What's New in Location

LOC-AID Technologies

What's New in Mobile Location
Technology: Device and Network
Location, Spoofing and More

David Allen
CTO

July 26, 2012

Copyright © 2012, Locaid® | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 1

What is LaaS?

2

Multi-Environment Device Location Platform

• MOBILE is the 5th major technology
cycle of the past half a century
• LOCATION is redefining behavioral
targeting, enterprise operations
‒ Location-Based Services: $21B by 2015

• Location management is COMPLEX in
the Age of App Overload
‒ Multiple sources, privacy, optimization

• Enter LOCATION-AS-A-SERVICE (LaaS)

MOBILE = next wave of Billions of devices are GEO-Insight enhances
computing, PC value now always on and virtual data dramatically Managing location is The world’s largest
chain disruption LOCATABLE. in enterprise apps COMPLEX. LaaS company

The previous four were the mainframe era of the 1950s and 60s, the mini-computer
era of the 1970s and the desktop Internet era of the 80s. Copyright © 2012, Locaid® | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 3

Definition / Paradigm Shift

• Extends LBS reach to more market segments H
A
and customers N

 Device Agnostic
Carrier D
S
Networks E
 User Independent T

 O/S Agnostic A
P
P
• Complimentary Services with Download S
Applications
‒ Network-Centric co-exist with Handset- N
based LBS Apps for network resources E
T
W
• Supports Open Development Initiative O
R
• Monetizes Carrier Network Capacities K

‒ LOC-AID Hosted Solution A
Network-based
P
‒ Fast Time To Market P LBS
S Services


The Location Offer

LOC-AID provide the Largest Location Gateway
for Location-Based Services Revenue

ANY LOCATION
ANY NETWORK
ANY DEVICE A-GPS, Cell-Sector, eCID
CDMA / GSM
350M+ handsets 100% addressable HSPA+ / UMTS
No App download subscribers LTE
The most Multi- Wireline
SmartPhones Consumer/Corporate
National carrier WIFI
Feature Phones Data that can
footprint for GPS GeoIP
Tablets location-enable any
and Cell Sector mobile application Fast Cache
M2M Devices

LOC-AID can any kind of via any LBS
on any carrier
locate device technology


Traditionally: How it works
Most Precise GPS

Hybrid / A-GPS
MS
Uses network & GPS Satellites to
help assist in providing location fix even
in difficult environments
Accurate (5-150m)

GPS Fix
High level of accuracy
Requires A-GPS phone
BS
Very Accurate 5-150m

Enhanced Cell / Sector
Uses network data for serving cell and
sector for location data , plus RTD / TA
Accuracy 100 – 5,000m
Quick TTF

Cell - Sector
Uses network data for serving cell
and sector for location data
Accuracy 1000m – 5000m
Very Quick TTF

Least Precise Copyright © 2012, Locaid® | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 6

Mobile Location is a must-have. But complex.

• LOCATION is redefining behavioral targeting, enterprise
operations, brand go-to-market
‒ Location-Based Services: $21B by 2015

• Location management is COMPLEX in the Age of App Overload
‒ Location comes from multiple sources, privacy, optimization
‒ Difficult to access network location
‒ Enterprise focus on core strengths

• Enter LOCATION-AS-A-SERVICE (LaaS)

GEO-Insight enhances
MOBILE = next wave Billions of devices are
virtual data Managing location is
The world’s
of computing, PC now always on and
dramatically in COMPLEX.
largest LaaS
value chain disruption LOCATABLE.
enterprise apps company

The previous four were the mainframe era of the 1950s and 60s, the mini-computer
era of the 1970s and the desktop Internet era of the 80s. Copyright © 2012, Locaid® | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 7

Location Matters™

8

Access
ADD VALUE

TODAY
EXPAND REACH
9

Which Location is Right for You?

• What is your business model and application?
• Where is the location being consumed (device or network)?
• Do you need authenticated / trusted (un-spoofable) location?
• Location types / sources?
• What accuracy is required for your application?
• Is it more important to obtain quick location response?
• Does your service require real-time location or recent location
(recency)?
• Price elasticity?


