Spatial Triggers is a feature that automatically notifies the application (LCS client) when a mobile phone moves related to a certain pre-defined area. Compared to other solutions on the market, the Ericsson’s implementation of Spatial Triggers will not cause unnecessary network load - competing solutions are often based on resource consuming recurrent positioning requests. Spatial Triggers will save the resources for better purposes.
Spatial Triggers is based on the location data of subscribers collected from the mobile network. The mobile network can be GSM network, WCDMA network or LTE network. The location data can be collected through CS or PS. The received passive location data are used to monitor fulfillment of the trigger criteria. MPS supports five different trigger criteria: • All phones within an area • Any phone entering an area • A specific phone entering an area • A specific phone leaving an area • Two Specific phones approaching each other
The location data collected for Spatial Trigger can also be provided to 3rd party applications in real time. The data can be made completely anonymous. This enables mobile operators to add value to a large ecosystem of applications and verticals in need of user location information, and thereby further monetize their inherent location asset.
Though many vendors are including mobile advertising as part of their larger SDP offerings, touting it as a way to manage revenue distribution and possibly expose network-based enablers and subscriber information, privacy concerns have historically caused its adoption to lag in some markets. Operators in emerging markets in which there is less concern around privacy have been more aggressive with their mobile advertising than their counterparts in other regions. Malaysian operators Maxis, for example, launched a mobile advertising strategy that includes not only WAP banner ads and ad-sponsored application downloads, but also location-based advertising and SMS ad insertion, and Zain Kuwait has introduced AdZone, in which advertisers can target subscribers with video clips, SMS messages, alarm messages, etc., based on their location.
However, operators in more developed markets are jumping on the mobile advertising bandwagon, such as Telefónica, which launched a Global Advertising Solutions business unit last year that allows agencies to buy ads to display to its mobile customer base in both Europe and Latin America. We believe that while the early adopters of mobile advertising relied on advertising networks and agencies to fulfill their strategies, including South Korean operators KT and SK Telecom (which acquired online advertising agencies), the next wave of mobile advertising deployments will be by operators looking to insert themselves directly into the ecosystem by offering advertisers access to valuable subscriber data while ensuring control over what information is actually being exposed.
Ericsson LBS offers an end-to-end offering for location-based services and provides operators with everything they need to capitalize on the growing consumer demand for location-enhanced communication. The solution supports 2G, 3G and 4G networks and includes the Mobile Positioning System (MPS), a Geographic Information System (GIS), as well as content and application middleware. MPS supports Assisted GPS (A-GPS) location and also offers several complementary positioning methods that work in places where GPS does not, such as indoors or in “urban canyons”, where tall buildings obscure satellite line-of-sight.
Mobile Monday Switzerland #40 - Ericsson presentation on Enabling Location-Based Services
Mobile Monday # 40
27th April 2015
Mobile Broadband Practice