1. March 2005 MobiDE Research Group Location-Aware Computing (CSE750) Spring 2005 2005. 3. 9 SangHyun Park MobiDE (Mobile Data Engineering) Research Group Dept. of Computer Science and Engineering Korea University

2. 2 March 2005MobiDE Research Group Contents  Part 1 : LBS Application  Chapter 1 : General Aspect of Location-Based Services  Introduction  Usage Areas of LBS  LBS Application Taxonomy  LBS and Privacy  LBS Markets and Customer Segaments  The LBS Communication Model and Related Industry Issues

3. 3 March 2005MobiDE Research Group 1.1 Introduction  Location service  Defined as services that integrate a mobile device’s location or position with other information so as to provide added value to a user

4. 4 March 2005MobiDE Research Group 1.1 Introduction  Traditional positioning systems (1970s ~ 1980s)  GPS (global positioning system)  A satellite infrastructure serving the positioning of people and object  Location information has typically been derived by a device and with the help of a satellite system (i.e., a GPS receiver)

5. 5 March 2005MobiDE Research Group 1.1 Introduction  Location-based services (1990s ~ )  A new type of localization technology and new market interest in data services was sparked by mobile network operator  User location is an important dimension in a new data- service world  Data service as SMS is becoming popular.  1 st Voice, 2 nd Data and 3 rd Location (3 rd assets)

6. 6 March 2005MobiDE Research Group 1.2 Usage Areas of LBS  Military and government industries  Satellite based GPS allows for precise localization of people and objects of up to 3 meters or more of accuracy  Emergency services  When placing an emergency call from a mobile phone, a caller’s phone position is automatically transmitted to the closest emergency station

7. 7 March 2005MobiDE Research Group 1.2 Usage Areas of LBS  Commercial use of positioning information  Marketers have been unsure what kind of accuracy level would be sufficient to consumer and business services  It is necessary to consider accuracy level for different types of application  Location information can be integrated into many existing and new application that enhance current value proposition and usability

8. 8 March 2005MobiDE Research Group 1.2 Usage Areas of LBS  Accuracy Levels for different types of application

9. 9 March 2005MobiDE Research Group 1.3 LBS Application Taxonomy  Person-oriented LBS  All of those application where a service is user-based  The focus of application use is to position a person or to use the position of a person to enhance a service  The person located can control the service (e.g., friend finder application)

10. 10 March 2005MobiDE Research Group 1.3 LBS Application Taxonomy  Device-oriented LBS  Instead of only a person, an object (e.g., a car) or a group of people (e.g., a fleet) could also be located  The person or object located is usually not controlling the service (e.g., car tracking for theft recovery)

11. 11 March 2005MobiDE Research Group 1.3 LBS Application Taxonomy  Push services  The user receives information as a results of his or her whereabouts without having to actively request it  The information may be sent to the user with prior consent or without prior consent  e.g.,an advertising welcome message sent to the user upon entering a new town

12. 12 March 2005MobiDE Research Group 1.3 LBS Application Taxonomy  Pull services  A user actively uses an application, “pulls” information from the network  e.g.,finding the nearest cinema

13. 13 March 2005MobiDE Research Group 1.3 LBS Application Taxonomy  Categories and examples of LBS applications

14. 14 March 2005MobiDE Research Group 1.4 LBS and Privacy  Many studies shows that consumer care about their privacy and intrusion  Location-based spam message may occur and intrude on people’s privacy

15. 15 March 2005MobiDE Research Group 1.4 LBS and Privacy  EU Commission regulate push message that are “unsolicited” (Directive 2002/58/EC)  Vodafone has defined strict requirement regarding the privacy management capability of its location middleware technology

16. 16 March 2005MobiDE Research Group 1.4 LBS and Privacy  Privacy Management Code of Practice (Vodafone)  Two types of location services  Active services, the end user initiates the location request (e.g., information services such as Find My Nearest Cinema)  Passive services, a third party finds out an indivisual at the request of another (e.g, friend finder services, location-based gaming, fleet management)  Passive services imply a higher risk of misuse by end user and application service provider

17. 17 March 2005MobiDE Research Group 1.4 LBS and Privacy  Privacy Management Code of Practice (Vodafone)  Vodafone imposes stricter requirements in Passive services  Explicit and written capture of consent of the locatee (request receiver)  Clear information of the locator (request sender) prior to consent  Explicit and repeated notification of location requests happening  Direct access of the locatee to a site that specifies who has the right to position oneself  A direct and easy way to cancel a passive service

18. 18 March 2005MobiDE Research Group 1.5 LBS Markets and Customer Segments  Location as a mean to enable services  Improve usability of existing services  Develop new service concepts  Location markets  Vertical market  Horizontal market

19. 19 March 2005MobiDE Research Group 1.5 LBS Markets and Customer Segments  Vertical market  Mobile location information is an integral part of the business  e.g., Taxi companies, Airports, police

