Enabling Location Services Mobile Monday
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The document discusses location-based services and enabling them on mobile networks. It describes key focus areas for LBS including safety, security, proximity marketing and more. It outlines the solution architecture including the mobile positioning system, gateway and serving centers. The document also covers positioning methods, geofencing principles, and Ericsson's end-to-end LBS solution.
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Enabling Location Services Mobile Monday
- 1. Enabling Location-Based Services Mobile Monday # 40 27th April 2015 Sanne STIJVE Mobile Broadband Practice Ericsson Switzerland
- 2. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 2 Location-based services Main Focus areas Safety Security Proximity Marketing Families Enterprises Government LTE Mobile Broadband M2M Verticals What’s in it for operators? Monetize network assets to drive revenues Fulfill regulatory requirements Optimize customer experience
- 3. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 3 SMPC: Serving Mobile Positioning Centre GMPC: Gateway Mobile Positioning Centre MPC: GMPC + SMPC MPS: MPC + network features LBS: MPS + applications + terminals Location-based services Solution Architecture
- 4. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 4 › Assisted Global Positioning System (A-GPS) › UE-B Assisted Global Navigation Satellite System (A-GLONASS) › Cell Global Identity (CGI) › Cell Global Identity with Timing Advance (CGI/TA) › Enhanced Cell Global Identity (E-CGI) › Interface to Uplink Time Difference of Arrival (U-TDOA) › Cell Identity (Cell ID) › Cell ID with Round Trip Time (RTT) › Hybrid positioning (AGPS+RTT) › Cell Identity (CID) › Enhanced Cell Identity (ECID) › Observed Time Difference Of Arrival (OTDOA) Positioning methods Device: GSM: WCDMA: LTE:
- 5. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 5 Positioning methods › Serving cell (CGI/SAI/ECID) › Timing information (TA/RTT) BS1 BS2 BS3 d2 d1 e(1) e(3) e(3) GPS GPS GPS › Using ”triangulation” Observed Time Difference Of Arrival (OTDOA)
- 6. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 6 Spatial triggers Use the mobile network to passively retrieve handset locations feeding the entire ecosystem with relevant and timely location information
- 7. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 7 The Geofencing principle
- 8. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 8 The Geofencing principle
- 9. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 9 The Geofencing principle
- 10. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 10 Example - ANY phone enters an area › Makes it possible for an application to specify geographical areas as: – A circle – A polygon › Generates alerts when ANY phone enters the defined area
- 11. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 11 Mobile advertising adoption status › Privacy concerns causing lag in some markets › Operators in emerging countries more aggressive › Operators inserting themselves directly into the advertising ecosystems by offering access to valuable subscriber data Source: Infonetics 2013
- 12. Enabling Location Based Services | Public | © Ericsson AB 2015 | 2015-04-27 | Page 12 Ericsson’s LBS solution - overview End-to-end offering to capitalize on the growing demand for location-enhanced communication Supports 2G, 3G and 4G networks as well as a range of terminal-based methods such as e.g. Assisted GPS (A-GPS) Includes Mobile Positioning System (MPS), Geographic Information System (GIS), content & application middleware Regulatory requirements driving the development of new positioning methods
Editor's Notes
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- AECID Fingerprinting for GSM/WCDMA
- Spatial Triggers is a feature that automatically notifies the application (LCS client) when a mobile phone moves related to a certain pre-defined area. Compared to other solutions on the market, the Ericsson’s implementation of Spatial Triggers will not cause unnecessary network load - competing solutions are often based on resource consuming recurrent positioning requests. Spatial Triggers will save the resources for better purposes. Spatial Triggers is based on the location data of subscribers collected from the mobile network. The mobile network can be GSM network, WCDMA network or LTE network. The location data can be collected through CS or PS. The received passive location data are used to monitor fulfillment of the trigger criteria. MPS supports five different trigger criteria: • All phones within an area • Any phone entering an area • A specific phone entering an area • A specific phone leaving an area • Two Specific phones approaching each other The location data collected for Spatial Trigger can also be provided to 3rd party applications in real time. The data can be made completely anonymous. This enables mobile operators to add value to a large ecosystem of applications and verticals in need of user location information, and thereby further monetize their inherent location asset.
- 2015-04-27
- 2015-04-27
- 2015-04-27
- Infonetics 2013: Though many vendors are including mobile advertising as part of their larger SDP offerings, touting it as a way to manage revenue distribution and possibly expose network-based enablers and subscriber information, privacy concerns have historically caused its adoption to lag in some markets. Operators in emerging markets in which there is less concern around privacy have been more aggressive with their mobile advertising than their counterparts in other regions. Malaysian operators Maxis, for example, launched a mobile advertising strategy that includes not only WAP banner ads and ad-sponsored application downloads, but also location-based advertising and SMS ad insertion, and Zain Kuwait has introduced AdZone, in which advertisers can target subscribers with video clips, SMS messages, alarm messages, etc., based on their location. However, operators in more developed markets are jumping on the mobile advertising bandwagon, such as Telefónica, which launched a Global Advertising Solutions business unit last year that allows agencies to buy ads to display to its mobile customer base in both Europe and Latin America. We believe that while the early adopters of mobile advertising relied on advertising networks and agencies to fulfill their strategies, including South Korean operators KT and SK Telecom (which acquired online advertising agencies), the next wave of mobile advertising deployments will be by operators looking to insert themselves directly into the ecosystem by offering advertisers access to valuable subscriber data while ensuring control over what information is actually being exposed.
- Ericsson LBS offers an end-to-end offering for location-based services and provides operators with everything they need to capitalize on the growing consumer demand for location-enhanced communication. The solution supports 2G, 3G and 4G networks and includes the Mobile Positioning System (MPS), a Geographic Information System (GIS), as well as content and application middleware. MPS supports Assisted GPS (A-GPS) location and also offers several complementary positioning methods that work in places where GPS does not, such as indoors or in “urban canyons”, where tall buildings obscure satellite line-of-sight.