Location-Based Services

Overview
Location Based Services adds the dimension of current position to mobile applications. Location-based services includes mapping, routing (Directions), GPS Navigation (real-time turn by turn navigation), proximity searches, destination guides, tracking (E-911, vehicles, assets, friend or buddy finders), telematics, location-based billing, advertising, etc. 

How LBS Works?
Position is generally determined using GPS (Global Positioning System, a network of satellites operated by the U.S. Department of Defense), cell site triangulation, network assisted GPS, manual determination (find an address, place, point of interest or position on a map), or combination approaches. In wireless location-services, this information is transmitted with some identifying information (Vehicle, handset, user id) to a receiving application in or outside of the carrier's network. Position information, usually in terms of a latitude/longitude pair (or sometimes, a postal code for a cell site), is sent to the application in a server or back in the client device, sometimes through middleware which manages the security and quality of a wireless determined position. The application typically presents the position information in terms of a current or historical position on a map or text route. 

Applications - Consumer and Enterprise Perspective 
Popular consumer applications, delivered directly or though a consumer brand are destination guides with maps, directions and GPS voice navigation and the emerging buddy, child, or car (e.g. LoJack) finders. OnStar is a simple but widely used telematics (automotive) emergency service. Enterprise applications usually involve tracking but may also include navigation. E-911, for locating a cell phone caller in an emergency, is an FCC mandate. 

Technology Components Involved
GPS receivers, e.g. in wireless chipsets, handsets, batteries, vehicles, add-on receivers for PDA's or laptops are common for high prevision applications. Cell site or cell site triangulation (e.g.E-OTD for GSM Networks) equipment and software are being deployed in the U.S. Any kind of wireless link can and has been used to get the position information to a server - including satellite, conventional land/mobile radio, and cellular/PCS.

Size of the Market 
Estimated at $3.5B for network operator services alone. Go to LBS index page.

Development Issues and Challenges
Position determination is costly to implement on a massive consumer scale ($10B will be spent in the U.S. alone on replacement handsets and network infrastructure) and fraught with public policy issues especially for emergency quality of service and privacy. The many variables in position determination and mobile application usability make this a complex, challenging subject fraught with misperceptions about capabilities. 

Role of location-based Services in M-commerce
While location-based services will initially be used primarily to get or find people to or at bricks and mortar locations, location-based services should make certain kinds of m-commerce, like ticket purchases, easier and more relevant to end-users buying over their wireless devices. 
Products and Services : GPS and other position determination chipsets; GPS receivers and position enhanced handsets, radios, PDA's and receivers; position determination network equipment (PDE), Mobile Positioning Center (MPC); enabling, middleware and carrier infrastructure software and services, end-user and enterprise, applications. 

Vendors 

• GPS chips - Qualcomm, TI, SIRF, Parthus. GPS Receivers: Pharos, Pretec, Magellan, Garmin

• Position determination equipment (PDE), software and middleware -  Ericsson, TruePosition, Xypoint group of TCS, Cambridge Positioning Systems, Signalsoft; 

• Handsets - All handheld device manufacturers, including smart phone manufacturers have started incorporating location-based features in their devices. 

• Consumer Services - Maporama, Portable Internet, Signalsoft, Bfound, Vindigo, Webraska, Whereify. 

• Enterprise services include @Road and many others. 

Deployment Challenges for Enterprises 
Cost of conventional equipment for vehicles or add-on equipment for handsets is the biggest inhibitor to wide scale deployment. Battery life and service costs (including network) are issues for portable and wireless deployments.