Dipak Raval Vice President - Sales

IMPACT OF A CLOUD-CONNECTED,

LOCATION-AWARE, MEDIA-RICH WORLD ON

CONSUMERS, ENTERPRISES & GOVERNMENTS

CSR PLC TODAY COMPANY: $1B+ ANNUAL REVENUES, 2400 EMPLOYEES

Location

CSR's Location solutions are

based on industry-leading

GPS/GNSS based around our

SiRF brand.

Connectivity

CSR continues to lead wireless

connectivity evolution with

solutions supporting multiple

wireless technologies.

AV

CSR's Audio Visual solutions

bring truly exceptional sound

quality and imaging to a broad

range of consumer devices.

Consumer Handsets Automotive Locations Camera

A BRIEF HISTORY

OF TECHNOLOGY IN NAVIGATION TECHNOLOGICAL INNOVATIONS IN NAVIGATION HAS CREATED

PROSPERITY FOR ECONOMIES THROUGHOUT HISTORY

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

Compass 11th Century

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

Astrolab 15th Century

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

Marine Chronometer 18th Century

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

1930’s Radio Direction finding

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

1930’s Radio Direction finding 1940’s Radar

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

When I started in Sales…

A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION

Then…

TRADITIONAL LOACATION

SERVICES BUSINESS Tracking Assets Fleet Management

Navigation Automotive Mobile Advertising

POSITIONING USING GPS – HOW IT WORKS

24 Satellites Orbiting at Altitude

of 12,000 miles

2D Position

Requires Three Satellites

Low Cost GPS Engine Enables

Location in Smartphones

GPS INDOORS – DOES NOT PENETRATE

MOST BUILDING

Advertised Un-

Aided Commercial

C(A) Acquisition

Threshold (un-

connected PND’s)

Advertised Aided

Commercial C(A)

Acquisition

Threshold (A-GPS

Cell phones)

GPS

Attenuation

Level

40 - 45 dB

Wooden

Building

12 - 14 dB

Indoor

Arena/Mall

Small

Commercial

Building

Typical

North

American

Residence

2 Level

Parking

Structure

30 - 31 dB

25 dB

Dense

Urban

Environment

Brick-faced

Masonry

Cannot Detect Indoors

Typical Indoor Environments Attenuate GPS Beyond Detection for Commercially Available Receivers

THE PROBLEM NOW…

INDOOR LOCATION TECHNOLOGIES

Existing WiFi + Cellular Signals Enterprise Class WiFi + Positioning Server

• Existing WiFi + Cellular Signals are surveyed

and logged in a database

• “Finger Prints” of RF signals are recorded

in a database

• Position is determined by interpolating

Finger Print data

• Corporate WiFi is deployed for broadband & indoor

location

• Angle-of-Arrival, Time-of-Arrival or received signal

strength is used to calculate position

• Position server records location dynamically

INDOOR POSITIONING – WI-FI ONLY

+ +

+ +

+ +

+

Start

Last GPS fix

50m

End

• Once GPS is lost indoors, the locations of

Wi-Fi access points are used to determine

approximate position once every 20s

• The uncertainty illustrated by the size of

the ellipses makes most indoor use

cases impractical

• Once outdoors, a more accurate GPS position

is obtained and the uncertainty shrinks

INDOOR LOCATION TECHNOLOGIES (CONT.)

MEMs has made it possible to determine

acceleration and velocity of a small device

Gyro-Sensor

Accelerometer

http://global.samsungtomorrow.com

Galaxy SII Teardown Pedestrian Dead Reckoning (PDR) Uses

Kinematics to Estimate Position Indoors

v = v + a t f i

v + v

2d = t f i

v = v + 2 a d f i

2 2d = v t + ½ a t

i

2

Kinematic Equations

d = displacement

t = time

v = velocitya = acceleration

+

+

Start

Last GPS fix

End

INDOOR POSITIONING – PDR ONLY

• Once GPS is lost indoors, the PDR is used to

keep track of position

• The MEMS sensors drift and the error

accumulates at a growth rate of 10% of distance

travelled

• Soon the position track is not representative of

the actual path

• The uncertainty illustrated by the size of the

ellipses makes most indoor use cases

impractical 50m

How do I improve location accuracy indoors

without the need to deploy an expensive

infrastructure that is also self learning

and self correcting?

