The Definitive Guide to LBS Applications 2007
Updated for 2007, this 430 page publication is simply the most comprehensive guide available anywhere coverging location-based services, positioning solutions, LBS companies, and developments in the industry. The Definitive Guide to GPS, RFID, WiFi, and Other Wireless Location-Based Services 2007 also addresses the forecast for LBS, emerging and hot markets and applications, key enabling technologies, and more. Discover the secrets on how to best design and market Location-Based Services, how to design an LBS business endeavor, LBS application profiles, and the most useable information about GPS technology available.
Topics Covered Include:
* Global LBS revenue forecasts, by region/key countries, and key market drivers.
* Why LBS applications can fail - The Seven Deadly Sins.
* Opportunities for GPS, RFID, Location-enabled Wi-Fi, and their convergent technologies.
* The most attractive consumer opportunities, functional opportunities, and government/public safety and vertical industry opportunities - dozens are profiled!
* Secrets to designing LBS applications - danger areas, and how to avoid them.
* Essentials to marketing location-based services, building a business around them, and key financial success factors.
* How to ensure ongoing LBS success.
* Key Questions Answered in Publication.
What applications in the business, consumer, and government markets will be successful?
* How do we make the most money? What will be the winning customer value propositions?
* What technologies are best for what applications? GPS? RFID? Location-Enabled Wi-Fi?
* What do investors need to know about LBS to make the best investment decisions?
* What are the best business models? What makes the best business case?
* How should we design LBS applications? What are the key technical architecture considerations?
* What should partners focus on? How to select partners?
* How do we protect our LBS Intellectual Property?
* How do we operationalize to make LBS a viable, fast-growing, profitable business?
1. Introduction. 8
1.1. Overall Purpose. 8
1.2 What are Wireless Location-Based Services (LBS)?. 11
1.3 Why Are Location-Based Services Important?. 12
1.4 What is The Difference Between Wireless and Wireline LBS?. 15
1.5 The Global LBS Forecast – Revenue, Hot Countries, and Why (Excluding RFID) 17
1.6 What is The Global Positioning System (GPS), and Why Is It Such An Important Part of Location-Based Services?. 19
1.6.1 GPS Overview.. 19
1.6.2 Why GPS is Important For LBS.. 23
1.7 A Quick (and Humorous) Profile of The Evolution of LBS in the U.S, and Why It Took So Darn Long… 31
1.8 …Why Now (finally) are LBS Starting To Be (Really) Realized. 38
1.9 LBS Opportunity Overview.. 40
1.10 WHY LBS APPLICATIONS FAIL! (OVERVIEW) 44
2 2007-2010 LBS Global Forecasts and Market Drivers. 48
2.1 Global Forecast 48
2.1.1 Analysis. 48
2.1.2 Bottom Line. 50
2.2 United States/Canada/Mexico Forecast and Market Drivers. 52
2.2.1 United States. 52
2.2.2 Canada. 54
2.3 South/Central America Forecast and Market Drivers. 58
2.4 Europe (W.E/C.E/E.E) 61
