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Nokia's Mobile Location Services Policy Document White Paper Nokia Mobile Phones P.O. Box 100 FIN-00045 NOKIA GROUP, Finland Phone: +358 (0) 7180 08000 www.nokia.com Nokia Networks Mobile Location Services P.O. Box 300 FIN-00045 NOKIA GROUP, Finland Phone: +358 (0) 7180 08000 www.nokia.com Librisl 0401 All rights reserved. © Nokia Mobile Phones 2001. are registered trademarks of Nokia Corporation. Nokia and Nokia Connecting People Other product and company names mentioned herein may be trademarks or trade names of their respective owners. Products are subject to change without notice. White Paper White Paper Contents Executive summary Executive summary 3Today, the penetration of mobile planning applications), third-party several applications, positioning phones in a number of countries service providers and government should remain transparent to the A day in the life of... 4has passed the 50 % mark. In fact, agencies (e.g. locating emergency end-user. mobile penetration has already calls), (e.g. electronic yellow page Attractive market opportunity started to overtake fi xed line for nearby services and “where am I” Operators should get into the for Mobile Location Services 5 penetration. For telecommunication applications). business today in order to ensure service providers, this means that future market leadership in the Mobile Location Services are available today 7 the mobile market continues to be Mobile Location Services are Mobile Location Service landscape. extremely attractive. By defi nition, value-added services that utilize However, the choice of positioning Privacy is an issue 9wireless networks offer subscribers the user’s position information. technology solutions for the one distinctive benefi t that fi xed From the user’s perspective these network is affected by business The technology behind Mobile Location Services 10 networks cannot provide, being services provide considerations. If the operator mobile. With Mobility, location • localized and up-to-date wants to get into the business today, Seize the day 14becomes a critical attribute that can information. Up-to-date Cell-ID is the available technology. be exploited by all involved in the information that is relevant in If the market entry is planned for Nokia is committed to standards and open platforms 16 wireless value chain. a particular location is given at 2002, the operator should consider the right moment. investing in the widely available A look into the future 17Driven by rapid evolution in • personalized information. E-OTD solution. In third-generation positioning technologies, the value The information is relevant to (3G) networks, the RTT/IP-DL Summary 18 of mobile services is shifting from the user. solution is the investment for voice-based services towards • increased effi ciency and pertinence. volume markets. At the same time, Glossary 19 value-added localized, personalized The information can be more GPS-enabled handsets and and time critical services offering focused and of higher quality, networks will be also rolled out for connectivity anytime, anyplace, when it is also tailored according the high-end users. Naturally, anyhow. Ease of use, personalization to the user’s location. it is up to the operator at which and a focus on consumer needs will • increased safety. The positioning market stage it wants to enter the be crucial elements in take-up as functionality increases user safety market. Yet, our view is that in will the availability of a variety by being able to locate someone order to gain experience, establish a of access platforms such as WAP, in distress. strong brand, and develop customer SMS and voice. From an operator relationship, the opportunity perspective, Mobile Location From the operator’s perspective, should be seized today. Services provide benefi ts in terms the location element allows of increased revenue, improved information to be more precisely In general, Mobile Location Services customer loyalty and service targeted for users. Further, and wireless communication differentiation. location-based applications are devices form a good combination. enablers of catchy user services, The location information adds Terminal- or network-based which enhance brand and user loyalty. a new dimension to mobile positioning methods provide means applications and brings more value to locate a subscriber and/or valid The location information has no to customers by improving their mobile equipment. Positioning value in itself, it is only a parameter safety, their productivity and/or may be initiated by the subscriber, for provisioning valuable the quality of information needed. the network or an external applications relevant to a user at a Mobile Location Services have a application. Among the entities specifi c location and at a specifi c large appeal across all customer that will leverage the capability are point in time. Although location segments. For operators, Mobile mobile operators (e.g. home/offi ce information is a highly effi cient Location Services provide the answer zone applications and network feature for bringing added value to to this demand. 2 3 White Paper White Paper A day in the life of... Attractive market opportunity for Daniel Newmark is getting ready to today, he preorders a taxi for the are no threats to their safety. Mobile Location Services leave his home for work, just before meetings giving the location of his However, the emergency feature seven in the morning. He uses his offi ce he has already bookmarked gives Daniel some confi dence by Wireless location technologies mobile terminal for a quick check along with other places of interest. knowing that if they were in will become a crucial tool for “Which buses go Personal by my home?” (P) of the local weather forecast, trouble, pressing the alert would providing mobile customers with sees that the weather should be fi ne The day passes, business as usual, have allowed the emergency the right service, at the right time, “Which bus goes home next?” (P+T) this morning, but some heavy rain but after work he is to meet his wife services to locate them and to be in the right location. In the fast may move in towards the evening. downtown for dinner in a trendy there in no time. approaching age of the wireless Daniel grabs his umbrella and restaurant; it is their anniversary. Internet, end-users will not want to “Show me to any bus stop walks to his car. Having just sat in Daniel is due to meet his wife, After a while, they feel like going pay wireless Internet charges for “Show me the nearby where a bus goes bus schedules?” home soon” (P+T+L) the car, his mobile phone alerts him Jane, at seven o’clock, leaving him home. By pressing ‘Taxi’ in his irrelevant information. Cellular (no value boosters) to a traffi c jam on the motorway he one hour to spare in the downtown phonebook, the terminal directs the operators must be able to deliver uses to drive to work. This time area. As soon as the clock strikes call to the nearest taxi station. pertinent and accessible Time Critical there has been an accident, and six, his phone alerts him telling him The terminal automatically gives information to their customers. there is an 8-mile tailback. Instead that the local bar has a happy hour. their location to the taxi service, of driving his car, he decides to take Daniel eagerly accepts the message; and within a few minutes, the taxi The ability to pinpoint the location Location the subway, thinking that this will after all, he has had a long day, picks them up. of an individual has an obvious also contribute to a greener and he thinks he could unwind with and vital value in the context of environment. a drink before meeting his wife. emergency services. Pinpointing the Thinking he should seize this location of people and other It has been a while since he last opportunity to touch base with his valuable assets also opens the door to grow to $33 billion by 2005, In the United States, step-by-step used the subway; therefore he friends he checks his ‘buddy list’ on to a new world of previously there are signifi cant opportunities driving instructions and family checks the timetable of his local his terminal presence feature. unimagined information services for content and application tracking are expected to become the station with his mobile terminal, Seems like one of his old school and m-commerce possibilities. providers, equipment manufacturers most popular future value-added and buys the ticket at the same friends is in another bar just across and operators to gain a lucrative services. Both US and European time. The cold autumn breeze the street; he sends an instant Mobile services benefi t from three share in this emerging marketplace. youth users, but particularly US, catches his face just as he passes by message inviting him to join him major factors that boost are interested in location-based the local café. His mobile terminal and enjoy the happy hour too. information value to the end-user: According to Strategy Analytics’ advertising, or rather permission alerts him again pointing to an personality, time-criticality, research, of the top six most marketing. offer for a hot chocolate and a After having the drink with his and location-dependency. popular services in the European muffi n for only 99 cents. He has friend, Daniel heads for dinner with and US surveys, four were Mobile The Strategis Group estimates that agreed to take messages from his his wife. He has preordered the According to the market studies, Location Services: step-by-step the number of Mobile Location mobile network operator’s partners menu, preparing for a perfect the market opportunity for Mobile directions, tracking family members, Service subscribers will grow to in exchange for cheaper call rates romantic dinner.
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