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LOCATION-BASED SERVICES

LOCATION-BASED SERVICES. Presented by Alan Reiter President, Wireless Internet & Mobile Computing reiter@wirelessinternet.com 301-715-3678. THE FIVE-DAY SCHEDULE. January 3 : The location-based revolution January 4 : Multiple location technologies

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LOCATION-BASED SERVICES

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  1. LOCATION-BASED SERVICES Presented by Alan Reiter President, Wireless Internet & Mobile Computing reiter@wirelessinternet.com 301-715-3678

  2. THE FIVE-DAY SCHEDULE • January 3: The location-based revolution • January 4: Multiple location technologies • January 5: Precarious privacy & security pitfalls • January 6: Bankruptcy versus bounty: Bottom-line challenges • January 7: Paradise or panopticon: Location’s fuzzy future

  3. JAN. 3: LOCATION-BASED SERVICES • The location-based revolution • We have progressed from huge tracking devices costing cost tens of thousands of dollars that could fit only in trucks to tiny chips that cost less than $10.  Literally hundreds of location-based products and software are available for consumers, enterprises, and even pets.  It's a multi-billion dollar global business that offers tremendous benefits as well as significant dangers, and affects almost everyone.

  4. EXPLOSION IN NUMBER OF USES, PROGRAMS • Vertical market • Tracking pallets and packages, taxis, trucks, airplanes, field service workers, railroad cars, farm machinery, shipping containers, hospital equipment, pallets, banking, and stock transactions

  5. EXPLOSION IN NUMBER OF USES, PROGRAMS • Horizontal market • Locate children/the elderly/pets, locate “nearest” (ATM, gas station, restaurant, tourist attraction), emergency calls, turn-by turn directions, shopping apps, electronic guide books/augmented reality, social networking, advertising • Smartphones dominate, not specialized verticaldevices

  6. WHY LOCATION SERVICES NOW? • Federal Communications Commission requirements for E-911 • For handset-based location • 50 meters for 67% of calls, 150 meters for 95% • For network-based location • 100 meters for 67% of calls, 300 meters for 95% • Almost two-thirds of E-911 calls from cellular, but up to 40% don’t provide accurate location data • FCC continues to look at location for Next Generation E-911 • VoIP location requirement?

  7. WHY LOCATION SERVICES NOW? • Europe’s E112 initiatives + law enforcement initiatives • European location platforms (servers, middleware) will grow from €18 million in 2009 to €35 million in 2015 – Berg Insight • Multiple location technologies and decreasing technology costs • Decreasing costs of smartphones combined with decreasing costs of GPS chips

  8. WHY LOCATION SERVICES NOW? • Free or inexpensive location services • Google • Bing • Nokia • Voice navigation • Critical mass of applications • Cellular operator navigation, free navigation, “check-in” apps, cellphone locator apps (MobileMe), social networking location, location games

  9. SIMPLEGEO • All applications can contain location data • Information about places, demographics, schools, congressional districts – all free

  10. INCREASING NUMBERS OF GPS PHONES • Berg Insight: GSM/WCDMA phones shipped • 2009: 150 million • 2014: 770 million

  11. HUGE NUMBER OF LOCATION-ENABLED PHONES Source: iSuppli

  12. LOCATION NOT JUST IN PHONES • iSuppli • 2014: 18% of laptops and 42% of portable video game players will incorporate GPS

  13. WHO’S USING LOCATION? • Pew Internet Location survey August 9, 2010 - September 13, 2010 • 3,001 people surveyed, 18 years old and older • 4% of adults online use a location service such as Foursquare or Gowalla • 6% men, 3% women • 1% of Internet users use these services every day

  14. PEW RESEARCH CENTER

  15. PEW RESEARCH CENTER

  16. FORRESTER RESEARCH: ONLINE ADULTS USING LOCATION

  17. WELL KNOWN LOCATION APPS GROWING, BUT STILL MODEST • Foursquare: 5 million • Google Latitude: 9 million • Facebook Places: 30 million • Twitter: 145 million • Facebook: 500 million+

  18. WHAT ARE PEOPLE DOING WITH LOCATION? • JiWire Mobile Audience Insights Report • JiWire’s WiFi database: More than 315,000 hotspots in 140 countries

  19. LOCATION NOT JUST AIMED AT MALE TECHIES • Disney + Gowalla venture • 100 new stamps/pins now and 100 more later this year for checking in at Walt Disney World and Disney Resorts • Check-ins, maps, mini-itineraries • Win rewards, virtualgoods

  20. TREMENDOUS CHALLENGES AHEAD • Developing more accurate location technology, especially in major cities (GPS problems) and indoors (ditto) • Creating sustainable business models • Balancing need for users’ information to generate revenues (e.g., for advertisers) with privacy/security concerns

  21. MORE TREMENDOUS CHALLENGES • Ensuring government agencies can access location data when absolutely necessary, but not going on unwarranted “fishing expeditions” • Ensuring consumersand businesses understand the value – and dangers – of location services • Living in a world with almost ubiquitous tracking and less privacy

  22. THANK YOU! Alan Reiter reiter@wirelessinternet.com

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