location based services

Adam Battson & Zhong Zhou, Feb 2004

Location-Based Services An introduction to technological and

market challenges

By Adam Battson & Zhong Zhao SIE510, UMaine, Orono

[email protected]

[email protected]

10 February 2004

(A talk lasting ~40 minutes)


Overview of Presentation Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

1. Motivations for Location-Based Services

2. System Architectures (what’s the GIS bit do?)

3. Spatial Data Requirements & DBMS

4. Interoperability and Standards

5. Market Issues: Trends and challenges

6. Conclusions

Some Demos (to keep you interested!)



ReferencesIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

“Location-Based Services : Technical and Business Issues”

By Dao D., Rizos C & Wang J (2003), Univ. Sydney, Australiahttp://plan.geomatics.ucalgary.ca/papers/DiepDao.pdf

“Assessing the Impact of Location-Based Services”

By Bharat Rao & Louis Minakakis (2004)http://csdl.computer.org/comp/proceedings/hicss/2004/2056/03/205630078c.pdf

“WhereWare” (Available electronically via Library)

By Pfeiffer E. & Johnstone B., Technology Review(106/7), Sep2003

OpenGIS Location Services Specificationwww.OpenGIS.org


ReferencesIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

“Wireless Location Privacy Study”

By Driscoll-Wolfe Marketing & Research Consulting (2001)http://www.driscoll-wolfe.com/wireless/w_locationbased.htm

“Location Privacy Protection Act of 2001 ”

By Sen. John Edwards (2001)http://www.techlawjournal.com/cong107/privacy/location/s1164is.asp

“Wireless Privacy Protection Act of 2003 ”By Mr. FRELINGHUYSEN 2003http://www.theorator.com/bills108/hr71.html

“Mobile systems: an overview”

By Ericsson Radio Systems ABhttp://www.artes.uu.se/events/summer00/ericsson-mobiile-systems.pdf


What are LBS anyway?What they’re for…

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

A.K.A. “WhereWare” or “L-services”

The provision of targeted, relevant, timely and engaging mobile information exchange and assistance.

Government: FCC E-911 Assistance. Location 100m (67% time) ; 300m (95% time); UK $35bn Licenses.

Revenue: ‘Concierge Services’. Users’ locations, profiles leveraged as “inherent consumption contexts”, alerting them to unforeseen (spending) opportunities.

Efficiency: Business/work tracking people & assets.


Comparison with other GIS domainsIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

The technology, products and markets remain speculative and immature – not yet ‘an industry’.

GIS are components in demandingly complex, integrated systems of LBS h/ware and software.

Geog Info services ‘for the masses’: Potentially massive revenues and cultural impact.

Integration and Interoperability are vital issues.


What are LBS anyway?3. Underlying technologies…

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

LBS are built upon integrated systems involving:

Wireless communications

Positioning technologies

Spatial databases and GIS

Non-spatial databases User Profiles, Services, Billing


Mobile Comms SystemsData Architecture 1

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

HLR

VLR

Protocols

IS-41 GSM

Multiplexing

SMS

GPRS

InternetInternet (~60Kbps)

(US) (Eur/Aus)


Mobile Comms SystemsData Architecture 2

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


LBS System ArchitectureIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


LBS Positioning TechnologiesIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

GPS Uses 24 military satellites, +/-3ns clocks Good Reliable, accurate, resolution <10m Bad Slow start, urban signal attenuation, battery life

A-GPS Assisted GPS + WAN &/or Bluetooth Urban use, no slow start. Complex tracking & billing? Privacy?

Non-GPS Mobile network location methods ‘Cell of Origin’ (CoO) Simple, but imprecise & coarse-grained ‘Time of Arrival’ (ToA) Triangulation. Accurate to +/- >100m. ‘Angle of Arrival’ (AoA) Triangulation. Accurate to +/- >100m.

BSN Broadband Satellite Network. 280 satellites using I.P. (Internet Protocol). Complex. ‘Iridium’ used this and went bust!



LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions



LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

GPS Uses 24 military satellites, +/-3ns clocks Good Reliable, accurate, resolution <10m Bad Slow start, urban signal attenuation, battery life

A-GPS Assisted GPS + WAN &/or Bluetooth Urban use, no slow start. Complex tracking & billing? Privacy?

Non-GPS Mobile network location methods ‘Cell of Origin’ (CoO) Simple, but imprecise & coarse-grained ‘Time of Arrival’ (ToA) Triangulation. Accurate to +/- >100m. ‘Angle of Arrival’ (AoA) Triangulation. Accurate to +/- >100m.

BSN Broadband Satellite Network. 280 satellites using I.P. (Internet Protocol). Complex. ‘Iridium’ used this and went bust!


LBS System ArchitectureIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Before Zhong, a Demo!Yubee.com

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Spatial DataRequirements & DBMS

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

One of the essential parts in location based services.

