Report on Location-Based Services User Needs and Requirements - Outcome of the European GNSS' User Consultation Platform
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R E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 1 Report on Location-Based Services User Needs and Requirements Outcome of the European GNSS’ User Consultation Platform
Reference:
GSA-MKD-LBS-UREQ-233604
Issue/Revision: 1.0
Date: 18/10/2018
Change record
Issue/ Revision Changes Date
1.0 First issue 18/10/2018
R E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 3
Table of Contents
1 INTRODUCTION AND CONTEXT OF THE REPORT 5
1.1 Methodology 5
1.2 Scope 7
2 EXECUTIVE SUMMARY 8
3 REFERENCE DOCUMENTS 11
4 GNSS MARKET OVERVIEW AND TRENDS 16
4.1 Market Evolution and Key Trends 16
4.2 Main Market Players 18
4.3 Main User Groups 19
5 GNSS USER REQUIREMENTS ANALYSIS 21
5.1 GNSS Use in LBS 21
5.2 Prospective Use of GNSS in LBS 46
5.3 GNSS Limitations for LBS 49
5.4 Main evolving criteria related to user requirements 50
5.5 Standardisation 51
5.6 Conclusions 52
6 USER REQUIREMENTS SPECIFICATION 53
6.1 Synthesis of User Requirements Analysis 53
7 ANNEXES 66
ANNEX 1 SYNTHESIS OF LBS USER REQUIREMENTS 66
ANNEX 2 DEFINITION OF KEY GNSS PERFORMANCE PARAMETERS 72
ANNEX 3 LIST OF ACRONYMS 74
0 4
01
R E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 5
introduction and context
of the report
A
pplications relying on position have become part tion but rather by combination of several signals and sensors.
of everyday life leading to an increasing variety of Therefore the report does not represent any commitment
location-based services (LBS). Smartphones, tablets, of the European GNSS Programmes to address or satisfy the
tracking devices, digital cameras, portable computers, fitness listed user needs and requirements in the current or future
gear all use GNSS positioning (along with network-based versions of the EGNSS services.
or hybrid positioning techniques) for navigation, mapping,
gaming and geoadvertising. Moreover, safety applications
benefit from accurate emergency caller location tracking. 1.1 Methodology
LBS also assist enterprises by providing mobile workforce
management and tracking solutions. The following figure details the methodology adopted for
the analysis of the LBS user requirements.
The User Consultation Platform (UCP) is a periodic forum
organised by the European Commission and the GSA involv- The analysis is split into two
ing end users, user associations and representatives of the main steps: a “desk research” Applications relying
value chain, such as receiver and chipset manufacturers,
application developers and the organisations and insti-
to gather main insights, and
a “stakeholders’ consultation”
on position have
tutions dealing, directly and indirectly, with Galileo and to validate main outcomes. become part of
EGNOS. The event is a part of the process developed at the
GSA to collect user needs and requirements and take them In more detail, “desk research” everyday life leading
as inputs for provision of user driven Galileo and EGNOS
services. In this context, the objective of this document is
was based on a secondary
research and aimed at provid-
to an increasing
to provide a reference for the European GNSS Programmes
and for the mass market community reporting periodically
ing a preliminary structured
analysis:
variety of location-
the most up-to-date GNSS user needs and requirements
yy Leveraging on the LBS
based services
in the LBS market segment. This report is considered a
applications’ segmenta-
“living document” in the sense that it will serve as a key
tion as included in the GSA GNSS market report, addi-
input to the next UCP event where it will be reviewed and
tional relevant applications have been identified and
subsequently updated. The UCP will be held periodically
included; and
(e.g. once per year) and this report will be also periodically
updated, to reflect the evolution in the user needs, market yy For each application identified, the function and level of
and technology captured during the UCP. performance required has been determined.
The report aims to provide the GSA with a clear and up-to- As a result of this activity, a first draft of the LBS User Require-
date view of the current and potential future user needs and ments document has been produced.
requirements in order to serve as an input to the continuous
improvement of the services provided by the European In the second step, the “stakeholder consultation”, the main
GNSS systems and their evolutions. outcomes included in the document have been validated
and updated. In this regard, preliminary validation inter-
Finally, as the report is publicly available, it serves also as a views with selected stakeholders have produced the first
reference for users and industry, supporting planning and document version that was used as an input for the previous
decision-making activities for those concerned with the use UPC where it was reviewed and finalised.
of location technologies.
The current document implements all the comments
It must be noted that the listed user needs and requirements received during the UCP 2017 and thus it constitutes a
cannot usually be addressed by a single technological solu- validated version of LBS user requirements.
