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Location Based Services Author: Siemens Information Systems Ltd Date: April 2004 Location Based Services Author: Siemens Information Systems Ltd Date: April 2004

Location Based Services - Contents ØIntroduction ØLBS Applications ØPositioning Technology ØLBS Applications from SISL Location Based Services - Contents ØIntroduction ØLBS Applications ØPositioning Technology ØLBS Applications from SISL Location Based Services - Presentation 2 © Siemens, 2004

Location Based Services Introduction Location Based Services - Presentation 3 © Siemens, 2004 Location Based Services Introduction Location Based Services - Presentation 3 © Siemens, 2004

Location Based Applications - The need Service providers are constantly looking for ways to Location Based Applications - The need Service providers are constantly looking for ways to growth that will help stabilize ARPU and offset declining voice revenues Location Based Services - Presentation 4 © Siemens, 2004

Location Based Applications - The opportunity Location-based services (LBS) provides service providers the means Location Based Applications - The opportunity Location-based services (LBS) provides service providers the means to deliver personalized services to its subscribers. For the service providers, this means: Øincreased network usage hence increase in revenue Øcompliance to safety regulations (Police) Øreduced churn Øincreased customer loyalty ØSource of differentiation in a competitive market Location Based Services - Presentation 5 © Siemens, 2004

Location Based services LBS Applications Location Based Services - Presentation 6 © Siemens, 2004 Location Based services LBS Applications Location Based Services - Presentation 6 © Siemens, 2004

Asset Management Goal: secure the shipment of mobile phones on their way to customers Asset Management Goal: secure the shipment of mobile phones on their way to customers Solution: locate and track shipment anytime, anywhere in country Players, Requirements & Benefits : Transport company § Fleet management § Task management Operators § Generate SMS traffic § Provide location info Siemens § Provide complete solution § Host solution Goods Company § Goods to transport Location Based Services - Presentation Insurance company § tool to decrease theft risks § damage investigations 7 © Siemens, 2004

Tracking and Rescue operations tuo dna ni mooz Goal: follow selected racers and rescue Tracking and Rescue operations tuo dna ni mooz Goal: follow selected racers and rescue team online, display their position on map, Solution: Tracking application using GPS for localization Benefits : Organizers § increase safety level for participants § improve dispatching of support vehicles Location Based Services - Presentation Friends and Family § View participants’ position on-line 8 © Siemens, 2004

Delivery Service Track your parcels via a How can you avoid losing parcels on Delivery Service Track your parcels via a How can you avoid losing parcels on their way to the end customer? wireless module anytime and anywhere on the way to your customers. . . • An 2: Distribute center Enables logistics enterprises to locate and track their parcels via a wireless module anytime and anywhere on the way to the end customer. 3: Post Arnulfstr. 3: Landsberger Str. 4: On truck Start: Post office End: Receiver Field trial: Munich Location Based Services - Presentation 9 © Siemens, 2004

Locate Friend / Family application n How can I meet my friends who are Locate Friend / Family application n How can I meet my friends who are nearby ? n How far is my colleague from the business meeting ? n How do I get to know where my children are ? n How do I locate senior citizens ? Location Based Services - Presentation 10 © Siemens, 2004

Yellow Pages, City Sightseeing Travelling Services s Accomodations s Restaurants s Car Rental s Yellow Pages, City Sightseeing Travelling Services s Accomodations s Restaurants s Car Rental s Taxi s Gas Stations s Car Repair, etc. s Sporting Services s Sport sites s Sport events s etc. Location Based Services - Presentation Health Care s Emergency s Medicine s Pharmacy s Hospitals s etc. Cultural sites s Sightseeing s Exhibitions Concert Halls/Theaters s Discotheques s Markets Others s ATMs Business Services etc. s Conferences s Shops s Business addresses s etc. 11 © Siemens, 2004

LBS applications in use by Telcos. . . SN Mobile Operator LBS Applications 1 LBS applications in use by Telcos. . . SN Mobile Operator LBS Applications 1 Swisscom Friend Finder & Entertainment services 2 J-Phone Japan Yellow pages 3 Optimus Friend Finder 4 Orange Denmark Games & Entertainment 5 Orange Israel Games, Friend Finder, ad, taxi service 6 Sonera Proximity & content services 7 Telia Mobile Community services, friend finder, games 8 TIM Navigation, concierge services 9 Vizzavi Friend finder & Traffic information 10 ONE Austria Fleet Management 11 Telenor Information & navigation, games 12 Orange UK Yellow pages 13 AIRTEL India Around Me (Directory Service) 14 HUTCH India Hutch 4 Help (LB Emergency Service) 15 MTC Vodafone Bahrain Friend Finder, Yellow pages Source: ARC Group & other sources Location Based Services - Presentation 12 © Siemens, 2004

