In this age of significant telecommunications competition, mobile network operators continuously seek new and innovative ways to create differentiation and increase profits. One of the best ways to do accomplish this is through the delivery of highly personalized services. One of the most powerful ways to personalize mobile services is based on location. We will discuss Location Based Services (LBS), but we will first discuss the basis of LBS - location technology.
One of the most obvious technologies behind LBS is positioning, with the most widely recognized system being the Global Positioning System (GPS). There are however, other means of positioning in addition to GPS. These other technologies are network based positioning and typically rely on various means of triangulation of the signal from cell sites serving a mobile phone. In addition, the serving cell site can be used as a fix for location of the user.
Geographic Information Systems
Geographic data is an important aspect of any location system. Geographic Information Systems (GIS) provide the tools to provision and administer base map data such as man made structures (streets, buildings) and terrain (mountains, rivers). GIS is also used to manage point-of-interest data such as location of gas stations, restaurants, nightclubs, etc. Finally, GIS information also includes information about the radio frequency characteristics of the mobile network. This allows the system to determine the serving cell site of the user.
Location Management Function
It is not enough to be able to position the mobile user and know the map data around that position. There must be a location management function to process positioning and GIS data on behalf of LBS applications. The location management function acts as a gateway and mediator between positioning equipment and LBS infrastructure.
Services:
Location based information
Many people are familiar with wireless Internet, but many don't realize the value and potential to make information services highly personalized. One of the best ways to personalize information services is to enable them to be location based. An example would be someone using their Wireless Application Protocol (WAP) based phone to search for a restaurant. The LBS application would interact with other location technology components to determine the user's location and provide a list of restaurants within a certain proximity to the mobile user.
Location based billing
The ability to have preferential billing is provided by this type of application. Through location based billing, the user can establish personal zones such as a home zone or work zone. Through arrangements with the serving wireless carrier, the user could perhaps enjoy flat-rate calling while in the home area and special rates while in other defined zones. This type of application can be especially useful when use in conjunction with other mobile applications such as prepaid wireless.
Tracking
This is a rather large category that contains everything from the difficult fleet applications to enabling mobile commerce. Fleet applications typically entail tracking vehicles for purposes of the owning company knowing the whereabouts of the vehicle and/or operator. Tracking is also an enable of mobile commerce services. A mobile user could be tracking and provided information that he has predetermined he desires, such as notification of a sale on men's suits at a store close to the user's current proximity.
Location is a strategic asset of wireless carriers. Leveraging this information enables the user to experience value-added services and the mobile network operator to offer differentiation and incremental profitability. See the book Wireless Intelligent Networking for more information about the technology behind LBS and applications.
One of the most obvious technologies behind LBS is positioning, with the most widely recognized system being the Global Positioning System (GPS). There are however, other means of positioning in addition to GPS. These other technologies are network based positioning and typically rely on various means of triangulation of the signal from cell sites serving a mobile phone. In addition, the serving cell site can be used as a fix for location of the user.
Geographic Information Systems
Geographic data is an important aspect of any location system. Geographic Information Systems (GIS) provide the tools to provision and administer base map data such as man made structures (streets, buildings) and terrain (mountains, rivers). GIS is also used to manage point-of-interest data such as location of gas stations, restaurants, nightclubs, etc. Finally, GIS information also includes information about the radio frequency characteristics of the mobile network. This allows the system to determine the serving cell site of the user.
Location Management Function
It is not enough to be able to position the mobile user and know the map data around that position. There must be a location management function to process positioning and GIS data on behalf of LBS applications. The location management function acts as a gateway and mediator between positioning equipment and LBS infrastructure.
Services:
Location based information
Many people are familiar with wireless Internet, but many don't realize the value and potential to make information services highly personalized. One of the best ways to personalize information services is to enable them to be location based. An example would be someone using their Wireless Application Protocol (WAP) based phone to search for a restaurant. The LBS application would interact with other location technology components to determine the user's location and provide a list of restaurants within a certain proximity to the mobile user.
Location based billing
The ability to have preferential billing is provided by this type of application. Through location based billing, the user can establish personal zones such as a home zone or work zone. Through arrangements with the serving wireless carrier, the user could perhaps enjoy flat-rate calling while in the home area and special rates while in other defined zones. This type of application can be especially useful when use in conjunction with other mobile applications such as prepaid wireless.
Tracking
This is a rather large category that contains everything from the difficult fleet applications to enabling mobile commerce. Fleet applications typically entail tracking vehicles for purposes of the owning company knowing the whereabouts of the vehicle and/or operator. Tracking is also an enable of mobile commerce services. A mobile user could be tracking and provided information that he has predetermined he desires, such as notification of a sale on men's suits at a store close to the user's current proximity.
Location is a strategic asset of wireless carriers. Leveraging this information enables the user to experience value-added services and the mobile network operator to offer differentiation and incremental profitability. See the book Wireless Intelligent Networking for more information about the technology behind LBS and applications.
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