6 1 / I N T R O D U C T I O N A N D CO N T E X T O F T H E R E P O R T
Figure 1: LBS User Requirements Analysis methodology
OVERALL METHODOLOGY
Identification of all existing LBS application User level dimension and characterisation
1 along with the function that they perform
yy Identification of the key GNSS user level
yy All LBS applications covered in MR5 dimensions to describe LBS user requirements
Desk
Research
yy LBS applications found in other sources yy Identification and definition of GNSS
performance criteria relevant to LBS
Segmentation of LBS Applications
yy Definition and classification of applications
yy Focus on GNSS usage (not device-based)
Definition of the functions and level of SECONDARY RESEARCH
performance required for each application INFORMATION
GNSS magazines - Coordinates,
yy LBS user requirements analysis based on open
GPS World, Inside GNSS;
Secondary research information
ESA website; Articles on
yy GNSS limitations, market/techno trends and drivers Google Scholar; Thesis and
dissertations on specific
yy Table matching the main applications with
database; European regulation
the performance criteria
or standard; Google
User requirement analysis – draft 1
Validation interviews
2
yy Interview guide
yy Selection of the consulted stakeholders
Stakeholders
Consultation
yy Primary research: Interviews and reporting
User requirement analysis – final version
User Consultation Platform
yy User requirements submitted to the first UCP
forum for review and finalisation
R E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 7
1.2 Scope
This document is part of the User Requirements documents yy Sections 5.1.3 to 5.1.16 provide a detailed overview of
issued by the European GNSS Agency for the Market Seg- GNSS user requirements in LBS for each application and
ments where Position Navigation and Time (PNT) play a category. They are derived from extensive desk research
key role. Its scope is to cover user requirements for PNT and validation interviews with key LBS stakeholders.
solutions from the strict user perspective and the mar-
yy Prospective use of GNSS in LBS is addressed in section
ket conditions that drive them. Therefore, the document
5.2. It assesses GNSS technology trends, along with the
includes an analysis of the market trends in this particular
other positioning technologies that may be used in LBS.
segment, then performs a detailed analysis, including the
prospective uses of GNSS in this market, finalising with a yy GNSS limitations for LBS are described in section 5.3.
specification of user requirements in a format that can be
yy Section 5.4 identifies the main evolving criteria (drivers)
used for System Engineering activities.
for user requirements in LBS.
In more detail, the document is laid out as follows: it starts yy Standardisation activities are covered in section 5.5.
with a summarised market overview for LBS (section 4),
where market evolution and key trends, the main market Finally, a section summaris-
players and user groups are presented. ing specification of the main
GNSS user requirements for Smartphones,
Then it moves on to the analysis of GNSS user requirements
for LBS (section 5). Section 5 is organised as follows:
LBS is covered (section 6).
tablets, tracking
The document is intended devices, digital
yy Section 5.1.1 identifies and defines the GNSS perfor- to serve as an input to more
mance parameters that are relevant in the analysis of technical discussions on cameras, portable
the user requirements for LBS. Systems Engineering and
evolution of the European
computers, fitness
yy Section 5.1.2 presents an overview of LBS applications
extracted from GSA Market Report 5 but also from other
GNSS systems, so that space gear all use GNSS
infrastructures are effectively
sources. It also provides definitions of these applications.
They have been split into different categories according
linked to user needs. positioning
to their GNSS usage.
02
T
Executive Summary
his report aims at enhancing the understanding of
market evolution, strong points, limitations, key techno-
logical trends and main drivers related to the uptake of
more than 5 meters. Over recent years, a burgeoning group
of new applications has emerged that requires far more
stringent horizontal and vertical accuracy levels. These range
GNSS solutions across the different LBS applications. These from innovative safety-critical m-Health technologies such as
elements are essential in order to frame the appropriate guidance applications for the visually impaired, to mapping
technology and service offering developments vis-à-vis the and GIS applications which are among the most demanding
requirements of the respective users. types of smartphones apps. Moreover, application categories
such as geomarketing and advertising, fraud management
To that end the report starts with an overview of the and location-based billing require authentication of the
GNSS LBS market trends. The increasing popularity of con- position to protect app users or service providers from
text-aware LBS applications and the continuously growing malicious signal interference such as spoofing. A synopsis
usage of GNSS devices are driving the rising GNSS use of the user requirements is provided on page 9 for the
in LBS, an evolution forecasted to con- key performance parameters1 with the
tinue over the next years. It is particularly exception of availability where almost
the case in the Asia-Pacific, which has Over recent all applications require PNT in urban
been consolidating its position as the
largest regional LBS market in terms of
years, a canyons under canopy and indoors.