Ways to deal with spatial data Geographic Information System – GIS

Database Management Systems - DBMS


Spatial Data - GISIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Computer-based capability to manipulate spatial / geographic data.

Acquisition, compilation, storage, update, management, retrieval, presentation and analysis of data

Geo-referencing (coordinate information)

Format in vector or raster

Spatial objects have common characteristics

location, form, attributes and relationship with other objects.


Spatial Data - DBMSIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Relational Database Management Systems – RDBMS

Easy to store simple data types, e.g. characters and numbers.

Difficult to deal with complex spatial objects.

Object Relational Database Management Systems – ORDBMS

Storage of complex data, e.g. objects.

Management of relationships between objects.

User-defined data types, user-defined functions


Spatial Data – ADT, SQLIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Abstract Data Types – ADT

Hidden data structure

A set of operations (interface)

Access only through the interface. Separation of data structures and operations

Programming language independent

Classes in object-oriented programming

Structured Query Language - SQL

Standard interactive and programming language

Used for database operations, spatial analyses

Encapsulation


Spatial Data – LBS RequirementsIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

GIS

Not many complex spatial analyses

Basically geometric functions

Possibly different representation of results

DBMS

LBS quality depends on the nature, completeness and accuracy of the database content

Maps and related features


Spatial Data – Commercial DBMSIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Oracle 8 Spatial Catridge

Manipulation of geometric objects through ADT

LBS developers include AirFlash, AutoDesk, CellPoint, GeoTouch, IntelliWhere, Webraska and Xmarc.


Interoperability and StandardsIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Positioning technologies

Mobile telecommunications

Location Interoperability Forum (LIF)

Open Mobile Alliance (OMA)

OGC Open Location Services (OpenLS)


Mobile Telecommunications - HistoryIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Mobile Telecommunications2G / 2.5G Systems

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

2G Systems GSM – Global System for Mobile Communications

TDMA/IS-136 – Time Division Multiple Access

Also D-AMPS - Digital Advanced Mobile Phone System

CDMA/IS-95 (cdmaOne) - Code Division Multiple Access

PDC – Personal/Pacific Digital Cellular

2.5G Systems GPRS - General Packet Radio Services. Up to 171.2 Kbps.

EDGE - Enhanced Data Rates for GSM Evolution. Up to 384 Kbps.

Also known as EGPRS – Enhanced GPRS

CDMA2000 1X. Up to 307Kbps


Mobile Telecommunications2G / 2.5G Services

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

SMS – Short Message Service Text messages consisting of words and numbers with limited size.

Mobile mapping in text format, e.g. turn-by-turn directions.

GPRS - General Packet Radio Services Enhanced SMS

Internet Enabled

Higher Speed

Wireless/Mobile Internet Incompatible Mobile systems

Handset restricted in interface, CPU power and memory; network with limited

bandwidth, longer latency and lower reliability

Need of WAP – Wireless Application Protocol and

WML – Wireless Markup Language – designed for limited-bandwidth


Mobile TelecommunicationsWAP Architecture and Model

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Mobile Telecommunications3G Technology

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Helps bring together the mobile communications and the wireless Internet industries

High-speed Internet access, data, video and CD-quality music

A single global standard not to be achieved soon. There will remain to be a multi-band and multi-mode world.

New handsets to support multiple technologies / frequencies


Mobile Telecommunications3G Standard - IMT-2000

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

A single family of compatible standards for 3G systems: Used worldwide

Used for all mobile applications

Packet-switched (PS) + circuit-switched (CS) data transmission

Up to 2 Mbps of transmission rate

High spectrum efficiency

Most important proposals out of 17: UMTS (W-CDMA)

CDMA20001xEV-DO, 1xEV-DV

TD–SCDMA - Time Division–Synchronous CDMA


Mobile TelecommunicationsFuture - 4G Networks

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Characteristics: All IP-based network

High Speed – more than 100Mbps in stationary mode, an average of 20Mbps when travelling.

Access through a collection of radio interfaces (HIPERLAN, WLAN, Bluetooth, GPRS)

Global seamless roaming / handover across multiple wireless and mobile networks

Always connected to the best network

One bill with reduced total access cost

Architecture: Personal Area Networking (e.g. Bluetooth)

Local high-speed access points on the network including wireless LAN technologies

Cellular Connectivity


Location Interoperability Forum - LIFIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Founded in October 2000 by Ericsson, Motorola and Nokia

Global interoperability between mobile positioning systems.

Common and ubiquitous location service solutions

Now a part of the Open Mobile Alliance (OMA)


Open Mobile Alliance - OMAIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Formed in June 2002 by nearly 200 companies.

Service interoperability across devices, geographies,

service providers, operators, and networks Consolidation of

WAP Forum

Location Interoperability Forum (LIF)

SyncML Initiative

MMS-IOP (Multimedia Messaging Interoperability Process)

Wireless Village

Mobile Gaming Interoperability Forum (MGIF)

Mobile Wireless Internet Forum (MWIF).


