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Wir entwickeln mobile Geschäftsmodelle.


   Mobile Location-based Services




            Photo date: 7 February 2001 Pete, Delmar and Ulysses © 2000 -
             Touchstone Pictures / Universal Pictures - All Rights Reserved



Florian Resatsch, Mobile Monday Berlin 07.09.2009
Today’s menu

1. locations in social networks

2. our berlin test: stickers with location codes

3. what we learned

4. where we go in the future




Servtag GmbH   9/10/2009   2
Locations in social networks
                                         • Realtime information
                               I like…
                                         • Social context
                                         • Real places instead of
                                           GPS coordinates or
                                           maps
                                          (Eg. No one says I am at lat.
                                          46.854791, long. 10.469842)




Servtag GmbH   9/10/2009   3
Mobile location-based services                              http://www.gpsmission.com/




         Most likely used technologies:
       • GPS/ A-GPS
       • Cell identification / triangulation
       • More network based (AoA)
       • Wifi/WLAN positioning system
         (WPS)




© http://www.flickr.com/photos/32615508@N02/3047982712/sizes/l/#cc_license

         Servtag GmbH    9/10/2009    4
But location-based services?




© Florian Resatsch

         Servtag GmbH   9/10/2009   5
Social location-based services?

                                        Where exactly
                                          are you


                                            ?



© Florian Resatsch

         Servtag GmbH   9/10/2009   6
What we need?




© Florian Resatsch

         Servtag GmbH   9/10/2009   7
What we need? Exact localization!




© Florian Resatsch

         Servtag GmbH   9/10/2009   8
and also…




                                                           Leider etwas voll am Wochenende…




© Qype Rating Bar 1000 – Bar 1000 Bild © eichiberlin.wordpress.com.

         Servtag GmbH     9/10/2009    9
…real-time information




Servtag GmbH   9/10/2009   10
Our Berlin test: location stickers




Servtag GmbH   9/10/2009   11
Hyper-localization
                                                        using stickers with
                                                        location data
                                                        enables exact (<1m)
                                                        positioning!




© servtag – location: FC Magnet Bar

         Servtag GmbH     9/10/2009   12
Sticker detail technology


Near Field                                                            QR-Code
Communication                                                         with URL
Chip set with
encoded
URL
(http//n.uisle.com)




                                  Each sticker has a
                                                          SMS Text
                                  unique number to
                                                          Messaging
                                  identify the location

       Servtag GmbH   9/10/2009   13
More exemplary sticker locations




Servtag GmbH   9/10/2009   14
How it works
                                Send 1148 to
                                0176-88810000
                                to check in into the
                                homebase!




    1148
Servtag GmbH   9/10/2009   15
The service behind it




       Check In




Servtag GmbH   9/10/2009   16
Push real-time location info to social networks




                                 Real time push to
                              Facebook with location –
                                  and link back to
                                    Friendticker




Servtag GmbH   9/10/2009 17
• Active positioning („I am
                                here“) – Check In system
                              • Recommendation system
                                (What do my friends
                                like?)
                              • Easy user-generated
                                content at the location




                              Photo date: 7 February 2001 Pete, Delmar and Ulysses © 2000 -
                               Touchstone Pictures / Universal Pictures - All Rights Reserved


Servtag GmbH   9/10/2009 18
What we learned from stickers
          COMPANY PERSPECTIVE         USER PERSPECTIVE

                                     NFC way to far from
           What„s quick? NFC
                                     market

           What„s usable at night?   SMS make it easy to
           NFC/SMS                   use

           What can people           QR-Code usage still
           remember? QR              difficult

           Positive feedback from    The door is the wrong
           location owners           place


Servtag GmbH   9/10/2009   19
Take aways
 • User activities at a location can be seen as a virtual
   currency for the location (see also: playfoursquare)

 • “Micro-user-generated content” may become
   significant for location owner

 • Social networks are more fun with location
   information! Think the other way round: Not on the
   mobile, but from the mobile.

 • The Future: Sharing real-time info on real locations

Servtag GmbH   9/10/2009   20
Visit us!




Contact info
http://www.xing.com/profile/Florian_Resatsch
Servtag GmbH   9/10/2009   21
Images sources!
•   iphone m-lbs: http://www.flickr.com/photos/miss_hg – Source:
    http://www.flickr.com/photos/32615508@N02/
•   transparent iphone: http://www.flickr.com/photos/edans/ - Source:
    http://www.flickr.com/photos/edans/1526393678/sizes/l/
•   Tokyo: http://www.flickr.com/photos/wili/ - Source:
    http://www.flickr.com/photos/wili/263960375/sizes/l/
•   Small House: http://www.flickr.com/photos/tobias7/ - Source
    http://www.flickr.com/photos/tobias7/2260160001/sizes/l/
•   Living Room: - reiner.kraft http://www.flickr.com/photos/reiner/ - Source:
    http://www.flickr.com/photos/reiner/331728294/sizes/l/
•   Toaster: lorelei http://www.flickr.com/photos/filmfatale/ - Source:
    http://www.flickr.com/photos/filmfatale/2496021613/sizes/l/
•   Car park dark: Draco2008 http://www.flickr.com/photos/draco2008/ - Source
    http://www.flickr.com/photos/draco2008/2443391758/sizes/l/
•   Car park chicago: o palsson http://www.flickr.com/photos/opalsson/ – Source
    http://www.flickr.com/photos/opalsson/3644533929/sizes/l/