devices. In a context of global urbanisa-
tion and smart city GNSS-enabled LBS
burgeoning The LBS user requirements are affected
by standardisation activities related to
addresses some of the most immediate group of new signalling, definition of performance
economic and societal concerns such as
improvement of work productivity, ease applications has requirements for positioning including
GNSS and A-GNSS, as well as definition
of movement, tracking of people and
resources and use of effective services
emerged that of testing procedures for both of the
previous areas. The main standardisa-
to facilitate consumer interactions. To requires far tion bodies here are the 3rd Generation
better understand market dynamics, Partnership Project (3GPP), the Open
the report provides a brief description more stringent Mobile Alliance (OMA), ETSI TC SES, and
of the landscape of market players. The
LBS segment is dominated by non-EU
horizontal CEN-CENELEC. As it comes to perfor-
mance requirements for A-GNSS in a
players, with North American companies and vertical cellular environment, they are based on
leading the chipset market and Asian the US E911 performance requirements
companies accounting for the majority accuracy levels as a guideline. Therefore, it is assumed
of handset revenues. European com- that GPS is always used for initial sig-
panies continue to perform strongly in app development. nal acquisition, so Galileo, in common with GLONASS and
Beidou, is considered as a GNSS of secondary choice. There
GNSS-enabled solutions cover a wide range of applications is a similar situation in case of testing requirements. At the
that can be divided into 13 main categories according to same time, it is important to mention that Russian regula-
their usage: navigation, mapping and GIS, geomarketing tions dictate that smartphones sold on the Russian market
and advertising, safety and emergency, enterprise appli- must rely on GLONASS to avoid penalty taxes. There is no
cations, sports, games, health, tracking, augmented reality, such a regulation regarding Galileo in smartphones on the
social networking, infotainment and commercial. The user European market in place.
requirements of many established LBS applications, such as
turn-by-turn navigation, infotainment and social networking Despite the large penetration of GNSS in the LBS segment,
apps have remained relatively constant since their inception its use has some limitations: power consumption, availabil-
and continue to be satisfied by levels of GNSS accuracy of ity in challenging environments (such as urban canyons),
1 A qualitative characterisation of parameters is provided in section 5.1.1
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Performance parameters
Accuracy Time to First Fix Power Resilience Integrity
consumption message
Navigation Low/Medium Low/Medium Low/Medium Susceptibility to -
(High for smart interferences
parking)
Mapping & GIS High Low Low Susceptibility to Required
interferences
Geo marketing Low/Medium - Low Susceptibility -
and advertising to spoofing
Safety and Medium Low/Medium Low Susceptibility to -
emergency environmental
conditions and
interferences
Enterprise Low/Medium Low/Medium Low Susceptibility to -
applications environmental
conditions,
interferences
and spoofing
Sports Medium Low/Medium Medium Susceptibility to -
(High for environmental
fitness and conditions
performance
monitoring)
Games High High Low Susceptibility to -
environmental
conditions,
interferences
and spoofing
Health High High Low Susceptibility to -
environmental
conditions and
interferences
Tracking Medium Medium/High Low/Medium Susceptibility to -
environmental
conditions,
interferences
and spoofing
Augmented High High Low Susceptibility to -
reality environmental
conditions
Social Low/Medium High Low - -
networking
Infotainment Low Low/Medium Low - -
(High for points
of interest)
Commercial High High High Susceptibility to Required
environmental
conditions,
interferences and
spoofing
0
10 2/ EXECUTIVE SUMMARY
This report aims indoor availability, susceptibility to multipath, interference, jamming and spoofing. Such hur-
dles are typically overcome by employing hybrid solutions using additional complementary
at enhancing the positioning technologies when necessary or by following best practices regarding the type
of GNSS equipment used.
understanding of
market evolution, GNSS techno trends respond to the current and future expectations of the domain which are
to provide increasingly accurate and available position, faster fix but constrained by low power
strong points, consumption as most of LBS devices are battery powered (implying that they must remain
small and lightweight).
limitations, key
technological Taking all these above aspects into account, the report presents a user requirement analysis
across the different GNSS-enabled or supported applications in LBS, based on performance
trends and main requirements.
drivers03
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interviewR E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 15
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Trends in Fall Detection - Challenges, Issues and Trends in Fall Detection
Systems Systems, URL: https://biomedical-engineering-online.
biomedcentral.com/articles/10.1186/1475-925X-12-66
[RD76] Dog Tracking Collar PetTronix - Dog Tracking Collar Device, URL: http://www. Not specified
Device pettronix.com/roameo-seekr-gps-dog-tracking-collar-
device/
[RD77] Electronic offender ESA - Electronic Offender Monitoring, URL: https://artes- April 2016
monitoring apps.esa.int/projects/electronic-offender-monitoring
[RD78] How to set your Tinder How to set (fake) your Tinder location on Android without November 2015
location on Android paying a dime, URL: http://www.phonearena.com/news/
without paying a dime How-to-set-fake-your-Tinder-location-on-Android-
without-paying-a-dime_id75593
[RD79] User Consultation LBS Mass market session MoM (Ref. doc. GSA-MKD-LBS- November 2017
Platform 2017 MOM-236051-UCP2017-Mass Market-LBS. doc)04 GNSS Market Overview and Trends
4.1 Market Evolution AND yy LBS has a key role to play in the context of global
Key Trends urbanisation and the smart city
Driven by global urbanisation, more than 50% of the world
population already lives in cities and it is forecasted to grow
4.1.1 KEY MARKET TRENDS up to 66% by 2050 [RD34]. This results in the need for better
The global macro socio-economic and demographic trends services to be provided as an integral part of cities’ infrastruc-
have a big impact on the way people use technology and LBS ture. At the centre of these changes lies the smart city con-
applications and what kind of requirements they therefore cept, enabled by ICT services. Smart cities concept relies
have for GNSS. on an integrated system for collecting, measuring, collating
and broadcasting data from different sensors and for making
yy Growth of global population and shipments of GNSS it easily accessible to stakeholders for efficient governance,
devices effective development and management of resources. It is
a field of uptake of GNSS-enabled IoT devices, used among
The mobile phone coverage is now near-ubiquitous in
others in connected vehicles, healthcare solutions, water
urban areas, with an estimated 95% of the global pop-
and waste management, energy management etc.
