LOCATION-BASED SERVICES Presented by Alan Reiter President, Wireless Internet & Mobile Computing

LOCATION-BASED SERVICES Paradise or panopticon: Location’s fuzzy future Are we headed towards a paradise where no containers and packages will be misplaced and no children and adults will be lost? A world where location-based products and services will available almost instantaneously via heads- up display eyeglasses and augmented reality? Or is the future a terrifying panopticon where no one is safe from spying by governments, businesses, friends, and families – and you can't opt out?

NEW TECHNOLOGIES FOSTER LOCATION Combining satellite systems for more accurate positioning GPS, GLONASS, Galileo Location’s more than satellites ABI Research: “Alternative positioning” to generate more than $2.5 billion by 2015 GPS chipsets are cheap, but other devices could use cheaper location Cameras, portable game players, feature phones

INDOOR + OUTDOOR TRACKING Kidspotter uses GPS outdoors and WiFi/RFID tag, Zigbee indoors SMS activates unit Set predefined zone Displays “trail” of user locations

NEW TECHNOLOGIES FOSTER LOCATION Google Hotpot using NFC Indoor sensors

TRACKING FIREFIGHTERS INDOORS Department of Homeland Security project: Geospatial Location Accountability and Navigation System for Emergency Responders (GLANSER) Locating firefighters within buildings Ultrawideband, RFID, ad-hoc networks, cellular accelerometers

TRACKING CHILDREN Zoombak A-GPS (GPS, cellular) 2.87” x 1.69” x 0.82”, 2.5 ounces “Safety zones” $99.99 device + subscription On-demand and periodic automatic updates Six-month prepaid: $69.99 One-year prepaid: $ Two-year prepaid: $ Lifetime: $399.99

TRACKING PETS Garmin GPS collar + handheld unit PawTrax PAT micro GPS + GSM SMS $263

EBAY AUGMENTED REALITY Mataio’s Junaio augmented reality app Junaio for eBay View items for sale, including opening Web listing Filter items by product, distance View on map or lists Privacy concerns

CHECK IN ANYWHERE

NO CHECK-IN REQUIRED Shopkick automatically determines when user is inside a store Working with Best Buy, Macy’s, American Eagle, Target, and more Kickbucks for walking into store or scanning items Store gift cards, restaurant vouchers, Facebook Credit, donate to charities For iPhone and Android

PACKAGE LOCATION FedEx senseaware Track location, temperature, exposure to light, when opened Cellular + GPS

SOFTWARE ACTIONS BASED ON LOCATION Phone changes screens based on location Home, work, office, driving, bicycling Phone initiates actions based on location Changes heat/air conditioning Predictive analytics: Recommendations based on time, location, preferences Magitti

PREDICTIVE ANALYTICS, BEHAVIORAL ANALYSIS Foursquare working on recommendation engine, including recommendations with more weight by “experts” who check into specific locations (e.g., steak restaurants) Possibly proactively recommend places as user is passing by Cookies track your Web activity for predictive analytics

GOOGLE’S ‘LOCATION IN CONTEXT’ Information without searching/asking for it, based on your life Based on your location, preferences, friends, etc. Example: A restaurant menu displays the dishes your friends like

PANOPTICON OR PARADISE? Location technology is too cheap and too valuable not to use for and in everything We will easily meet new people People and objects will rarely get lost Accurate location will spark “mind reader” proactive software actions and recommendations Life will be a paradise

PANOPTICON OR PARADISE? Everyone’s a spy: Governments, companies, individuals Personal and business privacy will be an ancient concept There won’t be anywhere to get away The Location Wars begin Life will be a panopticon

THANK YOU! Alan Reiter