Presented by Knowledge Partner Promotion Partner
Location Based
Services Enabling on-the-go businesses
An emerging imperative for
transforming business operations
and augmenting end customer
experience.
Presented by Knowledge Partner Promotion Partner
Omkar Malage Senior Research Analyst
Digital Transformation Practice
@Omalage | [email protected]
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Internet of Things : An emerging wave across enterprises
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• Objects connected to each other
through wireless network and
transmitting data through sensors.
• IoT is expected to accelerate
automation of a large array of
domestic and industrial areas such
as home appliances, electric grid,
agriculture, traffic management, and
automobiles.
• Enterprises are not just looking at
driving efficiency with IoT as the end
game, but they are focusing on
generating new sources of revenue
stream via innovative business
models to justify their investment in
this area.
• Enterprises are using the data
derived from these sensors to make
effective decisions.
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Phases of IoT adoption
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Industrial Internet
Connected Cities
Connected Homes
Connected Cars (Automobiles)
Wearable's
The Indian manufacturing sector has seen significant growth in IT adoption. IoT
applications for the manufacturing sector, whether it is automation or supply chain
management, will be a key growth area in India
Recently, the Indian government has taken many steps to improve the ICT sector in
India. A major initiative is the development of 100 Smart Cities. The deployment and
operation of this concept will require comprehensive IoT solutions.
As the uptake of connected devices in going up rapidly, consumers have strong
interest in connecting home appliances and devices virtually to a wireless network.
There are several usages of IoT in the automobile sector due to the wide array
of technological advancements. Tire Pressure Monitoring System intimates the
user in case the tire pressure is low or if there is a possibility of a flat tire.
In line with growing smartphone sales and internet penetration, there is an
increase in the adoption of both free and paid health & fitness apps and devices
in India.
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Internet of Things : Location matters!
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Connected
Cars
Wearable's
Mobile
Devices
Social Media
Fleet
Management
Connected Cities
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Introduction to Location Based Services
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What are Location Based Services?
Location Based Services : The concept—Mobile LBS consists of a broad range of services that incorporate location information
with other data to provide a value-added experience to a mobile user. Location services rely on a combination of terrestrial,
satellite, and software-based measurement technologies to pinpoint the location of a user, which is then integrated with contextual
data to provide a value-added experience to a mobile user.
GIS Internet
Mobile
GIS
Mobile
Internet
Mobile
devices
Web
GIS
Location Based Services is convergence of multiple technologies
Location Based Services are a part of geo-spatial system that rely on a
mapping representation, positioning information and content or service
providers who can customise or enhance their offerings
Location Based Services cover a wide range of services that are directly
dependent on maps and navigation or have indirect applications like adding
location information to photos, tweets, etc.
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Location Based Services : Overview of key service segments
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Location Based Services
Mapping, discovery and infotainment
Tracking Advertising Location Based Games Analytics Emergency support
Finding places,
friends, maps, add
location to posts, etc
Vehicle & Fleet,
Supply chain &
Inventory
Mobile coupons,
ads, deal finders
etc.
Real life games
like Google
Ingress, apps
Business
Intelligence, sales
& distribution, etc
Emergency 911,
Disaster recovery
services, etc.
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Technologies used in Location Based Services
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Positioning Technology
Location Based Services
Network Computing
Wireless Communications
Progress in the domain of network
computing has, in part, led to the
development of the Spatial Data
Infrastructure (SDI) initiative. Aimed at
providing an environment in which
geospatial users and producers have access
to the data that they require, SDIs are still
undergoing refinement, but the infrastructure
is proving to be a useful and necessary
mechanism for LBS.
The most important technology is of course the positioning technology, the
way to find out the location of a mobile device accurately. Due to the unique
characteristics of the cellular environment, it is a great challenge to locate
the object precisely. Eg : GPS, Assisted GPS, Network based technology,
Time of Arrival etc.
Wireless data communication combines mobile
communication and data communication by giving
consumers easy access through wireless
devices (mobile phones, personal digital assistants,
palmtop computers, etc.) to relevant
information on the Internet and intranets.
