Background on Proximity and Locations for session at Wireless Systems Congress 2011

1. PROXIMITY AND LOCATION
BEYOND THE CHECK-IN
Sean
O Sullivan
CEO,
Rococo
So*ware
sos@rococoso*.com
twi5er
@sos100

2. Somewhere
up
here…
WARNING!!
Most
presenta;ons
at
Wireless
Systems
2011
“Close
to
the
metal”
This
presenta;on

4. Loca;on
• Loca;on
has
seen
incredible
adop;on
on
mobile
within
the
last
2-­‐3
years
• A*er
years
of
talking
about
“LBS”
(and
“finding
the
nearest
Starbucks”)
• It
finally
happened!
• Why?

5. Loca;on
–
then
and
now
BACK THEN…(say 2005) BUT NOW….
Hardware Very few mobile phones had GPS. All the major smartphone
Very few Cell-Id enabled phones platforms have GPS, CellId and
were available. WiFi-assisted location.
Access and No common Location APIs available. Location APIs do vary by
APIs Those that did varied (a lot) by platform, but they are open, and
operator. Often restricted in terms of they are consistent. In addition,
access. value-add location services are
available in abundance.
Business Operators wanted to charge for Use of location is provided free
Model location “dips”, discouraging with the platform. Value-add
developers and throttling potentially (paid) services are provided by
successful applications. third parties, charging for apps,
growing “big data”.

6. Loca;on
unleashed
• When
loca;on
became
simple,
universal,
and
easy
for
developers,
it
“took
off”
• Became
s;tched
in
to
a
wide
range
of
applica;ons
and
services
• Way
beyond
what
might
have
been
originally
intended
• Some
examples…

14. What’s
my
point?
If
we
make
PROXIMITY
as
easy
to
use
for
developers
as
LOCATION
has
now
become,
then
we
will
unleash
a
similar
explosion
of
innova;on
and
crea;vity
That
would
be
GOOD

15. Developers
and
Proximity
It’s
too
HARD
*
*
Especially
Bluetooth

16. Could
it
be
simpler?
SOME
PROXIMITY
INITIATIVES

17. AllJoyn

18. AllJoyn

19. LoKast
/
Nearverse

20. Nokia
Instant
Community

21. +
+
LocalSocial
Client Libraries
Apps
Cloud Service
for Mobile Devices
Developers build proximity-enabled applications using the
LocalSocial Libraries. The libraries in turn use the LocalSocial
Cloud service (via APIs).
LocalSocial
Developers
Retail / Location
Cloud Service
Partner
Apps can react when other LocalSocial-enabled Apps are within
range, or when any location is within range. Enables loyalty
tracking, hyperlocal offers, vouchers, gaming, social browsing….

22. LocalSocial: Proximity Platform
Apps
.. And others...
TweetAround
Tagster
Details at http://www.mylocalsocial.com/apps
Platform
http://www.youtube.com/watch?v=fAB3ZmrFaLI

23. Mobile
Cloud
Social
Oauth
Proximity
LinkedIn
Android
Dowser
Dowser
Android
Tagster
J2ME
Website
Interface
mylocalsocial.com
for
third
party
service
LinkedIn
Facebook
API
LocalSocial
Library
LocalSocial
Service
Twi5er
JSR82
Last.fm
Android
Server
DB
Java
/J2ME

25. ToothTag
/
NeuAer

26. Retail
and
more
….
PROXIMITY
USE
CASES

27. Shopkick

28. Placecast

29. Aisle411

30. punchd

31. punchd

32. JiWire

33. FourSquare
Business
trac;on

34. NTT
DoCoMo
Tap
to
Follow
NFC

35. Nintendo
StreetPass

37. Sonar

38. Summary
• If
we
really
make
proximity
easier
to
use,
the
usage,
and
use
cases,
will
explode
• Several
ini;a;ves
underway
to
help
achieve
this
–
including
LocalSocial
• Watch
out
for
retail
–
it’s
a
great
market
for
proximity,
including
Low
Energy
Bluetooth
• More
at
:
www.mylocalsocial.com

