Do Big Webinar: Location Based Services - Enabling on-the-go businesses

Presented by Knowledge PartnerPromotion Partner

Location Based ServicesEnabling on-the-go businesses

An emerging imperative for transforming business operations and augmenting end customer experience.


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Omkar MalageSenior Research AnalystDigital Transformation Practice

@Omalage | [email protected]


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Internet of Things : An emerging wave across enterprises

• Objects connected to each other through wireless network and transmitting data through sensors.

• IoT is expected to accelerate automation of a large array of domestic and industrial areas such as home appliances, electric grid, agriculture, traffic management, and automobiles.

• Enterprises are not just looking at driving efficiency with IoT as the end game, but they are focusing on generating new sources of revenue stream via innovative business models to justify their investment in this area.

• Enterprises are using the data derived from these sensors to make effective decisions.


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Phases of IoT adoption

Industrial Internet

Connected Cities

Connected Homes

Connected Cars (Automobiles)

Wearable's

The Indian manufacturing sector has seen significant growth in IT adoption. IoT applications for the manufacturing sector, whether it is automation or supply chain management, will be a key growth area in India

Recently, the Indian government has taken many steps to improve the ICT sector in India. A major initiative is the development of 100 Smart Cities. The deployment and operation of this concept will require comprehensive IoT solutions.

As the uptake of connected devices in going up rapidly, consumers have strong interest in connecting home appliances and devices virtually to a wireless network.

There are several usages of IoT in the automobile sector due to the wide array of technological advancements. Tire Pressure Monitoring System intimates the user in case the tire pressure is low or if there is a possibility of a flat tire.

In line with growing smartphone sales and internet penetration, there is an increase in the adoption of both free and paid health & fitness apps and devices in India.

Transp

ortation

Oil & Gas


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Internet of Things : Location matters!

Connected Cars

Wearable's

Mobile Devices

Social Media

FleetManagement

Connected Cities


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Introduction to Location Based Services


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What are Location Based Services?

Location Based Services : The concept—Mobile LBS consists of a broad range of services that incorporate location information with other data to provide a value-added experience to a mobile user. Location services rely on a combination of terrestrial, satellite, and software-based measurement technologies to pinpoint the location of a user, which is then integrated with contextual data to provide a value-added experience to a mobile user.

GISInternet

Mobile GIS

Mobile Internet

Mobile devices

WebGIS

Location Based Services is convergence of multiple technologies

Location Based Services are a part of geo-spatial system that rely on a mapping representation, positioning information and content or service

providers who can customise or enhance their offerings

Location Based Services cover a wide range of services that are directly dependent on maps and navigation or have indirect applications like adding

location information to photos, tweets, etc.


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Location Based Services : Overview of key service segments

Location Based Services

Mapping, discovery and infotainment Tracking Advertising Location Based Games Analytics Emergency support

Finding places, friends, maps, add

location to posts, etc

Vehicle & Fleet, Supply chain &

Inventory

Mobile coupons, ads, deal finders

etc.

Real life games like Google

Ingress, apps

Business Intelligence, sales & distribution, etc

Emergency 911, Disaster recovery

services, etc.


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Technologies used in Location Based Services

Positioning Technology

Progress in the domain of network computing has, in part, led to the development of the Spatial Data Infrastructure (SDI) initiative. Aimed at providing an environment in which geospatial users and producers have access to the data that they require, SDIs are still undergoing refinement, but the infrastructure is proving to be a useful and necessary mechanism for LBS.

The most important technology is of course the positioning technology, theway to find out the location of a mobile device accurately. Due to the uniquecharacteristics of the cellular environment, it is a great challenge to locate the object precisely. Eg : GPS, Assisted GPS, Network based technology, Time of Arrival etc.

Wireless data communication combines mobilecommunication and data communication by giving consumers easy access through wirelessdevices (mobile phones, personal digital assistants, palmtop computers, etc.) to relevantinformation on the Internet and intranets.


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Types of Location Based Services

Pull : In the case of a pull service the user issues a request in order to be automatically positioned and access the LBS he/she wants. For Eg: A tourist roams in a foreign city and wants to receive information about the nearest restaurants to his current location.

Push : In the case of a push service, the request is issued by the Service Provider and not the user himself. For Eg: This type of LBS is used in location based advertising, which informs users about products of their interest, located at nearby stores.

Tracking : In a tracking service, the basic idea is that someone (user or service) issues a request to locate other mobile stations (users, vehicles, fleet etc.)


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Location Based Services : Trends driving adoption in India


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Trends driving adoption of Location Based Services in India

The world is going mobile!

Rising wave of the Internet of Things

Enhanced awareness of Location Based marketing

Proliferation of apps and mobile commerce due to government initiatives – Digital India

Proliferation of smart devices and wearable's: While the smart band market is already exploding, glasses or similar wearable computers could have a major impact on the market for LBS devices.


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Factors driving the growth of Location Based Services (LBS)

Availability of cheaper GPS enabled devices

High Interest in personalising services based on user’s location information and history

Advancements in analytical capabilities & cost benefits realised from deploying solutions for asset tracking and management

Evolving business models and global deployments of 3G & 4G hence promising ubiquitous connectivity

Government regulations regarding the use of data and government initiatives


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POLL QUESTION 1

What is the primary driver for your enterprise to adopt Location Based Services?


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Why enterprises need Location Based Services?


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Location Based Services – An imperative for enterprises

Enhancing employee

productivity

Helping mobilise vast transit operations

Aiding business

intelligence

Embracing futuristic

technology

Improves brand affinity and customer service

Driving sales and

business


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Location Based advertisingHyper-contextual targeting

Hyper-contextual and location-targeted ads use data meaningfully to provide an exceptional experience to its target group. It uses hyper-local data to deliver contextual messages that are meaningful to the audience.