2.5 Asia (Japan/S.K., China) 63
2.6 China Unicom... 67
2.7 China Mobile. 69
3. Identifying LBS Opportunities. 73
3.1 Niche versus “Mass’ Markets. 73
3.1.1 The LBS Application “Wheel”TM. 73
3.1.2 The Case For Niche Markets. 74
3.1.2.1 Functionality Packaging. 75
3.1.2.1.1 User Interface Design. 76
3.1.2.1.2 Device Selection. 76
3.1.2.1.3 Map Data Selection. 81
3.1.2.1.4 Network Architecture Design. 82
3.1.2.1.5 Location-Determination Method Selection. 83
3.1.2.1.6 Business Model Design. 84
3.1.2.2 Niche Product Marketing. 85
3.1.3 The (Lesser) Case For Mass Markets. 88
3.1.4 WHY LBS APPLICATIONS FAIL! (Part 1 of 5) 89
3.1.4.1 Poorly Identified Opportunities. 90
3.1.4.2 Poorly Articulated Customer Value Proposition. 93
3.2 LBS Opportunity Psychology. 94
3.2.1 “Want” Versus “Need” (Discretionary versus Necessity) 94
3.2.2 First To Market versus Fast Follower. Which To Choose?. 97
3.3 Technology-Based Opportunities. 98
3.3.1 GPS-Based versus Network-Based Opportunities. 99
3.3.2 Wireless E911. 101
3.3.3 RFID………….. 103
3.3.3.1 RFID Overview.. 103
3.3.3.2 RFID Applications – Current and Future. 105
3.3.3.2.1 Safety and Security. 107
3.3.3.2.2 Mobile Asset Management 108
3.3.3.2.3 Complex Process Simplification. 109
3.3.3.3 RFID Issues. 110
3.3.3.4 Bottom Line. 112
3.3.4 Location-Enabled Wi-Fi/802.11x. 113
3.3.4.1 Overview.. 113
3.3.4.2 Health Care. 114
3.3.4.3 Manufacturing. 115
3.3.4.4 Warehousing and Distribution. 117
3.3.4.5 Campus Environments. 118
3.3.5 Convergent Opportunities. 120
3.3.5.1 Cellular/Wi-Fi 121
3.3.5.2 Cellular/RFID.. 123
3.4 Consumer Opportunities. 126
3.4.1 Consumer Safety and Security. 126
3.4.1.1 Overview.. 126
3.4.1.2 Key Requirements. 130
3.4.3 Location-Based Mobile Gaming. 140
3.4.3.1 Overview.. 140
3.4.3.2 Key Requirements. 142
3.4.4 Social Opportunities. 143
3.4.4.1 Overview.. 143
3.4.4.2 Mobile Social Networking. 143
3.4.4.3 Viral Communities. 147
3.5 Business and Government Functional Opportunities. 150
3.5.1 Mobile Sales Force/Field Service Force Management 150
3.5.2 Fleet Management 152
3.6 Industry Vertical Opportunity. 154
3.6.1 Overview.. 154
3.6.2 Archaeology. 155
3.6.3 Consumer Products. 156
3.6.4 Construction. 158
3.6.5 Financial Services. 160
3.6.6 Insurance. 161
3.6.7 Manufacturing. 163
3.6.8 Media. 165
3.6.9 Medical 166
3.6.10 Outdoor Recreation and Management 169
3.6.11 Public Safety (Beyond E911 or Consumer Safety Apps) 170
3.6.12 Real Estate. 172
3.6.13 Retail 173
3.6.14 Security Services. 176
3.6.15 Shopping Malls. 178
3.6.16 Stadium Management 180
3.6.17 Transportation. 181
3.6.18 Utilities. 185
3.6.19 Zoo Management 187
4. How To Design a LBS Business. 188
4.1 WHY LBS APPLICATIONS FAIL! (Part 2 of 5) 188
4.1.1 Weak Business Case. 188
4.1.2 Inflexible Business Model 189
4.2 Articulating The Value proposition. 190
4.3 Developing The Business Case. 193
4.3.1 Sizing The Opportunity. 193
4.3.2 Refining The Business Case. 195
4.4 Developing The Business Model 198
4.4.1 Overview.. 198
4.4.2 Basic/Core Business Model 200
4.4.3 “Traditional” Business Model 202
4.4.4 Advertising/Sponsor-Based Business Model 204
