MGuide: Cultural Location Based Information Services

1
M-Guide Cultural Location Based Information
Services

• Kick-off Meeting
• 9-10 September 2002
• Luxembourg

2
History

• Initial idea based on
• The Location based Tracking possibilities offered
  by mobile networks
• The need to fully exploit the GPRS/2,5 G
  existing mobile infrastructure
• The informational need of every EU
  citizen/tourist travelling in Europe and
  interested to explore the cultural heritage of
  the visited countries.

3
Concept, could be realised by

• Integrating existing state-of-the-art technology
  to construct a multilingual Mobile Touristic
  Guide providing location related information in
  English, Greek, Finnish, French and German
• Integrating appropriate content from partner
  Touristic organisations
• Investigating the underlined business scenarios
  that would suggest services long term
  sustainability
• and of course testing in real circumstances!

4
Introduction

• Project Duration 18 months
• Total Cost 1.421797 Euro
• Consortium
• 6 partners from GR, FI, UK
• 2 Subcontractor from FI
• 1 Sponsored partner from FI

5
Consortium Structure

• Technology Developers
• EXODUS (GR)
• Vodafone-Panafone (GR)
• Adaptia (FI)
• Arbonaut (FI)

• Content Providers/Users
• Municipality of Athens
• Iternet (FI)
• Turku Touring (FI)

• Universities
• University of Athens (GR)

• Linguistic experts
• Applied Language Services International (UK)

6
Scope

• M-Guide aims to develop a System for providing
  Location Based Information Services.
• Content Touristic Information on specific
  monuments and sights of the down town areas,
  neighboring information and public services hot
  spots (Tourist Information Kiosks, exhibition
  centers, etc.

7
Objectives

• To provide a coherent service for the EU citizen
  to be provided with
• a simple way to navigate through historic
  monuments and sights of the cities
• an inexpensive, on-demand information guide
• accurate information on her current location
• novel mobile services
• To demonstrate the EU industry and community
  value added services
• To explore the potential of business alliances
  that are shaping the mobile services business
  environment

8
Project Scenario
9
Strengths -Technical

• Good combination of available state-of-the-art
  technology in the areas of
• Content Management tools (EXODUS-UoA-ADAPTIA)
• Multichannel content delivery (EXODUS)
• Location based server (ADAPTIA)
• Multilingual (EXODUS) and Location annotated
  Content (ADAPTIA)
• GPRS network for content delivery (VODAFONE-UoA)
• Mobile business models (UoA-EXODUS-Adaptia)
• Multilingual template based content organisation
  (EXODUS- Swansea)

10
Strengths Non Technical

• Timing
• coincides with the need to demonstrate value
  added services in the mobile sector
• coincides with the Olympic Games (Athens 2004),
  suitable for large-scale exploitation
• Two key partners (one sponsoring partner) for
  providing tourism specific content
• Two cities-cases selected
• touristic rich information
• Constituting major touristic attraction in the
  partner countries

11
Strengths Non Technical

• Public authorities and the operators client base
  already provide a large users group ready to
  exploit the results
• Clear Exploitation interest from the partners (to
  be analysed)
• Clear tasks and timetable
• Partners-leaders in their field of contribution

12
Weaknesses

• Risk related to very novel services and their
  acceptance by the community low but existing
• Integration risk-low due to the open standards
  and protocols (wireless protocol,
  Http/wml/smil/xml
• Complex cross language uniformity
• Content preparation
• Geographical information

13
Technical Approach
Basic Infrastructure
M-Guide
Wireless Protocol (GPRS/UMTS?)
XML
XML
14
Novelty Innovation

• Content Management
• functionality for multichannel content delivery,
  multilinguallocation content tagging,
  interfacing with location identifier module
• content administration modules to support new
  functionality
• Location Identifier (LB Server)
• Authentication, Identification of user
  NationalityPosition, interface with the rest of
  the modules, LBS based on terminal and/or network
  info
• Recommender
• Resolving multiple sights in common location
  (based on user preferences), interfaces with LI
  and CM.
• Integration

15
Methodology

• Three Sequential Phases
• Phase 1 Analysis and Technical Specification
• Phase 2 Development Testing
• Phase 3 Project Management, Liaison,
  Dissemination and Exploitation of results

