Saturday, May 26, 2012

Location Business Summit 2012 - Location based advertising and augmented reality

At Location Business Summit 2012, different examples of location-based marketing were given by Asif Khan, from LBMA. Below are some of those videos presented.

Bettle, trying to create advertising as impressive as the car.

Granata Pet - Snack Check-in for your dog.

Roqbot, a social jukebox and background music service for bars, restaurants, cafes, gyms, retail chains and other public venues.

Musical fitting rooms from Starhub, promoting your music download service

This one is from Thomas Alt, CEO, Metaio; augmented reality marketing campaign for Audi A1
Or this one for tablets


The interactive TV show or making the TV screen a huge touchscreen example was impressive. With the help of your smartphone and augmented reality, you can participate and respond to questions in a quiz, get individual feedback on their results and compare their performance with that of other viewers. Here is the video in German with English subtitles.



See also

Location Business Summit 2012 - Indoor Location

Google Maps 6.0 for Android
Indoor location is expected to change the marketplace radically and we heard a lot about it during Location Business Summit 2012 from both platform players like Google and vendors providing solutions to achieve indoor positioning.

Steve Gray, CTO from CSR presented a nice overview of the technical alternatives for indoor positioning. He presented two major solutions, wifi and cellular signal footprinting and pedestrian dead reckoning.

For the signal fingerprinting method, one option is to use an enterprise class wifi and positioning center from vendors like Cisco, which uses angle of arrival, time of arrival or signal strength etc to calculate position. A cheaper alternative is given as using the existing wifi and cellular signals in the environment.  After fingerprinting the environment, position is determined by interpolating the finger print data from database. After the initial finger printing, database is fed with the data from users to allow the system to adapt to the radio changes in the environment.

Apple’s blockage on the RSSI API preventing the applications to see the wifi signal strength level around is given as the major blocking issue for this method. Most consider that Apple is saving it for themselves for their own indoor positioning solution.

Many criticized Google about their indoor positioning quality saying that their data is based on the cars driving around the buildings which is not good for deep buildings like malls and airports. It looked like most (except Google) ignore Google’sMap Floor Plan Marker, which enables Google to have the indoor radio fingerprint by volunteered users. Someone mentioned that Google is also biking indoors too.

Sensewhere says fingerprinting is expensive and labor-intensive while sensor-based positioning can impact the power consumption radically. They say their “dynamic crowd sourcing” system is the solution which is completely fed by the people walking in the building with no need of initial fingerprinting of the building. Though they did not provide any technical details, they were so confident about their solution.

CSR talked about PDR which is using kinematics to estimate indoor positioning as an alternative solution to the problem. It is said that micro-electro-mechanical systems (MEMS) made it possible to determine accelaration and velocity of device. The problem with this method is the error accumulating over time / steps, introducing the need of synchronization with some known source / location from time to time.

CSR also mentioned about the recent BlueTooth v4 protocol, which can push some information (like coupon) to the phone or wake up an application. They say this interface is supported by most of the upcoming phones, including recent ones like iPhone 4s.

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Location Business Summit 2012 - Operators' point of view

While there were few operators participating to Location Business Summit 2012, their point of view was discussed by TCS and Vodafone at panel.

Kristian Nylund, CEO, TCS stated that precision of network-based positioning is enough for 90% of the applications and services and handset- / application-based location can be spoofed easily for iOS and Android. He thinks that operators can differentiate themselves from OTT players with the use of network-based positioning with services like secure location (or shadow authentication) making sure that right device is being used at right location (no data roaming in China, but only during work related trips like Amsterdam visit).

O2 UK’s Priority Moments platform was brought to topic a couple of times as an example of successful operator service about location and marketing. It is a platform by O2 providing exclusive offers and special experiences from the brands you know and love, straight to your phone. Another service example was a service from a French operator which allows subscribers to be able to see the last known location of their lost phone on map. It is said both services is working at Cell ID level.

Maybe because of lack of wider contribution by operators, I heard nothing about Cell ID + TA based positioning but only Cell ID based positioning. Vodafone stated that their solutions like fleet / asset management or family finder is Cell ID based.

In response to privacy related questions, Vodafone told about their opt-in subscriber positioning permission database. If the subscriber is not asked about his preference before, he is getting an SMS when he’s about to be positioned by a service / 3rd party. He is positioned only if he replies to the SMS to confirm the positioning.

After Vodafone mentioned about their own SUPL server implementation, Google’s and Apple’s SUPL servers was taken to the discussion by the participants, noting that operators cannot use their own SUPL server with iPhone.

When it is asked, Vodafone was giving Mobile Analytics empowered by their large user base with segments like device, age groups etc as the next revenue source.

Analytics issue is highlighted by Qubulus too, giving Euclid Elements and Path Intelligence as example companies.


See also