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To: Eric L who wrote (8884)	1/20/2001 4:28:18 PM
From: Eric L	Read Replies (1) \| Respond to of 34857

Part 6 of GSMA January 2000 AP Workshop - Location Based Services (Telia) >> Location Based Services - A Operator’s perspective Ulf Jonsson Telia Mobile The market (Telia) has a vision that the mobile phone will be used as a Bank, Wallet etc. in the future. By adding "where" to the equation you can add new value to users with a range of innovative applications based on location. Other benefits include the fact that services can be tailored to end user requirements making them more cost effective (cheaper?). Finally location services can be used to provide security to end-users adding value to the service proposition. Key factors when implementing Location based services as an operator include: · The ability to offer mass-market solutions · Terminal Independency · Network based services · Co-operation with application developers to deliver services In the area of Location, Telia undertook a trial last year using Compaq Ipaqs as the terminal devices with a Nokia Cardphone for the wireless element. This system incorporated digital maps and used the Ericsson MPS (Mobile Positioning System) within the GSM network to determine location. The trial proved that a combination of cell ID / TOA (time of arrival) positioning was sufficient for most location applications when compared with the more traditional GPS (Global Positioning System) solution. One of the most interesting findings of the trial was that the graphical presentation of the location on the device was crucial for end user understanding and satisfaction (e.g. showing the location in a circle rather than a rectangle for example). The service was linked to a "Yellow Pages" database giving info on restaurants, gas stations, pharmacies, banks etc. with restaurants being the most popular choice (46%). (Based on access via SMS and WAP). The speaker felt that the added dimension of location was a key area for mobile operators to deliver compelling applications and that it was the responsibility of the network operators to encourage mass market applications through terminal and technology independent solutions and working in co-operation with application developers. Location Based Services Jean-Michel Durocher Webraska As a result of investments in 3G it is now critical that network operators deliver revenues through services. The payback window for 3G is anticipated to be between 7 and 15 years assuming that operators can increase ARPU from $40 to $80 per month - this makes services a crucial part of the business case for 3G. Unfortunately ARPU across Europe has steadily decreased as voice has become a commodity, hence the critical role that applications such as location play. The advantages that operators have to secure these revenues are: · Brand · Voice network · Subscriber base · Subscriber information (mobility, history, real-time needs, interests etc.), · Always-on device which subscribers tend to keep on there person at all time · Data transmission network · Location · Billing · People (know how, partners, investment capabilities etc.) The key area the speaker identified was "Brand" as network operators could use enabling technology to develop a leadership position in the market by "creating the markets" Webraska believe they can help by providing Wireless Navigation on the phone with real-time location at anytime anywhere. This can be used to provide up to date, real time information such as traffic flows and can also be embedded in any appropriate application enabling mobile location based services such as m-commerce, m-games, city-guides. Webraska believe that operators with open APIs to their location services will be able to deliver the widest range of applications. Webraska’s customers include Orange Switzerland, Vizzavi, SFR etc. and partners include CT Motion, SignalSoft, Openwave, Cellpoint, Alcatel, CPS and In-Fusio. Following the presentation there was an open question and answer session and the key issues raised were about lack of standardisation in this area and the problems of privacy / civil liberties associated with location based services. It was suggested that a "Track me" option needs standardising - customers must know (or be able to opt-in) if they are being tracked to overcome privacy / security issues. Without this, location will be very difficult to roll out to the application developer community - it will remain the territory of the network operators only. << - Eric -