Intro

LBS Objectives

Architecture

Spatial Data

Market Issues

Conclusions

Interoperability


OpenGIS Location Services – OpenLS: Core Services, Parts 1-5

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

An open platform for location-based application services, also referred to as GeoMobility Server (GMS).

Primary objective

To define access to the Core Services and Abstract Data Types (ADT) that comprise the GeoMobility Server.


Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Intro

LBS Objectives

Architecture

Spatial Data

Market Issues

Conclusions

Interoperability


GeoMobility ServerIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Core Services and their OpenLS interfaces

OpenLS Information Model, consisting of ADTs

Possibly, a set of local applications build upon the Core Services and accessing them through OpenLS interfaces

Content such as map data, points of interest, routes, and so on used by the Core Services. Can also be hosted on other servers and accessed through the Internet

Possibly other supporting functions for personalization, context management, billing, logging, etc.


OpenLS - Core ServicesIntro

Architecture

Spatial Data

Market Issues

Conclusions

LBS Objectives

Interoperability


OpenLS - Information ModelIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

ADT - Abstract Data Types

Position ADT Address ADT Location ADT Map ADT

Point of Interest (POI) ADT Area of Interest (POI) ADT

Route Summary ADT Route Geometry ADT

Route Maneuvers ADT Route Directions ADT


OpenLS - A Use CaseIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

A subscriber wants to access a list of restaurants nearby its location. He/she does not have any positioning capabilities on his/her device. The position is provided by network elements (GMLC/MPC).


Billing

Location based / sensitive billing One of Location Based Services

User defined zones for preferential billing, e.g. flat rate calling in home zone and special rates in other areas.

Useful when used in conjunction with other mobile applications such as prepaid wireless service.

Other options: Content based billing

Real time rating

Converged billing

Functionality related to interoperability

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Privacy - Problems

Customers may be known within 100m of their locations

Their “tracks” can be recorded and analyzed

Potential threats to personal security

Use of personal location information for commercial purposes and legal actions

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Privacy – Possible Solutions

For LBS carriers:

Be aware of the importance of customers’ location privacy

Be able to distinguish customers who want LBS and those who do not

No forwarding of customer’s location information without authorization

Legal issues:

Location Privacy Protection Act of 2001

By Sen. John Edwards (2001)

Wireless Privacy Protection Act of 2003

By Mr. FRELINGHUYSEN (2003)

Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions


Interoperability - SummaryIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Global mobile telecommunications interoperability not to be achieved until the implementation of 4G technology.

Major companies integrate specification activities into the Open Mobile Alliance.

Open GIS Consortium promotes global interoperation of geoprocessing technology.

OGC OpenLS provides GeoMobility Server, an open platform for location-based application services.


LBS Market IssuesIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

So far: Technology => how LBS deliver.

Now: Market Issues => why and what information consumers might pay for.

LBS Problems: Regulatory E911 ‘push’ Imprecise urban location

Limited bandwidth, slow response Small screens, fiddly interfaces Complex interoperability vital Speculative markets Elusive ‘Killer App’ High costs & risk

Driscoll-Wolfe (Market Research ’02?) 20,000 homes Average 1 or 2 LBS-type queries likely per month


Predicted MarketsIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Numbers of Subscribers US:150K, 2002 42million, 2005 (Gartner 2003) Globally, by 2006, ~680million (Rao & Minakakis 2004)

Revenues US:$6million, 2002 $828million, 2005 (Gartner 2003) Europe: $32billion by 2005 (Strategis Group, 2000)

GIS by comparison http://www.directionsmag.com/article.php?article_id=403


“Location, location, location!”Intro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Vendors need more than where customers are. They also need why they’re there & what their preferences are.

=>Additional complexity: Roaming profiles & histories!

Inaccuracies and irrelevant info will irritate users

Cultural factors affect local requirements

Innovative new business models vital (cf. ‘Click-Thru’)

“Business models must sufficiently address and enhance the customer experience, whilst carefully managing costs”

E.g. Workplace LBS “A quiet revolution” Demo! http://imgs.intergraph.com/freebies/demos.asp

Context, context, context!


LBS EmploymentIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

E.g. Current Vacancy: ‘Mapflow.com’, Dublin http://www.mapflow.com/html/joblisting.htm

Something further afield?

http://news.bbc.co.uk/1/hi/sci/tech/3473139.stm


Summary ConclusionsIntro

LBS Objectives

Architecture

Spatial Data

Interoperability

Market Issues

Conclusions

Location-Based Services remain immature, but barely. Driven by regulatory requirements, which must be now paid for.

GIS technologies are critical components of LBS.

Highly complex LBS architectures demand multiple system standards, to achieve vital interoperability.

LBS => ‘GIS for the masses’, with potentially enormous financial & cultural ramifications.

Risky & speculative markets present new opportunities for highly innovative business models.

‘I.T.-savvy’ SIE Alumni may prosper in LBS!

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adam battson

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