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Adam Battson & Zhong Zhou, Feb 2004
Location-Based Services An introduction to technological and
market challenges
By Adam Battson & Zhong Zhao SIE510, UMaine, Orono
10 February 2004
(A talk lasting ~40 minutes)
Adam Battson & Zhong Zhou, Feb 2004
Overview of Presentation Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
1. Motivations for Location-Based Services
2. System Architectures (what’s the GIS bit do?)
3. Spatial Data Requirements & DBMS
4. Interoperability and Standards
5. Market Issues: Trends and challenges
6. Conclusions
Some Demos (to keep you interested!)
Adam Battson & Zhong Zhou, Feb 2004
Adam Battson & Zhong Zhou, Feb 2004
ReferencesIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
“Location-Based Services : Technical and Business Issues”
By Dao D., Rizos C & Wang J (2003), Univ. Sydney, Australiahttp://plan.geomatics.ucalgary.ca/papers/DiepDao.pdf
“Assessing the Impact of Location-Based Services”
By Bharat Rao & Louis Minakakis (2004)http://csdl.computer.org/comp/proceedings/hicss/2004/2056/03/205630078c.pdf
“WhereWare” (Available electronically via Library)
By Pfeiffer E. & Johnstone B., Technology Review(106/7), Sep2003
OpenGIS Location Services Specificationwww.OpenGIS.org
Adam Battson & Zhong Zhou, Feb 2004
ReferencesIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
“Wireless Location Privacy Study”
By Driscoll-Wolfe Marketing & Research Consulting (2001)http://www.driscoll-wolfe.com/wireless/w_locationbased.htm
“Location Privacy Protection Act of 2001 ”
By Sen. John Edwards (2001)http://www.techlawjournal.com/cong107/privacy/location/s1164is.asp
“Wireless Privacy Protection Act of 2003 ”By Mr. FRELINGHUYSEN 2003http://www.theorator.com/bills108/hr71.html
“Mobile systems: an overview”
By Ericsson Radio Systems ABhttp://www.artes.uu.se/events/summer00/ericsson-mobiile-systems.pdf
Adam Battson & Zhong Zhou, Feb 2004
What are LBS anyway?What they’re for…
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
A.K.A. “WhereWare” or “L-services”
The provision of targeted, relevant, timely and engaging mobile information exchange and assistance.
Government: FCC E-911 Assistance. Location 100m (67% time) ; 300m (95% time); UK $35bn Licenses.
Revenue: ‘Concierge Services’. Users’ locations, profiles leveraged as “inherent consumption contexts”, alerting them to unforeseen (spending) opportunities.
Efficiency: Business/work tracking people & assets.
Adam Battson & Zhong Zhou, Feb 2004
Comparison with other GIS domainsIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
The technology, products and markets remain speculative and immature – not yet ‘an industry’.
GIS are components in demandingly complex, integrated systems of LBS h/ware and software.
Geog Info services ‘for the masses’: Potentially massive revenues and cultural impact.
Integration and Interoperability are vital issues.
Adam Battson & Zhong Zhou, Feb 2004
What are LBS anyway?3. Underlying technologies…
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
LBS are built upon integrated systems involving:
Wireless communications
Positioning technologies
Spatial databases and GIS
Non-spatial databases User Profiles, Services, Billing
Adam Battson & Zhong Zhou, Feb 2004
Mobile Comms SystemsData Architecture 1
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
HLR
VLR
Protocols
IS-41 GSM
Multiplexing
SMS
GPRS
InternetInternet (~60Kbps)
(US) (Eur/Aus)
Adam Battson & Zhong Zhou, Feb 2004
Mobile Comms SystemsData Architecture 2
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
LBS System ArchitectureIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
LBS Positioning TechnologiesIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
GPS Uses 24 military satellites, +/-3ns clocks Good Reliable, accurate, resolution <10m Bad Slow start, urban signal attenuation, battery life
A-GPS Assisted GPS + WAN &/or Bluetooth Urban use, no slow start. Complex tracking & billing? Privacy?
Non-GPS Mobile network location methods ‘Cell of Origin’ (CoO) Simple, but imprecise & coarse-grained ‘Time of Arrival’ (ToA) Triangulation. Accurate to +/- >100m. ‘Angle of Arrival’ (AoA) Triangulation. Accurate to +/- >100m.
