What are the future opportunities for location tracking? markets and technologies. Presentation at Where Camp Berlin - November 30th 2017

1. The new era of
Location Tracking
1

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Celebrating 50 years of location tracking!
2Transit A1 Satellite - 1967 USS Segundo

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A new Era for location tracking?
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A vivid, growing market in historical segments
New opportunities driven by:
• Market demand (consumer, B2B)
• New, disruptive technologies

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New markets for location tracking
4
A few examples with 100+
million trackable items markets
• Bicycle
• Pets
• Luggage
• Consumer Electronics
• B2B

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Bicycle Theft
France
• 1 million stolen bicycle / year stolen cars
United Kingdom
• 500 000 stolen bicycle / year
• UK insurance data 17% of claims (Direct Line)
Germany
• 300 000+ per year?
United States
• Estimated 2 million bicycle stolen

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Pets
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455 Million
Cats & Dogs
Across Europe & US

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Luggage
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21.6 Milllion luggages lost in 2016
75% of passengers want to receive information about
the location of their bags on their smartphones
Source: SITA

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Consumer Electronics devices get lost
8
5 %
4 %5 %
6 %
IDs
7 %
Wallets
11 %
Clothes
12 %
Consumer Electronics
18 %
Bags
29 %
Bags Consumer Electronics
Clothes Wallets
IDs Glasses
Keys Books
Kids stuff watch & jewelry
Sport items Others
Consumer electronics is the second largest
lost item category in public transports after
bags.
French railways SNCF open data on lost items
(statistics on 126,153 items collected between Jan-Aug 2017)

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Consumer Electronics devices get stolen
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Consumer Electronics
are stolen
in 1/3 of burglaries
French police statistics - 2013-2015
panel of 16,000 respondents.
0
15
30
45
60
Jewelry Audio, video, photo Cash IT: laptop, tablet, etc.
2929
31
54
%
%
%
%
percentage of type of items stolen in burglaries
Insurance claims for burglary
cost an average €1.6B/year
to insurers across UK,
Germany & France.

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B2B tracking
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Market size driven by cost
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Value of
tracked
asset
market size
High
Low

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Deep Diving in Pet Tracking
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0,00 $US
50,00 $US
100,00 $US
150,00 $US
200,00 $US
2008 2017
95,40 $US
144,99 $US
79,00 $US
199,00 $US
Device Yearly plan
0
750 000
1 500 000
2 250 000
3 000 000
2016 2021
2 800 000
400 000
Forecast
Market
Penetration
0,6%
Pet tracking US+ EUCost

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Power consumption problem
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2008 2017

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Solving Cost & Power Consumption
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$

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Cost & power reduction Opportunities
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Connectivity
Location Tech
$

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Low Power Wide Area Networks
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• Small bandwidth networks
• Lower infrastructure cost
• Low power consumption for
receiver

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LPWAN location problem
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Roadie - €99
LoRa+ GPS+ Wifi
Up to 8 months battery (?)
10 km
Real
position
Network-based positioning accuracy

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3GPP Standards: LTE-M & NB-IOT
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• Next big things in IoT driven by
cellular infrastructure vendors &
wireless operators.
• But
• Coverage not yet available
• Competition of 2 standards
• Receiver still very expensive
• Location problem similar to LPWan

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Bluetooth Low Energy
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• BLE in Smartphones
• Consumer Electronics
• Widely available, very
affordable beacons
• Mature technology
• Wide ecosystem

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Bluetooth myth: short distance
• Bluetooth 4.0 Beacon (TI chipset, PCB antenna)
• Hidden in spare wheel compartment of car trunk
• Signal received by iPhone 6 at 135m distance in
an urban street
135m
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Collaborative Location with Bluetooth
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Crowdsourcing Bluetooth location
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CLOUD

23. Cloud
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low cost Bluetooth beacon
• Low power Android &
iOS SDK
• Supporting all BLE
devices (beacons &
consumer electronics)
• 100% software & B2B
Where is my…?
CROWDLOC
Partner app A
Partner app B
Partner app C
Your app

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CROWDLOC Alliance
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Fully Mutualized network
among CROWDLOC Alliance
partners.
Each app in the network is
searching for all Bluetooth
devices of the partners.

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Bluetooth developments
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Bluetooth: Low Power to No Power
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Key Takeaways
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• Huge, untapped market for location tracking in
many verticals: The Internet of Lost Things
• Many new technologies but reality is often different
from marketing (LoRa network-based location)
• Not a one fit all approach - different use cases,
different technologies.
• CROWDLOC is open for business ;-)

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ludovic@crowdloc.com
+33 6 22 05 61 38
Thank you!