LBS Snapshot

The Need

Service providers are constantly looking for ways to growth

that will help stabilize ARPU and offset declining voice
revenues
The Opportunity

Location based services opened new avenues for service providers

for provisioning of innovative and lucrative value added services to the
subscribers

For the service providers, this means:

increased network usage hence increase in revenue
compliance to safety regulations (Police)
reduced churn
increased customer loyalty
Source of differentiation in a competitive market
Location based Services

Location-based services (LBS) provides service providers the means to

deliver personalized services to its subscribers

Location based services employ new mobile location technology with

the spatial database and geo information system technologies

It is estimated that the total market for location based services, will
grow to over $12 billion by the end of 2014

Usage of location based services is expected to be very popular on third

generation (3G) networks

Location based information services of one sort or another can be

offered by any wireless location technology, from cell ID to A-GPS
Location based Applications

Location Based Information Services

Destination guides with maps, directions
Information services (news, stocks, sports)
Mobile yellow pages
Movie, theatre and restaurant location and booking
Store (offering cheapest prices for brand-name items) locating
applications
End User Assistance services
Emerging buddy, child, or car finders.
Roadside assistance-emergency services that utilize location
information
Trigger services
Location based billing
Advertising services/pre-emptive information
Others
Personal messaging (live chat with friends)
Wireless advertising and electronic coupons
Positioning Methods & Accuracy
Location based Service : U.S. Trends

According to a survey by the MMA, one in four U.S. adults use mobile
location-based services
On the survey of more than 1,000 U.S. adult consumers, 91% have a
cellphone and 26% of that group have used a “map, navigation or some
other service that automatically determines your current location”
37% of the survey respondents noticed any ads while sending/receiving
texted messages and 28% noticed an ad while browsing the mobile web
10% of all cellphone owners use location-based mobile services at least
once per week
Adults ages 25-34 are frequent users of location services, with 22%
using them at least once a week.
63% of iPhone owners use location-based mobile services at least once
per week
Respondents said they use these services most frequently to “locate
nearby points of interest, shops or services.”
Consumers are interested in allowing their phone to automatically share
their location in exchange for perks, such as free use of mobile
applications and mobile coupons
Location based Service : Opportunity in
India
Global Trends
Nokia, Google, Apple investments in LBS
Navigation applications amongst downloaded applications on App
Stores
E9-11 mandated by US Telecom Authority
Operator strategic LBS investments
Vodafone, Orange
Convergence of Telematics and wireless with emergence of
connected PNDs and connected In-dash navigation systems

Indian Trends
BSNL, Airtel launched friend finder and other LBS Applications
Idea to launch Buddy Finder and other LBS Applications
RCOM working with Big Maps to launch LBS Applications
Tata Teleservices working with TCS/ Qualcomm for LBS services
DOT Circular asking all mobile operators to have LBS in place with
100 metres accuracy
Location-based Services
Location Based Services Market Update

Many operators have deployed friend finder and have got

success

Most successful LBS app and services are:

Buddy finder community services
Mobile marketing
Infotainment and games

80% of the operators plan to launch new LBS offerings within

next 2 years

65% operators also plan to invest in new LBS platforms and

technology

45% intend to invest in LBS middleware

Worldwide LBS Revenue
Worldwide LBS Revenue – Regional Look
Friend Finder

Locate your buddy

100% permission based service – user requires the explicit
permission of people they would like to regularly track

Access to Service:
SMS – FIND <Mobile No.> to 32001
WAP – wap.maxis.com.my

Penetration:
3.5 mn subscriber to Friend Finder service
Approximate 27% service penetration

Tariff:
Each location result received charges: RM 0.30 (approx. INR 4.00)
Each MAP view result received charges: RM 0.50 (approx. INR 7.00)
Family Finder

Locate your Family member

CARE
Keep track of your family member journey with Family Finder Care,
whereby an update of their location is sent to you via SMS every 15
minutes within 1 hour.
Type CARE<space>Mobile No. or Nickname

ALERT
Have peace of mind about the whereabouts of your young ones.
Family Finder Alert will inform you via SMS should they move from
their location.
Type ALERT<space>Mobile No. or Nickname
Friend Finder

