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

© Siemens, 2004 Location Based Services - PresentationPage 2 Location Based Services - Contents  Introduction  LBS Applications  Positioning Technology  LBS Applications from SISL

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

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

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

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

© Siemens, 2004 Location Based Services - PresentationPage 7 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 : Operators  Generate SMS traffic  Provide location info Operators  Generate SMS traffic  Provide location info Goods Company  Goods to transport Goods Company  Goods to transport Transport company  Fleet management  Task management Transport company  Fleet management  Task management Insurance company  tool to decrease theft risks  damage investigations Insurance company  tool to decrease theft risks  damage investigations Siemens  Provide complete solution  Host solution Siemens  Provide complete solution  Host solution

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

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

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

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

© Siemens, 2004 Location Based Services - PresentationPage 12 LBS applications in use by Telcos... Friend Finder, Yellow pagesMTC Vodafone Bahrain15 Hutch4Help (LB Emergency Service)HUTCH India14 Around Me (Directory Service)AIRTEL India13 Yellow pagesOrange UK12 Information & navigation, gamesTelenor11 Fleet ManagementONE Austria10 Friend finder & Traffic informationVizzavi9 Navigation, concierge servicesTIM8 Community services, friend finder, gamesTelia Mobile7 Proximity & content servicesSonera6 Games, Friend Finder, ad, taxi serviceOrange Israel5 Games & EntertainmentOrange Denmark4 Friend FinderOptimus3 Yellow pagesJ-Phone Japan2 Friend Finder & Entertainment servicesSwisscom1 LBS ApplicationsMobile OperatorSN Source: ARC Group & other sources

© Siemens, 2004 Location Based Services - PresentationPage 13 Location Based Services Market Source: MapInfo, ARC Group 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. $2B in ’03  $18.5B in ’06 -Analsys Research, UK

© Siemens, 2004 Location Based Services - PresentationPage 14  City Sightseeing  Localized Advertising  Mobile Yellow Pages Location Based Applications - Categories  Emergency Services  Emergency Alert Services  Person Tracking  Fleet Management  Asset Management Public Safety Services Tracking Services Traffic Monitoring Enhanced Call Routing Location Based Information Service  Traffic Congestion Reporting  Roadside Assistance  Navigation  Routing to Nearest Commercial Enterprise

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

© Siemens, 2004 Location Based Services - PresentationPage 16 HLR MSC Core SS7 Network Company/Firm 1 Company/Firm 2 Company/Firm N Internet Billing WAP Gateway SMSC LBS application Server Location Platform GIS Map / Content Server Database (RDBMS) Standard GSM handsets / GSM/GPS dual handsets / A-GPS enabled CDMA handsets Location Services Enabler Platforms

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

© Siemens, 2004 Location Based Services - PresentationPage 18 Positioning Technologies Positioning technologies available:  Network based - depends on underlying network infrastructure  Handset based - special handsets to provide location information

© Siemens, 2004 Location Based Services - PresentationPage 19 Positioning Technologies - contd...  Cell ID - no special handset  Up-link Time Difference of Arrival (U-TDOA) - no special handset  Enhanced Observed Time Difference (E-OTD) - requires special handsets  Assisted Global Positioning System (A-GPS) - requires special handset

© Siemens, 2004 Location Based Services - PresentationPage 20 Positioning Accuracy  Cell ID - Urban areas (150 m) - Suburban/Rural areas (250 metes meters)  Up-link Time Difference of Arrival (U-TDOA) meters - 20 meters in unobstructed areas  Enhanced Observed Time Difference (E-OTD) meters in suburban areas  A-GPS - 50 meters - 10 meters in unobstructed areas t1 t2 BTS 1 BTS 3 LMU BTS 2 t3

© Siemens, 2004 Location Based Services - PresentationPage 21 Mobile Location Services – The Evolution Story Routing PoI Info Cell-ID Navigation A-GPS E-OTD Cell-ID/TA Maps SX56

© Siemens, 2004 Location Based Services - PresentationPage 22 Factors determining choice of technology  Positioning Accuracy  Performance requirements to support a location based service  Addressable market a location technology covers  Ability for a given technology to support location based applications

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

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

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

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

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

© Siemens, 2004 Location Based Services - PresentationPage 28 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 m.traction Friends is easy customizable for additional user scenarios (family, colleagues) What to do? Where are my friends? w Fast and convenient w Have fun and a good time w Good feeling to know someone's position ! Impels network usage (SMS, WAP & Voice) ! Sticky Customers - Sticky Friends ! Attracts young and „first time“ Users GPRS approved Ok  Location of Ben Berlin :06

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

© Siemens, 2004 Location Based Services - PresentationPage 30 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: Cultural Sites & Others Travelling Services Health Care Services Business Services Sporting Services

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

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