IMPACT OF A CLOUD-CONNECTED,LOCATION-AWARE, MEDIA-RICH WORLD ONCONSUMERS, ENTERPRISES & GOVERNMENTSDipak RavalVice Preside...
CSR PLC TODAYCOMPANY: $1B+ ANNUAL REVENUES, 2400 EMPLOYEES             AV                        Connectivity             ...
A BRIEF HISTORYOF TECHNOLOGY IN NAVIGATIONTECHNOLOGICAL INNOVATIONS IN NAVIGATION HAS CREATEDPROSPERITY FOR ECONOMIES THRO...
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION                                 Compass 11th Century
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION                                  Astrolab 15th Century
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION                             Marine Chronometer 18th Century
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION                              1930’s Radio Direction finding
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION                              1930’s Radio Direction finding                   ...
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATIONWhen I started in Sales…
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATIONThen…
TRADITIONAL LOACATIONSERVICES BUSINESS        Fleet Management       Tracking Assets      Navigation Automotive   Mobile A...
POSITIONING USING GPS – HOW IT WORKS              24 Satellites Orbiting at Altitude                               of 12,0...
GPS INDOORS – DOES NOT PENETRATEMOST BUILDING            Typical Indoor Environments Attenuate GPS Beyond Detection for Co...
THE PROBLEM NOW…
INDOOR LOCATION TECHNOLOGIES    Enterprise Class WiFi + Positioning Server                     Existing WiFi + Cellular Si...
INDOOR POSITIONING – WI-FI ONLY          +      Start              Last GPS fix                                   • Once G...
INDOOR LOCATION TECHNOLOGIES (CONT.)   Pedestrian Dead Reckoning (PDR) Uses              Galaxy SII Teardown   Kinematics ...
INDOOR POSITIONING – PDR ONLY       +      Start           Last GPS fix                                • Once GPS is lost ...
How do I improve location accuracy indoorswithout the need to deploy an expensiveinfrastructure that is also self learning...
SIRFUSION: THE NEXT GENERATIONLOCATION PLATFORM                                                      Urban Canyons        ...
SIRFUSION INDOOR POSITIONING – FUSION OFGNSS, PDR AND WI-FI               Start            Last GPS fix         • Once GPS...
THE POWER OF SIRFUSIONShows actual position                                                           Shows on street     ...
MALL TEST – SILICON VALLEY•   Starts indoors near Macy’s•   Walk is all indoors until exiting through Nordstrom•   Uses Ne...
MALL TEST – SILICON VALLEY• Frequent start/stop during first 800s of test cause PDR wander• Frequent Wi-Fi fixes available...
CSR DEMO AT 2012 MOBILEWORLD CONGRESS, HALL 7
CSR LOCATION SERVICESHIGH-LEVEL ARCHITECTURE Location Services Platform                                                   ...
Where are the new Commercial Opportunities?
NEW MARKET OPPORTUNITY EXAMPLES                     Three example LBS markets – Enterprise, Asset Tracking and Consumer   ...
MARKET SIZE AND GROWTH                                            Total LaaS Market                                       ...
CLOSING THOUGHTS• Location innovations are making  the world a smaller place• Indoor location will dramatically  change th...
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Impact of cloud connected, location-aware, media-rich world on consumers, enterprises and governments

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Dipak Raval's presentation from the Global Business Summit on 3rd August 2012 in London

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Impact of cloud connected, location-aware, media-rich world on consumers, enterprises and governments

