presentation given by Jimi Wen闻聪，VP, Mobile LBS for DD Map at MobileMonday Shanghai event on Nov 21st 2011.

1. Mobile Location Based Service (LBS)

2. Location Based Service (LBS) is Growing
Unit:10K 2000~2010 China Car sales
2000
1500
1000
500
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Chinese car sales and public
The scope of everyone’s lives Social interactions are
transportation show ten years of
are constantly expanding constantly growing
continuous and dramatic growth
Increase in the visits to new places and Fast changing plans Increase in the
locales and locations frequency of trips
Top Choice 2nd Choice Rarely Used
Where is this place,
X X
User
what is this place
Needs
about？
Desktop
Smart Phone Tablet GPS Smart TV
Laptop

3. Smartphone is top choice
Smart Phone Tablet PND GPS
• Light weight • Mid-weight • Light weight
• Very portable • More limited • Very portable
• Multifunctional portability • Limited functionality
• Everyday essential • Multifunctional • Not absolutely essential
• 3G/WiFi capability • Not absolutely • Limited connectivity
• Work and Personal essential • Primarily navigation
• 3G/WiFi capability and POI
• Work and
entertainment

4. Answering “What is there?”
Provide the what the user needs when he needs it
A particular geographic location？
Location
Where /
Fix
what is this
place？ e.g. map
User’s interests in POI location and information
e.g. dining, hotel, metro, parking, gas stations….
Service
User’s interests in affiliated POI information
e.g. coupons, gas prices, transportation
schedules，parking prices
When a user is in an unfamiliar environment, they will ask themselves “What is this place?”
This does not necessarily mean that they do not know where they are, but that they would
be more comfortable with more and accurate information about the new environment.

5. LBS Cross Border Nature
LBS Mode1:
Locales and activities in the
vicinity of work and residence
LBS Mode2: Which Movie show
times
Locales and activities in the airport
terminal?
vicinity of target destination
Can I park
here? Where to Which
dine? hotel to
stay at?
Additional POI Information
Cross industry / cross platform

6. LBS Information needs to be timely and accurate
Timely and accurate Additional useful and
POI information will relevant POI information
make him happy will be icing on the cake
Start LBS
POI search
Try again
If he gets the wrong or out-of-date If information is still wrong,
POI Information, he might try again he will say goodbye

7. ddmap.com’s LBS Products
LBS+ POI = DD Life APP
LBS+ O2O = DD Coupons APP
LBS+ Social = DD Check-In APP

8. DD Life LBS
POI Information

9. DD Coupons LBS
POI Additional Information