Dipak Raval's presentation from the Global Business Summit on 3rd August 2012 in London

1. IMPACT OF A CLOUD-CONNECTED,
LOCATION-AWARE, MEDIA-RICH WORLD ON
CONSUMERS, ENTERPRISES & GOVERNMENTS
Dipak Raval
Vice President - Sales

2. CSR PLC TODAY
COMPANY: $1B+ ANNUAL REVENUES, 2400 EMPLOYEES
AV Connectivity Location
CSR's Audio Visual solutions CSR continues to lead wireless CSR's Location solutions are
bring truly exceptional sound connectivity evolution with based on industry-leading
quality and imaging to a broad solutions supporting multiple GPS/GNSS based around our
range of consumer devices. wireless technologies. SiRF brand.
Consumer Handsets Automotive Locations Camera

3. A BRIEF HISTORY
OF TECHNOLOGY IN NAVIGATION
TECHNOLOGICAL INNOVATIONS IN NAVIGATION HAS CREATED
PROSPERITY FOR ECONOMIES THROUGHOUT HISTORY

4. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Compass 11th Century

5. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Astrolab 15th Century

6. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Marine Chronometer 18th Century

7. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
1930’s Radio Direction finding

8. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
1930’s Radio Direction finding
1940’s Radar

9. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
When I started in Sales…

10. A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Then…

11. TRADITIONAL LOACATION
SERVICES BUSINESS
Fleet Management Tracking Assets
Navigation Automotive Mobile Advertising

12. POSITIONING USING GPS – HOW IT WORKS
24 Satellites Orbiting at Altitude
of 12,000 miles
Low Cost GPS Engine Enables
Location in Smartphones
2D Position
Requires Three Satellites

13. GPS INDOORS – DOES NOT PENETRATE
MOST BUILDING
Typical Indoor Environments Attenuate GPS Beyond Detection for Commercially Available Receivers
GPS
Attenuation
Level
40 - 45 dB
Cannot Detect Indoors
30 - 31 dB
Advertised Aided
25 dB
Commercial C(A)
Acquisition
Threshold (A-GPS 12 - 14 dB
Cell phones)
Advertised Un-
Aided Commercial Wooden Brick-faced 2 Level Small Typical Indoor Dense
C(A) Acquisition Building Masonry Parking Commercial North Arena/Mall Urban
Threshold (un- Structure Building American Environment
connected PND’s) Residence

14. THE PROBLEM NOW…

15. INDOOR LOCATION TECHNOLOGIES
Enterprise Class WiFi + Positioning Server Existing WiFi + Cellular Signals
• Corporate WiFi is deployed for broadband & indoor • Existing WiFi + Cellular Signals are surveyed
location and logged in a database
• Angle-of-Arrival, Time-of-Arrival or received signal • “Finger Prints” of RF signals are recorded
strength is used to calculate position in a database
• Position server records location dynamically • Position is determined by interpolating
Finger Print data

16. INDOOR POSITIONING – WI-FI ONLY
+ Start
Last GPS fix
• Once GPS is lost indoors, the 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

17. INDOOR LOCATION TECHNOLOGIES (CONT.)
Pedestrian Dead Reckoning (PDR) Uses Galaxy SII Teardown
Kinematics to Estimate Position Indoors
Kinematic Equations
2 2 2
d = vi t + ½ a t vf = vi + 2 a d
vf + vi
vf = vi + a t d= t
2
d = displacement v = velocity
t = time a = acceleration
MEMs has made it possible to determine
acceleration and velocity of a small device
Gyro-Sensor
Accelerometer
http://global.samsungtomorrow.com

18. INDOOR POSITIONING – PDR ONLY
+ Start
Last GPS fix
• Once GPS is lost indoors, the 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
+ End ellipses makes most indoor use cases
impractical
50m

19. How do I improve location accuracy indoors
without the need to deploy an expensive
infrastructure that is also self learning
and self correcting?