4.5 Business Model/Business Case Example. 208
4.6 Initial Cost Estimation – How To Do It 210
5. How To Design LBS Applications and Infrastructure. 213
5.1 WHY LBS APPLICATIONS FAIL! (Part 3 of 5) 213
5.1.1 Flawed Technical and User Design Overview.. 213
5.1.2 Platform Selection. 215
5.2 LBS Architecture Overview and Components. 218
5.2.1 Overview.. 218
5.2.2 Online Setup Manager 220
5.2.3 Transaction Middleware Manager 222
5.2.4 Customer Experience Manager 225
5.2.5 Business Support Manager 228
5.2.6 Privacy Architecture Manager 230
5.3 Control Plane versus User Plane. 231
5.4 Digital Map Data. 234
5.4.1 What is Map Data. 234
5.4.2 Types of Map Data. 237
5.4.3 Map Data Attributes. 239
5.4.4 Map Data Formats. 242
5.4.5 Map Data Providers. 244
5.5 Geospatial Platforms. 247
5.6 The Design Process. 251
5.7 Integrating The Components. 253
5.8 Skills Your Company Needs. 256
5.9 The Importance of Partners. 258
5.10 Privacy Architectures. 262
5.10.1 Overview.. 262
5.10.2 Privacy Strategic Model 264
5.10.3 Privacy Architecture. 266
5.11 Supporting Your Application - The Back Office. 267
5.11.1 Overview.. 267
5.11.2 Customer Care. 269
5.11.3 Billing. 271
6. Protecting Your LBS Intellectual Property. 273
6.1 WHY LBS APPLICATIONS FAIL! (Part 4 of 5) 273
6.2 Trade Secrets versus Patents. 275
6.3 The Patent Application Process. 277
6.4 Partnering/Licensing. 280
7. How To Market Location-Based Applications. 286
7.1 WHY LBS APPLICATIONS FAIL! (Part 5 of 5) 286
7.2 Packaging The Value Proposition. 288
7.3 Leveraging Your Partners. 293
7.4 Planning The Launch. 295
7.5 Managing After The Launch. 303
7.5.1 Customer Metrics. 305
7.5.2 Marketing Metrics. 306
7.5.3 Vendor Metrics. 307
7.5.4 Internal Operations Metrics. 308
7.5.5 Workcenter Metrics. 309
7.5.6 Financial Metrics. 310
7.5.7 Infrastructure Support Metrics. 311
Appendices
A. Appendix-LBS Positioning Determination Technologies – GPS And Terrestrial-Based Technologies…………………………………. 312
A.0 Introduction To Positioning Systems………………………………… 312
A.0.1 Position versus Location………………………………………….. 312
A.0.2 Introduction To Positioning……………………………………….. 314
A.0.3 Location Determination Methods for Mobile Applications…….. 315
A.1 Satellite-Based Technologies Overview………………..……………. 317
A.1.1 Geostationary Satellites…………………………………………… 318
A.1.1 Medium Earth Orbits………………………………………………. 326
A.1.2 Low Earth Orbit Satellites…………………………………………. 327
A.1.3 Elliptical Orbit Satellites…………………………………………… 328
A.2 The Global Positioning System………………………………………….. 331
A.2.1 Overview……………………………............................................ 331
A.2.2 GPS Coverage……………………………………………………... 333
A.2.3 GPS Calculations………………………………………………….. 335
A.2.3.1 Satellite Position Determination……………………… 337
A.2.3.2 Calculation of a GPS Device’s Distance From A Satellite………………………………………………...... 338
A.2.3.3 GPS Device Location Calculation……………............ 340
A.2.3.4 GPS Error Sources…………………………………...... 342
A.2.3.4.1 Selective Availability……………………...... 342
A.2.3.4.2 Tropospheric Delays…………………......... 343
A.2.3.4.3 Ionosphere Delays………………………… 343