Find your friends at the touch of your fingertips

One time authorization is requires from B-Party to access his/her
location
Find out your location
Add/Edit/Remove friends to your list
Request friend‟s location and approve friend‟s request
Set your status to Visible / Invisible
SMS – FT FIND <Mobile NO.> and send it to 2000
Charges
For each successful location request – RM 0.30
For any other activity (eg., adding/removing buddy, hide/unhide status
etc.) – RM 0.15
WAP - wap.digi.com.my
Charges
For each successful location request – RM 0.30
For digital MAP request – RM 0.50
Travel Buddy

Travel Buddy is a location based service that allows location

information to be sent and reported within specific intervals

A one-time authorisation will be required from your friends as

this is a permission-based service

Can be accessed only via SMS

To Add buddy send “FF CARE <Mobile No.>” to “2000”

Location information will be sent to locating party every 15

minutes of interval for 2 hours

Charges
Each location request charges is RM 0.30
RM 0.15 for every SMS request sent to Travel Buddy
Locator

Locator is a service that allows you to have a peace of mind,

knowing the vicinity where your loved ones, friends or
colleagues are, without the need to call them. What's more, you
can view a map of their current location!

Locator Subscriber
Add up to a maximum of 30 mobile numbers in the locate list
Add/Delete/Change your loved ones/friends‟ numbers
View history records of up to 30 days
No restriction to the number of changes to your loved ones/friends‟
numbers

Your Loved Ones/Friends

Can „Accept‟ or ‟Reject‟ the request to be located
Option to „hide‟ or „unhide‟ himself/herself from being located after
consent has been granted previously
Option to „remove‟ himself/herself from the locate list permanently
Will receive monthly notification that informs him/her the mobile
number(s) that can locate him/her
*SEND

Location-Based *Send is a location-based service that brings

you valuable information on the nearby amenities and general
services such as Petrol Stations, Post Offices, ATM machines,
Fast Food Centres and Supermarkets while you are on the move

To access the service, dial *600#

Charges
31.50 cents is chargeable for each successful request.
*MAPS

*MAPS * 6277#

Want to know what services and promotions are around you?

Get a navigation license? Or download the all time favourite
Makansutra Singapore Food Guide?

Dial *MAPS *6277# and check out your current location on the
map and look for nearby services and even credit card
promotions

This service is supported on all GPRS enabled Phone.

Charges
Registration (one-time) and Subscription (monthly) – Free
30 Days Navigation License - $16.05
Makansutra Guide License - $17.05
Mobile Yellow Pages

Mobile Yellow Pages - a quick and easy way to get information

while you're on the go.

With Singapore's first mobile directory, you'll be able to access

thousands of business listing right on your mobile phone.

Get listings of restaurants, spas, florists, airlines and lots more

at your fingertips
Location based Advertisement

Launched location-based advertising (LBA) SMS service in

November 2007

The mobile advertising platform, using cell location technology,

will allow advertisers to reach out to M1 customers when they
are within designated LBA zones.

Retailers can tailor specific marketing messages and promotional

offers, based on their desired customer profiles, via SMS to
welcome shoppers who are in the vicinity of their shops.

The service is available in seven zones covering more than 70

shopping malls. These locations will include popular shopping
and entertainment destinations such as Great World City, TANGS
Orchard, Ngee Ann City, SPH-owned Paragon Shopping Centre,
Wheelock Place, Wisma Atria, Plaza Singapura and Cineleisure
Orchard.
Frenclub!

Make new friends and chat with as many people as you

want simultaneously on your mobile phone

To subscribe to the FRENCLUB service:

Text FRENCLUB <ID> to 2939

User Profile
Preferred language, age group, gender and nickname. This will serve as the initial
search criteria and personal profile
Chat anonymously
In frenclub, users are only able to see each other‟s nickname; phone number will not be
shown. Users can chat anonymously without revealing their personal information. It is
easy, interesting and safe.
Instant Match /Cupid Match
For all new users, system will instant match you a friend base on your initial search
criteria
Chatroom
Listen to other people and also able to express your opinion freely. There are multiple
Chatrooms with different topics
Frenclub!

Buddy List/Blacklist
You can add friends to your Buddy List and check for their presence anytime you wish
Notify to the user when his/her buddy is online.
Block access from any friend by adding them to the Blacklist

Personalized Setting
Change your personal profile: nickname, birthday, age group, personality, search
criteria, city, hobby, gallery and language

Search Criteria
User can search for new friends by their age, gender and location
Thank You