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Types of Location Based Services
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Pull : In the case of a pull service the user issues a request in order to be automatically positioned and access the LBS he/she wants. For Eg: A tourist roams in a foreign city and wants to receive information about the nearest restaurants to his current location.
Push : In the case of a push service, the request is issued by the Service Provider and not the user himself. For Eg: This type of LBS is used in location based advertising, which informs users about products of their interest, located at nearby stores.
Tracking : In a tracking service, the basic idea is that someone (user or service) issues a request to locate other mobile stations (users, vehicles, fleet etc.)
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Location Based Services : Trends driving
adoption in India
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Trends driving adoption of Location Based Services in India
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The world is going mobile!
Rising wave of the Internet of Things
Enhanced awareness of Location Based marketing
Proliferation of apps and mobile commerce due to
government initiatives – Digital India
Proliferation of smart devices and wearable's: While the smart
band market is already exploding, glasses or similar wearable
computers could have a major impact on the market for LBS
devices.
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Factors driving the growth of Location Based Services (LBS)
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Availability of cheaper GPS enabled devices
High Interest in personalising services based on user’s location information and history
Advancements in analytical capabilities & cost benefits realised from deploying solutions for asset tracking and management
Evolving business models and global deployments of 3G & 4G hence promising ubiquitous connectivity
Government regulations regarding the use of data and government initiatives
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POLL QUESTION 1
What is the primary driver for your enterprise to adopt Location Based Services?
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Why enterprises need Location Based
Services?
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Location Based Services – An imperative for enterprises
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Enhancing
employee
productivity
Helping mobilise
vast transit operations
Aiding
business intelligence
Embracing
futuristic technology
Improves brand
affinity and
customer service
Driving sales
and business
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Location Based advertising
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Hyper-contextual targeting
Hyper-contextual and location-targeted ads use data meaningfully to provide an exceptional experience to its target group. It uses hyper-local data to deliver contextual messages that are meaningful to the audience.
Geo-aware targeting
It uses real-time location data supplied by the mobile provider. With this, you can display mobile ads to a possible customer who is close to a particular location.
Place-based targeting
Place-based mobile advertisements use a certain area or location during a specific timeframe. Think of targeting sports-related ads during a football match in the area of a stadium for instance.
Geo-fencing
Geo-fencing allows you to target users within a predefined area based on latitude and longitude information. It’s like a virtual
“fence” is created within a certain radius to target users around your store for example.
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Location Based Services are used in multiple enterprise
verticals
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Relevance FMCG Telecom Retail BFSI Automotive Consumer
Durables
Fleet Management
and Vehicle
Tracking
Business
Intelligence and
Analytics
Location Based
Advertising
Map Based
Visualisation
Sales and
Distribution
Planning
Completely
relevant Highly
relevant Relevant Less
relevant
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Challenges for Location Based Services
within Enterprises
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Location Based Services : Challenges in adoption
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Technological challenges Maintaining security
and privacy levels
Data Consistency
and consistent user
experience
Awareness levels and
pricing concerns of LBS
Standardisation and
computing/battery
power
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POLL QUESTION 2
What is the key constraint which is preventing your enterprise from embracing Location
Based Services?
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Key things to consider while selecting a LBS solution provider
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Plug and play integration with multiple
devices & sensors
State-of-the-art mapping
features
Fast loading pages, dynamic
updation of location data
API integration with customer’s
own website/apps
Analytical reports – correlating
reported parameters Multiple used-cases and corresponding set of
sensor integrations
Advanced features such as
directional-navigation, route
optimisation
Latest web-technologies, uniform
experience across web and mobile
Flexibility to integrate
within customer’s own
MIS, CRM and other
applications
Beyond reporting just “as recorded
data”, layers of machine learning
and correlation analytics
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Case Studies
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Case Study: Deploying Location Based Service for one of India’s Online Cab Portal
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Challenge Solution
• The company is one of the largest e-
commerce companies in the world.
• None of the vehicles deployed for the
company’s business operations were
company owned. They were
contracted vehicles with multiple
owners.
