Location Based Hype:
Where are We on the Cycle?
 Difficult Questions for which We’d Like
                 Answers




    ...
Good Questions to Ask
1. What has changed – why will it be different
   this time?
2. Where is the money? A typology of
  ...
Where are We in the (Gartner) Cycle?




•   Other names and brands may be claimed as the property of others.
¢                         LB Paths to the Money
                                                                          ...
Themed (Back Seat) Navigation
• NASCAR race themed PND (Transplant
  GPS):
      – Prompts by driver Dale Earnhardt Jr.
  ...
Who is in the Driver’s Seat?



Web   OSV    OEM    MNO     App
The Screen Size Barrier

• Looking forward to an old-
  new form factor for location:
  the mobile PC
How Much is Location Privacy Worth?
• Danezis et al., University of Cambridge,
  Computer Laboratory, 2005
  – RFP for vol...
Some of You Thought …* (I)

 Killer app? Has to do with social networking (59%)
 Indoors location?
    Big problem (57%...
Some of You Thought …* (II)
 In 5 years, location mandatory in
      Smartphone (98%)
      Netbook (87%)
      Camera...
And Now for the Answers…
Legal Stuff
•   Intel Corporation may have patents or pending patent applications, trademarks, copyrights, or other intell...
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Location Based Hype – Where are we on the cycle? - Difficult questions we’d like answers for

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Location Based Hype – Where are we on the cycle? - Difficult questions we’d like answers for

  1. 1. Location Based Hype: Where are We on the Cycle? Difficult Questions for which We’d Like Answers David Gordon Director of Strategic Planning Intel Corporation Central Architecture and Planning
  2. 2. Good Questions to Ask 1. What has changed – why will it be different this time? 2. Where is the money? A typology of opportunity categories 3. Who – if anybody – is in the driving seat? 4. Why not? Major perceived barriers – fact or fiction?
  3. 3. Where are We in the (Gartner) Cycle? • Other names and brands may be claimed as the property of others.
  4. 4. ¢ LB Paths to the Money €€ Productivity My Location, Everything Geo- weather tagged Social NW Theft deterrence/recovery Secured payments Child location Geo-fencing Security Marketing LB Customizing LB Advertising Local Advertising Themed Navigated Navigation Content Augmented reality • Other names and brands may be claimed as the property of others
  5. 5. Themed (Back Seat) Navigation • NASCAR race themed PND (Transplant GPS): – Prompts by driver Dale Earnhardt Jr. – Users choose Earnhardt's cars as a vehicle icon – POI database features NASCAR specific locations l – Dale Earnhardt “favorite places POI collection”. • Knight Rider GPS (Mio, Universal Studios) – Turn prompts of the original voice of KITT (the talking Pontiac Trans Am) – Personalized voice prompts – Flashing LEDs in sync with the device's voice. • Other names and brands may be claimed as the property of others.
  6. 6. Who is in the Driver’s Seat? Web OSV OEM MNO App
  7. 7. The Screen Size Barrier • Looking forward to an old- new form factor for location: the mobile PC
  8. 8. How Much is Location Privacy Worth? • Danezis et al., University of Cambridge, Computer Laboratory, 2005 – RFP for volunteers permission for mobile phone to be queried for location every few minutes, 24 hours a day, for 28 days – 74 responses out of ~300 Min Med Mean Max Research £0 £10 £27 £400 Commercial £0 £20 £33 £300
  9. 9. Some of You Thought …* (I)  Killer app? Has to do with social networking (59%)  Indoors location?  Big problem (57%) not an issue (33%)  Default for indoors location: WiFi (62%)  Carriers – enablers (50%), aggregators (15%) leaders (11%)  Crowdsourcing will not take over digital mapping (58%)  OS – Apple (51%), Google (27%) *Based on non-representative survey (N=45) of conference attendees, for brainstorming purposes only
  10. 10. Some of You Thought …* (II)  In 5 years, location mandatory in  Smartphone (98%)  Netbook (87%)  Camera (84%)  Laptop (69%)  Camcorder (67%)  Privacy  We ourselves give away location (85%)  Existing regulation adequate (51%), need more (33%)  Privacy - a barrier to LBS in 3 years (53%) *Based on non-representative survey (N=45) of conference attendees, for brainstorming purposes only
  11. 11. And Now for the Answers…
  12. 12. Legal Stuff • Intel Corporation may have patents or pending patent applications, trademarks, copyrights, or other intellectual property rights that relate to the presented subject matter. The furnishing of documents and other materials and information does not provide any license, express or implied, by estoppel or otherwise, to any such patents, trademarks, copyrights, or other intellectual property rights. • Other names and brands may be claimed as the property of others. • Copyright © 2010 Intel Corporation. All rights reserved.

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