BSN Broadband Satellite Network. 280 satellites using I.P. (Internet Protocol). Complex. ‘Iridium’ used this and went bust!
Adam Battson & Zhong Zhou, Feb 2004
LBS Positioning TechnologiesIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
LBS Positioning TechnologiesIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
GPS Uses 24 military satellites, +/-3ns clocks Good Reliable, accurate, resolution <10m Bad Slow start, urban signal attenuation, battery life
A-GPS Assisted GPS + WAN &/or Bluetooth Urban use, no slow start. Complex tracking & billing? Privacy?
Non-GPS Mobile network location methods ‘Cell of Origin’ (CoO) Simple, but imprecise & coarse-grained ‘Time of Arrival’ (ToA) Triangulation. Accurate to +/- >100m. ‘Angle of Arrival’ (AoA) Triangulation. Accurate to +/- >100m.
BSN Broadband Satellite Network. 280 satellites using I.P. (Internet Protocol). Complex. ‘Iridium’ used this and went bust!
Adam Battson & Zhong Zhou, Feb 2004
LBS System ArchitectureIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Before Zhong, a Demo!Yubee.com
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Spatial DataRequirements & DBMS
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
One of the essential parts in location based services.
Ways to deal with spatial data Geographic Information System – GIS
Database Management Systems - DBMS
Adam Battson & Zhong Zhou, Feb 2004
Spatial Data - GISIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Computer-based capability to manipulate spatial / geographic data.
Acquisition, compilation, storage, update, management, retrieval, presentation and analysis of data
Geo-referencing (coordinate information)
Format in vector or raster
Spatial objects have common characteristics
location, form, attributes and relationship with other objects.
Adam Battson & Zhong Zhou, Feb 2004
Spatial Data - DBMSIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Relational Database Management Systems – RDBMS
Easy to store simple data types, e.g. characters and numbers.
Difficult to deal with complex spatial objects.
Object Relational Database Management Systems – ORDBMS
Storage of complex data, e.g. objects.
Management of relationships between objects.
User-defined data types, user-defined functions
Adam Battson & Zhong Zhou, Feb 2004
Spatial Data – ADT, SQLIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Abstract Data Types – ADT
Hidden data structure
A set of operations (interface)
Access only through the interface. Separation of data structures and operations
Programming language independent
Classes in object-oriented programming
Structured Query Language - SQL
Standard interactive and programming language
Used for database operations, spatial analyses
Encapsulation
Adam Battson & Zhong Zhou, Feb 2004
Spatial Data – LBS RequirementsIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
GIS
Not many complex spatial analyses
Basically geometric functions
Possibly different representation of results
DBMS
LBS quality depends on the nature, completeness and accuracy of the database content
Maps and related features
Adam Battson & Zhong Zhou, Feb 2004
Spatial Data – Commercial DBMSIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Oracle 8 Spatial Catridge
Manipulation of geometric objects through ADT
LBS developers include AirFlash, AutoDesk, CellPoint, GeoTouch, IntelliWhere, Webraska and Xmarc.
Adam Battson & Zhong Zhou, Feb 2004
Interoperability and StandardsIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Positioning technologies
Mobile telecommunications
Location Interoperability Forum (LIF)
Open Mobile Alliance (OMA)
OGC Open Location Services (OpenLS)
Adam Battson & Zhong Zhou, Feb 2004
Mobile Telecommunications - HistoryIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Mobile Telecommunications2G / 2.5G Systems
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
2G Systems GSM – Global System for Mobile Communications
TDMA/IS-136 – Time Division Multiple Access
Also D-AMPS - Digital Advanced Mobile Phone System
CDMA/IS-95 (cdmaOne) - Code Division Multiple Access
PDC – Personal/Pacific Digital Cellular
2.5G Systems GPRS - General Packet Radio Services. Up to 171.2 Kbps.
EDGE - Enhanced Data Rates for GSM Evolution. Up to 384 Kbps.
Also known as EGPRS – Enhanced GPRS
CDMA2000 1X. Up to 307Kbps
Adam Battson & Zhong Zhou, Feb 2004
Mobile Telecommunications2G / 2.5G Services
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
SMS – Short Message Service Text messages consisting of words and numbers with limited size.