20. SIRFUSION: THE NEXT GENERATION
LOCATION PLATFORM
Urban Canyons
Multisat GNSS MEMS Gateway
Outdoors GPS, GLONASS, future GNSS
Baro, Acc, Gyro, Compass Indoor Navigation
Navigation enhancements in car and
WAAS, EGNOS, QZSS, future SBAS
pedestrian use case
SiRFaware power management
Heading smoothing
A-GNSS, Extended Ephemeris
Pedestrian Dead Reckoning (PDR)
SiRFstarV
SiRFusion
Wireless Sniffer Hybrid
Application Processor
Internal or external Wi-Fi , Cellular and other
Run apps on chip to offload host radio signal sniffers
Calorie counting, geofence, logging Wi-Fi positioning for indoors & aiding Urban
Interrupt to wake-up host Canyon driving
Leverage LBS without draining battery Integration with GNSS and PDR
Location Applications Self-learning Indoor Location
Connect to CSR Positioning Center

21. SIRFUSION INDOOR POSITIONING – FUSION OF
GNSS, PDR AND WI-FI
Start
Last GPS fix • Once GPS is lost indoors, the 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
End more precisely
50m

22. THE POWER OF SIRFUSION
Shows actual position Shows on street
CSR powered Standard Smartphone phone
SiRFusion smartphone with GPS and Wi-Fi positioning

23. MALL TEST – SILICON VALLEY
• Starts indoors near Macy’s
• Walk is all indoors until exiting through Nordstrom
• Uses Nexus One SiRFusion test phone
• Frequent start/stop during first 800s of test
• Wi-Fi locations determined using manual learning

24. MALL TEST – SILICON VALLEY
• Frequent start/stop during first 800s of test cause PDR wander
• Frequent Wi-Fi fixes available throughout
• SiRFusion greatly reduces deviations from route
Page 24

25. CSR DEMO AT 2012 MOBILE
WORLD CONGRESS, HALL 7

26. CSR LOCATION SERVICES
HIGH-LEVEL ARCHITECTURE
Location Services Platform
Web Portal
Location Services Web Portal
Cloud HTML, XML
VPN / AWS
Direct Connect
Customer
Data Center/ Media Servers

27. Where are the new Commercial Opportunities?

28. NEW MARKET OPPORTUNITY EXAMPLES
Three example LBS markets – Enterprise, Asset Tracking and Consumer
ENTERPRISE/GOV SEGMENT ASSET TRACKING SEGMENT CONSUMER LBS SEGMENT
Targeted at government and large enterprises This segment is targeted at fixed (vending This segment is targeted at consumers at
(Financial and Healthcare) where there is a sys, office/lab/medical equipment, etc) Big-Box stores and Malls.
need for content access control, campus and mobile (goods in transit, fleet, people, The technology will be used to guide
maps/Wi-Fi tiles restriction (for employees etc) asset tracking in large enterprises and shoppers to the right departments and
only), military-grade geofencing, etc. healthcare institutions. Lone Worker product areas, provide retail-specific
coupons & specials, etc. $20B advertising
Market trends & attributes: BYOD, Handheld Market trends & attributes: Low cost business
Location Policies, MDM, Geo-fenced Security module, MRM / M2M apps with Outdoor-
(military grade), Location Context Apps. Indoor tracking Market trends / attributes: Indoor
commercial retail

29. MARKET SIZE AND GROWTH
Total LaaS Market
(volume of units)
1,000,000,000
900,000,000
800,000,000
18% CAGR
700,000,000
600,000,000
500,000,000
400,000,000
300,000,000
200,000,000
100,000,000
-
2013 2014 2015 2016 2017
2013 2014 2015 2016 2017
Consumer LBS Total Market 209,024,554 246,313,077 283,601,600 352,684,041 438,594,256
Mobile Enterprise Total
129,535,398 130,800,752 132,078,759 133,369,547 134,673,243
Market
Asset Tracking M2M Total
135,000,000 168,750,000 210,937,500 282,000,000 352,500,000
Market
Market Size Compiled From: Gartner, US Census, Berg Insight, Pyramid Research, comScore, Frost & Sullivan, Eurostat

30. CLOSING THOUGHTS
• Location innovations are making
the world a smaller place
• Indoor location will dramatically
change the marketplace
• Cloud and web services enable
new business models
• New multibillion € businesses will
evolve leveraging new location
technologies