LBS is all about you

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LBS is all about you (or where you are and what you're doing)

#OpenTech 2011 talk

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  • Now it’s all about where you are and maybe what you’re doing i.e. contextual location
  • People are already used to giving up their location and what they’re doing, that information is valuableIt’s freely available in twitter or facebook status updates, a lot of which is accessible by 3rd parties and can be used with the right data mining tools
  • Then of course there’s all the services where people deliberately check-in (some being more successful than others)Check-ins also allow advertisers to offer deals specific to that place and around you.
  • 3rd party sites may have access to data that you think is private i.e. Scoville accesses your private check-ins and makes them public(obviously you have to authorise these services to access that data)
  • Of course a lot of people will give their location data away anyway as you can now geo-tag tweets, facebook updates etc.Though Facebook isn’t delivering services based on Places, they can deliver targeted advertising based on your location and your profile info
  • Location privacy is important, but as long as you get something back people are willing to give it awayIf you have a phone and it’s on, someone knows where you are (the mobile network as a minimum)
  • If you dial them from a landline, they get the landline address (or business registered address)If you’re on a VoIP line, they get the billing address (unless customer has specifically registered the address of the phone)If you’re on a mobile they get your location and are tracked
  • You have to explicitly agree to a location request i.e. where are you? And if you respond, you’re agreeing to send location.Can be disruptive as it’s a sort of replacement to SMS
  • Google has introduced location-targeted News Near You where Google analyse the news articles and look for relevant location dataYour news feed becomes related to events near you and Google can deliver adds based on what you’re reading and how it relates to you and your location
  • You may think Color is a picture sharing service, well the current client isHowever the backend technology is all about location and not just geo-tagging with GPS/Cell-IDThey measure the ambient light and noise etc and can locate different users in groups (say at a party) and when pictures are uploaded – they’re automatically grouped togetherIf you’re in a tower block, GPS/Cell-ID tells your device you’re in the block, Color technology tells you in which appartment and who you’re with
  • The recent news about Apple sending location data and using it to pull local WiFi location, but never deleting the info. At least the data was anonymised.Google have always stored location data and it’s tied to a UID, though they are making lots of noise that it’s kept secret and not exposed.
  • When Google went around with the streetview mapping cars, they pulled in lots of information, GPS, cell tower info with Cell-IDs and signal strength and WiFi data.Unfortunately they used some engineering software, which didn’t just capture the WiFi beacon IDs (SSID and signal strength) but captured a whole load of data within the radio packetstoo (WiFi is really Ethernet mapped on to radio) so they captured actual customer data too, which they could analyse (if they wanted to) but capturing the data breaksmany countries interception laws (including the UK’s).
  • New handsets will have near field communications (NFC) for wallet type transactionsHowever they can also be detected so other devices can determine you’re near and are uniquely identifiedThis will allow eBooks etc to download relevant information (like daily newspapers, butAlready there’s advertising being developed that will be keyed to YOU (and your very near location)And of course your mobile phone can deliver advertising on the phone based on a specific location as it knows exactly where you are
  • Big Brother is watching you, but you’re allowing that so you can get points – and points make prizes!!!!
  • LBS is all about you

    1. 1. Location is all about YOU<br />Steve Kennedy<br />NetTek Ltd<br />
    2. 2. It's all about where you are<br />
    3. 3. Now it's all about where YOU are<br />
    4. 4. Now it's all about where YOU are<br />
    5. 5. Now it's all about where YOU are<br />
    6. 6. Private data, may not be<br />
    7. 7. Private data, may not be<br />
    8. 8. You can always be found<br />
    9. 9. Emergency Services and your location<br />
    10. 10. Some services trying to address issues<br />
    11. 11. Now it's all about where YOU are<br />
    12. 12. Color, it’s not just about sharing pictures<br />
    13. 13. Apple/Google get it wrong<br />
    14. 14. Sometimes very wrong<br />
    15. 15. Where’s it going?<br />
    16. 16. Where’s it going?<br />
    17. 17. Thank you for listening!<br />steve@nettek.co.uk<br />@stevekennedyuk<br />

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