LOCATIONBASED SERVICES

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LOCATION-BASED SERVICES
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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.

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Technology Overview

• 1. Positioning
• 2. Geographic Information Systems (GIS)
• 3. Location Management Function for LBS
  applications.

4
Positioning

• The users 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 callers telephone number
  to emergency dispatchers. E911 also ensures that
  carriers are to provide user call locations from
  their wireless phones.

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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.

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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.

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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).

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Application Overview
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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
ALK Technology CoPilot Live 7
BlackBerry 8800 Smartphone
Motorola T805 and T815
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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.

11
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.

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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.

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Works Cited

• http//searchnetworking.techtarget.com/sDefinition
  /0,,sid7_gci532097,00.html
• http//www-128.ibm.com/developerworks/library/i-lb
  s/
• http//www.galileo-in-lbs.com/index.php?id406
• http//lbs.gpsworld.com/gpslbs/article/articleDeta
  il.jsp?id406826
• http//www.gpsworld.com/gpsworld/article/articleDe
  tail.jsp?id416716
• http//www.gpsworld.com/gpsworld/article/articleDe
  tail.jsp?id406754ref25