location based services...location based services : overview of key service segments 8 location...

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.


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.


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.


Internet of Things : Location matters!

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Connected

Cars

Wearable's

Mobile

Devices

Social Media

Fleet

Management

Connected Cities


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.


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.


Technologies used in Location Based Services

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Positioning Technology


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.


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.)


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.


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


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


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.


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


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


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


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


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.


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.


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


Questions

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