20. 20 March 2005MobiDE Research Group 1.5 LBS Markets and Customer Segments  Horizontal market  Use of mobile location information is a new and added value to existing services  Horizontal markets offer a big business potential for operators and third-party application developers  e.g., child tracking, asset tracking, tourist industry

21. 21 March 2005MobiDE Research Group 1.5 LBS Markets and Customer Segments  Location market and segments

22. 22 March 2005MobiDE Research Group 1.6 The LBS Communication model and related industry issues  General LBS communication model

23. 23 March 2005MobiDE Research Group 1.6 The LBS Communication model and related industry issues  Positioning layer  Positioning layer responsible for calculating the position of a mobile device or user with the help of position determination equipment (PDE) and geospatial data in a GIS  Application layer  Comprise all of services that request location data to integrate it into their offering

24. 24 March 2005MobiDE Research Group 1.6 The LBS Communication model and related industry issues  Middleware layer  More LBS applications are being launched, many network operators have put a middleware layer between the positioning and application layer  Middleware layer can reduce the complexity of service integration  Saves time and cost for application integration  Location middleware can be used to manage interoperability between network for location data

25. 25 March 2005MobiDE Research Group 1.6 The LBS Communication model and related industry issues  Application integration with or without middleware

26. March 2005 MobiDE Research Group Location-Aware Computing (CSE750) Spring 2005 2005. 3. 9 SangHyun Park MobiDE (Mobile Data Engineering) Research Group Dept. of Computer Science and Engineering Korea University

27. 27 March 2005MobiDE Research Group Contents  Part 1 : LBS Application  Chapter 2 : Development of the Find Friend Application  Background  LBS Platform Consideration  AT&T’s Find Friend Application

28. 28 March 2005MobiDE Research Group 2.1 Background  Location-based applications are one of the most anticipated new segments of the mobile industry

29. 29 March 2005MobiDE Research Group 2.1 Background  Mobile friend finder service  2001, AT&T Wireless created the first Find Friend application  The goal was to provide enhanced LBS solution for people to stay in touch with their friends and family, to be able to find one another, to get directions to local shops and restaurants

30. 30 March 2005MobiDE Research Group 2.1 Background  Capabilities of Find friend application  Deliver relevant user information about the location  Calculate driving directions from a mobile cell phone position to an address or point-to-interest (POI)  Provide for selection of a business POI meeting place between two mobile cell phone positions  Provide for selection of a business POI in proximity to a mobile phone position

31. 31 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Two area that contribute to the quality of results from LBS application  The Mapping data  The LBS Engine software

32. 32 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Data Capture and Collection  LBS application use information from several content databases  The road network (digital maps)  Business and landmark information (Yellow Pages, POI information)  Dynamic data (traffic, weather reports)

33. 33 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Digital Road Databases  Building LBS application starts with the collection of road data  Map database vendor collect and convert raw geographic content into digital formats

34. 34 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Point of Interest Information  Mobile concierge-type services help users locate businesses near specified location (e.g., “Where is the airport?, “Where is the nearest gas station?”)  Concierge application use business and landmark information that has been compiled into POI databases

35. 35 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Point of Interest Information  POI database contain the kind of detailed information typically found in a phone directory and add value to the map database’s geographic content  Integrating the map database with the POI database create a detailed, digital representation of the road network and business services

36. 36 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Dynamic data  Daily traffic conditions cannot be coded into a map database a priori  Well-designed Location Engines are designed to work with dynamic data and use it to existing map information

37. 37 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  The Location Engine  Location Engine contains the software components that add intelligence to digital map data  Software functions such as geocoding, reverse geocoding and routing are key technologies

38. 38 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Kivera’s Location Engine architecture

39. 39 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Geocoding and reverse geocoding  Geocoding  Converts a street address to a latitude/longitude position so it can be accurately placed on a map  Reverse geocoding  The process of deriving the location of the nearest road segment to a point with a specified longitude/latitude

40. 40 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Routing  Routing is the technique of calculating the optimal course, based on specific criteria, between an origin and destination  The speed and quality of route generation is one of the hallmarks of great LBS engines

41. 41 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  Proximity searches  Proximity searches use POI database information to find businesses or landmark near a specified location  Users can search for locations of ATMs, gas station, restaurant, hotels, or others

42. 42 March 2005MobiDE Research Group 2.2 LBS Platform Considerations  The LBS Platform  The map database, POI database, geocoding, and routing software form the basic components of LBS applications

43. 43 March 2005MobiDE Research Group 2.3 AT&T Find Friend Application  User Interface  Offer a simple, WAP browser-like interface for accessing all of the Find Friend functionality

44. 44 March 2005MobiDE Research Group 2.3 AT&T Find Friend Application  Find Friend Core Functionality  Geocoding/reverse geocoding  Phone location display  Driving directions  Point-of-interest (POI) search by proximity  Neighborhood search by proximity  Determine city/neighborhood between two positions  Search for all friends

45. 45 March 2005MobiDE Research Group 2.4 Conclusion  Future mobile devices will be used more frequently to access dynamic and personal, geo-relevant content  LBS technology and application will be a key driver of the mobile service market