Location Reach

APPLICATION SERVICE LAYER (ASL)

Wireline Global Cell-ID Carrier Cell-ID + aGPS GeoIP WiFi (BSS ID &
Fast Cache
Location MAC Address
200M+ 35+M G-CIDEntries On-Line Services WIFI Location:
Telco, CLEC’, VoIP, 300 Countries & Device Derived
Cable Territories Network Derived


Location Value

Mobile developer seeking location
+
Turn-key location solutions

LOCATION PRODUCTS & SERVICES

GEOFENCES SMS/CAMPAIGNS CONSENT API

HEATMAPS OPTIMIZATION LOCATION AUDITS

2013

BATCH INPUT MOBILE WALLET FUTURE…


Developer Solution: “Locaider™ Dashboard”

Service logic allows Locaid to abstract source, sell based on
business need
The future: multiple location sources to serve multiple business needs

LOCATION DASHBOARD
2013

ACCURACY RECENCY LATENCY PRICE


Future: How it works
Most Precise
GPS Wireline
Hybrid / A-GPS Historic Wireline Address Data
MS Uses network & GPS Satellites to
Accurate (to the business address)
help assist in providing location fix even WiFi (BSS ID &
in difficult environments MAC Address
Accurate (5-150m)
WiFi BSS ID (Access Point) & MAC
Address (Device)
GPS Fix Accurate 30m – 50m
High level of accuracy
Requires A-GPS phone Fast Cache
BS Very Accurate 5-150m
Mobile Activity / Last known activity – RF
Enhanced Cell / Sector Mapping
Accurate 150m – 500m
Uses network data for serving cell and
sector for location data , plus RTD / TA
Global Cell-ID
Accuracy 100 – 5,000m
Quick TTF Global MCC / MNC / LAC / CID – DB
Accurate 1000m – 5000m
Cell - Sector
Uses network data for serving cell
and sector for location data GeoIP Location
Accuracy 1000m – 5000m
Very Quick TTF IP Location – Dependent on Access
Method (Mobile, DSL, Cable, etc)
Accurate (Highly Variable)
Least Precise

Financial Services “Locate with Locaid”

Problem: Card false positives cost US banks over $400M/year.
Solution: Integrate Locaid API into VISA’s Risk Manager™ offer.
Success: VISA technical POC complete, bank trials underway for Q3 launch

Locaid wired into VISA’s
core card processing
network (9 months)

VISA selects Locaid VISA 9 month Locaid pings device ½% of Visa transx
over Syniverse 2H11 product design upon at time of transx may call for network Location Matters™
Locaid APIs location comp


M2M “Locates with Locaid”

Problem: FedEx could not locate devices overseas on carrier networks.
Solution: One Locaid API for both US location and global roaming data.
Success: FedEx customers can track shipments across 200 countries.
FedEx upsells feature, enhancing revenue and brand.

FedEx re-architects their
platform for Locaid API
(7 months)

One Locaid API
replaces 2
existing APIs

FedEx integrates Customer track Locaid tracks in US + Pilot successful,
Locaid into core IT location during across 200 countries device rollout Location Matters™
network shipment underway


Gaming Vertical
Mobile Gaming “Locates with Locaid”

Problem: Wagers on mobile devices not legal because device-based location
can be spoofed
Solution: Locaid location source is approved by state regulators (Nevada)
Success: Casinos, sport books and state lotteries can allow mobile gaming
with Locaid location. “Casino on a smartphone.”

Locaid integrated into
wagering platforms via Locaid allows wagers to
API take place on customer’s
own device

Authentication
(3x) to ensure
in-state usage

Casinos code Locaid Mobile app acquired Locaid provides non- Smartphone betting
into authentication NGCB approval spoofable location is commercial with Location Matters™
platform Locaid


Retail/CPG Vertical
Marketers “Locate with Locaid”

Problem: Marketers cannot reach mobile customers with local offers
Solution: Locaid API in SMS campaign platform hits all devices, all the time
Success: ROI lifts from marketing spend from 15-30% with right place, right
time SMS offers and “knowing where the customer is”

Agencies and brands
incorporate API in a
matter of weeks

Locaid API in the
leading mobile
campaign platforms
today

Brands, mobile Marketers select Locaid locates device Locaid Geofence API
agencies pull API into location options, without app enables pinpoint Location Matters™
mobile platform schedules and alerts download targeting


Locaid Technologies

This is not me.
(But we can locate her phone.)

Thank you.
David Allen
Chief Technology Officer
dallen@loc-aid.com


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