cesah Satellite Navigation & Business Development

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Satellite Navigation & Business Development

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Satellite Navigation – Chances of Business Development

Opportunities & Risks in Businesses

with Satellite Navigation and Mobile-Commerce

cesah – the Centre for Satellite Navigation as Hub

for Technology Transfer (ESA), Research & Development and Commercial Applications

lil i i l f i f h t _{ll k}

Galileo in FP7, International Information Day for the 1st _{Call & Brokerage Event} Darmstadt – November 19th_{, 2007}

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Objectives

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Objectives

ƒ An approach to big opportunities for new businesses regarding Galileo and GPS within the next years

ƒ A better understanding of the framework around new businesses and the risks

ƒ An example for a Business Development “Engine” and some enabling functions

and you are asked to identify and boost new business applications … and you are asked, to identify and boost new business applications regarding satellite positioning and navigation

W

ll “ li l bi ” G lil !

We are all “a little bit” Galileo!

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Basics

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Understand Plan Build up Run Succeed

Big Picture Correlations

Idea Team

“Frustration”

Stakeholder Ramp up Money

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Understand Infrastructure, Geo-Data

and Devices define the Game

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Opinion Leader / Lobbies Basic Infrastructure Devices like ƒ GPS lil like ƒ TomTom ƒ Nokia like … access to the Customer ƒ Galileo Main Area of Innovation and B i M d l Geographical Data like Retailers

new Business Models

ƒ NavTec ƒ TeleAtlas like _Logistics GSM-/ UMTS-Operators TeleAtlas _Operators

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Plan Networking and Partnering in Planning Phase and in Ramp

up Phase are the Key for Success

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C i l k

Capital Markets R & D

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Education

Guide & Business Development “Engine” Corporates / Markets “Engine” Markets Developmentp Testing

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Plan Special Applications

for Galileo and GPS

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ƒ Aviation

ƒ Intelligent Traffic Solutions

ƒ Supporting Rail, Maritime and Road Traffic

ƒ Logistic Solutions

ƒ Logistic Solutions

ƒ Security Solutions (Police, Firebrigade)

ƒ Location-based Services

Mobile Commerce Mobile Commerce

ƒ Positioning

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Plan

Road Applications

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ƒ Road User Charging

pp

ƒ Law Enforcement (Speed etc.)

ƒ Traffic Management

ƒ Traffic Management ƒ Car Navigation

ƒ Emergency Call

ƒ Fleet Management

ƒ Tracking (Dangerous Goods) ƒ Transport Information Systemsp y ƒ Automatic Driver Assistance ƒ Traffic Data Generation (FCD) ƒ Traffic Data Generation (FCD)

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Plan

Floating Car Datag

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Central Traffic Status

Floating Cars as Sensors Floating Cars as Sensors In the road network

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Plan

Rail Applicationspp

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Train control and signalling

• Localisation • Signalling

Passenger information services Passenger information services

• Pre-trip + on-trip information

Management

• Intermodal transport

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• Cargo tracking

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Plan

Maritime Applications

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ƒ Navigation

pp Navigation

ƒ Vessel Traffic Management (VTMS) (VTMS) ƒ Collision avoidance ƒ Fishery ƒ Hydrographic Surveying ƒ Hydrographic Surveying ƒ Sea Cable ƒ Positioning of Byes ƒ Off-shore ExplorationOff shore Exploration

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Plan

Aviation Applications

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pp ƒ Navigation

En-route, Terminal, Precision Approach ƒ Air Space Control (ADS-B)

ƒ Airport Ground Movementp

London

Hong Kong Los Angeles

(4% Reduzierung) _{g g}

(12% Reduuzierung) Koordinaten-Nav Waypoint - Nav

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Plan

Civil Engeneeringg g

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ƒ Construction ƒ Monitoring • Bridges • Dams • Buildings ƒ Infrastructure Pi li • Pipelines • Powerlines

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Plan

Emergency Applications

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• Emergency Call Location (E112) • Ambulance Management

• Fire Brigade • Police

• Police

• Personal Security

• Search & Rescue Services • Desaster Management • Desaster Management

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Plan

Leisure Applicationspp

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• Sailing

• General Aviation • Hiking

• Bikingg • Climbing

• Charter Boat ServicesCharter Boat Services • City Guides

Emergency

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Plan

Professional Applicationspp

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ƒ Timing / Synchronisation

Mobile Communication Networks Power Grids Mobile Communication Networks Power Grids

ƒ Geodesy Geophysics

Plate Tectonics Earthquakes

ƒ Environmental Monitoring Atmosphere / Ionosphere Avalanches / Sea Ice

Avalanches / Sea Ice Weather / Climate

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Infrastructure, Geo-Data

and Devices define the Game

Understand

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Opinion Leader / Lobbies Basic Infrastructure Devices like ƒ GPS lil like ƒ TomTom ƒ Nokia like … access to the Customer ƒ Galileo Main Area of Innovations and B i M d l Geographical Data like Retailers

new Business Models

ƒ NavTec ƒ TeleAtlas like _Logistics GSM-/ UMTS-Operators TeleAtlas _Operators

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The “Bottelneck”:

Business Model & Money

Build up

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Vi i d Mi i f B i

y

Vision and Mission of Business

Company Offer Customer

Core Capabilities Val e Proposition Target C stomer Core Capabilities

Partner Network

Value Proposition Target Customer

Distribution Channels • Features

Value Configuration • Benefits Customer Relationship • etc.