ulation living in an area covered
by a basic 2G mobile-cellular net-
The increasing density of resources due to urban sprawl
An estimated 95% work. Overall, the total number
of mobile-broadband subscrip-
and suburbanisation force a dynamic way of life, in which
of the global tions was expected to reach 3.6
time becomes a scarce resource. People work, commute,
consume, socialise and look for entertainment using LBS
population lives in bln by the end of 2016, compared
with 3.2 bln at the end of 2015
applications. Business users seek to improve work produc-
tivity, ease movement, track their resources and use effective
an area covered [RD35].
services to facilitate consumer interactions.
by a basic 2G The global population growth,
yy Boom of context-aware applications
increasing average standard of
mobile-cellular living and purchase power, as well The development of successful apps continues to drive the
network as decreasing prices for electron-
ics and mobile services have led
global growth of the smartphone market, with high-end
devices now commonly making use of multi-constellation
to a booming growth in the use and hybrid positioning. Technological advancements in
of LBS devices. The global installed base of GNSS-enabled indoor positioning will further fuel the development of
handsets was 4.1 bln in 2016, with an expected rise to 6.1 new applications. The app market is in a sustained booming
bln in 2019 [RD1]. The regional distribution is not homoge- phase, with total app revenues projected to grow from €40.9
nous and many users own more than one device, especially bln in 2015 to €73.4 bln in 2017. The average annual growth
in developed countries. Continuous economic growth led rate of app revenues between 2011 and 2017 will therefore
Asia-Pacific to consolidate its position as the largest regional be at a staggering rate of 45% [RD9], [RD10].
LBS market in terms of devices, with a total of 1 bln ship-
ments in 2016. North America and the EU accounted for 320 Context-aware applications are a category of mobile
mln and 200 mln shipments respectively. Smartphones LBS applications that is gaining greater importance in the
represent the majority of shipments, with more than 1.7 whole segment. The app market is moving beyond pull
bln smartphones shipped in 2016. Other GNSS-enabled applications - in which users manage and control the
devices accounted for around 175 mln units in 2016 (tablets information provided to them via the app - to a prolifer-
represented the second largest number of shipped device) ation of push services, which determine the timing and
[RD1]. At the same time, it is predicted that personal tracking content of displayed information based on the user’s context.
devices will be the fastest growing market in LBS between The context can depend on various aspects, such as indi-
2016 and 2025, with a CAGR of 17.9% [RD1]. viduals’ location, activity status, movement patterns, pastR E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 17
preferences, calendar appointments, blood pressure and become multi-functional devices, used also for applica-
many other factors [RD37]. With the share of context-aware tions in other GNSS segments (e.g. Road). As premium
apps relying on GNSS exceeding 90% in 2016, GNSS and smartphones increasingly approximate the performance
location information is truly becoming a key enabler of of low-end professional-grade receivers, the technological
context-aware applications [RD1]. Context-aware apps are evolution of multi-constellation smartphones could in the
a growing driver of the app market, with revenues expected future lead to an even larger democratization of some pro-
to rise from €11.7 bln in 2014 to almost €30.6 bln in 2019. fessional activities, such as rural cadastral surveying, and the
The high GNSS penetration in context-aware apps is also further “cannibalisation” of dedicated devices. With a CAGR
reflected in the revenues coming from the GNSS apps. of 15% between 2012 and 2016, shipments of GNSS enabled
Around 28% of global app revenues will be generated by wearables, including GNSS fitness devices, smart watches
context-aware apps, out of which GNSS-attributable app and glasses, will increase to 14.4 mln units by 2025 [RD1].
revenues will represent almost 90% of the total global app Also, a considerable share of the non-GNSS wearables will
revenues in the upcoming years until 2019 [RD1]. be leveraging on GNSS by being paired with a smartphone.
