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Challenges and Opportunities for Location Technology in the Mobile Ecosystem

Challenges and Opportunities for Location Technology in the Mobile Ecosystem. Cormac Conroy Vice President, GPS/Location Qualcomm, Santa Clara, CA. OEMs More Smartphone Models. Developers Richer and More Compelling Apps. Operators Increasing Smartphone Sales.

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Challenges and Opportunities for Location Technology in the Mobile Ecosystem

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  1. Challenges and Opportunities for Location Technology in the Mobile Ecosystem Cormac Conroy Vice President, GPS/Location Qualcomm, Santa Clara, CA

  2. OEMs More Smartphone Models Developers Richer and More Compelling Apps Operators Increasing Smartphone Sales CONSUMER DEMAND DRIVINGSMARTPHONE ECOSYSTEM

  3. Smartphones: Expanding to the Masses ~ 2.5 Billion Smartphones Forecast to be Shipped by 2014 2009 2014 • SMARTPHONE SHIPMENTS AS % OF HANDSETS <15% >45% • High penetration rates of smartphones, and high attach rates of cellular, GPS, and Wi-Fi will result in rapid uptake of indoor location • Qualcomm Graphic based on Gartner data, Source: Gartner Inc. Forecast: Mobile Devices forecast update, 3Q10 Update, Carolina Milanesi et al, September 15, 2010

  4. THE MOBILE INTERNETSHIFTING TO A CARRY ALONG EXPERIENCE Always with You Context Aware Leveragesthe Cloud HighlyPersonalized Real-time

  5. Changing Market Landscape – Trends Driving Ubiquitous Location Consumer Mobility Spurring New Use Cases • Always-connected, Always on, Aware • Greater need for personalization and context • High expectations for user experience Technology Advancements • Not just GPS – hybrid of many positioning sources • Greater accuracy – outdoors and indoors • Cloud-based assistance data New Location-Based Business Models • Global LBS revenue to reach $10.3B by 2015 • Advertisers, retailers, entertainment venues, and technology vendors trying to monetize location

  6. Location Use Cases are Changing TEN YEARS AGO… TODAY… • Many converged devices • Unlimited commercial, entertainment & social apps • Higher expectations for performance and availability • Few dedicated devices • Primarily emergency services and navigation apps • Experience subject to performance limitations Over 66 Billion mobile apps to be downloaded in 2016 Juniper Research, 2012

  7. New Location-Based Business Models Location-Based Service Revenue Expected to Reach $10.3B by 2015 Source • Many Seeking to Monetize LBS Location Assets that Can be Monetized Data Mining Analytics • Advertising impressions Greater dimension for existing apps Completely new apps Immediate measurement & validation Influence behavior Mobile Device Vendors Cellular Operators Advertisers Entertainment Venues Application Developers Unique Benefits of Location Awareness

  8. The Next Frontier: Precise Indoor Location Challenge: Accurate, continuously available, and secure location indoors Reward: New context-aware applications in public and private venues • Pedestrian navigation • Proximal “push” advertising & content delivery • Finding people and items of interest • Immediate consumer analytics

  9. Precise Indoor Positioning Opening new possibilities for a variety of indoor scenarios Shopping Malls Airports, Train Stations Stadiums University Campuses Entertainment (Museums, Casinos, Theme Parks) Exhibit Halls, Office Buildings • Venue Search by User • Orientation in a new environment • New events/offers/alerts in a familiar environment • Indoor Discovery Pushed to User • Show places on navigation path • Personal recommendations (based on user schedule, loyalty programs, etc.)

  10. Key Requirements for Good Indoor Positioning Solutions Use Cases Performance Standardization Scalability Privacy Ecosystem Support

  11. It Takes an Ecosystem • Operators • Mobile Device Vendors • App Developers • WLAN Infrastructure Providers • System Integrators • Map Providers

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