Finance

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Build up Networking _{and Partnering}

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Partnership within a cluster of founders, established companies and science is an

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cesah – The Guide and

Business Development “Engine”

Build up

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cesah – the Guide and Business Developer

cesah the Guide and Business Developer

Incubator · Test- and Development Centre · Information Hub

ƒ Founded in October 2006 as a Commercial Company (GmbH)

ƒ Joint Initiative of ESA and the State of Hesse

70% P blic In estors (State Cit Uni ersities)

• 70% Public Investors (State, City, Universities)

• 30% Privat Investors (VEGA IT, T-Systems, INI-GraphicsNet)

ƒ ObjectiveObjective

• Fostering Application Development and Business Development

(market oriented) of Satellite Navigation Applications (GALILEO / GPS)

• Information and Networking Hub on Satellite Navigation • Business Incubator for Start up's and young SME's

R ll t d b ESA d th St t f H

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Build up Shareholder of _{and Network Partner}cesah

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St t 13 10 2006

ƒ Start up: 13.10.2006

ƒ Legal Form: GmbH

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Build up Project Partner of _{GNNS-Indoor: VEGA IT}cesah

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ƒ Simulation and Testing: Road, Fabrication Site and Warehouseg ,

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Build up Networking with the_{Partners of cesah}

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ƒ The strategic partner:

ƒ The first key partners:

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ESA currently supports 3 Incubation Centres

Build up

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ESTEC (since 2004): All space technologies technostarters initiative technostarters initiative

with province of Zuid, Holland ESTEC,

Noordwijk, NL

ESRIN (since 2005): Selection support for

cesah (ESOC),

Darmstadt, FRG

pp

regional incubator of Lazio Region

ESRIN,

cesah / ESOC (since 2006): Satellite navigation

ith St t f H

Frascati, I

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ESA Business Incubation Organisation

Build up

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ESA s business incubation initiative is organised in 4 pillars

– Financing and funding

• ESA financial funding and non-financial support (Technology Transfer Programme) • Agreements with local authorities and industry partners

– Infrastructure

• Accommodation, technical facilities and support servicespp

– Network

• ESA experts

• local networks technology brokers and transfer network • local networks, technology brokers and transfer network • other incubators

• 3rd parties and additional funding sources

Promotion marketing and comm nication

– Promotion, marketing and communication

Th b i i b ti i iti ti i d f t ll di t d

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Run The First Incubatee_{of cesah / ESOC}

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Flood disaster management:

River floods accounted for more than 1 000 disasters between 1990 and 2001 1,000 disasters between 1990 and 2001. A fleet of self-contained mobile floaters equipped with Galileo receivers can be deployed to improve spatial and temporal deployed to improve spatial and temporal resolution of the flood – and so allow

better crisis management.

Regional winner of the Galileo Masters 2006 competition in Hesse:

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Run Key Success Factors

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Business Development and Sustainable Growth

ƒ Rapid PrototypingRapid Prototyping – time to markettime to market

ƒ Product & Service Development – following the customers needs

ƒ Business Processes production (quality) and delivery

ƒ Business Processes – production (quality) and delivery

ƒ Organisational Development (human ressources / know-how)

I i M k ti St t

ƒ Improving Marketing Strategy

ƒ Implementation of different kinds of Sales Channels

ƒ Better Revenues

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Succeed Success is not

one dimensional

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Success means

ƒ

Turnover for the new company

ƒ

Advantages for corporate partners

ƒ

Advantages for corporate partners

ƒ

New Ideas for network partners

ƒ

New high-skilled jobs

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Contact

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cesah GmbH Centre for Satellite Navigation in Hesse Udo Brüning, Managing Directorg g g

64293 Darmstadt, Robert-Bosch-Strasse 7, Germany Tel.: +49- 6151- 39215612

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Back up

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ƒ ESA Business Incubation: Framework and Guidelinesd d

ƒ ESA Business Incubation: Networks

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ESA Business Incubation:

Framework and Guidelines

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Framework and Guidelines

F k d id li tit t th b i f i l t ti

Framework and guidelines constitute the basis for implementation of the ESA common approach

ƒ Common selection processes and criteria

ƒ Common basic ESA offer package

i l i d l i b h i b

ƒ Joint evaluation and selection by the 3 incubators

ƒ Permanent open call for business and activity proposals to incubators

ƒ Provision of technical support to incubateesProvision of technical support to incubatees

– engineering expertise

– access to ESA laboratories, test facilities and workshops

ƒ Access to ESA Investment Fund

ƒ Common procedures for post-incubation support and alumni network

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ESA Business Incubation:

Networks

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Networks

ƒ Joint ESA Network Database

– includes local, European and international contacts

f ESA b i i b t

from ESA business incubators

– will be synergized with other ESA commercial activities – will be available to all incubateeswill be available to all incubatees

ƒ Participation in International Networksp

– Formalisation of an active ESA participation to EBN

(European Business Network of Incubators)

h f k ( b k)

– The former ESINET network (European Space Incubator Network)

will become an EBN Cluster

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ESA Technology Transfer:

Areas of Application

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Areas of Application

• TelecommunicationTelecommunication

• Navigation

• Medicine & Life ScienceMedicine & Life Science

• Water Management

• Leisure / LifestyleLeisure / Lifestyle

• Agriculture

• MiningMining

• Oil and Gas Exploration

• Automotive IndustryAutomotive Industry

• Food Industry