Location Based Services Market $2 B in ’ 03 $18. 5 B in ’ Location Based Services Market $2 B in ’ 03 $18. 5 B in ’ 06 -Analsys Research, UK ARC Group expects that business services for management and tracking applications will be among the first to enter the market, with infotainment one of the first mass-market consumer services to take off. Source: Map. Info, ARC Group Location Based Services - Presentation 13 © Siemens, 2004

Location Based Applications - Categories Public Safety Tracking Services Traffic Enhanced Monitoring Call Routing Location Based Applications - Categories Public Safety Tracking Services Traffic Enhanced Monitoring Call Routing Services ØPerson ØTraffic ØEmergency Tracking Congestion Services ØFleet Reporting ØEmergency Management Alert Services ØAsset Management Location Based Services - Presentation Location Based Information Service ØRoadside Assistance ØNavigation ØRouting to Nearest Commercial Enterprise 14 ØCity Sightseeing ØLocalized Advertising ØMobile Yellow Pages © Siemens, 2004

Fleet Management - Target Groups Courier and Messenger Services Home Delivery Services Public Utilities Fleet Management - Target Groups Courier and Messenger Services Home Delivery Services Public Utilities Sales & Service Companies Shipping and Carrier Companies Taxi Services Mobile Nursing Service Traffic Service Organizations Haulage Firms Rescue Services Any and Every Company with Mobile units in the Field Location Based Services - Presentation 15 © Siemens, 2004

Location Services Enabler Platforms Company/Firm 1 SMSC HLR MSC WAP Gateway Core SS 7 Location Services Enabler Platforms Company/Firm 1 SMSC HLR MSC WAP Gateway Core SS 7 Network Internet Location Platform Billing Company/Firm 2 LBS application Server Company/Firm N Database (RDBMS) GIS Map / Content Server n Standard GSM handsets / GSM/GPS dual handsets / A-GPS enabled CDMA handsets Location Based Services - Presentation 16 © Siemens, 2004

Location Based Services Positioning Technology Location Based Services - Presentation 17 © Siemens, 2004 Location Based Services Positioning Technology Location Based Services - Presentation 17 © Siemens, 2004

Positioning Technologies Positioning technologies available: ØNetwork based - depends on underlying network infrastructure ØHandset Positioning Technologies Positioning technologies available: ØNetwork based - depends on underlying network infrastructure ØHandset based - special handsets to provide location information Location Based Services - Presentation 18 © Siemens, 2004

Positioning Technologies - contd. . . ØCell ID - no special handset ØUp-link Time Positioning Technologies - contd. . . ØCell ID - no special handset ØUp-link Time Difference of Arrival (U-TDOA) - no special handset ØEnhanced Observed Time Difference (E-OTD) - requires special handsets ØAssisted Global Positioning System (A-GPS) - requires special handset Location Based Services - Presentation 19 © Siemens, 2004

Positioning Accuracy ØCell ID - Urban areas (150 m) - Suburban/Rural areas (250 metes Positioning Accuracy ØCell ID - Urban areas (150 m) - Suburban/Rural areas (250 metes - 500 meters) ØUp-link Time Difference of Arrival (U-TDOA) - 50 -60 meters - 20 meters in unobstructed areas t 3 t 1 LMU t 2 BTS 1 ØEnhanced Observed Time Difference (E-OTD) - 75 - 125 meters in suburban areas BTS 2 ØA-GPS - 50 meters - 10 meters in unobstructed areas Location Based Services - Presentation 20 BTS 3 © Siemens, 2004

Mobile Location Services – The Evolution Story A-GPS E-OTD Maps Navigation Cell-ID/TA SX 56 Mobile Location Services – The Evolution Story A-GPS E-OTD Maps Navigation Cell-ID/TA SX 56 Routing Cell-ID Po. I Info Location Based Services - Presentation 21 © Siemens, 2004

Factors determining choice of technology ØPositioning Accuracy ØPerformance requirements to support a location based Factors determining choice of technology ØPositioning Accuracy ØPerformance requirements to support a location based service ØAddressable market a location technology covers ØAbility for a given technology to support location based applications Location Based Services - Presentation 22 © Siemens, 2004

