Location Based Services

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Location Based Services
Brussels 12 July2005
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Index

• 01 Introduction
• - Telefónica Móviles and LBS services
• - Three examples of our services
• 02 Legal Requirements
• - Consent
• - Information
• - Withdrawal of consent
• 03 Challenges
• - Services to Enterprises
• - Protection of Minors
• 04 Conclusions

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TELEFONICA MOVILES LOCATION-BASED SERVICES (LBS)
01

• ?15 categories of LBS at present currently
  provided
• - Information
• - Services to companies
• - Security
• - Entertainment
• ? Compliance and Responsibility
• ? Three examples of Telefónica Móviles LBS
  services

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02
Three examples of launched servicesDifferent
nature of the services and the implications

• ? SMS/Wap Navigation
• - Content Nearest restaurant information
• - Pull service
• - Prompt and Precise
• - Limited display for information requested.
• ? Fleet tracking
• - Service provided by an ASP to
  enterprises
• - The User (not the Employer) needs to
  register
• - Prevention of fraud random SMS checks
• ? Find a Friend
• - Channel web or voice portal
• - 150,000 active users
• - Opt out temporary or definitive

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Challenges
03

• ?Enterprise services
• - Employer / Subscriber
• - Employee / User
• - Service Providers (ASP) niche marketing
• ? Protection of Minors
• - Child control much in demand
• - Who provides the consent?
• ? Member State implementation of e-privacy
  Directive
• - Risk of stricter conditions
• - 30 days prior notice (Spanish regulation)

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Conclusions
04

• ?Current EU privacy regulations are reasonable
  and affordable
• ? However, all cases treated equally
• ? Risk of over-regulation
• Implementation in Member States
• May jeopardize the services
• ? Benchmarking best practices
• ? Proportionality

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