What's New in Location

Copyright © 2012, Locaid® | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 1

LOC-AID Technologies

What's New in Mobile Location

Technology: Device and Network

Location, Spoofing and More

David Allen CTO

July 26, 2012


What is LaaS?

2


Multi-Environment Device Location Platform

• MOBILE is the 5th major technology cycle of the past half a century

• LOCATION is redefining behavioral targeting, enterprise operations

‒ Location-Based Services: $21B by 2015

• Location management is COMPLEX in the Age of App Overload

‒ Multiple sources, privacy, optimization

• Enter LOCATION-AS-A-SERVICE (LaaS)

MOBILE = next wave of computing, PC value

chain disruption

Billions of devices are now always on and

LOCATABLE.

Managing location is COMPLEX.

GEO-Insight enhances virtual data dramatically

in enterprise apps

The previous four were the mainframe era of the 1950s and 60s, the mini-computer era of the 1970s and the desktop Internet era of the 80s.

The world’s largest LaaS company


• Extends LBS reach to more market segments and customers

Device Agnostic

User Independent

O/S Agnostic

• Complimentary Services with Download Applications

‒ Network-Centric co-exist with Handset-based LBS Apps for network resources

• Supports Open Development Initiative

• Monetizes Carrier Network Capacities

‒ LOC-AID Hosted Solution

‒ Fast Time To Market

Carrier

Networks

Network-based

LBS

Services

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Definition / Paradigm Shift


The most Multi-

National carrier

footprint for GPS

and Cell Sector

350M+ handsets

No App download

SmartPhones

Feature Phones

Tablets

M2M Devices

ANY DEVICE

100% addressable

subscribers

Consumer/Corporate

Data that can

location-enable any

mobile application

ANY NETWORK A-GPS, Cell-Sector, eCID

CDMA / GSM

HSPA+ / UMTS

LTE

Wireline

WIFI

GeoIP

Fast Cache

ANY LOCATION

LOC-AID provide the Largest Location Gateway for Location-Based Services Revenue

LOC-AID can locate

via any LBS technology

on any carrier any kind of

device

The Location Offer

http://www.google.com/imgres?imgurl=http://www.geek.com/wp-content/uploads/2009/07/verizon-wireless-logo.jpg&imgrefurl=http://www.geek.com/articles/mobile/verizon-wireless-to-host-developer-conference-20090720/&h=287&w=565&sz=13&tbnid=8_o_gwfADGjG0M:&tbnh=68&tbnw=134&prev=/images?q=verizon+wireless+logo&usg=__izHrOBWazcrJf5cfiPbx3M-jt9s=&ei=9snKSuW9C4_WtgOFg5yiBQ&sa=X&oi=image_result&resnum=1&ct=image

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http://www7.acs.ncsu.edu/hr/wolfperks/images/t-mobileLOGO.jpg


Traditionally: How it works

GPS Fix

Cell - Sector

Most Precise

Least Precise

Uses network data for serving cell

and sector for location data

Accuracy 1000m – 5000m

Very Quick TTF

GPS

MS

BS

High level of accuracy

Requires A-GPS phone

Very Accurate 5-150m

Hybrid / A-GPS

Uses network & GPS Satellites to

help assist in providing location fix even

in difficult environments

Accurate (5-150m)

Enhanced Cell / Sector

Uses network data for serving cell and

sector for location data , plus RTD / TA

Accuracy 100 – 5,000m

Quick TTF


Mobile Location is a must-have. But complex.

• LOCATION is redefining behavioral targeting, enterprise operations, brand go-to-market

‒ Location-Based Services: $21B by 2015

• Location management is COMPLEX in the Age of App Overload

‒ Location comes from multiple sources, privacy, optimization

‒ Difficult to access network location

‒ Enterprise focus on core strengths

• Enter LOCATION-AS-A-SERVICE (LaaS)

MOBILE = next wave of computing, PC

value chain disruption

Billions of devices are now always on and

LOCATABLE.

Managing location is COMPLEX.

GEO-Insight enhances virtual data

dramatically in enterprise apps

The previous four were the mainframe era of the 1950s and 60s, the mini-computer era of the 1970s and the desktop Internet era of the 80s.

The world’s largest LaaS

company


Location Matters™

8

Copyright © 2012, Locaid® | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 9 9

EXPAND REACH

AD

D V

ALU

E

TODAY

Access


Which Location is Right for You?

• What is your business model and application?

• Where is the location being consumed (device or network)?

• Do you need authenticated / trusted (un-spoofable) location?

• Location types / sources?

• What accuracy is required for your application?

• Is it more important to obtain quick location response?

• Does your service require real-time location or recent location (recency)?

• Price elasticity?