Geo-aware targeting

It uses real-time location data supplied by the mobile provider. With this, you can display mobile ads to a possible customer who is close to a particular location.

Place-based targeting

Place-based mobile advertisements use a certain area or location during a specific timeframe. Think of targeting sports-related ads during a football match in the area of a stadium for instance.

Geo-fencing

Geo-fencing allows you to target users within a predefined area based on latitude and longitude information. It’s like a virtual “fence” is created within a certain radius to target users around your store for example.


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Location Based Services are used in multiple enterprise verticals

Relevance FMCG Telecom Retail BFSI Automotive Consumer Durables

Fleet Management and Vehicle

Tracking

Business Intelligence and

Analytics

Location Based Advertising

Map Based Visualisation

Sales and Distribution

Planning

Completely relevant

Highly relevant

Relevant Less relevant


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Challenges for Location Based Services within Enterprises


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Location Based Services : Challenges in adoption

Technological challenges Maintaining security and privacy levels

Data Consistency and consistent user experience

Awareness levels and pricing concerns of LBS

Standardisation and computing/battery power


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POLL QUESTION 2

What is the key constraint which is preventing your enterprise from embracing Location Based Services?


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Key things to consider while selecting a LBS solution provider

Plug and play integration with multiple devices & sensors

State-of-the-art mapping features

Fast loading pages, dynamic updation of location data

API integration with customer’s own website/apps

Analytical reports – correlating reported parameters Multiple used-cases and corresponding set of

sensor integrations

Advanced features such as directional-navigation, route optimisation

Latest web-technologies, uniform experience across web and mobile

Flexibility to integrate within customer’s own MIS, CRM and other applications

Beyond reporting just “as recorded data”, layers of machine learning and correlation analytics


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Case Studies


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Case Study: Deploying Location Based Servicefor one of India’s Online Cab Portal

Challenge Solution

• The company is one of the largest e-commerce companies in the world.

• None of the vehicles deployed for the company’s business operations were company owned. They were contracted vehicles with multiple owners.

• No visibility on cab movement especially as it reached pick up/drop.

• There was no way to ensure the cab was faithful to its agreed route chart or was conducting any unscheduled halts or pick-ups on the way at a bloated cost.

• The operator came up with a Fleet Management Solution which allows customers to have visibility of their mobile assets on a real-time basis.

• The solution is based on GPS and on operators unique proposition of hybrid technology powered by GPS signals and cell towers.

• It provides a very simple and user friendly web interface to manage single or multiple fleets on street, with a display on map, provides alerts over SMS or email.

• Secured access via user ID and Password on Internet.

• Digital maps with zoom in and zoom out facility.

• Automated SMS vehicle arrival notification for employees waiting for a Pick up.

• Alerts for – over speeding, undue stoppages.

• Enhanced customer satisfaction.• Improved business efficiency.• Almost 60% growth in business• Better understanding of customer

preferences.• Improved marketing communication.

Result


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Case Study: Deploying Location Based Servicefor Fleet Tracking of School BusesProblem

The company was looking for a cost effective, integrated and scalable vehicle tracking solution without any infrastructure challenge.Lack of an online solution to trace the fleet.Manual dependency.Lack of efficient analytics.Time-consuming processes for emergency job assignments.

Sol

ution

Proposed a School Bus Tracking solution to address the problem. The solution uses GPS technology to locate vehicles in real-time and an intuitive portal to significantly improve safety ,accountability and system efficiency.

Result

With entire fleet on central map, the solution led to best utilisation of fleet through route optimisation, resource utilisation reports, intelligent trip analytics, online and SMS-based information management.

Solution provided has made it efficient & productive also making the vehicles safe for transportation.

School Bus Tracking is designed to manage your fleet of buses effortlessly by transforming them into Smart Buses. It ensures the safety of a child. You stay aware of the whereabouts of children at all times. Parents are also kept updated using this service.


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Key Takeaways & Conclusion


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Key take-away and conclusion

Key Takeaways

Location Based Services are so attractive that they can cover all walks of life. However, current LBS are growing slower than expected. Many problems like accuracy, privacy, security, customer requirement have to be addressed.

Location Based Services drive higher levels of customer attention and engagement while they help build stronger relationships and expand revenue streams.

Mobile commerce is expected to make a qualitative leap. Several technologies such as PDAs and mobile phones need to be integrated with the wireless network infrastructure. LBS would act as an integral part of M-commerce marketing for enterprises.

Enterprise across the globe are now driving their business operations by embracing digital technologies and with digitisation wave erupting amidst Indian enterprises too, technologies like Location Based Services would play a vital role in putting enterprises ahead in sync with the technologies driving future ready businesses.

Those enterprises that embrace these technologies will possess a unique communication advantage. And a decided competitive edge in the race toward our expanding, rapidly evolving digital future.


Tata Docomo service portfolio

Sales Application

Service Application

Collection Application

Research Application

Mobile Device Management

(MDM)

Fleet Tracking School Bus Tracking Asset Tracking Workforce Tracking Automated Meter

Reading (AMR)

Toll Services

Call Register Services

(CRS)

Hosted IVR

Short Messaging

Services (SMS)

Conferencing

Business Application

Enterprise Connectivity

Mobility Solutions

IoT Solutions

Marketing Solutions

Enterprise Collaboration

ILL

MPLS VPN

Leased Line

L2 Multi Cast

Voice Solutions

International Bridging Services

(IBS)

Managed Security

IDC Services

CDN

Mobile

Photon


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Questions

Please enter any questions you may have into the chat interface on your screen


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Feedback For more information on Location Based Services

Email: [email protected]: 1800 266 1800

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