Have app, will drive Navigate traffic with the help of the crowd

MANILA, Philippines - Torrential rains and poor road conditions can quickly create a gridlock in busy metropolitan areas like Manila and Cebu and major city centers. Thankfully, today’s travelers have access to information from a variety of sources — radio, TV, social media sites and, yes, the mobile phone.

It has been some 40 years since the invention of Global Positioning System (GPS), and 20 years since it became operational primarily for military and space applications. In the 1990s, with the introduction of Web technologies, mapping streets was among the practical applications as graphical representations of data and information became available.

In August 2000, Smart Communications Inc. introduced its pioneering Automated Vehicle Locator Service (AVLS), combining GPS technologies with GSM (Global System for Mobile) technologies. Vehicle locations could be tracked via text messaging. Back then, the subscription package was costly and the service was primarily used for tracking vehicles by enterprise business for purposes of security and routing efficiency.

But while GPS and locator services are still being used, today’s fast-paced digital world has afforded consumers with information in just several clicks, swipes of the screen or voice command. Multi-screens from Web, tablets to smartphones can now provide continuous flow of traffic and travel information whenever, wherever, as needed.

“Combined with data analytics, social media integration, crowd sourcing and most importantly, a different business model for access, technology is propelling navigation and locator apps in the mainstream market further as we see also the rise in interconnectivity of people, communities and things.” said Ramon Isberto, head of the Smart Public Affairs Group.

One such service is the global rising star Waze, a mobile app recently acquired by Google and one of the world’s largest communities of drivers working together to outsmart traffic. In the Philippines, Waze drivers are early adopters, the influential set of users who contribute to making any app popular by word of mouth and social media.

Using Waze is fairly simple with a smartphone. Motorists set a defined destination, with the app calculating the best routes and estimating time of arrival. What makes it sticky is the user-generated content rewarded by a sense of community participation and social media integration. Using the app once is proof that avoiding traffic saves time on every drive.

Through Waze, motorists can see not only traffic information but also contribute by reporting road conditions, including construction, closed roads and accidents. Users can also see and interact with other Wazers as well as share their routes in social media sites. The entire navigation experience can be accomplished hands-free and Wazers are not permitted to use the app while driving unless they are passengers.

At the time of its purchase by Google, Waze had nearly 50 million registered users around the world. Today, nearly 300,000 Filipino drivers rely on Waze to get them where they need to go.

Telcos such as Smart and Digitel Mobile Philippines Inc. (DMPI) are seeing the potential “long tail” effect of these navigation and traffic services. At the basic level, such mobile apps can create a preference for telco mobile Internet offerings. On a more strategic level, they can create the tipping point for the digital tsunami that is sweeping the whole world.

“That is why we have been building various partnerships and investing heavily in bulking up our data networks for these kinds of digital services,” said Isberto.

Both Smart and DMPI with Voyager Innovations recently announced a partnership with Waze, the first of its kind in the Philippines. Wazers can now see Smart and Sun Cellular branded pins on their mobile maps. The app can also be downloaded for free through the Smart Net service. Any time soon, affordable data plans are set to be launched to further benefit motorists.

Waze is free to download and use while driving, but standard data rates typically apply by service provider. Thanks to this promotion, the Waze mobile app data plans come in affordable packages of as low as P2 for three hours to the best value for constant users at P99 a month.

With these offerings, Smart, Talk ‘n Text and Sun Cellular (Sun) subscribers can be able to enjoy the convenience of finding the best ways with the latest traffic information, report road conditions, interact with other Wazers, and share their routes in social media sites.

For the lowest package at P2, Wazers just need to text WAZE2 to 211 (for Smart prepaid). Also announced are Waze packages for one day (keyword — WAZE5), seven days (keyword — WAZE30) and one month (keyword — WAZE99).

Waze for Smart postpaid, Talk ‘n Text and Sun will soon be available within this month. Running background applications while using Waze may incur additional charges. You can get more info about the app and the offers by visiting www.smart.com.ph/WAZE.

“Waze is one of the most innovative and fast-rising mobile apps in the world and we are proud to make this available to our subscribers. With our fast-growing smartphone subscriber base, Waze is an exciting addition to the growing number of Smart and Sun’s leading global mobile apps partners,” said Orlando Vea, chief wireless advisor of Smart and president of Digitel.

On top of this, the PLDT wireless units have been boosting its fourth-generation Long Term Evolution mobile technologies in key areas of the country. With more than a thousand sites across almost 180 cities and municipalities by the first of 2013, and growing faster, the aim is to provide users of navigation and traffic apps with the best customer experience.

“Traffic and navigation applications are more than simply giving information and identifying the best routes when needed. There’s the sense of community and being able to do something about the situation. In the long run, the possibilities are abundant. With mobile marketing, big data analytics, social media, and more intelligent technologies, we are just seeing the rise of consumer demand for better, more reliable navigation services that are not just affordable but also appropriate and relevant for the daily driver,” Isberto said.