Mobile mapping in text format, e.g. turn-by-turn directions.
GPRS - General Packet Radio Services Enhanced SMS
Internet Enabled
Higher Speed
Wireless/Mobile Internet Incompatible Mobile systems
Handset restricted in interface, CPU power and memory; network with limited
bandwidth, longer latency and lower reliability
Need of WAP – Wireless Application Protocol and
WML – Wireless Markup Language – designed for limited-bandwidth
Adam Battson & Zhong Zhou, Feb 2004
Mobile TelecommunicationsWAP Architecture and Model
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Mobile Telecommunications3G Technology
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Helps bring together the mobile communications and the wireless Internet industries
High-speed Internet access, data, video and CD-quality music
A single global standard not to be achieved soon. There will remain to be a multi-band and multi-mode world.
New handsets to support multiple technologies / frequencies
Adam Battson & Zhong Zhou, Feb 2004
Mobile Telecommunications3G Standard - IMT-2000
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
A single family of compatible standards for 3G systems: Used worldwide
Used for all mobile applications
Packet-switched (PS) + circuit-switched (CS) data transmission
Up to 2 Mbps of transmission rate
High spectrum efficiency
Most important proposals out of 17: UMTS (W-CDMA)
CDMA20001xEV-DO, 1xEV-DV
TD–SCDMA - Time Division–Synchronous CDMA
Adam Battson & Zhong Zhou, Feb 2004
Mobile TelecommunicationsFuture - 4G Networks
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Characteristics: All IP-based network
High Speed – more than 100Mbps in stationary mode, an average of 20Mbps when travelling.
Access through a collection of radio interfaces (HIPERLAN, WLAN, Bluetooth, GPRS)
Global seamless roaming / handover across multiple wireless and mobile networks
Always connected to the best network
One bill with reduced total access cost
Architecture: Personal Area Networking (e.g. Bluetooth)
Local high-speed access points on the network including wireless LAN technologies
Cellular Connectivity
Adam Battson & Zhong Zhou, Feb 2004
Location Interoperability Forum - LIFIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Founded in October 2000 by Ericsson, Motorola and Nokia
Global interoperability between mobile positioning systems.
Common and ubiquitous location service solutions
Now a part of the Open Mobile Alliance (OMA)
Adam Battson & Zhong Zhou, Feb 2004
Open Mobile Alliance - OMAIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Formed in June 2002 by nearly 200 companies.
Service interoperability across devices, geographies,
service providers, operators, and networks Consolidation of
WAP Forum
Location Interoperability Forum (LIF)
SyncML Initiative
MMS-IOP (Multimedia Messaging Interoperability Process)
Wireless Village
Mobile Gaming Interoperability Forum (MGIF)
Mobile Wireless Internet Forum (MWIF).
Adam Battson & Zhong Zhou, Feb 2004
Intro
LBS Objectives
Architecture
Spatial Data
Market Issues
Conclusions
Interoperability
Adam Battson & Zhong Zhou, Feb 2004
OpenGIS Location Services – OpenLS: Core Services, Parts 1-5
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
An open platform for location-based application services, also referred to as GeoMobility Server (GMS).
Primary objective
To define access to the Core Services and Abstract Data Types (ADT) that comprise the GeoMobility Server.
Adam Battson & Zhong Zhou, Feb 2004
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Intro
LBS Objectives
Architecture
Spatial Data
Market Issues
Conclusions
Interoperability
Adam Battson & Zhong Zhou, Feb 2004
GeoMobility ServerIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Core Services and their OpenLS interfaces
OpenLS Information Model, consisting of ADTs
Possibly, a set of local applications build upon the Core Services and accessing them through OpenLS interfaces
Content such as map data, points of interest, routes, and so on used by the Core Services. Can also be hosted on other servers and accessed through the Internet
Possibly other supporting functions for personalization, context management, billing, logging, etc.
