Cases: Players in the market

Mobile Location Services: Mobile Location Services: Market StrategiesMarket Strategies

Ovum Report 2000Ovum Report 2000

Cases: Players in the marketCases: Players in the market

Pasi PekkinenPasi Pekkinen

[email protected]@navinova.com

Navinova OyNavinova Oy

21.04.2321.04.23 / PP / PP 22Ovum Report 2000: Mobile Location ServicesOvum Report 2000: Mobile Location Services

RightPosition (SWE)RightPosition (SWE)

• Develops and hosts WAP-based service for Develops and hosts WAP-based service for Stockholm tourism organisationStockholm tourism organisation

• Content geocoded, but self-input for positionContent geocoded, but self-input for position– Spatial preference used as a filterSpatial preference used as a filter

• Developing a mobile couponing systemDeveloping a mobile couponing system


CellPoint (USA)CellPoint (USA)

• Locasion services platform (Locasion services platform (Cell ID, E-OTD, A-GPS)Cell ID, E-OTD, A-GPS)

• In-house enhanced Cell IDIn-house enhanced Cell ID• Applications: Applications: FinderFinder (friends)(friends), , iMateiMate (yellow pages),(yellow pages),

Resource ManagerResource Manager (fleet and mobile workforce)(fleet and mobile workforce)

• Subsidiary Subsidiary Unwire Unwire (SWE): vehicle telematics(SWE): vehicle telematics

• Customers: Tele2 (swe), France Telecom Mobile, Customers: Tele2 (swe), France Telecom Mobile, Eurotel (Czech)Eurotel (Czech)


SignalSoft (USA)SignalSoft (USA)• Trademark for ”wireless location service”Trademark for ”wireless location service”

• Location server and gateway with standardised Location server and gateway with standardised interface to location measurementsinterface to location measurements

• Various pricing modelsVarious pricing models

• Invested in partnerships with content providersInvested in partnerships with content providers

• Focus on tracking and local information servicesFocus on tracking and local information services

• Claims that 70% of US operators will implement Claims that 70% of US operators will implement its technology to meet E-911 requirementsits technology to meet E-911 requirements


Xmarc (USA)Xmarc (USA)• Design of database software capable handling Design of database software capable handling

large volumes of spatial datalarge volumes of spatial data

• Core product: Core product: WIISEWIISE (based on Oracle 8i) (based on Oracle 8i)– Several layers:Several layers:

• LCS layer for applicationsLCS layer for applications

• Data warehouseData warehouse

• Data loadersData loaders

• Applications Applications (yellow pages, tracking, friendfind)(yellow pages, tracking, friendfind)

• Customers: J-Phone, Vodafone, Australian RailCustomers: J-Phone, Vodafone, Australian Rail


TimesThree (CAN)TimesThree (CAN)

• Subsidiary of Canadian Cell-LocSubsidiary of Canadian Cell-Loc

• GeofencingGeofencing: safety application: safety application– if terminal leaves predefined area an alert is sentif terminal leaves predefined area an alert is sent

• Intends to operate as a wireless location Intends to operate as a wireless location network in US (no voice)network in US (no voice)– revenue sharing approachrevenue sharing approach

• Target for 2001: 50 % coverage of mobile Target for 2001: 50 % coverage of mobile usersusers


Yahoo! EuropeYahoo! Europe• Yahoo! Find-a-FriendYahoo! Find-a-Friend co-marketed with co-marketed with

CellPointCellPoint1.1. User adds a list of friends via phone or InternetUser adds a list of friends via phone or Internet

2.2. Request sent to addressee for permissionRequest sent to addressee for permission

3.3. By selecting a name, friend is located By selecting a name, friend is located

4.4. Answer in distance via SMSAnswer in distance via SMS– All participants able to deactivate to some or all All participants able to deactivate to some or all

friends at any timefriends at any time

• Yet to be launchedYet to be launched


Siemens Mobile (Siemens Mobile (DEUDEU))

• Trials with a mobile device (developed with Trials with a mobile device (developed with GAP) aimed at children and their parentsGAP) aimed at children and their parents– incorporates mobile phone with GPS receiverincorporates mobile phone with GPS receiver– Tracking included, but positional information Tracking included, but positional information

intended to call centre staff rather than parentsintended to call centre staff rather than parents


Tracker (Tracker (GBRGBR))• RetrieveRetrieve: stolen-vehicle recovery system: stolen-vehicle recovery system

– uses a proximity system based on radio beaconuses a proximity system based on radio beacon• can be activated remotelycan be activated remotely• operates in broadcast modeoperates in broadcast mode• police vehicles carry equipment able to detect signalpolice vehicles carry equipment able to detect signal

– 300 000 units installed in UK300 000 units installed in UK

• CommunicatorCommunicator: fleet management solution: fleet management solution– based on GSM + GPSbased on GSM + GPS– normal SIM-card from BT Cellnet of Vodafonenormal SIM-card from BT Cellnet of Vodafone– location report via data calllocation report via data call