Personal tracking devices represent an interesting market
4.1.1 MARKET EVOLUTION niche and will gain prominence, as technological advance-
The increasing popularity of context-aware LBS applications ments will enable devices to hit the mass market and to
and the continuously growing usage of GNSS devices are increase the competitiveness of available solutions. The
driving rising GNSS use in LBS, a trend forecasted to continue shipments of such devices are foreseen to increase from
over the next years. 4.2 mln units in 2015 to 23.6 mln units in 2025 [RD1]. In the
context of LBS, Personal Locator Beacons (PLBs) assist rescue
yy Continuous growth of GNSS penetration in LBS authorities in their search to locate people in distress, such
devices as hikers and other adventurers on land and employees
working in remote areas. In 2015, around 18 000 PLBs des-
In 2020, more than 2.4 bln units of GNSS devices are fore-
tined for land applications were produced worldwide [RD1].
casted to be shipped, reaching more than 2.5 bln units
in 2025. By then, the total installed base of GNSS devices
yy The app market will continue to grow into “ubiquitous”
will exceed 8 bln units, with an estimated overall GNSS
reality
revenue from LBS forecasted to be more than € 80 bln2.
Asia-Pacific will continue to play a major role in driving As elaborated in the previous section, the market for apps
growth in smartphone shipments. The device market will that rely on positioning data is forecasted to grow in terms
further be dominated by smartphones that have already of revenues and diversification over the upcoming years. The
Figure 2: Shipments of GNSS devices by type
3,000
2,500
2,000
1,500
Units (Millions)
1,000
500
250
0
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Tablets Digital cameras Portable computers
Sport & Wearables Personal tracking devices Search and Rescue (PLB)
Smartphones
2 Only data revenue arising from the use of location based services considered.18 4/ GNSS MARKE T OVER VIEW AND TRENDS
app market will continue to grow into “ubiquitous” reality. the device resources. This will also largely solve the privacy
The integration of outdoor and indoor LBS is ushering in the issues as the device is not expected to stream all the raw
era of hybrid positioning, which includes all services that data to the cloud, but the user can control the exposure
use both outdoor and indoor LBS technologies to enable from his/her device or account.
a seamless navigation experience between outdoor and
indoor environments. There will be a further market consolidation amongst the
service providers and applications developers, with big play-
yy The success of businesses will increasingly depend ers gaining ever greater importance. Many start-ups have
on location-based marketing business models that rely on selling the app to established
companies once a certain user-base is reached. This trend
Location-based marketing is forecasted to become one of
is likely to continue over the next years.
the industry standards, especially for companies that offer
services in different physical locations. Restaurants, hotels,
shops and other points of interest will become increasingly
dependent on LBS users. With the rise of context-aware apps, 4.2 Main Market Players
more and more business users are profiting from services
such as location-based aggregation services, geolocation The LBS segment is dominated by non-EU players, with
social media monitoring and proximity-based marketing North American companies leading the chipset market and
applications to drive sales and customer retention. Asian companies accounting for the majority of handsets
revenues (with the significant exception of Apple). European
The success of context-aware applications assumes that the companies continue to perform strongly in app develop-
devices are continuously location-aware (seamless indoor/ ment but their global share is limited.
outdoor), are tracking the activity of the user and are ana-
lysing the “location+motion/activity history” of the user. As The main industry stakeholders in the LBS GNSS market
the awareness and tracking need to be done on the device, value chain are components manufacturers, device inte-
the market needs solutions are mostly independent of the grators and vendors, service and content providers, app
cloud and can be executed in the device with minimal use of developers/retailers and app stores.
Figure 3: LBS Value Chain
COMPONENTS OPERATING DEVICE SERVICE & APP
AND RECEIVER SYSTEM INTEGRATORS CONTENT DEVELOPERS APP STORES USERS
MANUFACTURERS DEVELOPERS AND VENDORS PROVIDERS RETAILERS
BROADCOM APPLE (iOS) Smartphone/Tablets: Map Providers: General App 360 MOBILE ASSISTANT Mass Market Users,
INTEL CANONICAL* APPLE, BLACKBERRY APPLE Developers: APPLE, AMAZON APP STORE Professional Users,
MEDIATEK (UBUNTU) LIMITED, BQ*, DORO, GOOGLE FACEBOOK, FOURSQUARE, APPLE APP STORE Users With Special Needs,
NIHON DEMPA KOGYO GOOGLE (ANDROID) HTC, HUAWEI, LENOVO, HERE GOOGLE, IAC, BLACKBERRY WORLD Retailers
QUALCOMM JOLLA* (SAILFISH) LG, MALATA, MICROSOFT, MAPQUEST MICROSOFT, NIANTIC, GOOGLE PLAY
SAMSUNG LINUX FOUNDATION OPPO, SAMSUNG, VIVO, MICROSOFT NOKIA, TRIPADVISOR, TENCENT MYAPP
U-BLOX AG* (LINUX) XIAOMI, ZT Mobile Network YELP, ZYNGA, and many WINDOWS PHONESTORE
MICROSOFT Wearables: APPLE, Operators and small app developers
(WINDOWS) CITIZEN, FITBIT, GARMIN, Assistance Data mCommerce:
MICROSOFT, SUUNTO*, Providers: AMAZON, FOURSQUARE,
SAMSUNG, TIMEX*, AT&T MOBILITY GROUPON, PAYPAL,
XIAOMI ORANGE* ZALANDO*
People Tracking: RXNETWORKS mHealth:
GARMIN, POCKET TELEFÓNICA* AZUMIO, EPOCRATES,
FINDER, SPOT, VERIZON WIRELESS FITBIT, FITNOW, IHEALTH,
TELTONIKA VODAFONE* SANOFI*
Original Design Retailers: Airlines,
Manufacturers: Banks, General Retailers,
FOXCONN, PEGATRON, Media Companies, Mo-
WISTRON bile Network Operators,
Cameras: CANON, Transport Providers,
NIKON, SONY Vehicle Manufacturers
PCs: ACER, APPLE,
ASUS, DELL, HP,
LENOVO
* European companiesR E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 19
The value chain with main players is provided in figure 3 yy Psychographic, which analyses users’ lifestyle, person-
[RD1]: ality, values, often connected with degree of trust to
technology.
