W E
S
N
ConsumerServices
BusinessServices
What Are Mobile Location Services ?
Personal Security & Safety
emergency personallocation
Personal Navigation / turn-by turn directions
Generic Services
Location-basedattraction &
entertainment listings
Location-based gaming
M-CommerceL-Commerce
Community
Buddy-finder
Where’s the nearest?
Directory
RoutingNews
Traffic
TaxiCustomerLocator
Fleet Management
NetworkManagement
Assettracking
W E
S
N
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
$k
2002 2003 2004 2005 2006 2007
Year
Location Based Services Revenues
location services
location enabled mobile advertising
location enabled e commerce
Location Based Services : Revenues
Source : OVUM
W E
S
NWhy Excitement About Location –Based Services ?• Strategically Important
• New customer ownership
• Mobile Location Services important component & enabler of future services
• Market Potential
• $15Bn by 2006
• Growth engine
• Will be a “hygiene factor”
• Customer expectation and regulatory pressure
W E
S
N
Service Provider Needs for MLS
Get experience now from early deployment of location based services with minimal initial investment
Provide location services to current customers without handset change out
Technology roadmap that enables ramp to mass market deployment of location services & support for 2.5 & 3G
Platform that allows for the broadest portfolio of new location services (business & consumer applications)
Control the information that enables new application areas
W E
S
N
Shortcomings of Other Solutions
E-OTD – medium accuracy but v.Expensive ; replacement of legacy handsets, impact on n/w infrastructure, handset query required, new technology
GPS / A-GPS – cannot locate during call, poor indoor capabilities, expensive handset replacements, time-to-lock, unsuitable for mass market applications
Cell-id – poor accuracy
Enhanced cell-id - enhanced data difficult to get from network equipment in necessary quantities
W E
S
NacceSS7 location approach
• Enables a broad variety of business and consumer applications
• Best platform for mass market deployment- highly available & accessible database of location data for all active & idle subscribers
• Good location accuracy at considerably lower cost than other techniques- no expensive handset / base-station mods / RF receivers
• Rapid realisation of new location services revenue - works with all legacy (GSM) handsets from day one
• Near zero latency – refresh twice per second for active calls
• Totally passive - does not threaten network performance
W E
S
N
SS7
PSTN
BSCTransit
Network
MSC
HLR
GMSCBTS
acceSS7 location architecture
A-BIS
access7 location
W E
S
NLocating the Handset : Basic Cell-id
Cell-ID : the cell (or base station) the handset is connected to
Operators know where the cell sites are
Accuracy depends on cell density
W E
S
NLocating the Handset : Timing Advance
Timing Advance is a GSM specific parameter
Measures the round trip delay between the handset and the base station to ensure correct timing for RF burst arrival
W E
S
NLocating the Handset : Rx Lev
Handset makes measurements on the air interface to facilitate hand-over decisions
The measurement reports contain power levels for the serving & neighbouring cells
This RxLev can be triangulated to
estimate base station to handset distance, esp. whencombined with RF planning data
Zoom …
W E
S
NLocating the Handset : S/W Enhancement
Track moving subscribers, relate to roads & railways (30% subs are moving)
Grid Map data analysis
“Learns” RF characteristics
Zoom …A721
W E
S
NKey Features
• Totally passive
• offloads effort from network
• Vendor independence
• Information accessibility , availability & volume
• Scalable
• Twice per second location measurements
• Correlation (e.g. Rx power level, Tracking handovers) , GIS analysis & floating car data for increased accuracy
• Platform designed for purpose (network elements can’t monitor!)
• Flexible and conforms to GSM standards
W E
S
N
Service Provider Needs for MLS
Get experience now from early deployment of location based services with minimal initial investment
Provide location services to current customers without handset change out
Technology roadmap that enables ramp to mass market deployment of location services & support for 2.5 & 3G
Platform that allows for the broadest portfolio of new location services (business & consumer applications)
Control the information that enables new application areas
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