware and software vendors.”

If you use any application, especially a location based application, you need to clearly understand what privacy it allows you and what your potential risks are. More on this in the future. In the meantime, the onus is on the application developers to protect the interests of the users if they want to encourage them to use their applications.

When The Hyperfactory started in mobile marketing, they got together with advertising agencies and other interested parties and formed a wireless marketing association. One of the first things the association did was to form a voluntary code of practice. I believe the same thing needs to happen for location based applications and quickly.

Location Based Film

If you have been following my blogs, you’ll be aware that I am very passionate about the mobile and Location Based Services technologies. I am always checking out new concepts and many of them are variations on the same theme. This doesn’t make them less interesting, although one of the issues I want to work out is which ones offer a unique perspective that will allow them to be The Next Big Thing. That doesn’t necessarily mean it has to be the next Facebook or Twitter (which many people said was just a waste of time, in fact many are still saying it is going nowhere and won’t make money. You won’t hear that from me).

One that I recently found out about is GPS Film. GPS Film is an open source tool that allows film makers to produce a movie that people watch on their mobile smartphone. The film segments or chapters are triggered by the mobile being in certain locations. The example on the video below is a film called Nine Lives which was filmed in Singapore. The comedy which you watch on your iPhone or other Smartphone begins with a climax and then in order to see the rest of the film, you need to go to the locations where it the film was shot in order to see each clip. The GPS on the phone is the trigger to allow you to see the next scene.

This has amazing potential as a tourism tool. Imagine doing a road trip of New Zealand following a movie like Goodbye Pork Pie, or checking out some of the great spots in NY State from the movie Road Trip, where you have to be in those places to view each segment.

Now come a little back to earth and think about what you can do, and what Singapore has done with ‘Nine Lives‘. What a great entertaining way to explore a city. This looks to me to be a dream for tourism organisations. Given that it doesn’t have to offer a full cinematic experience, a cool film can be made with a modest budget, perhaps sponsored by businesses such as tourist attractions, accommodation providers, food and beverage chains, which would provide locations for segments of a movie. Did I mention it is Open Source?

This is definitely food for thought and a great opportunity around major events such as the Rugby World Cup next year. Check out this short video to see what I mean.

Blogfade and Android Mobile

First of all I must apologise for the Blogfade. Over the last few weeks I’ve bought a new house and sold my own one which has caused a lot of stress and taken a lot of my time. Assuming that my sale goes through tomorrow, I wil be moving this weekend and life will get back to normal.

I’ve been busy on a lot of projects lately, one of which has been working on developing channels for GeoVector’s World Surfer product.

Worldsurfer is a location based application that runs on iPhone 3GS and Android mobiles which incorporate both GPS and Compass, which opens up a whole new world of possibilities.I have to say that even though the G1 I’m using currently is 1st generation Android, the combination of GPS and Compass is remarkably accurate. I suspect it is also using cell tower triangulation. It has my street address exactly correct even though I am inside my lounge, whereas my old phone using just Vodafone cell towers had my kitchen in one suburb and my lounge in another and I assure you my house is not that big.

The concept for this solution is that it provides for Location Based ‘Channels’ which allow you to search for Points of Interest based on your present location. A Channel is typically a category of POI (Points of Interest).

On the G1 that I am using at the moment I have the New Zealand channels that are currently available here. The first is GeoSmart, for whom I am the Sales & Marketing Manager.

GeoSmart is the company providing API’s, web services and web maps behind many leading web sites in NZ and services in many other countries. The best known site is AA Maps, which also now features real time traffic covering all of New Zealand. The GeoSmart Channel on Worldsurfer for NZ includes a nationwide set of categories and subcategories currently covering Accomodation,  Banks and ATM’s, Entertainment, Parks and Gardens, Pubs Taverns and Bars, Restaurants, Takeaway Food and Public Toilets.

You can set it to only look in a band in the direction you are pointing your phone or in a 360 degree radius from your current location and it will locate POI up to 5 miles / 8km away. So in effect you can look for a Japanese Restaurant in the direction you are currently travelling. When you select one, the compass will point you in the direction of that venue and show a running distance calculation as you travel towards it.

You then have the option to call them for a reservation with one touch of the screen, get turn by turn directions and a map to guide you, mark the location for future reference, check Flickr, YouTube or Google for more information about the location.

World Surfer is as it sounds an international product and will automatically open the options available for the country you are in. Some are subscription channels whilst others are available free of charge.

Other channels available in New Zealand currently are Google, Zenbu, Wikipedia (which looks for information by location, based on pointing your mobile), Starbucks, and Vodafone Stores. I am currently working on developing many more channels for NZ. There are other exciting projects on the way, but if I tell you what they are, I’d be in big trouble, so watch this space.

As a footnote, I’ve said before that I would like to create an application called Where’s My Car, because everyone has a story of not being able to remember where they parked their car. I often see people in shopping mall car parks, at rugby matches and other spots wandering up and down trying to figure out where their cars are. When I got this Android phone (on loan) I found an application called CarDar Light.

This application lets you ‘mark’ the location of your car as you park it and will then guide you, even inside a car park, to your car. You can enter the level number or colour of the floor as an assist, but after that you will never lose your car again.

For a demonstration of WorldSurfer check out the YouTube video below:

Another step of the future which pretty much dates back to the original Star Trek TV programmes has become not only reality, but is becoming mainstream. Now to get the company to buy me that iPhone 3GS!