Omnitel (ITA)Omnitel (ITA)• Omni ArteOmni Arte: info for major tourist attractions: info for major tourist attractions

– pre-recorded messages in three languagespre-recorded messages in three languages– based on Cell IDbased on Cell ID

• Omni TaxiOmni Taxi: connects call to local taxi company: connects call to local taxi company– based on Cell IDbased on Cell ID

• Hello BusHello Bus: real-time info on routes and timetables: real-time info on routes and timetables– user sends SMS with bus stop numberuser sends SMS with bus stop number

• InflottaInflotta: fleet management application: fleet management application– based on GSM and GPSbased on GSM and GPS


BeVocal (USA)BeVocal (USA)

• Voice portal in CaliforniaVoice portal in California

• Services: driving instructions, business finder, Services: driving instructions, business finder, traffic and weather infotraffic and weather info

• Location by self-input – speech recognition Location by self-input – speech recognition usedused– also capable to use automatically derived positionalso capable to use automatically derived position


AT&T Wireless (USA)AT&T Wireless (USA)

• Pocket NetPocket Net: WAP-based content portal: WAP-based content portal– user provides location by postcode or addressuser provides location by postcode or address– 60 independent content providers hosted60 independent content providers hosted

• white and yellow pageswhite and yellow pages

• city guidescity guides

• directionsdirections

• mapsmaps

• traffic informationtraffic information

• nearest services (petrol, hotel, restaurant, ATM)nearest services (petrol, hotel, restaurant, ATM)


Swisscom (Swisscom (CHECHE))

• Pilot services:Pilot services:– CinemanCineman: cinema guide: cinema guide– Culture GateCulture Gate: event calendar: event calendar– Local weatherLocal weather forecastsforecasts: for 29 areas: for 29 areas

• SMS or WAPSMS or WAP

• Based on Cell IDBased on Cell ID

• AnonymousAnonymous


NTT DoCoMo (JNTT DoCoMo (JPNPN))• NTT DoCoMo launched NTT DoCoMo launched NTT DoKoNaviNTT DoKoNavi based based

on SnapTracks A-GPS technologyon SnapTracks A-GPS technology– Directions to retail or entertainment sitesDirections to retail or entertainment sites– Provides ”current-location” mapProvides ”current-location” map

• indicators of nearby businesses including opening hours and indicators of nearby businesses including opening hours and telephone numberstelephone numbers

– ””destination-map”: same info for other locasiondestination-map”: same info for other locasion– ””route-search”: driving directionsroute-search”: driving directions– accuracy 10-50 maccuracy 10-50 m– monthly fee $3,70 / month + callsmonthly fee $3,70 / month + calls


Webraska (FRA)Webraska (FRA)

• Personal navigation, maps and traffic infoPersonal navigation, maps and traffic info– Itineraries: best route and journey timeItineraries: best route and journey time

• textual street-by-street guides for foot, car, metro, bustextual street-by-street guides for foot, car, metro, bus

– Traffic maps: up-to date traffic info for 6 countriesTraffic maps: up-to date traffic info for 6 countries

– Proximity services: nearby POI and servicesProximity services: nearby POI and services

• Customers: Airtel, KPN Mobile, SFR, Customers: Airtel, KPN Mobile, SFR, Proximus/Belcacomm MobileProximus/Belcacomm Mobile


J-Phone (JJ-Phone (JPNPN))

• J-NaviJ-Navi: directory service: directory service– restaurants, hotels and other business listingsrestaurants, hotels and other business listings– colour map as interfacecolour map as interface

1.1. positioning by self-inputpositioning by self-input

2.2. J-Navi provides map with detailed listingsJ-Navi provides map with detailed listings

3.3. User can pan, scroll and zoom mapsUser can pan, scroll and zoom maps– 30 % of customers with capable phones use the 30 % of customers with capable phones use the

service daily service daily 500 000 requests per day 500 000 requests per day– average response time 200 msaverage response time 200 ms


diAX (diAX (CHECHE))

• mRegiomRegio: variety of LBS: variety of LBS

• Partnership with Mobile News ChannelPartnership with Mobile News Channel– local news, weather forecasts, traffic info and eventslocal news, weather forecasts, traffic info and events

• Can also be used to order taxis, reserve restaurant Can also be used to order taxis, reserve restaurant seats or to order theatre ticketsseats or to order theatre tickets


Trafficmaster (Trafficmaster (GBRGBR))

• Live traffic informationLive traffic information

• Data gathered with sensors and transmittersData gathered with sensors and transmitters– Follows actual vehicles from sensor to sensor to Follows actual vehicles from sensor to sensor to

calculate journey timescalculate journey times

• Focus in providing cell-specific traffic infoFocus in providing cell-specific traffic info


It’s Alive! (SWE)It’s Alive! (SWE)

