LOCATION BASED SERVICES

David FordeKevin McCabePeter Byrne

Kevin Homan

November 2015

What are Location Based Services?

■ “Location Based Services (LBS) are IT services for providing information that has been created, compiled, selected, or filtered taking into consideration the current locations of the users or those of other persons or mobile objects”– Kupper A. (2005) Location-Based Services: Fundamentals and Operation

Wiley

■ “LBS are information services accessible with mobile devices through the mobile network and utilizing the ability to make use of the location of the mobile device.”– Steiniger S, Neun M and Edwardes A (2006) Foundations of Location

Based Services Lesson 1 CartouCHe1 - Lecture Notes on LBS, V. 1.0 2

What are Location Based Services?■ IT Services

– What do they Consider?

■ Your interests ■ Your wallet!■ Your location

LBS - the story so far■ Has been in existence since the mid 1960s

– Developed by the U.S. Military using satellite GPS– They made the GPS technology freely available in 1980s to spark innovation– E.U. made a similar version called Galileo in early 2000s

■ Joint venture with the European Space Agency

■ Since then– Vast increase in wireless technology– 1G to 4G (5G being developed)

■ Huge improvement in the mobile device technology– Smart phones– Tablets– Wearable technology– Biotechnology next?

Types of LBS:■ Location-tracking services

– Rely on the tracking of a persons location by other parties ■ Mobile Service Providers■ Additional feature of apps – Twitter, Facebook, Google Plus■ Main feature – Connect, Find My Friends, Trick or Tracker 3.0

■ Location-aware Services– Are based on the device’s own knowledge of its position

■ OS and app dependent– Handling of data with positional reference and spatial

analysis functions■ Where am I?■ What is near by?■ How can I go to?

LBS Entities:

LBS

MOBILE DEVICES

OS SOFTWARE

NETWORK INFRASTRUCTU

RE / POSITIONING COMPONENT

SERVICE PROVIDERS

APPLICATION DEVELOPERS

How do Location Based Services work?

Methods of locating devices■ Maps & Navigation

– Cell ID (Cell-of-Origin)– Global Positioning System

(GPS)– A-GPS– Wi-Fi– Bluetooth

How are devices tracked?■ Tracking Services

– Geographic Information Systems (GIS)

– Global Positioning System (GPS)

– Radio Frequency Identification (RFID)

– Wireless Local Area Network (WLAN)

How Location Based Services are used?

■ Information Services

– User Generated Content– Citizen Media– Control plane locating– GSM Localization– Geo-fencing

Applications in Location Based Services■ Applications

– Social Networking• E.g. ‘Checking-in’ ,‘Tagging’

– Context Advertising• E.g. Foursquare, Yelp

– Push & Pull Services• E.g. Hailo, Uber etc.

Who? Providers and Users

Providers

– Network / Infrastructure■ GPS, GIS, RFID, WLAN, AT&T, Verizon, 3, Vodafone

– Device providers– Third-Party providers

Device providers

Technologies used in mobile devices include: GPS

International Mobile Equipment Identity (IMEI) International Mobile Subscriber Identity (IMSI)

Unique Device Identifier (UDID) Identifier for Advertisers (IFA).

Third-party providers

UsersCustomers and Businesses

As a Business we want to be able to:

Provide Real-time information

Consumers Share Experiences

Publicize Business Location

Offer Customer Rewards

Monitor Customer Comments

As a Customer we want to:

Be alerted of local deals

Receive discounts and coupons

Locate local businesses / Services

Track our children

Find places of interest

Which brings us to WHY ?

Why are LBS increasing in popularity?Reasons are many and varied

■ Accessibility – Maps■ Emergency Situations – Location Device

■ Property – Tracking of Stolen Items■ Real-Time Communication – Information Sharing

■ Advertising – The almighty driver?

Advertising and LBSAdvertising & Marketing achieve enormous amounts of growth through

LBS

■ Mobile Selling■ Pin-Point Individual Needs

■ Attract New Customers■ Increase Engagement

■ Drive Conversions

Scenarios of Popularity Indicators■ Bulmers & O2■ Meat Pack Hi-jack

Challenges to 100% DeploymentMain Concerns

■ Disclosure■ Tracking Behaviour■ Identity Theft■ Personal Security■ Surveillance

What does the future hold for LBS?