New Zealand gets TomTom Car Navigation on iPhone first!

OK, we were only ahead of Australia by a couple of hours, but we need everything we can get. Maybe we should give some iPhones to the All Blacks to help them find the try line in the TriNations and Bledisloe on Saturday, but that’s another story. As another aside, when I wrote TriNations, my spell checker suggested ‘urinations’. We’ll let that one be too.

So this morning I got a phone call letting me know that TomTom Car Navigation is now available with GeoSmart maps, for New Zealand in the iTunes Apps Store. This is awesome news. We’ve had some routing applications available in New Zealand, but nothing with any real accuracy. Also the other apps required that you download data frequently, which means additional cost to your Telco, whereas the iPhone application has all of the maps and Points of Interest you need on the device.

The application requires OS3.0 but as I understand it, as long as you have the OS version, you can run the application on any iPhone as well as iPod Touch if you purchase the TomTom Car Kit. Neither helps me as I only have an iPod Classic and a Blackberry, but I hope to remedy that situation soon.

The car kit itself seems very cool and I hope to get the chance to try one. The car kit includes the new TomTom mount, which I really like. It also incorporates a speaker and a microphone as well as an external GPS antenna which means that you don’t have to buy the very latest iPhone with GPS and Compass (although that would be my pick right now) if you already have an iPhone or iPod Touch. The car kit also charges the iPhone when it is in the cradle.

Now the debate has begun in earnest. Why buy the iPhone App and Car Kit, when for the same price you can buy a dedicated PND (Portable Navigation Device) for the same price or maybe even less? This is a similar question to the one I get frequently, which is, what navigation unit or brand is the best? My answer is that ‘best’ is subjective. Different brands and different models currently have different features and the feature set is part of the argument that defines what is best for you.

TomTom and Navman both have new product ranges and different features relating to the user interface, functionality etc. Both brands in New Zealand have GeoSmart Maps (and if you don’t know by now, I work for GeoSmart) which are the most accurate for New Zealand. Why is not relevant for today’s blog. For example Navman now has AA Traffic and TomTom has IQ Routes (which are not the same concept, just an example).

Perhaps part of the answer is how often you travel. As I’ve said in previous blogs. your mobile is your ubiquitous device. You always have it with you. I always have car navigation in my car, but if I’m out of town (without my car) I don’t always take it with me.

The TomTom iPhone Car Kit solves another problem because you can use it as a hands free kit for your mobile. From 1 November, driving and talking on a handheld mobile will become illegal. You will either have to use a hands free kit of some sort or not use your phone at all in the car. I have stopped accepting or making any calls in the car, although I might accept important calls if I had a hands free kit. There is always a tension and anxiety around not answering calls on your mobile. People expect to be able to reach you, which causes an unpleasant feeling for both parties. So here’s a nice solution for your car.

So back to the application, this is essentially the same application as the one residing on the normal PND devices carried by your favourite consumer electronics stores. One cute thing is that on iPhone you can orient your phone to landscape or portrait and it will automatically adapt itself.

The nature of car navigation is changing and like most new technologies it is becoming increasingly difficult to predict what will happen in the near future. LBS on mobile is a given and if you search through my blogs, you will find several about mobile applications, car navigation on mobile will become common place and of course there are many situations where you would like guidance while walking, exercising, travelling in a taxi or on public transport. These are often scenarios where you want to travel light, but wouldn’t go without your mobile.

If you had asked me last year, where car navigation is going, I would have told you about ADAS (Advanced Driver Assistance Systems), for which R&D has been funded by the European Governments. This was to develop systems that would reduce accidents in a number of ways, including monitoring vehicles positions in relation to the lane markings on roads, legal driving speeds, speed and distance of vehicles in front and behind you and much more. Many of the innovations for this are being developed and in some cases launched by brands as far apart as BMW and Nissan.

This system was originally going to be made mandatory in all new cars sold in Europe from 2012 and if this was still the case, it could have meant significantly reduced demand for PND’s. When I was in The Netherlands earlier this year, I was advised that the date had been dropped and the European Union were having a rethink on the subject, and particularly their ongoing commitment to funding it. They determined that it would take more than 10 years before the majority of vehicles in Europe would have this system in place and therefore the deadline wouldn’t have any immediate impact. A cynic would say that this would mean that current politicians would not get any credit within their career to justify spending time on it.

So now we have (I reiterate I haven’t tried it yet) a new system which will provide an all but identical experience to a PND on your iPhone. Of course TomTom isn’t the only mobile product available, but it is the first one being commercially sold in New Zealand. The new Android phones also have GPS and Compass and of course there are some very good Windows Mobile applications as well such as iGO8. Will there be a move away from PND’s? I doubt it, at least in the near future. Navman will certainly be hoping not.

There will be a camp that says a PND is the best device at being a PND. They said the same about PDA’s, but SmartPhones are now viable devices, even though I still have to reboot my new Blackberry Bold at least a couple of times a week. The future is going to be interesting. There are phone companies such as Nokia who showed their intention by purchasing Navteq and are planning converged devices that combine a mobile with car navigation. There are PND manufacturers who are going to be putting SIM Card slots into their car navigation devices.

The market will decide what the best is and the answer to all questions will be yes:)

I’ll leave the last word for today to TomTom.