• BotfightersBotfighters: locasion based virtual paintball: locasion based virtual paintball– players operate robots, which fight each otherplayers operate robots, which fight each other– robots designed and personalized by players on robots designed and personalized by players on

website website downloaded to mobile phone downloaded to mobile phone– to fire player must be within rangeto fire player must be within range– Telia Mobile runs trials in SwedenTelia Mobile runs trials in Sweden– Partnerships with Ericsson, CellPoint, SignalSoftPartnerships with Ericsson, CellPoint, SignalSoft


GeePS (USA)GeePS (USA)

• Platform Platform GeePS.StoreGeePS.Store based on AI-engine based on AI-engine– matches profiles to advertisements according to matches profiles to advertisements according to

preferences, location and inventory statuspreferences, location and inventory status– Does not support location technologiesDoes not support location technologies– Retailers send personalised real-time messagesRetailers send personalised real-time messages– Messages delivered on a pull/opt-in basisMessages delivered on a pull/opt-in basis


Whereonearth.com (Whereonearth.com (GBRGBR))

• Provides location technology infrastructureProvides location technology infrastructure– Licensed to Yahoo!, Lastminute.com, VirginNet Licensed to Yahoo!, Lastminute.com, VirginNet

and Shelland Shell

• GeoZipGeoZip: geocodes international addresses: geocodes international addresses

• GeoLocataGeoLocata: allows proximity searches of : allows proximity searches of content and servicescontent and services

• GeoDataGeoData: ”intelligent map of the world”: ”intelligent map of the world”


Cambridge Positioning Cambridge Positioning System (System (GBRGBR))

• CursorCursor: E-OTD location system: E-OTD location system– Ericsson intends to integrate with MPS-G4.0Ericsson intends to integrate with MPS-G4.0

• CovergeCoverge: applications for personal safety, : applications for personal safety, vehicle roadside assistance, field-force mgmt, vehicle roadside assistance, field-force mgmt, information servicesinformation services

• Nortel Networks and CPS plan to develop Nortel Networks and CPS plan to develop OTDOA for 3G-networksOTDOA for 3G-networks


Airflash (USA)Airflash (USA)

• Applications: business directories, local event Applications: business directories, local event guides, film and attraction listings, travel guides, film and attraction listings, travel updatesupdates

• SmatZoneSmatZone: platform for core location : platform for core location algorithms to search POIsalgorithms to search POIs

• Infrastructure services to operators and portalsInfrastructure services to operators and portals


Citykey (SWE)Citykey (SWE)

• Platform for software-based electronic guide-Platform for software-based electronic guide-book for Palm, Windows CE and WAPbook for Palm, Windows CE and WAP

• In UK, 25 000 hits per day one month after In UK, 25 000 hits per day one month after launchedlaunched

• Main revenue source advertising (premium Main revenue source advertising (premium placement) and a share of transaction revenuesplacement) and a share of transaction revenues


SnapTrack (USA)SnapTrack (USA)

• Subsidiary of QualcommSubsidiary of Qualcomm

• Focus on integrating GPS and two-way Focus on integrating GPS and two-way wireless technologies (patent for A-GPS)wireless technologies (patent for A-GPS)

• Agreements with Denso, Intel, Microsoft, Agreements with Denso, Intel, Microsoft, Motorola, NEC, NTT DoCoMo, TIMotorola, NEC, NTT DoCoMo, TI

• Commercially adopted by NTT DoCoMoCommercially adopted by NTT DoCoMo– cellular phone linked to PDA (Naviewn by Denso) cellular phone linked to PDA (Naviewn by Denso)

• June 2000 international trialsJune 2000 international trials


CT Motion (ISR)CT Motion (ISR)

• Turnkey solutions for locasion based mobile Turnkey solutions for locasion based mobile internet servicesinternet services

• CellebrityCellebrity: service platform to host and : service platform to host and manage LBSmanage LBS– interfaces to cellular infrastructure and contentinterfaces to cellular infrastructure and content

• Developed a positioning technology based on Developed a positioning technology based on enhanced Cell ID using SIM toolkitenhanced Cell ID using SIM toolkit

• Testing of LB yellow pages and advertisingTesting of LB yellow pages and advertising


Allen Technologies (USA)Allen Technologies (USA)

• GeometrixGeometrix: network-based location technology: network-based location technology– TDOA and AOA employedTDOA and AOA employed– meets FCC E-911 requirementsmeets FCC E-911 requirements– by November 2000, chosen by two US operatorsby November 2000, chosen by two US operators


TruePosition (USA)TruePosition (USA)

• Provides wireless location products and Provides wireless location products and services to operatorsservices to operators

• TruePosition Wireless Location SystemTruePosition Wireless Location System– wireless location platform to measure locationwireless location platform to measure location– location transfer point to manage location recordslocation transfer point to manage location records– location control point for direct end-user supportlocation control point for direct end-user support– TDOA and AOA employedTDOA and AOA employed

Cases: Players in the market

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