Barry Mc Donnell, David Watson, Emmet Dowling and Kevin Burns

Location Based Services

Definition of LBS

Definition of LBS

• "Location based services (LBS) are services offered through a mobile devices and take into account the device’s geographical location. LBS typically provide information or entertainment. Because LBS are largely dependent on the mobile user’s location, the primary objective of the service provider’s system is to determine where the user is. There are many techniques to achieve this"

Applications

• Social Networking – Geosocial Networking • Enabled Geolocation via Smart Devices• Development now in to most Mobileand social applications

• Now Location Enhanced• Facebook places• Foursquare, Yelp• Hailo• Tinder – On line Dating

Applications

• Contextual Location Based Advertising (LBA)• Integrated LBS with Mobile advertising• Location specific advertising via mobile devices

• 2 Types of LBS• Push Notification Approach“Opt In” – more versatile for target user

• Pull Notification Approach“Opt Out” – less versatile for NBA Companies

Tracking Services

• Tracking Employees to increase revenue

• GPS Fleet Management Solutions

• Improve Vehicles performance

• Improve Mileage

• Improve Driver Control

• Business set to grow in the US market fromUS$10.91 billion in 2013 to $30.45 billion by 2018

Information Services

• Customer focused integration of real time location intelligence

• Revenue producing

• No market or size specific restrictions

• Requires user acceptance

Mapping and Navigation

• Geolocation based Navigation

• Smart devices not satellite navigation

Companies and TechnologiesProduct and Services

• Facebook Place• Check in, Tagging, Comments, Status Update and Posting

• Third party app - Beepmo• Professional Social Networking

• Check in here• Location specific ratings and reviews

• Google Latitude• Google Maps

Who uses LBS and Why?

Competitive Landscape

• Very difficult to quantify competition for market share

• Existing market leaders and new entrants compete on new application features and technical advancements.

• Different categories of applications compete for individual market share

• Market share reliant on mobile user interaction

• Promotion and changing feature entice new users

Privacy and Security Issues

• Installed applications accessing part of your mobile device unbeknownst to yourself but with your permission.

• Mobile device users tracked without their permission by none LBS applications.

• Threats from Malware infected applications without privacy policies.

Conclusion

• Location based /enhanced services offer the user social networking feature that add:

• Enhanced dimension of entertainment

• Location specific information

• Enhanced purchasing experience.