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Conferencia en jornada ERNACT Interreg IIIA sobre LBS
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23 May 2005
Velázquez, 50 – Planta 128001 Madrid, España
www.arthurdlittle.es
LBS Opportunities Armagh (Northern Ireland)
ERNACT EEIG
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CONTENT
What & Why LBS
Mobile phone location technology, the limits
What is the usual business model and the role of the alliances
Main applications
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What & Why LBS
“Stricto Sensu”: LBS is any kind of service associated to the location of a mobile phone
In fact, we also use LBS to describe services which works with other inputs, like GPS devices or other sources of addresses (example: manual address)
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What & Why LBS
First Driver: Mobile network operations & billing requirements
Second Driver: 911 / 112 requirements for emergency calls
Third Driver: Mobile operators need new revenues
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What & Why LBS
Third Driver: Mobile operators need new revenues I
The transition from Coverage to Value-Added Services
14% of Vodafone revenue
generated by data (2005)
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What & Why LBS
Third Driver: Mobile operators need new revenues II
And LBS and entertainment are the new drivers
76%
16%
2%4% 2%
Messaging
Info Services
Location-basedServices
Entertainment
Other
36%
10%18%
32%
4%
2002 2010
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CONTENT
What & Why LBS
Mobile phone location technology, the limits
What is the usual business model and the role of the alliances
Main applications
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Mobile phone location technology, the limits
Technology 1: CELL ID
Cell Identification (Cell-
ID) and Cell-ID with
refinements (Cell-ID ++).Cell ID and Cell-ID ++ offer basic level
positioning accuracy, are in use in
GSM environments and are expected
to remain in use with UMTS (3G).
Accuracy depends on
the number of base
stations & coverage
A. Cell Site B. Cell Site with sector
C. Cell Site with sector
and Timing AdvanceD. Cell Site with sector,
Timing Advance and
Supplementary information
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Technology 2: TDOA–Triangulating-
Positioning a Mobile
terminal with Time
Difference of Arrival
Synchronized network
Assistance DataAssistance Data
Serving
Cell Site
Neighbour
Cell Site
Neighbour
Cell Site
Mobile phone location technology, the limits
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Mobile phone location technology, the limits
Technology 3: GPS A-GPS
Positioning a Mobile
terminal with GPS/
Assisted GPS
Assistance DataAssistance Data
Cell Site
GPS Satellites
Position EstimatePosition Estimate
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Mobile phone location technology, the limits
Accuracy
How higher accuracy is
required?:
1.000 to 10.000 meters is
often enough for many
services
Accuracy of less than 100
meters is good for most
services
Relative Coverage and Accuracy of most Important Positioning Methods
Source: Nokia Company documents
Precision Local
Positioning
Cell-ID
Cell-ID + TA + Rx3G: IP-DL,
OTDOA
E-OTDGPS
A-GPS
Accuracy /
environment
Accuracy / meters
Indoor
City
Urban
Sub-Urban
Rural
10k1k10010
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Mobile phone location technology, the limits
Advantages and drawbacks
Accuracy
Terminal availability
Inside Coverage
Penetration Capability
Response time
Investment cost
Ease of maintenance
Cell ID TDOA GPS
Cost
Best entry solution
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Which are the related Technologies?
Complementary Technologies
Analogic
GSM
GPRS
UMTS
Services
Voice
SMS
WAPEMS
MMSLBS
i-mode
J2ME
WAP 2Microsoft
Network
PDA
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Mobile phone location technology, the limits
The limits: Example –Fleet Tracking-
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Mobile phone location technology, the limits
The limits
OK
OK?
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Mobile phone location technology, the limits
What is the real situation:
– Cell-ID available in most of the countries
– TELCO bubble blast limited the investment in the network
– Short deployment of LBS services, due the accuracy limitations and privacy risks
– GPS devices used in enterprise applications
– Working on an active and passive way
– Roaming: privacy limitations
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CONTENT
What & Why LBS
Mobile phone location technology, the limits
What is the usual business model and the role of the alliances
Main applications
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Who is involved in the business?
Complementary Technologies
En
d-u
sers
: Co
nsu
mers
an
d b
usin
esses
Enabling
Technology
Portal
Application
Provider
Network
Equipment
Virtual
Operator
Network
Operator
Content
Provider
Application
DeveloperDevice
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Who is involved in the business?
Players in the mobile data market can be classified roughly into three categories:
Complementary Technologies
Service providers such as mobilenetwork operators, virtual operatorsand portals.
Technology providers such asnetwork equipment vendors,enabling technology providers andhandset suppliers.
Applications players such asapplication providers, contentproviders and application developers.
Vodafone
O2
Ericsson
Nokia
Yellow pages
Findamobile.com
Mapinfo
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How do they work together
Complementary Technologies
Location Input
Output devices
LBS
TELCOSNetwork operator
SoftMLC
Middleware
SoftwareCRM-ERP-
others
GPS
Content Hardware
Software
Cartography
Hardware
LBSApplications
Two kind of alliances:
– Technological
– Commercial
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Main options of revenue model
Complementary Technologies
Wireless
Network
Operator
Content &
ApplicationsConsumer
Usage $$
(SMS, Voice or
WAP)
$$
Transaction
fees
Wireless
Network
Operator
Content &
ApplicationsConsumer
$$ subscription
for premium
content
$$ for billing
and location
Premium Usage Subscription service
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One example, “near here” service
Complementary Technologies
APPLICATION
PROVIDER
MOVISTAR
WAP/SMS PLATFORM
LOCATION PLATFORM
WAP/SMS
PREMIUM HTTP
API
$
$$
TRAFFIC
LOCATION INF
SERVICE (.50)
€ .15
€ .03
€ .10 € .40
€ -.03
(.50)
(.15)
(.03)
(.40)
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I want to build a service, what is the first step”
Complementary Technologies
Identify a network with location capabilities(Vodafone?)
Use de Alliance program of the mobile operator to
find an application provide or an integrator
Adapt your content to the location service:
– Allocation of the information
– Adaptation to devices requirements
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CONTENT
What & Why LBS
Mobile phone location technology, the limits
What is the usual business model and the role of the alliances
Main applications
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HORIZONTAL APPLICATIONS
Contextual Marketing/Shopping Tools
Local Information, Directory, City Guide
Assisted CRM/Call Center
Logístics/Fleet management
Vendors/Employees management
Geomarketing & Geopricing & Geobilling
Community platform (friends, games, mymap)
Geo maps
VERTICAL/Sector APPLICATIONS
Real Estate
Emergency services
Security services
Family Locator (Child, elderly, handicapped)
Virtual tourist guide
Public Agencies
LBS Car World -in vehicle services-
Applications
More categories: Enterprise vs consumer
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2
Emergency Services
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Local Information, Directory, City Guide
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Assisted CRM/Call Center
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Fleet Management