Multisat GNSS

GPS, GLONASS, future GNSS WAAS, EGNOS, QZSS, future SBAS

SiRFaware power management A-GNSS, Extended Ephemeris

MEMS Gateway

Baro, Acc, Gyro, Compass Navigation enhancements in car and

pedestrian use case Heading smoothing

Pedestrian Dead Reckoning (PDR)

Application Processor

Run apps on chip to offload host Calorie counting, geofence, logging

Interrupt to wake-up host Leverage LBS without draining battery

Wireless Sniffer Hybrid

Internal or external Wi-Fi , Cellular and other radio signal sniffers

Wi-Fi positioning for indoors & aiding Urban Canyon driving

Integration with GNSS and PDR Self-learning

SiRFstarV

SiRFusion

Indoor Location Location Applications

Outdoors Indoor Navigation

Urban Canyons

Connect to CSR Positioning Center

SIRFUSION: THE NEXT GENERATION

LOCATION PLATFORM

50m

Start

Last GPS fix

End

SIRFUSION INDOOR POSITIONING – FUSION OF

GNSS, PDR AND WI-FI

• Once GPS is lost indoors, the MEMS

sensor output is used for dead reckoning

as the user moves

• The error grows about 10% of distance

traveled, so in 50m, the error grows

only 5m

• Wi-Fi positioning keeps the error from

growing too large

• The better accuracy allows the Wi-Fi

access point locations to be determined

more precisely

THE POWER OF SIRFUSION

Standard Smartphone phone

with GPS and Wi-Fi positioning

CSR powered

SiRFusion smartphone

Shows on street Shows actual position

MALL TEST – SILICON VALLEY

• Starts indoors near Macy’s

• Walk is all indoors until exiting through Nordstrom

• Uses Nexus One SiRFusion test phone

• Frequent start/stop during first 800s of test

• Wi-Fi locations determined using manual learning

• Frequent start/stop during first 800s of test cause PDR wander

• Frequent Wi-Fi fixes available throughout

• SiRFusion greatly reduces deviations from route

MALL TEST – SILICON VALLEY

Page 24

CSR DEMO AT 2012 MOBILE

WORLD CONGRESS, HALL 7

CSR LOCATION SERVICES

HIGH-LEVEL ARCHITECTURE

VPN / AWS

Direct Connect

Customer

Data Center/ Media Servers

Location Services Platform

HTML, XML

Web Portal

Cloud

Location Services Web Portal

Where are the new Commercial Opportunities?

Three example LBS markets – Enterprise, Asset Tracking and Consumer

ENTERPRISE/GOV SEGMENT ASSET TRACKING SEGMENT CONSUMER LBS SEGMENT

Targeted at government and large enterprises

(Financial and Healthcare) where there is a

need for content access control, campus

maps/Wi-Fi tiles restriction (for employees

only), military-grade geofencing, etc.

Market trends & attributes: BYOD, Handheld

Location Policies, MDM, Geo-fenced Security

(military grade), Location Context Apps.

This segment is targeted at fixed (vending

sys, office/lab/medical equipment, etc)

and mobile (goods in transit, fleet, people,

etc) asset tracking in large enterprises and

healthcare institutions. Lone Worker

Market trends & attributes: Low cost

module, MRM / M2M apps with Outdoor-

Indoor tracking

This segment is targeted at consumers at

Big-Box stores and Malls.

The technology will be used to guide

shoppers to the right departments and

product areas, provide retail-specific

coupons & specials, etc. $20B advertising

business

Market trends / attributes: Indoor

commercial retail

NEW MARKET OPPORTUNITY EXAMPLES

MARKET SIZE AND GROWTH

-

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

900,000,000

1,000,000,000

2013 2014 2015 2016 2017

2013 2014 2015 2016 2017

Consumer LBS Total Market 209,024,554 246,313,077 283,601,600 352,684,041 438,594,256

Mobile Enterprise Total Market

129,535,398 130,800,752 132,078,759 133,369,547 134,673,243

Asset Tracking M2M Total Market

135,000,000 168,750,000 210,937,500 282,000,000 352,500,000

Total LaaS Market (volume of units)

18% CAGR

Market Size Compiled From: Gartner, US Census, Berg Insight, Pyramid Research, comScore, Frost & Sullivan, Eurostat

CLOSING THOUGHTS

• Location innovations are making

the world a smaller place

• Indoor location will dramatically

change the marketplace

• Cloud and web services enable

new business models

• New multibillion € businesses will

evolve leveraging new location

technologies