Location Based Services

The What, How, Who and Why of Location Based Services

1. Location based services David Forde Kevin McCabe Peter Byrne Kevin Homan November 2015

2. What are Location Based Services? “Location Based Services (LBS) are IT services for providing information that has been created, compiled, selected, or filtered taking into consideration the current locations of the users or those of other persons or mobile objects” Kupper A. (2005) Location-Based Services: Fundamentals and Operation Wiley “LBS are information services accessible with mobile devices through the mobile network and utilizing the ability to make use of the location of the mobile device .” Steiniger S, Neun M and Edwardes A (2006) Foundations of Location Based Services Lesson 1 CartouCHe1 - Lecture Notes on LBS, V. 1.0 2

3. What are Location Based Services? IT Services What do they Consider? Your interests Your wallet! Your location

4. LBS - the story so far Has been in existence since the mid 1960s Developed by the U.S. Military using satellite GPS They made the GPS technology freely available in 1980s to spark innovation E.U. made a similar version called Galileo in early 2000s Joint venture with the European Space Agency Since then Vast increase in wireless technology 1G to 4G (5G being developed) Huge improvement in the mobile device technology Smart phones Tablets W earable technology B iotechnology next?

5. Types of LBS: Location-tracking services Rely on the tracking of a persons location by other parties Mobile Service Providers Additional feature of apps – Twitter, Facebook, Google P lus Main feature – Connect, Find My Friends, Trick or Tracker 3.0 Location-aware Services Are based on the device’s own knowledge of its position OS and app dependent Handling of data with positional reference and spatial analysis functions Where am I? What is near by? How can I go to?

6. LBS Entities:

7. How do Location Based Services work?

8. Methods of locating devices Maps & Navigation Cell ID (Cell-of-Origin) Global Positioning System (GPS) A-GPS Wi-Fi Bluetooth

9. How are devices tracked? Tracking Services Geographic Information Systems (GIS) Global Positioning System (GPS) Radio Frequency Identification (RFID) Wireless Local Area Network (WLAN)

10. How Location Based Services are used? Information Services User Generated Content Citizen Media Control plane locating GSM Localization Geo-fencing

11. Applications in Location Based Services Applications Social Networking E.g. ‘Checking-in’ ,‘Tagging’ Context Advertising E.g. Foursquare, Yelp Push & Pull Services E.g. Hailo , Uber etc.

12. Who? Providers and Users Providers Network / Infrastructure GPS, GIS, RFID, WLAN, AT&T, Verizon, 3, Vodafone Device providers Third-Party providers

13. Device providers Technologies used in mobile devices include: GPS International Mobile Equipment Identity (IMEI ) International Mobile Subscriber Identity (IMSI ) Unique Device Identifier (UDID ) Identifier for Advertisers (IFA).

14. Third-party providers

15. Users Customers and Businesses As a Business we want to be able to : Provide Real-time information Consumers Share Experiences Publicize Business Location Offer Customer Rewards Monitor Customer Comments As a Customer we want to: B e alerted of local deals Receive discounts and coupons Locate local businesses / Services Track our children Find places of interest Which brings us to WHY ?

16. Why are LBS increasing in popularity? Reasons are many and varied Accessibility – Maps Emergency Situations – Location Device Property – Tracking of Stolen Items Real-Time Communication – Information Sharing Advertising – The almighty driver?

17. Advertising and LBS Advertising & Marketing achieve enormous amounts of growth through LBS Mobile Selling Pin-Point Individual Needs Attract New Customers Increase Engagement Drive Conversions

18. Scenarios of Popularity Indicators Bulmers & O2 Meat Pack Hi-jack

19. Challenges to 100% Deployment Main Concerns Disclosure Tracking Behaviour Identity Theft Personal Security Surveillance

20. What does the future hold for LBS?