United States Mobile Stats<br />76.8 million people in the US owned smart phones during the three months ending in May 2011.<br />
Local Mobile Stats<br />Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. <br /><ul><li>95% of smartphone users have looked for local information
88% of these users take action within a day, indicating these are immediate information needs
77% have contacted a business, with 61% calling and 59% visiting the local business</li></li></ul><li>Demo• MMS Demo• MSFT TAG Demo<br />
July 14, 2011<br />Jonathan DeLong<br />EVP Product Marketing<br />
Static Place <br />lat/lng<br />A Liability<br />Proximity<br />A Burden<br />Revenue?<br />What is Location? <br />Location Acquisition<br />and Distribution<br />Cloud Based Location Management<br />
Network Provided Location (The Old Way)<br /><ul><li>-----Requires ‘Network’ call: leverages hardware deployed on towers and in carrier infrastructure
-----Influenced by early E911 legislation investments that carriers wanted to monetize
-----Carriers sell locations or “location look-ups” on a cost per call basis
-----Location aggregators are used by carriers to sell locations: ex. LOC-AID
-----Systems do not support real-time polling& tracking</li></ul>Device Determined Location (Early Mobile Applications)<br /><ul><li>-----Relies heavily on GPS
-----Usually a ‘Conversation or Call’ between an Application and the Mobile Phone SDK
-----Cost can be ‘free’, but GPS use does have battery effects
-----Fulltime, real-time, polling & tracking is not possible with GPS alone
-----User or Application Initiated Check-In is often required for location interactivity.
-----Fulltime monitoring for Geo Fence entries based on device movement is impossible</li></ul>3-Ways for Location: A History<br />Hybrid Location Acquisition & Cloud Management (Now & The Future)<br /><ul><li>-----Treats the device as a sensor to detect GPS, Wi-Fi, Cell ID, +++, per battery management rules
-----Data is sent to ‘Location Cloud’ for clean up, processing, accuracy, and distribution
-----Enable real-time polling & tracking at about 10 minute intervals on most devices
-----No network burden for carriers, but requires the deployment of a mobile client.
-----Finally! Geo Fencing rules and location based offers can become pervasive</li></li></ul><li>SAMPLE OUTPUT<br />INPUT<br />Tracking<br />3<br />2<br />1<br />Actions<br />Sensor data<br />ContextualInteractivity &Communication<br />Managing<br />Context<br />DetermineContext<br />End-to-End Location Value<br />Content<br />3<br />2<br />1<br />Context Management<br />Contextual Interactivity<br />Determining Context<br /><ul><li>Full suite of tools to automate triggered events
Wide range of parameters for triggers including geocontextual, personalized data, sensor data, etc.
Actions – SMS, MMS, Push, content delivery, etc.
Network tracks location of device (smartphones, tablets, and emerging devices)
Intelligent Location Determination: - Highly accurate indoor and outdoor : 3-10m accuracy
Combines all types of sensor inputs to determine contextual data</li></li></ul><li>Easy <br />Geo-Fencing<br />Relevant <br />Value<br />Real time Polling & Tracking<br />High Accuracy<br />Automation is Key<br />Past Privacy Examples<br /><ul><li> CC Online
FB Photos</li></li></ul><li>A single platform to deliver core enterprise location services enabling automated interaction and communication between all types of devices.<br />Marketing<br /><ul><li>Automated geo-relevant coupon delivery