39. And
if
you’re
really
bored

BACKGROUND
SLIDES

40. Proximity
Features
/
Benefits
Indoor Proximity technologies, such as WiFi, Bluetooth and NFC, all work great indoors,
operation where many Location-based technologies struggle.
Accuracy / The varying resolution distances of Bluetooth, WiFi and NFC are ideal for different
Resolution scenarios, so that the service can be used to tell if someone is “nearby”, “in store” or
“standing by the handbags”.
Interaction WiFi and Bluetooth enable direct two-way connections between, for example, a
richness retailer and the customer on-site. For example – a store might like to make staff
aware that a “Platinum customer” just walked on premise, or find other entertaining
and fun ways to acknowledge to the customer‘s presence. Proximity technology
enables “we detect you” functionality (with your permission).
Zero action WiFi and Bluetooth may both be used in a symmetrical fashion wrt detection
required (“customer detects store”) or (“store detects customer”). As a result, some very useful
scenarios are available to customers (“just see me when I’m in store and do
something – make me an offer!”) – without them having to do anything.
“Right here Short-range wireless can be thought of as enabling a “place based network” – a
Right now” spontaneous network that’s right here, right now (not who was here 30 minutes ago).
This ability to support real-time interactions can be used to create smarter and more
interesting interactions between people and “things nearby”.

41. NFC QR BLUETOOTH WIFI
1 Foot 1-30 Feet 1-50 Feet

42. Proximity
and
Loca;on
• We’re
focused
on
proximity
• We
believe
proximity
is
complimentary,
but
different,
to
loca;on
• And
we
believe
it
can
help
power
some
scenarios
between
people
and
businesses
in
a
simple,
elegant,
efficient
way
• As
they
are
related
–
it’s
worth
a
few
minutes
to
clarify
their
rela;onship

43. Proximity
and
Loca;on
Proximity
LocaJon
FOCUS
What’s
near?
Where
am
I?

44. Proximity
and
Loca;on
Proximity
LocaJon
TECHNOLOGY
Bluetooth,
WiFi,
NFC,
QR
GPS,
Cell
ID,
WiFi

45. Proximity
and
Loca;on
Proximity
LocaJon
Uses
See
what’s
near
right
now,
communicate,
see
it
Locate
me,
route
me,
tell
me
about
arrive,
leave…
stuff
nearby

46. Uses
LocaJon
Proximity
• Locate
me
• For
businesses
-­‐
see
devices
• Show
me
X
nearby
nearby
–
as
they
arrive,
(restaurant,
pub,
service,
dwell,
leave
(not
only
when/
business,
etc.)
if
they
check-­‐in)
• Many
uses
keyed
off
• Real-­‐;me,
here
&
now
view
loca;on
• Fine-­‐grained
resolu;on
(“in
– Biz
finding,
rou;ng,
checkins,
the
shop”)
(“on
the
train”)
people
finding,
serendipity

47. Proximity
and
Loca;on
Proximity
LocaJon
Examples
StreetPass,
AngryBirds
Magic,
Google
Maps,
FourSquare,
Facebook
Color,…
Places,
geotagging,…

48. Proximity
/
Loca;on
• Of
course
-­‐
they’re
related
• If
I
know
where
two
things
are
– I
can
determine
how
close
they
are
(proximity)
• If
I
can
see
things
nearby
(using
short
range
wireless)
– Then
I
may
be
able
to
look
them
up
to
find
out
where
they
are
(loca;on)
• Proximity
is
inherently
“short
range”
– We
think
of
things
being
“in
the
room”,
“in
the
train
carriage”,
“in
the
café”
with
me

49. Proximity
/
Loca;on
• They
can
work
well
• Proximity:
to
be
together
–
or
alone
“checked
out”
• Together:
– no;ce,
people
check
in
– Loca;on
to
find
with
FourSquare,
but
businesses
nearby
they
never
check
out!
– Proximity
:
to
be
• Proximity
can
bring:
detected
by
that
– Here
and
right
now
business
when
you’re
– Talk
to
me
/
right
outside
/
inside
communica;on
– Proximity:
to
indicate
– Autodetect
you’re
at
Till2