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Location Based

Enabling on-the-go businesses

An emerging imperative for

transforming business operations
and augmenting end customer

Presented by
Promotion Partner Knowledge Partner
Omkar Malage
Senior Research Analyst
Digital Transformation Practice

@Omalage | OmkarM@frost.com

Presented by
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Internet of Things : An emerging wave across enterprises

• Objects connected to each other

through wireless network and
transmitting data through sensors.
• IoT is expected to accelerate
automation of a large array of
domestic and industrial areas such
as home appliances, electric grid,
agriculture, traffic management, and
• Enterprises are not just looking at
driving efficiency with IoT as the end
game, but they are focusing on
generating new sources of revenue
stream via innovative business
models to justify their investment in
this area.
• Enterprises are using the data
derived from these sensors to make
effective decisions.

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Phases of IoT adoption

The Indian manufacturing sector has seen significant growth in IT adoption. IoT
applications for the manufacturing sector, whether it is automation or supply chain
management, will be a key growth area in India
Internet Recently, the Indian government has taken many steps to improve the ICT sector in
India. A major initiative is the development of 100 Smart Cities. The deployment and
Connected Cities operation of this concept will require comprehensive IoT solutions.

As the uptake of connected devices in going up rapidly, consumers have strong

Connected Homes interest in connecting home appliances and devices virtually to a wireless network.

There are several usages of IoT in the automobile sector due to the wide array
Connected Cars
(Automobiles) of technological advancements. Tire Pressure Monitoring System intimates the
user in case the tire pressure is low or if there is a possibility of a flat tire.

In line with growing smartphone sales and internet penetration, there is an

increase in the adoption of both free and paid health & fitness apps and devices
Wearable's in India.

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Internet of Things : Location matters!


Connected Cities


Social Media


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Introduction to Location Based Services

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What are Location Based Services?

Location Based Services : The concept—Mobile LBS consists of a broad range of services that incorporate location information
with other data to provide a value-added experience to a mobile user. Location services rely on a combination of terrestrial,
satellite, and software-based measurement technologies to pinpoint the location of a user, which is then integrated with contextual
data to provide a value-added experience to a mobile user.

Location Based Services is convergence of multiple technologies

Internet GIS GIS
Location Based Services are a part of geo-spatial system that rely on a
Mobile Mobile mapping representation, positioning information and content or service
Internet GIS
providers who can customise or enhance their offerings

devices Location Based Services cover a wide range of services that are directly
dependent on maps and navigation or have indirect applications like adding
location information to photos, tweets, etc.
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Location Based Services : Overview of key service segments

Location Based

Mapping, discovery
Tracking Advertising Location Based Games Analytics Emergency support
and infotainment

Finding places, Vehicle & Fleet, Mobile coupons, Real life games Business Emergency 911,
friends, maps, add Supply chain & ads, deal finders like Google Intelligence, sales Disaster recovery
location to posts, etc Inventory etc. Ingress, apps & distribution, etc services, etc.

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Technologies used in Location Based Services

Progress in the domain of network

computing has, in part, led to the Wireless data communication combines mobile
development of the Spatial Data communication and data communication by giving
Infrastructure (SDI) initiative. Aimed at consumers easy access through wireless
providing an environment in which devices (mobile phones, personal digital assistants,
geospatial users and producers have access palmtop computers, etc.) to relevant
to the data that they require, SDIs are still information on the Internet and intranets.
undergoing refinement, but the infrastructure
is proving to be a useful and necessary
mechanism for LBS.
Network Wireless
Computing Communications

Location Based


The most important technology is of course the positioning technology, the

way to find out the location of a mobile device accurately. Due to the unique
Presented by characteristics of the cellular environment, it is a great challenge to locate
the object precisely. Eg : GPS, Assisted GPS, Network based technology, Promotion Partner Knowledge Partner
Time of Arrival etc.

Types of Location Based Services

Pull : In the case of a pull service the user issues a request in order to be automatically positioned and
access the LBS he/she wants. For Eg: A tourist roams in a foreign city and wants to receive information about
the nearest restaurants to his current location.

Push : In the case of a push service, the request is issued by the Service Provider and not the user
himself. For Eg: This type of LBS is used in location based advertising, which informs users about
products of their interest, located at nearby stores.

Tracking : In a tracking service, the basic idea is that someone (user or service) issues a request to locate
other mobile stations (users, vehicles, fleet etc.)

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Location Based Services : Trends driving
adoption in India

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Trends driving adoption of Location Based Services in India

The world is going mobile!

Rising wave of the Internet of Things

Enhanced awareness of Location Based marketing

Proliferation of apps and mobile commerce due to

government initiatives – Digital India

Proliferation of smart devices and wearable's: While the smart

band market is already exploding, glasses or similar wearable
computers could have a major impact on the market for LBS
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Factors driving the growth of Location Based Services (LBS)

Evolving business models

and global deployments of
3G & 4G hence promising
ubiquitous connectivity

High Interest in
personalising services
based on user’s location
information and history
Government regulations
Advancements in regarding the use of data
analytical capabilities & and government initiatives
cost benefits realised
from deploying solutions
for asset tracking and
Availability of management
cheaper GPS
enabled devices
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What is the primary driver for your enterprise to adopt Location Based Services?


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Why enterprises need Location Based

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Location Based Services – An imperative for enterprises

business Helping mobilise
intelligence vast transit

Embracing Enhancing
futuristic employee
technology productivity

Improves brand
affinity and Driving sales
customer and
service business

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Location Based advertising
Hyper-contextual targeting
Hyper-contextual and location-targeted ads use data meaningfully to provide an exceptional experience to its target
group. It uses hyper-local data to deliver contextual messages that are meaningful to the audience.