Servtag GmbH   9/10/2009   22

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Location-based Services - Mobile Monday Berlin 2009 - Florian Resatsch - Servtag

  • 1. Wir entwickeln mobile Geschäftsmodelle. Mobile Location-based Services Photo date: 7 February 2001 Pete, Delmar and Ulysses © 2000 - Touchstone Pictures / Universal Pictures - All Rights Reserved Florian Resatsch, Mobile Monday Berlin 07.09.2009
  • 2. Today’s menu 1. locations in social networks 2. our berlin test: stickers with location codes 3. what we learned 4. where we go in the future Servtag GmbH 9/10/2009 2
  • 3. Locations in social networks • Realtime information I like… • Social context • Real places instead of GPS coordinates or maps (Eg. No one says I am at lat. 46.854791, long. 10.469842) Servtag GmbH 9/10/2009 3
  • 4. Mobile location-based services http://www.gpsmission.com/ Most likely used technologies: • GPS/ A-GPS • Cell identification / triangulation • More network based (AoA) • Wifi/WLAN positioning system (WPS) © http://www.flickr.com/photos/32615508@N02/3047982712/sizes/l/#cc_license Servtag GmbH 9/10/2009 4
  • 5. But location-based services? © Florian Resatsch Servtag GmbH 9/10/2009 5
  • 6. Social location-based services? Where exactly are you ? © Florian Resatsch Servtag GmbH 9/10/2009 6
  • 7. What we need? © Florian Resatsch Servtag GmbH 9/10/2009 7
  • 8. What we need? Exact localization! © Florian Resatsch Servtag GmbH 9/10/2009 8
  • 9. and also… Leider etwas voll am Wochenende… © Qype Rating Bar 1000 – Bar 1000 Bild © eichiberlin.wordpress.com. Servtag GmbH 9/10/2009 9
  • 11. Our Berlin test: location stickers Servtag GmbH 9/10/2009 11
  • 12. Hyper-localization using stickers with location data enables exact (<1m) positioning! © servtag – location: FC Magnet Bar Servtag GmbH 9/10/2009 12
  • 13. Sticker detail technology Near Field QR-Code Communication with URL Chip set with encoded URL (http//n.uisle.com) Each sticker has a SMS Text unique number to Messaging identify the location Servtag GmbH 9/10/2009 13
  • 14. More exemplary sticker locations Servtag GmbH 9/10/2009 14
  • 15. How it works Send 1148 to 0176-88810000 to check in into the homebase! 1148 Servtag GmbH 9/10/2009 15
  • 16. The service behind it Check In Servtag GmbH 9/10/2009 16
  • 17. Push real-time location info to social networks Real time push to Facebook with location – and link back to Friendticker Servtag GmbH 9/10/2009 17
  • 18. • Active positioning („I am here“) – Check In system • Recommendation system (What do my friends like?) • Easy user-generated content at the location Photo date: 7 February 2001 Pete, Delmar and Ulysses © 2000 - Touchstone Pictures / Universal Pictures - All Rights Reserved Servtag GmbH 9/10/2009 18
  • 19. What we learned from stickers COMPANY PERSPECTIVE USER PERSPECTIVE NFC way to far from What„s quick? NFC market What„s usable at night? SMS make it easy to NFC/SMS use What can people QR-Code usage still remember? QR difficult Positive feedback from The door is the wrong location owners place Servtag GmbH 9/10/2009 19
  • 20. Take aways • User activities at a location can be seen as a virtual currency for the location (see also: playfoursquare) • “Micro-user-generated content” may become significant for location owner • Social networks are more fun with location information! Think the other way round: Not on the mobile, but from the mobile. • The Future: Sharing real-time info on real locations Servtag GmbH 9/10/2009 20
  • 22. Images sources! • iphone m-lbs: http://www.flickr.com/photos/miss_hg – Source: http://www.flickr.com/photos/32615508@N02/ • transparent iphone: http://www.flickr.com/photos/edans/ - Source: http://www.flickr.com/photos/edans/1526393678/sizes/l/ • Tokyo: http://www.flickr.com/photos/wili/ - Source: http://www.flickr.com/photos/wili/263960375/sizes/l/ • Small House: http://www.flickr.com/photos/tobias7/ - Source http://www.flickr.com/photos/tobias7/2260160001/sizes/l/ • Living Room: - reiner.kraft http://www.flickr.com/photos/reiner/ - Source: http://www.flickr.com/photos/reiner/331728294/sizes/l/ • Toaster: lorelei http://www.flickr.com/photos/filmfatale/ - Source: http://www.flickr.com/photos/filmfatale/2496021613/sizes/l/ • Car park dark: Draco2008 http://www.flickr.com/photos/draco2008/ - Source http://www.flickr.com/photos/draco2008/2443391758/sizes/l/ • Car park chicago: o palsson http://www.flickr.com/photos/opalsson/ – Source http://www.flickr.com/photos/opalsson/3644533929/sizes/l/ Servtag GmbH 9/10/2009 22