LOCATION-BASED SERVICES

April 16 2007 Sudeep Doshi ‘10 FRS 142

LOCATION-BASED SERVICES


What are Location-Based Services (LBS)?

• A location-based service (or LBS) is a personalized service that is based on the location of a mobile information device user.

• LBS can be divided into 2 main parts:

1. Technology

2. Products and applications.


Technology Overview

1. Positioning

2. Geographic Information Systems (GIS)

3. Location Management Function for LBS applications.


Positioning

The user’s location can be obtained in one of two main ways:

1. GPS

2. E911

GPS

GPS involves the equal distribution of 24 NAVSTAR satellites in six circular orbital planes that are centered on the Earth and

are inclined at approximately 55° relative to the equator. Land-based receivers use these satellites to determine their positions.

To exploit this, a location-based service could require that each of its users have a mobile device that contains a GPS receiver.

E911

This is an initiative of the Federal Communications Commission that requires wireless carriers to pinpoint a caller’s telephone

number to emergency dispatchers. E911 also ensures that carriers are to provide user call locations from their wireless phones.


Geographic Information Systems (GIS)

• System for capturing, storing and analyzing location data and associated attributes which are spatially referenced to the earth.

• Tools to provide and administer base-map data (man-made structures and natural terrain).

• Point-of-interest data such as the location of restaurants or cinemas.

• Information about the radio frequency characteristics of the mobile network, which allows determination of the user cell site.


Location Management Function

• So far we are able to tell both the position the mobile user (by GPS or E911) and the map data around his position (by GIS).

• LBS applications employ an additional system to process positioning and GIS data, called a location management function.

• The location management function acts as a gateway and a mediator between positioning equipment and LBS infrastructure.


Application Overview

• Location-based information:

- personalized information service for restaurants, cinemas, weather etc.

- most commonly Wireless Application Protocol (WAP) on cell phones.

• Tracking:

- mobile commerce;

- fleet applications to streamline distribution.

• Emergency services:

- relay pinpointed location information to authorities;

- recent 3D-responder contract issued to enable altitude determination.

• Location-based notification:

- advertising;

- automatic check-in system at airports.

• Location-based actuation:

- Payment based on proximity (EZ pass, toll watch);

- Zonal bills for cell-phones (flat-rate at home, special rate elsewhere).


Application Overview


Cellular Phones

• New wave of GPS-enabled cell phones thanks to smaller, more powerful chipsets that can take on this additional application.

• Some of products were showcased at 3GSM World Congress 2007:

Nokia 6110 Navigator

BlackBerry 8800 Smartphone Motorola T805 and T815

ALK Technology CoPilot Live 7


Mobile Advertising

• The best advertisements are able to focus different products on different potential customers. LBS can take this a step further.

New York City Taxicabs

- Location-driven electronic billboards (made by Adapt Media of Boston) atop New York City taxis have existed since 2000.

- These allow advertisers to customize their advertisements on the fly.

- A recent FOX network advertisement appeared in Chinese on taxis in Chinatown and in Spanish on ones in Spanish Harlem.

Toronto Taxicabs

- In-cab LCD screens to sell location-specific products to customers .

- Touch screens allow customers to see the cab route on GPS, stream MP3s and event information and receive wireless news.


School Bus Tracking

• Safety of students on school buses is a concern for many parents and authorities. Real time information can ease their worries.

• Everyday Wireless’ iX-3 system operates on the Nextel National Network, a wireless network of 264 million American users.

• Uses the Motorola io270 module to deliver data every 10 seconds & comes with optional rider attendance and voice software.

Effect

• Authorities can monitor exactly when and where a student enters/leaves bus;

• Faster and more accurate response to parent queries;

• Automation of compulsory ridership reports;

• Automatic alerts can be sent in case a students disembarks at the wrong stop.


The Business of LBS

The Downside

• The commercial LBS market outside the US (especially Europe) has expanded far slower than many expected or predicted.

• Only a few LBS applications have been launched in Europe and fewer still have been able to produce downstream revenue.

The Upside

• The industry has seen a substantial expansion over the last decade and had an estimated revenue of $40 billion in 2006 alone.

• Revenue from the mobile marketing industry is expected to balloon from $45 million in 2005 to around $1.5 billion by 2010.

• The business model for LBS provision may soon move from its current closed form to a more open form, which would mean:

- increased services for subscribers;

- reduced risk for network operator means they can concentrate on innovation, which further benefits the

consumer.


Works Cited

• http://searchnetworking.techtarget.com/sDefinition/0,,sid7_gci532097,00.html

• http://www-128.ibm.com/developerworks/library/i-lbs/

• http://www.galileo-in-lbs.com/index.php?id=406

• http://lbs.gpsworld.com/gpslbs/article/articleDetail.jsp?id=406826

• http://www.gpsworld.com/gpsworld/article/articleDetail.jsp?id=416716

• http://www.gpsworld.com/gpsworld/article/articleDetail.jsp?id=406754&ref=25

LOCATION-BASED SERVICES

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