16
Methodology (Cont.)

• WP1 Administrative and Technical Project
  Management
• WP2 User Needs, Market Analysis
• WP3 Functional Specifications and Technical
  System Design
• WP4 Content Manipulation and Content Development
• WP5 Evaluation and Usability Testing
• WP6 Dissemination and Exploitation of Results

17
Time Table
Feb 03
Nov 03
Feb 04

• Milestone 1 at month 6
• Functional technical specifications ready
• Development in early stages

• Milestone 2 at month 15
• development in full progress
• first results from evaluation and usability
  testing

• Milestone 3 at month 18
• project results in their final state

18
M-Guide Project

• Workpackage 1
• Administrative Technical Project Management
• Workpackage Leader EXODUS
• Participants All

19
Workpackage 1 Summary

• Start month 1 End month 18
• Objectives
• Management of the project and control of its
  processes
• Deliverables
• D1.1 Consortium Agreement Document (M3)
• D1.2 Periodic reports and cost statements as per
  contract (6-monthly)
• D1.3 Final Management Report (M18)

20
Technical Issues

• Tools
• All documents will be written in Word 2000
  (Office 2000)
• Means of communication e-mails
• Designed Approach and Methods
• WP Leader is responsible for the deliverables of
  the respective WP
• Deliverables should be circulated to the
  Consortium for feedback at least 15 days before
  the official date
• Deliverable compliance to EU guidelines

21
Deliverables

• Expected results
• Formal Deliverables
• D1.2 M6, M12, M18 Periodic Progress Reports to
  EU
• D1.1 Consortium Agreement (M3)
• D1.3 Final Report (M18)

22
M-Guide Project

• Workpackage 6
• Dissemination activities and Exploitation of
  Results
• Workpackage Leader EXODUS
• Participants All

23
Workpackage 6 Summary

• Start month1 End month18
• Objectives
• To disseminate the projects results
• To produce an exploitation plan

24
Dissemination Activities

• Start month 1 - End month 18
• Task Leader Exodus, ParticipantsAll
• Description
• The M-Guide goals and results will be
  disseminated. The information and products will
  be distributed.

25
Dissemination Approach

• Research to identify related efforts/projects
  that could provide information or exploit the
  results of the project
• Creation of WWW home page (M4)
• Dissemination of the projects goals and results
  through publications, presentations and seminars
• Participation in Conferences and Exhibitions
• Dissemination through the public tourism
  authorities
• Dissemination to Vodafone-Panafone clients

26
Deliverables

• Expected results
• Formal Deliverables
• D8 Project Web site (M4)

27
Exploitation Planning

• Start month 1 - End month 18
• Task Leader Exodus, ParticipantsAll
• Description
• An exploitation strategy will be created to
  achieve return of the investment.
• Role of each participant
• Each partner must create a separate plan to
  exploit the outcomes of the project to his best
  interest. Information about each country will be
  incorporated.

28
Designed Approach and Methods

• Conduct market study in all partner's countries
  to identify potential users and indicate
  profitable exploitation areas.
• Explore new business models alliances, forming
  up to exploit the mobile techn. infrastructure
• Demonstrate the impact on partners business
  Business Benefits (for Univ. advancements in
  their research)
• Evaluate pricing/marketing models and related ROI
• Based on the study, partners will organise their
  business plan for the exploitation of the
  service.

29
Evolution paths in Telecom resources

• Driven by
• Institutional Regulation Technology
• In this changing environment early demonstrators
  may indicate what really happens!

30
Value chains changing..
31
Impact on Partners

• EXODUS
• Enhancement of its core product eCentric with
  multichannel functionality
• Entry in new market services mobile sector
• VODAFONE
• Customer New value added services
• Technology LBS integration
• Business Feel market reaction, new business
  models
• Adaptia Solutions
• Exploit its LBS in new EU synergies
• Extend the services in new markets indicated by
  the research in business models

32
Impact on Partners

• University of Athens
• Technology improve its know-how
• Content Desing and consult on multichannel
  delivery
• Business Research bus. aspects of Telecom sector
• Municipality of Athens /Iternet/Turku Touring
• Expoit available content in tourism value added
  services
• Provide their visitors innovative navigation in
  their cities
• Applied Language International
• Expand their visibility in providing multilingual
  consulting/services

33
Deliverables

• Expected results
• Formal Deliverables
• D6.2 Exploitation Plan (1st Version) (M18)
• D6.3 Final Exploitation Plan (M18)