Geo-aware targeting

It uses real-time location data supplied by the mobile provider. With this, you can display mobile ads to a possible customer
who is close to a particular location.

Place-based targeting

Place-based mobile advertisements use a certain area or location during a specific timeframe. Think of targeting sports-related
ads during a football match in the area of a stadium for instance.


Geo-fencing allows you to target users within a predefined area based on latitude and longitude information. It’s like a virtual
“fence” is created within a certain radius to target users around your store for example.

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Location Based Services are used in multiple enterprise
Relevance FMCG Telecom Retail BFSI Automotive
Fleet Management
and Vehicle
Intelligence and
Location Based

Map Based

Sales and
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relevant relevant relevant

Challenges for Location Based Services
within Enterprises

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Location Based Services : Challenges in adoption

Maintaining security Awareness levels and

Technological challenges pricing concerns of LBS
and privacy levels

Data Consistency
Standardisation and
Presented by and consistent user
computing/battery Promotion Partner Knowledge Partner

What is the key constraint which is preventing your enterprise from embracing Location
Based Services?


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Key things to consider while selecting a LBS solution provider

Beyond reporting just “as recorded

data”, layers of machine learning Plug and play integration with multiple
and correlation analytics
devices & sensors
Analytical reports – correlating
reported parameters Multiple used-cases and corresponding set of
sensor integrations

Flexibility to integrate
within customer’s own
State-of-the-art mapping
MIS, CRM and other
applications features

API integration with customer’s Advanced features such as

own website/apps directional-navigation, route

Latest web-technologies, uniform

experience across web and mobile

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updation of location data
Case Studies

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Case Study: Deploying Location Based Service
for one of India’s Online Cab Portal

Challenge Solution Result

• The company is one of the largest e- • The operator came up with a Fleet • Secured access via user ID and
commerce companies in the world. Management Solution which allows Password on Internet.
• None of the vehicles deployed for the customers to have visibility of their • Digital maps with zoom in and zoom
company’s business operations were mobile assets on a real-time basis. out facility.
company owned. They were • The solution is based on GPS and • Automated SMS vehicle arrival
contracted vehicles with multiple on operators unique proposition of notification for employees waiting for a
owners. hybrid technology powered by GPS Pick up.
• No visibility on cab movement signals and cell towers. • Alerts for – over speeding, undue
especially as it reached pick up/drop. • It provides a very simple and user stoppages.
• There was no way to ensure the cab friendly web interface to manage • Enhanced customer satisfaction.
was faithful to its agreed route chart single or multiple fleets on street, • Improved business efficiency.
or was conducting any unscheduled with a display on map, provides • Almost 60% growth in business
halts or pick-ups on the way at a alerts over SMS or email. • Better understanding of customer
bloated cost. preferences.
• Improved marketing communication.

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Case Study: Deploying Location Based Service
for Fleet Tracking of School Buses

The company was looking for a Proposed a School Bus Tracking With entire fleet on central map,


cost effective, integrated and solution to address the problem. the solution led to best utilisation
scalable vehicle tracking solution The solution uses GPS of fleet through route
without any infrastructure technology to locate vehicles in optimisation, resource utilisation
challenge. real-time and an intuitive portal to reports, intelligent trip analytics,
Lack of an online solution to trace significantly improve safety online and SMS-based
the fleet. ,accountability and system information management.
Manual dependency.
Lack of efficient analytics. Solution provided has made it
It helps in finding the best efficient & productive also making
Time-consuming processes for possible routes, thereby reducing the vehicles safe for
emergency job assignments. the idle time and increasing transportation.
efficiency, can track both indoors
and outdoors. When satellite
connectivity is not available, the School Bus Tracking is designed
device location is calculated to manage your fleet of buses
based on BTS tower data. effortlessly by transforming them
into Smart Buses. It ensures the
safety of a child. You stay aware
Offers access via email and of the whereabouts of children at
SMS-based location query and all times. Parents are also kept
alerts. updated using this service.
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Key Takeaways & Conclusion

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Key take-away and conclusion

Location Based Services are so attractive that they can cover all walks of life. However, current LBS are
growing slower than expected. Many problems like accuracy, privacy, security, customer requirement have to
be addressed.

Location Based Services drive higher levels of customer attention and engagement while they help build
stronger relationships and expand revenue streams.

Mobile commerce is expected to make a qualitative leap. Several technologies such as PDAs and mobile
phones need to be integrated with the wireless network infrastructure. LBS would act as an integral part of M-
commerce marketing for enterprises.

Enterprise across the globe are now driving their business operations by embracing digital technologies and with
digitisation wave erupting amidst Indian enterprises too, technologies like Location Based Services would play a
vital role in putting enterprises ahead in sync with the technologies driving future ready businesses.

Those enterprises that embrace these technologies will possess a unique communication advantage. And a
decided competitive edge in the race toward our expanding, rapidly evolving digital future.

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Tata Docomo service portfolio

Enterprise Mobility IoT Marketing Enterprise

Connectivity Solutions Solutions Solutions Collaboration
 ILL  Sales Application  Fleet Tracking  Toll Services  Conferencing
 MPLS VPN  Service Application  School Bus Tracking  Call Register Services  Business Application
 Leased Line  Collection Application
 Asset Tracking (CRS)
 L2 Multi Cast  Research Application
 Workforce Tracking  Hosted IVR
 Voice Solutions  Mobile Device Management
 Automated Meter  Short Messaging
 International Bridging Services (MDM)
Reading (AMR) Services (SMS)
 Managed Security
 IDC Services
 Mobile
 Photon
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chat interface on your screen

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Feedback For more information on
Location Based Services
Request your valuable inputs at the end
of the webinar. The feedback form will Email: dobig@tatadocomo.com
open automatically.
Call: 1800 266 1800

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