1. Mobile Location Services and Support by Alessandro Agnello 1 IWS2

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

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

4. Mobile Location Services and Support IWS2 4

5. 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) IWS2 5

6. 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] IWS2 6

7. 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 Masters Thesis relies on it IWS2 7

8. 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 IWS2 8

9. 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]MobileOne IWS2 9

10. 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 IWS2 10

11. 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 IWS2 11

12. 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) IWS2 12

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

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

15. Mobile Location Services and Support IWS2 15

16. 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 IWS2 16

17. 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 IWS2 17

18. 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 IWS2 18

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

20. 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 IWS2 20

21. 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 IWS2 21

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

23. 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 IWS2 23