The value chain considers the key global and European
yy Behavioural segmentation, which categorises occasions,
companies involved in the GNSS downstream activities.
benefits, usage rate, loyalty status, readiness stage, and
attitude toward LBS applications and technology in
general.
4.3 Main User Groups LBS app users’ motivations greatly depend on which user
group(s) they belong to and represent different levels of
Mobile application users, including LBS and digital inno-
requirements within the app:
vations in general, can be characterised by two important
criteria: the digital capability of users and their trust in the yy To provide basic location-based information or how to
applications they use [RD41]. Digital capability takes into get somewhere (usually users with low digital capability
account the user’s ability to fully use all the latest technology and/or low trust in apps);
features, functions and services available to improve their
yy To provide a discovery experience of new items and
overall effectiveness and quality of life. Trust involves the will-
offers available in a user’s physical space (medium digital
ingness of users to share personal data and, in some cases,
capability and/or medium trust in apps);
to renounce privacy in exchange of a perceived benefit.
yy To “think for the user” in an integrated way, to have
At the same time, the user groups for LBS applications, as pushed individualised and personalised services with
for any other target group, can be segmented based on four location-specific recommendations and information
different criteria or combinations of them: (high digital capability and/or high trust in apps).
yy Geographic, based on users’ region, city size, density,
Table 1 summarises different groups of users based on their
climate. This segmentation describes regional differences
psychographic and behavioural characteristics. This user
between LBS users.
segmentation is used in Chapter 5.1 as a characterisation
yy Demographic, which is based on users’ age, family size, criterion for the different LBS application categories con-
family life cycle, gender, income, occupation, education, sidered in this study.
religion, race, generation, nationality, social class.20 4/ GNSS MARKE T OVER VIEW AND TRENDS
Table 1: LBS Applications User Segments. Source: Based and adapted on GNSS opportunities
in Location Based Services [RD39], [RD40], [RD41]
Group Description Primary LBS needs and Primary
motivations to use apps applications
Enthusiasts yy Early adopters, such as Exploring new and innovative All
hipsters who would like to be services. LBS apps are the way to
trendsetters. They are aware express themselves, socialise and
users and can accept to give up are natural part of their life.
some privacy in order to benefit
the most from LBS applications.
Have high demands towards
applications.
yy Mass adopters, who are
the large group of unaware
enthusiasts heavily using LBS
applicatins. They do not have
have deep knowledge about
LBS and privacy issues, however
can be sensitive towards
possible privacy issues when
hearing news in media.
Traditionalists Have limited interest or trust in Safety, convenience, saving Navigation
technology and high privacy of time Safety and
concerns. Use LBS applications emergency
only when really needed. Health
Infotainment: Points
of interest (POI)
Pragmatists Working professionals, career- Productivity growth, time savings, Navigation
oriented, have limited time and self-expression, socialising, Sports
spend a lot of time at work. Like getting discounts and offers. Social networking
having control and use the apps Infotainment
with awareness. Commercial
Geomarketing and
advertising
Augmented reality
Professional Require specific LBS applications Productivity at work Tracking services
and business for day-to-day use at work. Have Navigation
users high requirements towards Safety and
reliability of applications. emergency
Health
Enterprise
applications
Commercial
Geomarketing and
advertising
GIS and Mapping
Augmented reality
Users with People concerned about other Safety and care for other people Tracking services
special needs people with special needs or (kids, patients, elderly people) and Health
having special needs themselves. themselves Augmented reality
Have high requirements towards
reliability of applications.