  1. 1. IMPACT OF A CLOUD-CONNECTED,LOCATION-AWARE, MEDIA-RICH WORLD ONCONSUMERS, ENTERPRISES & GOVERNMENTSDipak RavalVice President - Sales
  2. 2. CSR PLC TODAYCOMPANY: $1B+ ANNUAL REVENUES, 2400 EMPLOYEES AV Connectivity Location CSRs Audio Visual solutions CSR continues to lead wireless CSRs Location solutions are bring truly exceptional sound connectivity evolution with based on industry-leading quality and imaging to a broad solutions supporting multiple GPS/GNSS based around our range of consumer devices. wireless technologies. SiRF brand.Consumer Handsets Automotive Locations Camera
  3. 3. A BRIEF HISTORYOF TECHNOLOGY IN NAVIGATIONTECHNOLOGICAL INNOVATIONS IN NAVIGATION HAS CREATEDPROSPERITY FOR ECONOMIES THROUGHOUT HISTORY
  4. 4. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION Compass 11th Century
  5. 5. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION Astrolab 15th Century
  6. 6. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION Marine Chronometer 18th Century
  7. 7. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION 1930’s Radio Direction finding
  8. 8. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION 1930’s Radio Direction finding 1940’s Radar
  9. 9. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATIONWhen I started in Sales…
  10. 10. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATIONThen…
  11. 11. TRADITIONAL LOACATIONSERVICES BUSINESS Fleet Management Tracking Assets Navigation Automotive Mobile Advertising
  12. 12. POSITIONING USING GPS – HOW IT WORKS 24 Satellites Orbiting at Altitude of 12,000 miles Low Cost GPS Engine Enables Location in Smartphones 2D Position Requires Three Satellites
  13. 13. GPS INDOORS – DOES NOT PENETRATEMOST BUILDING Typical Indoor Environments Attenuate GPS Beyond Detection for Commercially Available Receivers GPS Attenuation Level 40 - 45 dB Cannot Detect Indoors 30 - 31 dB Advertised Aided 25 dB Commercial C(A) Acquisition Threshold (A-GPS 12 - 14 dB Cell phones) Advertised Un- Aided Commercial Wooden Brick-faced 2 Level Small Typical Indoor Dense C(A) Acquisition Building Masonry Parking Commercial North Arena/Mall Urban Threshold (un- Structure Building American Environment connected PND’s) Residence
  14. 14. THE PROBLEM NOW…
  15. 15. INDOOR LOCATION TECHNOLOGIES Enterprise Class WiFi + Positioning Server Existing WiFi + Cellular Signals• Corporate WiFi is deployed for broadband & indoor • Existing WiFi + Cellular Signals are surveyed location and logged in a database• Angle-of-Arrival, Time-of-Arrival or received signal • “Finger Prints” of RF signals are recorded strength is used to calculate position in a database• Position server records location dynamically • Position is determined by interpolating Finger Print data
  16. 16. INDOOR POSITIONING – WI-FI ONLY + Start Last GPS fix • Once GPS is lost indoors, the 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 + + + End50m
  17. 17. INDOOR LOCATION TECHNOLOGIES (CONT.) Pedestrian Dead Reckoning (PDR) Uses Galaxy SII Teardown Kinematics to Estimate Position Indoors Kinematic Equations 2 2 2 d = vi t + ½ a t vf = vi + 2 a d vf + vi vf = vi + a t d= t 2 d = displacement v = velocity t = time a = acceleration MEMs has made it possible to determine acceleration and velocity of a small device Gyro-Sensor Accelerometer http://global.samsungtomorrow.com
  18. 18. INDOOR POSITIONING – PDR ONLY + Start Last GPS fix • Once GPS is lost indoors, the 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 + End ellipses makes most indoor use cases impractical50m
  19. 19. How do I improve location accuracy indoorswithout the need to deploy an expensiveinfrastructure that is also self learningand self correcting?
  20. 20. SIRFUSION: THE NEXT GENERATIONLOCATION PLATFORM Urban Canyons Multisat GNSS MEMS Gateway Outdoors GPS, GLONASS, future GNSS Baro, Acc, Gyro, Compass Indoor Navigation Navigation enhancements in car and WAAS, EGNOS, QZSS, future SBAS pedestrian use case SiRFaware power management Heading smoothing A-GNSS, Extended Ephemeris Pedestrian Dead Reckoning (PDR) SiRFstarV SiRFusion Wireless Sniffer Hybrid Application Processor Internal or external Wi-Fi , Cellular and other Run apps on chip to offload host radio signal sniffers Calorie counting, geofence, logging Wi-Fi positioning for indoors & aiding Urban Interrupt to wake-up host Canyon driving Leverage LBS without draining battery Integration with GNSS and PDR Location Applications Self-learning Indoor Location Connect to CSR Positioning Center
  21. 21. SIRFUSION INDOOR POSITIONING – FUSION OFGNSS, PDR AND WI-FI Start Last GPS fix • Once GPS is lost indoors, the 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 End more precisely 50m
  22. 22. THE POWER OF SIRFUSIONShows actual position Shows on street CSR powered Standard Smartphone phone SiRFusion smartphone with GPS and Wi-Fi positioning
  23. 23. MALL TEST – SILICON VALLEY• Starts indoors near Macy’s• Walk is all indoors until exiting through Nordstrom• Uses Nexus One SiRFusion test phone• Frequent start/stop during first 800s of test• Wi-Fi locations determined using manual learning
  24. 24. MALL TEST – SILICON VALLEY• Frequent start/stop during first 800s of test cause PDR wander• Frequent Wi-Fi fixes available throughout• SiRFusion greatly reduces deviations from route Page 24
  25. 25. CSR DEMO AT 2012 MOBILEWORLD CONGRESS, HALL 7
  26. 26. CSR LOCATION SERVICESHIGH-LEVEL ARCHITECTURE Location Services Platform Web Portal Location Services Web Portal Cloud HTML, XML VPN / AWS Direct Connect Customer Data Center/ Media Servers
  27. 27. Where are the new Commercial Opportunities?
  28. 28. NEW MARKET OPPORTUNITY EXAMPLES Three example LBS markets – Enterprise, Asset Tracking and Consumer ENTERPRISE/GOV SEGMENT ASSET TRACKING SEGMENT CONSUMER LBS SEGMENTTargeted at government and large enterprises This segment is targeted at fixed (vending This segment is targeted at consumers at(Financial and Healthcare) where there is a sys, office/lab/medical equipment, etc) Big-Box stores and Malls.need for content access control, campus and mobile (goods in transit, fleet, people, The technology will be used to guidemaps/Wi-Fi tiles restriction (for employees etc) asset tracking in large enterprises and shoppers to the right departments andonly), military-grade geofencing, etc. healthcare institutions. Lone Worker product areas, provide retail-specific coupons & specials, etc. $20B advertisingMarket trends & attributes: BYOD, Handheld Market trends & attributes: Low cost businessLocation Policies, MDM, Geo-fenced Security module, MRM / M2M apps with Outdoor-(military grade), Location Context Apps. Indoor tracking Market trends / attributes: Indoor commercial retail
  29. 29. MARKET SIZE AND GROWTH Total LaaS Market (volume of units) 1,000,000,000 900,000,000 800,000,000 18% CAGR 700,000,000 600,000,000 500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 - 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017 Consumer LBS Total Market 209,024,554 246,313,077 283,601,600 352,684,041 438,594,256 Mobile Enterprise Total 129,535,398 130,800,752 132,078,759 133,369,547 134,673,243 Market Asset Tracking M2M Total 135,000,000 168,750,000 210,937,500 282,000,000 352,500,000 Market Market Size Compiled From: Gartner, US Census, Berg Insight, Pyramid Research, comScore, Frost & Sullivan, Eurostat
  30. 30. CLOSING THOUGHTS• Location innovations are making the world a smaller place• Indoor location will dramatically change the marketplace• Cloud and web services enable new business models• New multibillion € businesses will evolve leveraging new location technologies

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