Deep-Indoors LocationBlake Bullock and James Cheng (鄭元傑)        Museum of Contemporary Art, Taipei, Taiwan                ...
Market drivers for location-based services (LBS) LBS is mass market     Smartphones all feature GPS to       enable consu...
Indoor LBS experiences                                                                  Micello Find nearest shop in the  ...
Application value chain Location    End user                                       Location    Application                ...
Total addressable market for locationTarget segments                                   Select GPS Markets 2012-2017 ($M) ...
SiRFstarV™ – the next generation location platformSiRFstarV™ architecture and SiRFusion™ hybrid positioning system        ...
Competitive positioning CSR solution: zero install, zero survey and globally scalable      Announced indoor solution Nov ...
Indoor positioning – PDR only                        Start                     Once GPS is lost indoors, the             ...
Indoor positioning – Wi-Fi only                               Start                                                       ...
SiRFusion positioning – Fusion of GNSS, PDR and Wi-Fi                      Start                                          ...
SiRFusion demoModule with SiRFstar 5xp and 10-axis ST MEMS devices                Integrated in a                  Nexus O...
SiRFusion test – Taipei MOCA      Standard Google Maps with       SiRFusion shows correct      GPS/Wi-Fi positioning shows...
SiRFusion test – Taipei MOCAUp the stairs                               Started inside                               museu...
SiRFusion test – Tokyo Station                                    Lower level at Tokyo station                           ...
SummaryEmerging indoor ecosystem New and existing applications need indoor positioning Navteq/Micello/Google/Microsoft i...
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Deep Indoors Location 1st August 2012

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Deep Indoors Location 1st August 2012

  1. 1. Deep-Indoors LocationBlake Bullock and James Cheng (鄭元傑) Museum of Contemporary Art, Taipei, Taiwan 1st Aug 2012
  2. 2. Market drivers for location-based services (LBS) LBS is mass market  Smartphones all feature GPS to enable consumer LBS  High volume and high growth  500K+ iOS apps 2011 2012 2013  450K+ Android apps (MU) Smartphones 508 740 910 Source: CSR Estimates 2012 LBS is a daily experience  LBS used for search, maps, navigation, check-in, fitness, tracking, etc. But... LBS is currently not Indoors  Consumers expect functionality anywhere anytime  Consumers are indoors a very high percentage of the time Page 2
  3. 3. Indoor LBS experiences Micello Find nearest shop in the 3D indoor map with Find train, browse Location check-in mall that has the product search and walking stores and receive ads with friends you are looking for directions CSR and ST enables indoor LBS Page 3
  4. 4. Application value chain Location End user Location Application End user Carrier Maptechnology hardware enabling and service OS networks providersdevelopers providers platform providers Micello Page 4
  5. 5. Total addressable market for locationTarget segments Select GPS Markets 2012-2017 ($M) Handset 900 Tablet Camera 800 Fitness 700 11% CAGR Module 600Growth drivers 500 Tablet proliferation 400 Continued strength in handsets, but lower growth 300 Lower total power consumption 200 enables fitness, camera, module 100 products 0Indoor advertising 2012 2017 Indoor location enables better ad Source: CSR Estimates 2012 targeting and better analytics Google just announced ads for indoors Page 5
  6. 6. SiRFstarV™ – the next generation location platformSiRFstarV™ architecture and SiRFusion™ hybrid positioning system CSR Positioning Center Multisat GNSS MEMS Gateway SiRFstarV SiRFusion SiRFstarV Wireless Sniffer Pedestrian Dead (Wi-Fi, GSM, …) Reckoning Taking mobile location to the next frontiers
  7. 7. Competitive positioning CSR solution: zero install, zero survey and globally scalable  Announced indoor solution Nov ‘11  No new infrastructure required – relies on existing Wi-Fi transmitters  Can use new infrastructure when available including Bluetooth SMART  Users and building owners do not have to locate APs  System automatically learns from normal use  Demonstrated in various target environments  Shopping malls, train stations, convention centers, hotels, museums  San Francisco, Las Vegas, Barcelona, Seoul, Beijing, New York, Tokyo, Cambridge, Taipei Other solutions  Some solutions require Bluetooth SMART beacon infrastructure or other supplemental infrastructure  Requires investment by building owner  Some require survey work to position beacons  One solution requires round trip proprietary Wi-Fi measurements  Non-standards approach limits compatibility and coverage Page 7
  8. 8. Indoor positioning – PDR only Start  Once GPS is lost indoors, the + Last GPS fix PDR is used to keep track of position  The MEMS sensors drift and the error accumulates at a growth rate of 10% of distance travelled  Soon the position track is not representative of the actual path  The uncertainty illustrated by the size of the ellipses makes most indoor use cases impractical + End 50m
  9. 9. Indoor positioning – Wi-Fi only Start  Once GPS is lost indoors, the + Last GPS fix locations of Wi-Fi access + points are used to determine approximate position once every 20s  The uncertainty illustrated by + the size of the ellipses makes most indoor use cases + impractical  Once outdoors, a more accurate GPS position is obtained and the uncertainty shrinks + + + End 50m Page 9
  10. 10. SiRFusion positioning – Fusion of GNSS, PDR and Wi-Fi Start  Once GPS is lost indoors, the Last GPS fix MEMS sensor output is used for dead reckoning as the user moves  The error grows about 10% of distance traveled, so in 50m, the error grows only 5m  Wi-Fi positioning keeps the error from growing too large  The better accuracy allows the Wi-Fi access point locations to be determined more precisely End 50m Page 10
  11. 11. SiRFusion demoModule with SiRFstar 5xp and 10-axis ST MEMS devices Integrated in a Nexus One phone running SiRFusion Applications Micello Maps
  12. 12. SiRFusion test – Taipei MOCA Standard Google Maps with SiRFusion shows correct GPS/Wi-Fi positioning shows location inside museum location outside near street with uncertainty ~10m with large uncertainty ~100m Page 12
  13. 13. SiRFusion test – Taipei MOCAUp the stairs Started inside museum with no GNSSWalked around in room 108Walked around Down the in room 202 elevator Page 13
  14. 14. SiRFusion test – Tokyo Station  Lower level at Tokyo station  Google indoor maps for each level  Environment has no GNSS signal, lots of magnetic anomaly sources (tracks, elevators, escalators), and many people causing signal variations  Red flags mark the route walked  Blue dots mark the SiRFusion position Starting point determined using Wi-Fi only Page 14
  15. 15. SummaryEmerging indoor ecosystem New and existing applications need indoor positioning Navteq/Micello/Google/Microsoft indoor maps Google indoor advertisingSiRFstarV with SiRFusion Can be deployed worldwide using existing infrastructure No surveying required Target accuracy: within 10m 50% of the time Initial products in development Today’s demo features: SiRFusion brings positioning indoors! Page 15
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