Bulk users Service POI providers and owners, Commercial success, building Commercial
advertisers, marketing companies marketing strategies and Geomarketing and
consumer insights adverstising
Infotainment
Augmented reality05
R E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 21
GNSS User Requirements Analysis
A
table entitled ‘’Synthesis of LBS User Requirements’’ ference and susceptibility to spoofing. Integrity provides
summarises all GNSS user requirements for every LBS the user with a probability that the position provided is (or
application covered in this report. It is provided in is not) correct and it also provides the time required before
Annex 1. an incorrect position can be determined and signalled to
the user. Integrity is considered only for liability critical
applications that is those applications in which the conse-
5.1 GNSS Use in LBS quences of an undetected GNSS-generated position error
can generate significant legal or economic consequences
(e.g. fraud management, billing, smart parking, parolees
5.1.1 GNSS USER LEVEL CRITERIA monitoring, etc.). Power consumption is not strictly a GNSS
The performance of GNSS may be evaluated/perceived performance parameter, however it is also considered in
according to several criteria. Each criterion may include this analysis. Most LBS devices are battery powered (which
several performance parameters or non-measurable implies that they must remain small and lightweight) and
parameters. Only those criteria and performance parameters GNSS is considered one of the heaviest drain on smart-
that are relevant for the analysis of LBS user requirements phones batteries.
have been retained, i.e. accuracy, service area, availability,
resilience, integrity and power consumption. More details on the definitions of the above criteria are
given in Annex 2.
Accuracy is given in terms of horizontal and vertical posi-
tion accuracy, but timing accuracy is not considering in this Note that Accuracy, availability and power consump-
report. Service area is defined in terms of geographical tion are consistent with parameters that Google uses in its
coverage. Availability covers both physical environmen- geolocation API which is the main interface for the appli-
tal conditions such as urban canyon and canopy (natural cation developers, accessing the location information on
obstruction caused by a layer of branches of trees), and the smartphones today.
time required to make a first fix (TTFF) and the fix update
type. Resilience, or robustness, covers susceptibility to The proportion of GNSS use in each application category
environmental conditions as well as susceptibility to inter- has also been assessed in this analysis.
Table 2: List of criteria / performances relevant to users
Criterion Performance Characterisation
Accuracy Horizontal Low: 5 to 10 m
Medium: 1 to 5 m
High:22 5 / G N S S U S E R R E Q U I R E M E N T S A N A LY S I S
Criterion Performance Characterisation
Availability Urban canyon Yes/No
Canopy
Indoors
TTFF (hot start) Low: More than 30 s
Medium: 2 to 30 s
High: < 2 s
Fix update type Continuous (with a given update
rate)
On Request
Resilience Susceptibility to environmental Low
conditions Medium
High
Susceptibility to interference Low
Medium
High
Susceptibility to spoofing Low
Medium
High
Integrity Risk Low: < 95% probability
Medium: 95 to 99% probability
High: 99.5% probability
Time to alert In seconds
Power consumption Low: < 2mA
Medium: 2 to 10mA
High: > 10mA
5.1.2 OVERVIEW OF LBS APPLICATIONS
The LBS applications that are considered in this analysis Road navigation applications that are supported by smart-
are consistent with GSA Market Report 5 [RD1]. They have phones have also been included in the following analysis.
been completed with additional applications and appli-
cations categories found in other sources (in italics in the
following table).
Table 3: LBS applications and definitions
Application
Applications Applications description
categories
Navigation Route planning and turn- Route planning and turn-by-turn instructions based on GNSS
by-turn navigation positioning. Includes driving, walking, riding bicycles and
recreational sailing [RD1], [RD5], [RD11]. Il also delivers real-time
information such as traffic updates or weather reports so the
user can plan accordingly.
Real-time public transport Informs about transport vehicles position, when the next one
should arrive and provides the user with service updates [RD5].
Eco-driving and carbon GNSS-enabled application that helps drivers optimise their car
emission footprint journeys to reduce greenhouse gas emissions [RD17].
Smart parking Provides drivers with information on empty parking slots [RD16].R E P O R T O N LO C AT I O N - B A S E D S E R V I C E S U S E R N E E D S A N D R E Q U I R E M E N T S 23
Application
Applications Applications description
categories
Mapping and GIS Mapping and GIS GIS applications can generate contour maps from analysed data
and present these maps in a digital form [RD96].
Smartphones enable users to become map creators thanks to
the democratisation of digital mapping [RD1].
Geomarketing Geomarketing and Consumer preferences are combined with positioning data to
and advertising advertising provide personalised offers to potential customers and create
market opportunities for retailers [RD1].
Safety and Search and rescue Alerts search and rescue services and provides them with
emergency accurate emergency caller location [RD1], [RD3].
E112 Emergency phone number that can be dialled free of charge
from most mobile telephones in order to reach emergency
services (ambulance, fire and rescue, police). The telecom
operator transmits the location information to the emergency
centre [RD1].
Enterprise Mobile workforce Aims to manage employees working outside the company
applications management premises and to improve operational efficiency [RD1], [RD21].