• No visibility on cab movement
especially as it reached pick up/drop.
• There was no way to ensure the cab
was faithful to its agreed route chart
or was conducting any unscheduled
halts or pick-ups on the way at a
bloated cost.
• The operator came up with a Fleet
Management Solution which allows
customers to have visibility of their
mobile assets on a real-time basis.
• The solution is based on GPS and
on operators unique proposition of
hybrid technology powered by GPS
signals and cell towers.
• It provides a very simple and user
friendly web interface to manage
single or multiple fleets on street,
with a display on map, provides
alerts over SMS or email.
• Secured access via user ID and
Password on Internet.
• Digital maps with zoom in and zoom
out facility.
• Automated SMS vehicle arrival
notification for employees waiting for a
Pick up.
• Alerts for – over speeding, undue
stoppages.
• Enhanced customer satisfaction.
• Improved business efficiency.
• Almost 60% growth in business
• Better understanding of customer
preferences.
• Improved marketing communication.
Result
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Case Study: Deploying Location Based Service
for Fleet Tracking of School Buses
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Pro
ble
m The company was looking for a
cost effective, integrated and scalable vehicle tracking solution without any infrastructure challenge.
Lack of an online solution to trace the fleet.
Manual dependency.
Lack of efficient analytics.
Time-consuming processes for emergency job assignments.
Solu
tio
n Proposed a School Bus Tracking
solution to address the problem. The solution uses GPS technology to locate vehicles in real-time and an intuitive portal to significantly improve safety ,accountability and system efficiency.
It helps in finding the best possible routes, thereby reducing the idle time and increasing efficiency, can track both indoors and outdoors. When satellite connectivity is not available, the device location is calculated based on BTS tower data.
Offers access via email and SMS-based location query and alerts.
Re
sult
With entire fleet on central map, the solution led to best utilisation of fleet through route optimisation, resource utilisation reports, intelligent trip analytics, online and SMS-based information management.
Solution provided has made it efficient & productive also making the vehicles safe for transportation.
School Bus Tracking is designed to manage your fleet of buses effortlessly by transforming them into Smart Buses. It ensures the safety of a child. You stay aware of the whereabouts of children at all times. Parents are also kept updated using this service.
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Key Takeaways & Conclusion
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Key take-away and conclusion
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Key Takeaways
Location Based Services are so attractive that they can cover all walks of life. However, current LBS are
growing slower than expected. Many problems like accuracy, privacy, security, customer requirement have to
be addressed.
Location Based Services drive higher levels of customer attention and engagement while they help build
stronger relationships and expand revenue streams.
Mobile commerce is expected to make a qualitative leap. Several technologies such as PDAs and mobile
phones need to be integrated with the wireless network infrastructure. LBS would act as an integral part of M-
commerce marketing for enterprises.
Enterprise across the globe are now driving their business operations by embracing digital technologies and with
digitisation wave erupting amidst Indian enterprises too, technologies like Location Based Services would play a
vital role in putting enterprises ahead in sync with the technologies driving future ready businesses.
Those enterprises that embrace these technologies will possess a unique communication advantage. And a
decided competitive edge in the race toward our expanding, rapidly evolving digital future.
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Tata Docomo service portfolio
Sales Application
Service Application
Collection Application
Research Application
Mobile Device Management
(MDM)
Fleet Tracking
School Bus Tracking
Asset Tracking
Workforce Tracking
Automated Meter
Reading (AMR)
Toll Services
Call Register Services
(CRS)
Hosted IVR
Short Messaging
Services (SMS)
Conferencing
Business Application
Enterprise
Connectivity
Mobility
Solutions
IoT
Solutions
Marketing
Solutions
Enterprise
Collaboration
ILL
MPLS VPN
Leased Line
L2 Multi Cast
Voice Solutions
International Bridging Services
(IBS)
Managed Security
IDC Services
CDN
Mobile
Photon
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Questions
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Feedback For more information on
Location Based Services
Email: [email protected]
Call: 1800 266 1800
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