Mobile Location Services and Support

1. Mobile Location Services and Support by Alessandro Agnello IWS2

2. IWS2 Mobile Location Services and Support • What is Mobile Location Services? (MLS) • Services related to current location of cellular phone.

3. IWS2 Mobile Location Services and Support • MLS Components • Mobile Device • Communication Network • Positioning Component • Service and Application Provider • Data and Content Provider

4. IWS2 Mobile Location Services and Support

5. IWS2 Mobile Location Services and Support • MLS Push and Pull Services • Push • Delivers service to user, with or without request • Event based triggering • Pull • User requests information • Can be used to order a service (E.g. Ambulance)

6. IWS2 Mobile Location Services and Support • MLS are value-added services • Retrieves information relevant to location • Information is focused and of higher quality • Increases user safety • Using positioning, someone may be located • “Location – based applications are enablers of catchy user services, which enhance brand and user loyalty - Nokia” [1]

7. IWS2 Mobile Location Services and Support • Location information is just a parameter? • Most applications just use it for where am I? • Location should remain transparent to user • Location may show direction of device • One component of my Master’s Thesis relies on it

8. IWS2 Mobile Location Services and Support • Combining Wireless Communication and MLS • Generally a great combination • Location adds a new dimension to users • Most users are intrigued and interested

9. IWS2 Mobile Location Services and Support • Combining Mobile Messaging (SMS) and MLS • Location based advertising • Send coupons or discount messages to user • The Singaporean mobile operator MobileOne carried out such an initiative in 2007 that involved many local marketers, what was reported to be a huge success in terms of subscriber acceptance.[3]

10. IWS2 Mobile Location Services and Support • MLS Gaming • Game play evolves due to location change • Not perfect, if indoors (Disconnections) • Examples of MLS Games • BotFighters – One of first MLS games (2000) • Parallel Kingdom – First MLS MMORPG for iPhone and Android platforms MMORPG = Massively multiplayer online role-playing game

11. IWS2 Mobile Location Services and Support • MLS Based Web Searching • Finds items based on current location • Can be used to find address without typing in whole address • Great when searching for local items in an unknown area • I use this feature on my Android, adds tremendous value

12. IWS2 Mobile Location Services and Support • Attractive market opportunity • Market study results = $33 billion in 2005 • The Strategis group estimated, over 60 million users worldwide (2005) • Will grow with better technologies (3G, 4G)

13. IWS2 Mobile Location Services and Support • History • First consumer of MLS Palm VII (Release 1999) • First MLS, based on triangulationpre – GPS (Japan, 2001) • KDDI equipped first mobile phone withGPS (2001)

14. IWS2 Mobile Location Services and Support • Applications Lets come up with some examples! (Category – Application)(I will write it on the White Board)

15. IWS2 Mobile Location Services and Support

16. IWS2 Mobile Location Services and Support • Privacy • Three factors of trust from user (privacy, security and ease of use) • Biggest single barrier for potential market • Device in a single location, not a privacy issue • Best practice : Allow user to be in control of position information

17. IWS2 Mobile Location Services and Support • Technologies • GPS • 24 – 32 satellites in medium Earth orbit • GPS receiver takes three inputs • Time message was transmitted • Precise orbital information • General system health and estimated orbits of all GPS satellites • Four satellites recommended, three may cause math errors

18. IWS2 Mobile Location Services and Support • Technologies – Continued • GSM Localization • TDOA based (Time Difference of Arrival) • Single signal used for three of more receivers • Control Plane • Radio Signal Delay from closest tower • Signal is not triangulated with other towers

19. IWS2 Mobile Location Services and Support • Technologies – Continued • Indoor Small Range • Bluetooth • UWB (Ultra Wide Band) • RFID (Radio Frequency Identification) • WiFi

20. IWS2 Mobile Location Services and Support • Proposed Future of MLS (Small Set) • Companies may be able to track employees current location • Insurance companies getting hold of data and adjust rates accordingly • Use phone to automatically pay for tolls

21. IWS2 Mobile Location Services and Support • My Thoughts • Adds great value to carrier • More positive than negative (So far) • Allows more location based searching • Big market and still growing • Privacy is an issue, but not as bad as other countries • Shortly, Taxis will interact with your location if appropriate

22. IWS2 Mobile Location Services and Support Questions and/or Comments?

23. IWS2 Mobile Location Services and Support • References • [1] Mobile Location Services (White Paper) - Nokia • [2] Foundations of Location Based Services - CartouChe • [3] Evolution of Mobile Location-based Services – Bharat Rao and Louis Minakaki • [4] Location Based Services - Wikipedia • [5] What future for location based services? http://blogs.zdnet.com/Foremski/?p=1291