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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