Location-Based Mobile Commerce

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Location-Based Mobile Commerce
Technological Trends
December 2000 Danny Cohen VP Business
Development Marketing LocatioNet Systems Ltd.
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What is Location-based Mobile Commerce?

• When E-Commerce services are brought to the user
  via wireless communication, they become Mobile
  Commerce (M-Commerce)
• Cellular phones
• Wireless Palm PDA
• In-Vehicle computers

When the M-Commerce information is related to the
current position of the user, it becomes
Location-based Commerce (L-Commerce)

• The user location can be retrieved
• Manually - by providing the address by the user
• Automatically - by using location determination
  technologies

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Who play in this market?
Content Providers
Provisioning Maps/ GIS Providers
Application Developers
End User
Cellular Carriers/ Location Determination
Technologies
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Location Determination Systems

• There are several types of location determination
  technologies in use today
• Handset based
• GPS (Global Positioning System)
• AGPS (Assisted GPS)
• SIM Toolkit
• Network-based
• Private Ground Networks (Ituran, Eden-Telecom
  etc.
• Cell ID
• AOA (Angle of Arrival)
• EOTD (Enhanced Observed Time Difference)
• MPS (Mobile Positioning System)
• TOA (Time of Arrival)

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Provisioning, Maps GIS

• There are few levels of provisioning systems
• SMS (Text only)
• Voice
• WAP Based
• Maps/ Aerial Photos
• Image based
• Video

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Commercial Content Information

• There are various location-based content
  providers including
• Location sensitive advertisements
• Yellow White Pages
• Traffic information

• Who are the content aggregators?
• New Players Global Content Providers
• Mobile Portals MVNO (Mobile Virtual Network
  Operators)
• Commercial Tips Providers

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Personalization Mechanism

• There is a need to maintain a secured
  personalization database
• which allows the user for various options, such
  as
• Define his preferred profile of interests
• Entertainment (cinemas, restaurants)
• Events (sport)
• E-commerce (coupons, vouchers)
• Traffic weather info
• Define desired community profile
• Family friends next to user
• People with same interests around user

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Location-based Real-time Applications
The are many different location-sensitive
applications such as

• AVL (Automatic Vehicle Location)
• Fleet Management
• Traffic Information
• Navigation Route Guidance
• E-911
• Roadside Assistance
• Asset Tracking
• Personnel Management

• People Finding (Elderly Child Locating)
• Location-based Games
• Community (near by friends)
• Coupons, Vouchers, Tickets
• Advertisements
• Location Sensitive Billing
• Third Party Matching Services
• Telemetric
• Intranet Military Police

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Enabling Technologies

• Location Determination
• Location-based services Platform
• Content Information Servers
• Coupons, Vouchers Tickets
• Personalization mechanism
• Two-Way Messaging, Unified Messaging
• Communities, Clubs
• New M-Commerce Applications
• Payments - Credit Cards / Cellular

The L-Commerce value Chain

Wireless Communication
Location Determination Infrastructure
Middleware Integration
Content
Applications
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Obstacles Challenges

• Infrastructure Accuracy , Narrow / Broad Band
• Personalization
• Pull v. Push (Redemption of Coupons, Blue
  tooth)
• Hand Sets Other Devices, Car Display
• Privacy Security
• Technological Solutions
• Authorizations Legal Issues
• Billing, Clearance
• Business Models / Revenue Sharing between
  Providers

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LocatioNet PlatformTM
Applications
Content / Information
L- Commerce
Yellow Pages
Self Advertise
Real-Time Video
Traffic Info
Open Content Layer
Application Provider A
XML
Application Provider B
Maps
XML / HTML
Location Based Information Server
Application Provider C
Applications Server
Vector
Application Provider D
Raster
Maps Engines Server
Topographic
PC
Internet
Aerial Photo
Palm / PDA
Location Providers Server
Billing Server
WAP Gateway
XML
Cellular Phones
SMSC
Vehicle Computers
Private Network Provider
GPS Provider
Cell ID Provider
EOTD Provider
TOA Provider
AOA Provider
Billing Client
Billing Client
Voice
3G Phones
Location Determination Technologies
Devices Protocols
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Market Size

•  Most cellular carriers are expected to launch
  location-based services during 2001.
• Location-based services are expected to be the
  second major service in the cellular internet.
• The number of wireless location users in Europe
  will grow to 400 million by 2005

Source The Strategis Group
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Thank You!
Danny Cohen danny_at_locationet.com 972-54-232363