A.2.3.4.4 Multi-Path Delays……………………......... 343
A.2.3.4.5 GDOP/Visibility Delay …………………….. 344
A.2.3.5 GPS Calculation Refinement…………………………. 346
A.2.3.5.1 Pseudo-Ranges………………………....... 347
A.2.3.5.2 Differential Correction…………………….. 348
A.2.3.5.3 WAAS………………………………………. 349
A.2.4 Other Considerations…………………..…………………………. 350
A.2.4.1 Alternatives to GPS……………………………………. 350
A.2.4.2 Time To First Fix……………………………………….. 350
A.2.4.3 Cold Start……………………………………………….. 350
A.2.4.4 Autonomous Start……………………………………… 350
A.2.4.5 Warm Start……………………………………………… 351
A.2.4.6 Hot Start……………………………………………….... 351
A.2.4.7 Obscuration…………………………………………….. 351
A.2.5 GPS Technical Data………………………………………………… 352
A.2.6 Assisted GPS……….………………………………………………. 355
A.2.6.1 A-GPS Historical Background…………………………… 355
A.2.6.2 How A-GPS Works……………………………................. 359
A.3 Terrestrial Network-Based Location Technologies.………………... 366
A.3.1 Overview…………………………………………………………….. 366
A.3.2 GSM………………………………………………………………… 367
A.3.2.1 History of GSM....……………………………………... 367
A.3.2.2 GSM Architecture……………………………………… 370
A.3.2.2.1 Mobile Station…..…………………………. 371
A.3.2.2.2 Base Station Subsystem………………….. 372
A.3.2.2.2.1 BTS………………………….. 372
A.3.2.2.2.2 BSC…………………………. 373
A.3.2.2.2.3 LMU………………………… 373
A.3.2.2.3 Network and Switching Subsystem……… 375
A.3.2.2.3.1 MSC…………………………. 375
A.3.2.2.3.2 HLR………………………….. 375
A.3.2.2.3.3 VLR………………………….. 376
A.3.2.2.3.4 EIR…………………………… 376
A.3.2.2.3.5 SMLC……………………….. 377
A.3.2.2.3.6 GMLC……………………….. 378
A.3.2.2.4 Operations and Support Subsystem…….. 379
A.3.2.3 GSM Location Management (Cell Handover for LBS).. 380 A.3.2.4 GSM Basic Location Management…………….……….. 381
A.3.2.4.1 Cell ID………………………………………. 383
A.3.2.4.2 Cell and Sector…………………………….. 384
A.3.2.4.3 Timing Advance……………………………. 385
A.3.3 Time Difference of Arrival (TDOA) and Angle of Arrival (AOA).. 387
A.3.4 What Happened to Enhanced Observed Time Difference (E-OTD)?................................................................................... 391
A.3.5 E-OTD versus TDOA……..………………………………………. 396
A.3.6 Comparing Handset-Based and Network-Based Location Strategies…….…………………………………………………….. 397
A.4 RFID……………………………….………………………………………… 400
A.4.1 RFID Overview…………..………………………………………… 400
A.4.2 RFID Applications…………..……………………………………… 402
A.4.3 RFID Dimensions………………...………………………………… 403
A.4.4 The Strategic Implications of Wal-Mart’s RFID Mandate……… 406
A.5 Wi-Fi/802.11x………………………….…………………………………… 412
A.5.1 Wi-Fi/802.11 Overview.…………………………………………… 412
A.5.1.1 FHSS……………………………………………………… 413
A.5.1.2 DSSS……………………………………………………… 414
A.5.2 Specifications Overview…………………………………………… 415
A.5.2.1 801.11……………………………………………………… 415
A.5.2.2 802.11a……………………………………………………. 415
A.5.2.3 802.11b……………………………………………………. 416
A.5.2.4 802.11g……………………………………………………. 416
A.5.3 Wi-Fi Location Technology……………………………………….. 417
A.5.3.1 Received Signal Strength (RSSI)………………………. 418
A.5.3.2 Pattern Matching…………………………………………. 419
A.5.3.3 Wireless Grid……………………………………………… 420
A.5.4 Location-Enabled Wi-Fi Applications……………………………. 422
B. About The Author…………………………………………………………….. 430