Sports Fitness and performance Records data such as real-time distance, speed/pace, location,
monitoring elevation, travelled distance, step counters to monitor users’
performance. Speed and elevation charts are provided (includes
running, biking, hiking, swimming, etc.) [RD1], [RD5], [RD12],
[RD13].
Sports gear retrieval: GNSS-enabled application that helps locate sports gear [RD19].
golf balls
Fishing assistance GNSS-enabled application that helps locate fish [RD20].
Games LBS games GNSS enables a wide range of location-based games on
smartphones and tablets [RD1].
Health Guidance for visually Provides turn-by-turn instructions based on GNSS positioning
impaired that help visually-impaired get around more easily [RD1], [RD4].
Vulnerable people tracking Tracks elderly, people with cognitive disabilities. Includes the
deployment of local geofences that trigger an alarm when a user
leaves the perimeter [RD3], [RD5].
Fall detection Alerts when a fall event has occurred [RD22].
Lone worker protection Ensures the security of employees through features such as
two-way communications and automatic location. Sends alarm
to supervisors or to alarm receiving centres in case of emergency
[RD21].
Tracking Children locators Allows parents to track their children. Includes the deployment
of local geofences that trigger an alarm when a user leaves a
perimeter or approaches a dangerous area (e.g. swimming pool)
[RD5], [RD21].
Parolees monitoring Monitors parolees. Includes local geofences that trigger an alarm
when a parolee leaves the perimeter (if this is a stipulation of
their parole conditions) [RD21].
Pets locators Allows masters to track their pets. Some of them also enable to
track pets’ physical activity levels [RD5], [RD18].
Tracking of valuable and Allows owners to locate valuable goods and assets such as
stolen goods luggage, bikes, jewellery, etc. [RD5], [RD23]. Identifies the
location of cargo or containers equipped with GNSS receivers
whilst in transit by road, rail or ships [RD5].24 5 / G N S S U S E R R E Q U I R E M E N T S A N A LY S I S
Application
Applications Applications description
categories
Augmented Positioning and virtual information are combined to entertain
reality the user and to improve everyday life [RD1], [RD5].
Social networking Friend locator Provides on-demand information to end users about the
location of friends relative to themselves [RD1].
Dating GNSS-enabled apps that use participants’ current locations to
connect people, allowing them to chat and to possibly meet up
[RD24].
Chat and instant Location information used in chat and instant messaging
messaging services services allows the user to estimate how far they are from each
other at the time of communication.
Infotainment Points of interest Provides content relative to the end user’s location. Such
location may include location-based landmarks, restaurants,
petrol stations, banks, ATMs, hospitals, etc. [RD5], [RD8].
Photos and videos Adds geospatial metadata to digital media such as photographs,
geotagging videos, messages, blogs and web pages [RD5].
Geolocated news Application that sends users a push notification on their mobile
device when news breaks near them [RD15].
Commercial Fraud management Creates another level of security during a credit card transaction
by checking the customer’s location through his/her
smartphone [RD7].
Billing Payment processing based on location or activity duration for
public transport, gyms, theme parks, parking [RD5], [RD17].
The sections 5.1.3 to 5.1.15 gather all available information to be sought to assist in these environments. The use of
on GNSS user requirements for each LBS application listed Assisted GNSS (A-GNSS), network positioning and inertial/
in Table 3. motion sensors can be considered as three of these addi-
tional methods.
5.1.3 NAVIGATION Common devices enabling this application are smartphones,
5.1.3.1 ROUTE PLANNING AND TURN-BY-TURN NAVIGATION portable navigation devices (PNDs) and in-vehicle naviga-
tion systems.
Turn-by-turn navigation is an application that provides
drivers, riders and pedestrians with directions for a selected
The main GNSS user requirements are:
route on a continuous basis in the form of spoken and/or
visual instructions. Thanks to data collected from mobile yy The reported position accuracy:
GNSS devices on traffic flows, crashes and travel time, the Horizontal: medium for road navigation, low/
system keeps the user up-to-date about the best route to medium for pedestrian navigation [RD79]
the destination [RD8]. This application usually combines Vertical: low for road navigation, low for
precision location technologies with geographical maps that pedestrian navigation
are shown on the handset display along with instructions.
yy Geographical coverage: Global [RD47]
GNSS is the main source of outdoor positioning for such yy Availability / Timeliness:
applications. Pedestrian navigation is more challenging Availability in urban canyons [RD17], under canopy
than road navigation. Indeed, the slower movement speed [RD17] and indoors for road and pedestrian
is an issue for the map-matching algorithms, which results in navigation [RD48]
higher likelihood of drifts in the position [RD17]. Moreover, TTFF: low [RD79]
in contrast to motorised vehicles, a large part of pedestrian Need for continuous positioning once the
movement takes place indoors or in light indoor environ- operation has started [RD31]
ment. Therefore, complementary navigation methods needYou can also read