Adam Battson & Zhong Zhou, Feb 2004
OpenLS - Core ServicesIntro
Architecture
Spatial Data
Market Issues
Conclusions
LBS Objectives
Interoperability
Adam Battson & Zhong Zhou, Feb 2004
OpenLS - Information ModelIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
ADT - Abstract Data Types
Position ADT Address ADT Location ADT Map ADT
Point of Interest (POI) ADT Area of Interest (POI) ADT
Route Summary ADT Route Geometry ADT
Route Maneuvers ADT Route Directions ADT
Adam Battson & Zhong Zhou, Feb 2004
OpenLS - A Use CaseIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
A subscriber wants to access a list of restaurants nearby its location. He/she does not have any positioning capabilities on his/her device. The position is provided by network elements (GMLC/MPC).
Adam Battson & Zhong Zhou, Feb 2004
Billing
Location based / sensitive billing One of Location Based Services
User defined zones for preferential billing, e.g. flat rate calling in home zone and special rates in other areas.
Useful when used in conjunction with other mobile applications such as prepaid wireless service.
Other options: Content based billing
Real time rating
Converged billing
Functionality related to interoperability
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Privacy - Problems
Customers may be known within 100m of their locations
Their “tracks” can be recorded and analyzed
Potential threats to personal security
Use of personal location information for commercial purposes and legal actions
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Privacy – Possible Solutions
For LBS carriers:
Be aware of the importance of customers’ location privacy
Be able to distinguish customers who want LBS and those who do not
No forwarding of customer’s location information without authorization
Legal issues:
Location Privacy Protection Act of 2001
By Sen. John Edwards (2001)
Wireless Privacy Protection Act of 2003
By Mr. FRELINGHUYSEN (2003)
Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Adam Battson & Zhong Zhou, Feb 2004
Interoperability - SummaryIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Global mobile telecommunications interoperability not to be achieved until the implementation of 4G technology.
Major companies integrate specification activities into the Open Mobile Alliance.
Open GIS Consortium promotes global interoperation of geoprocessing technology.
OGC OpenLS provides GeoMobility Server, an open platform for location-based application services.
Adam Battson & Zhong Zhou, Feb 2004
LBS Market IssuesIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
So far: Technology => how LBS deliver.
Now: Market Issues => why and what information consumers might pay for.
LBS Problems: Regulatory E911 ‘push’ Imprecise urban location
Limited bandwidth, slow response Small screens, fiddly interfaces Complex interoperability vital Speculative markets Elusive ‘Killer App’ High costs & risk
Driscoll-Wolfe (Market Research ’02?) 20,000 homes Average 1 or 2 LBS-type queries likely per month
Adam Battson & Zhong Zhou, Feb 2004
Predicted MarketsIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Numbers of Subscribers US:150K, 2002 42million, 2005 (Gartner 2003) Globally, by 2006, ~680million (Rao & Minakakis 2004)
Revenues US:$6million, 2002 $828million, 2005 (Gartner 2003) Europe: $32billion by 2005 (Strategis Group, 2000)
GIS by comparison http://www.directionsmag.com/article.php?article_id=403
Adam Battson & Zhong Zhou, Feb 2004
“Location, location, location!”Intro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Vendors need more than where customers are. They also need why they’re there & what their preferences are.
=>Additional complexity: Roaming profiles & histories!
Inaccuracies and irrelevant info will irritate users
Cultural factors affect local requirements
Innovative new business models vital (cf. ‘Click-Thru’)
“Business models must sufficiently address and enhance the customer experience, whilst carefully managing costs”
E.g. Workplace LBS “A quiet revolution” Demo! http://imgs.intergraph.com/freebies/demos.asp
Context, context, context!
Adam Battson & Zhong Zhou, Feb 2004
LBS EmploymentIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
E.g. Current Vacancy: ‘Mapflow.com’, Dublin http://www.mapflow.com/html/joblisting.htm
Something further afield?
http://news.bbc.co.uk/1/hi/sci/tech/3473139.stm
Adam Battson & Zhong Zhou, Feb 2004
Summary ConclusionsIntro
LBS Objectives
Architecture
Spatial Data
Interoperability
Market Issues
Conclusions
Location-Based Services remain immature, but barely. Driven by regulatory requirements, which must be now paid for.
GIS technologies are critical components of LBS.
Highly complex LBS architectures demand multiple system standards, to achieve vital interoperability.
LBS => ‘GIS for the masses’, with potentially enormous financial & cultural ramifications.
Risky & speculative markets present new opportunities for highly innovative business models.
‘I.T.-savvy’ SIE Alumni may prosper in LBS!