justin davies justin@ninetyten.com +44 7929 372853 find me!

Justin Daviesjustin@ninetyten.com

+44 7929 372853

Find Me!

Is 2008 the year of location? *• The ability to acquire the location of a

person is becoming mainstream• The iPhone effect• Profile generation is becoming a unique

proposition

Location• Longitude, Latitude, Speed, Direction and Altitude

• Buddy Finders• Local Browsing/Search• Asset Tracking• Find my child• Navigation

• Your location is more than a number…

Developing on the mobile

•J2ME – Ability to run on lots of handsets

•S60 – Mid – High end

•S40 – Developing Countries

• iPhone – Be cooool!

•Blackberry – The Enterprise

•Windows Mobile – 12%

Location on the mobile• CELL ID

• GPS

• Operator Assisted

• WiFi Fingerprinting

CELL ID

Each network cell is assigned and ID

CELL IDs are unique and maintained (and changed) by the MNO

Useful for bookmarking services

Using CELL ID with real location can be useful

GPS

Cost of GPS chips greatly reduced

Lots of mid-high end phones include GPS

Mobile navigation systems now viable (and most popular)

Manufacturers usually provide SDK access

Not that useful indoors though! 15

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Operator Assisted

• Ability to get location access across most networks through aggregators

• Strict process to be able to access location

• Not that accurate (100M – 2000M)

• UK “triangulation” is not triangulation

• High Cost per lookup

Skyhook

CELL ID, WiFi and GPS

XPS

Self healing database

Granularity increases as the system is used more

iPhone location provider

Limited distribution

Location Providers

The MNO

MX Telecom/iTagg

Skyhook

Future Nokia API

Sony Ericsson

OpenCellID/Navizon

Privacy

• API calls are usually restricted

• Network acquisition is restricted

• You don’t always have to be accurate

• Location is very personal

• Let the end user know how their location is being used

Mapping

• Excellent examples from Yahoo! And Google

• People are used to visualising location via maps

• Nokia Maps is very successful

• Developer access is difficult

Getting Map data

Source data is licensed out by Teleatlas and Navteq

Territory pricing and coverage

Some hacks have been successful - MGmaps

Price is in 10’s of thousands per year

The difficulty of being an aggregator

Yahoo! Map Image API

http://local.yahooapis.com/MapsService/V1/mapImage?appid=myapikey&longitude=0.05&latitude=51.5&image_width=320&image_height=240&zoom=12

Getting the tile location

<Result>

http://gws.maps.yahoo.com/mapimage?MAPDATA=8Z8wped6wXWCiOAsIjnwUKLbMhPVbCoQ6JDLHQzxjKI43Ol1yV_R91BqMW2iaH_DsVmFvJBHRzPdbTeXZQ7QTLJ_LCXhW_WfjZk94iEDERqpTYCHw8FE0UfTG3lvwBGPUggmzSx0jMjpq.gPw8tkyIY-&mvt=m?cltype=onnetwork&.intl=us

</Result>

Tada!

Questions ?

Justin Daviesjustin@ninetyten.com+44 7929 372853