This document discusses indoor location-based services (LBS) and CSR's indoor positioning solution called SiRFusion. It notes that while LBS has become mass market through smartphones, current LBS does not work well indoors. It then describes some indoor LBS experiences and the players in the LBS application value chain. The document estimates the total addressable market for indoor location technologies and outlines how SiRFusion uses sensor fusion of GNSS, PDR and Wi-Fi to provide more accurate indoor positioning compared to using those technologies individually. It also summarizes competitive indoor positioning solutions and demonstrates SiRFusion's capabilities through tests in museums and train stations.

1. Deep-Indoors Location
Blake Bullock and James Cheng (鄭元傑)
Museum of Contemporary Art, Taipei, Taiwan
1st Aug 2012

2. Market drivers for location-based services (LBS)
LBS is mass market
 Smartphones all feature GPS to
enable consumer LBS
 High volume and high growth
 500K+ iOS apps
2011 2012 2013
 450K+ Android apps (MU)
Smartphones 508 740 910
Source: CSR Estimates 2012
LBS is a daily experience
 LBS used for search, maps,
navigation, check-in, fitness,
tracking, etc.
But... LBS is currently not Indoors
 Consumers expect functionality
anywhere anytime
 Consumers are indoors a very high
percentage of the time
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3. Indoor LBS experiences
Micello
Find nearest shop in the 3D indoor map with
Find train, browse Location check-in
mall that has the product search and walking
stores and receive ads with friends
you are looking for directions
CSR and ST enables indoor LBS
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4. Application value chain
Location End user Location Application
End user Carrier Map
technology hardware enabling and service
OS networks providers
developers providers platform providers
Micello
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5. Total addressable market for location
Target segments Select GPS Markets 2012-2017 ($M)
 Handset 900
 Tablet
 Camera 800
 Fitness 700 11% CAGR
 Module
600
Growth drivers 500
 Tablet proliferation
400
 Continued strength in handsets, but
lower growth 300
 Lower total power consumption 200
enables fitness, camera, module 100
products
0
Indoor advertising 2012 2017
 Indoor location enables better ad Source: CSR Estimates 2012
targeting and better analytics
 Google just announced ads for indoors
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6. SiRFstarV™ – the next generation location platform
SiRFstarV™ architecture and SiRFusion™ hybrid positioning system
CSR
Positioning
Center
Multisat GNSS MEMS Gateway
SiRFstarV
SiRFusion
SiRFstarV
Wireless Sniffer Pedestrian Dead
(Wi-Fi, GSM, …) Reckoning
Taking mobile location to the next frontiers

7. Competitive positioning
CSR solution: zero install, zero survey and globally scalable
 Announced indoor solution Nov ‘11
 No new infrastructure required – relies on existing Wi-Fi transmitters
 Can use new infrastructure when available including Bluetooth SMART
 Users and building owners do not have to locate APs
 System automatically learns from normal use
 Demonstrated in various target environments
 Shopping malls, train stations, convention centers, hotels, museums
 San Francisco, Las Vegas, Barcelona, Seoul, Beijing, New York,
Tokyo, Cambridge, Taipei
Other solutions
 Some solutions require Bluetooth SMART beacon infrastructure or other
supplemental infrastructure
 Requires investment by building owner
 Some require survey work to position beacons
 One solution requires round trip proprietary Wi-Fi measurements
 Non-standards approach limits compatibility and coverage
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8. Indoor positioning – PDR only
Start  Once GPS is lost indoors, the
+ Last GPS fix 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 ellipses makes
most indoor use cases
impractical
+ End
50m

9. Indoor positioning – Wi-Fi only
Start
 Once GPS is lost indoors, the
+ Last GPS fix 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
+
+
+ End
50m
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10. SiRFusion positioning – Fusion of GNSS, PDR and Wi-Fi
Start
 Once GPS is lost indoors, the
Last GPS fix 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
more precisely
End
50m
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11. SiRFusion demo
Module with SiRFstar 5xp and
10-axis ST MEMS devices
Integrated in a
Nexus One
phone running
SiRFusion Applications
Micello Maps

12. SiRFusion test – Taipei MOCA
Standard Google Maps with SiRFusion shows correct
GPS/Wi-Fi positioning shows location inside museum
location outside near street with uncertainty ~10m
with large uncertainty ~100m
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13. SiRFusion test – Taipei MOCA
Up the stairs
Started inside
museum with
no GNSS
Walked around
in room 108
Walked around Down the
in room 202 elevator
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14. SiRFusion test – Tokyo Station
 Lower level at Tokyo station
 Google indoor maps for each level
 Environment has no GNSS signal, lots of magnetic anomaly
sources (tracks, elevators, escalators), and many people
causing signal variations
 Red flags mark the route walked
 Blue dots mark the SiRFusion position
Starting point determined
using Wi-Fi only
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15. Summary
Emerging indoor ecosystem
 New and existing applications need indoor positioning
 Navteq/Micello/Google/Microsoft indoor maps
 Google indoor advertising
SiRFstarV with SiRFusion
 Can be deployed worldwide using existing infrastructure
 No surveying required
 Target accuracy: within 10m 50% of the time
 Initial products in development Today’s demo features:
SiRFusion brings positioning indoors!
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