Technology Choices n U. S. CDMA operators = A-GPS n U. S TDMA operators Technology Choices n U. S. CDMA operators = A-GPS n U. S TDMA operators = TDOA n GSM operators = Cell ID then E-OTD/TDOA n Future UMTS operators = U-TDOA or A-GPS Location Based Services - Presentation 23 © Siemens, 2004

Value Chain Siemens Information Systems Ltd. SISL Locationbased Content Provider Location Enabler Platform Vendor Value Chain Siemens Information Systems Ltd. SISL Locationbased Content Provider Location Enabler Platform Vendor MAP & GIS Application Portals & Developer Aggregators Software Vendor Develops location contents for -local ads -directory -yellow pg Develops loc. apps e. g. , -Fleet track -Information -Friend finder etc Location Based Services - Presentation Loc app. / Content aggregator -Portals Equipment Vendors System Network Integrator Operators Develops Platform for Hardware & Geo-Spatial -Location GW Software Maps -Billing for -Provisioning Handset, -Privacy & LMU, GPS, Admin SMSC, WAP Gateway 24 © Siemens, 2004 Customer Integrates Application, Content, Platform & Business processes

Location Based Services LBS Applications from SISL Location Based Services - Presentation 25 © Location Based Services LBS Applications from SISL Location Based Services - Presentation 25 © Siemens, 2004

m. traction Resource Control - Fleet Management Application A supervision, tracking and routing application m. traction Resource Control - Fleet Management Application A supervision, tracking and routing application that enables and helps a manager to optimize his/her fleet (e. g. group of vehicles, employees) Location Based Services - Presentation 26 © Siemens, 2004

m. traction Resource Control - Features n Tracking § track a resource directly or m. traction Resource Control - Features n Tracking § track a resource directly or set for periodic tracking using network based location information or handset based information n Resource Management § plan optimised movement of mobile resources n Workforce Communication § allocate a task to a resource optimally via SMS, WAP Push n Map display § display maps, distance, routes, Points of Interest etc. on map n Routing & navigation § get online routing and navigation service for a resource n Geo-fencing / Area supervision § generate alarm if the resource enters or leaves an identified area Location Based Services - Presentation 27 © Siemens, 2004

m. traction Friends – Friend Finder application User Functionality • Find a single Person m. traction Friends – Friend Finder application User Functionality • Find a single Person or group of Friends (via SMS, WAP or Web) • Contact Friends directly (SMS and Voice) • Service Self-Subscription • Control my Privacy • Friends & Group definition w Fast and convenient w Have fun and a good time w Good feeling to know someone's position GPR S app rove d What to do? Where are my friends? 02. 09. 01 08: 06 Location of Ben Berlin ! Impels network usage (SMS, WAP & Voice) ! Sticky Customers - Sticky Friends ! Attracts young and „first time“ Users Ok m. traction Friends is easy customizable for additional user scenarios (family, collea Location Based Services - Presentation 28 © Siemens, 2004

m. traction Friends Searcher Sought Subscribe Configure Locate m. traction Friends Geo. Coding Location m. traction Friends Searcher Sought Subscribe Configure Locate m. traction Friends Geo. Coding Location Platform Privacy Call Set-up Send SMS Location Based Services - Presentation 29 © Siemens, 2004

m. traction Finder - Location Based Information Service With Location Dependent Services, and m. m. traction Finder - Location Based Information Service With Location Dependent Services, and m. traction Finder is one of the Services, it is possible to access internet information (Web-interface) via mobile handset (WAP-interface) based on the subscriber‘s current location. The content information will be the following: Travelling Services Health Care Services Cultural Sites & Others Sporting Services Location Based Services - Presentation Business Services 30 © Siemens, 2004

m. traction Finder Navigation Rest. by Type 1 Chinese 2 French 3 Mexican 4 m. traction Finder Navigation Rest. by Type 1 Chinese 2 French 3 Mexican 4 Swiss 5 Thai Molin 80020 Munich 089/1234567 [More info] More OK ? Users Call J Nearestaurants are returned: - address - phone number - etc. ( Reservation & User location is chooses defined kind of automatically restaurant via the network: based on - cell-info - E-OTD -. . . Location Based Services - Presentation Calll 31 4 Map information on the screen © Siemens, 2004

Thank You for the opportunity Location Based Services - Presentation 32 © Siemens, 2004 Thank You for the opportunity Location Based Services - Presentation 32 © Siemens, 2004