Location Reach

Global Cell-ID Wireline

35+M G-CIDEntries 300 Countries & Territories

200M+ Telco, CLEC’, VoIP, Cable

APPLICATION SERVICE LAYER (ASL)

Carrier Cell-ID + aGPS GeoIP Location

WiFi (BSS ID & MAC Address

Fast Cache

On-Line Services WIFI Location: Device Derived Network Derived


Location Value

GEOFENCES

HEATMAPS

BATCH INPUT

SMS/CAMPAIGNS

MOBILE WALLET

OPTIMIZATION

CONSENT API

LOCATION AUDITS

FUTURE…

LOCATION PRODUCTS & SERVICES

Mobile developer seeking location +

Turn-key location solutions

2013


Developer Solution: “Locaider™ Dashboard”

Service logic allows Locaid to abstract source, sell based on business need

The future: multiple location sources to serve multiple business needs

ACCURACY RECENCY LATENCY PRICE

LOCATION DASHBOARD 2013


Future: How it works

GPS Fix

Cell - Sector

Most Precise

Least Precise

Uses network data for serving cell

and sector for location data

Accuracy 1000m – 5000m

Very Quick TTF

GPS

MS

BS

High level of accuracy

Requires A-GPS phone

Very Accurate 5-150m

Hybrid / A-GPS

Uses network & GPS Satellites to

help assist in providing location fix even

in difficult environments

Accurate (5-150m)

Enhanced Cell / Sector

Uses network data for serving cell and

sector for location data , plus RTD / TA

Accuracy 100 – 5,000m

Quick TTF

Wireline

WiFi (BSS ID & MAC Address

Fast Cache

Global Cell-ID

GeoIP Location

Historic Wireline Address Data

Accurate (to the business address)

WiFi BSS ID (Access Point) & MAC

Address (Device)

Accurate 30m – 50m

Mobile Activity / Last known activity – RF

Mapping


Global MCC / MNC / LAC / CID – DB


IP Location – Dependent on Access

Method (Mobile, DSL, Cable, etc)

Accurate (Highly Variable)

Copyright © 2012, Locaid | Patents pending, all rights reserved | Confidential | www.loc-aid.com | 15

Who Uses LaaS?

15


Problem: Card false positives cost US banks over $400M/year.

Solution: Integrate Locaid API into VISA’s Risk Manager™ offer.

Success: VISA technical POC complete, bank trials underway for Q3 launch

Financial Services “Locate with Locaid”

VISA selects Locaid over Syniverse 2H11

VISA 9 month product design upon

Locaid APIs

Locaid pings device at time of transx

½% of Visa transx may call for network

location comp Location Matters™

Locaid wired into VISA’s core card processing network (9 months)


Problem: FedEx could not locate devices overseas on carrier networks.

Solution: One Locaid API for both US location and global roaming data.

Success: FedEx customers can track shipments across 200 countries. FedEx upsells feature, enhancing revenue and brand.

M2M “Locates with Locaid”

FedEx integrates Locaid into core IT

network

Customer track location during

shipment

Locaid tracks in US + across 200 countries

Pilot successful, device rollout

underway Location Matters™

FedEx re-architects their platform for Locaid API

(7 months)

One Locaid API replaces 2

existing APIs


Locaid allows wagers to take place on customer’s

own device

Problem: Wagers on mobile devices not legal because device-based location can be spoofed

Solution: Locaid location source is approved by state regulators (Nevada)

Success: Casinos, sport books and state lotteries can allow mobile gaming with Locaid location. “Casino on a smartphone.”

Mobile Gaming “Locates with Locaid”

Casinos code Locaid into authentication

platform

Mobile app acquired NGCB approval

Locaid provides non-spoofable location

Smartphone betting is commercial with

Locaid Location Matters™

Locaid integrated into wagering platforms via

API

Authentication (3x) to ensure in-state usage

Gaming Vertical


Problem: Marketers cannot reach mobile customers with local offers

Solution: Locaid API in SMS campaign platform hits all devices, all the time

Success: ROI lifts from marketing spend from 15-30% with right place, right time SMS offers and “knowing where the customer is”

Marketers “Locate with Locaid”

Brands, mobile agencies pull API into

mobile platform

Marketers select location options,

schedules and alerts

Locaid locates device without app

download

Locaid Geofence API enables pinpoint

targeting Location Matters™

Agencies and brands incorporate API in a

matter of weeks

Locaid API in the leading mobile

campaign platforms today

Retail/CPG Vertical

http://www.usshortcodes.com/applicators/iloop.html


Locaid Technologies

Thank you.

David Allen Chief Technology Officer

[email protected]

This is not me. (But we can locate her phone.)

mailto:[email protected]



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