“Seen & Heard” is a monthly feature of GPS World magazine, traveling the world to capture interesting and unusual news stories involving the GNSS/PNT industry.
Photo: Drazen Zigic/iStock/Getty Images/Getty Images Plus
Where’s the Beef?
A new mapping app is helping Los Angeles County residents find more than 2,000 food resources, during and after the COVID-19 pandemic. Sponsored by the non-profit 211 LA County, the LA FoodFinder is powered by Slingshot Earth, which aggregates food resources and service data from multiple public and private sources. The app enables residents to find resources for child nutrition, meal services, groceries/food pantries, senior food needs and government food benefits programs. Since the COVID-19 outbreak, 211 LA County has experienced a 10-fold increase in website traffic for food needs.
Photo: Symbiont/iStock/Getty Images Plus
Use that app in Germany? No Waze!
The German government has amended its road traffic regulations to outlaw apps that alert drivers to speed cameras. The law makes it clear that any app used for traffic-monitoring alerts is forbidden, whether it runs on a phone, tablet or a GPS navigation system. Violating the traffic laws and using speed camera apps inside a car could result in a fine of up to €75 (about $83). Both Garmin and TomTom have emailed registered users alerting them to the news.
Photo: Geoffrey Blewitt/Debra Vigil
Making the most of GPS data
University of Nevada 2020 Outstanding Researcher Geoffrey Blewitt has made the most of GPS data to study changes in Earth’s crust, from the Ice Age to today. Nevada Today outlines his significant discoveries, including that GPS data may hold a key to detecting dark matter. Other discoveries: Nevada is the fastest growing state, geologically speaking, as it spreads apart. Drought in the western U.S. is causing the Sierra Nevada to lift, and the melting of ice sheets in Greenland is changing the shape of Earth.
Photo: iStock/Getty Images Plus/Getty Images
Koala care
Drones equipped with FLIR thermal-imaging cameras helped save koalas injured in this summer’s Australia bushfires. In a search-and-rescue operation, Victoria wildlife experts and police used DJI Mavic 2 Enterprise Dual drones to scan the forest for injured koalas, many found clinging to scorched eucalyptus trees. The images were relayed to a ground station in a nearby van for closer inspection. When a koala was located, the experts stepped in to assess the animal, and if needed, provide healthcare and relocate it. The team used cherry pickers to retrieve the little animals.
A roundup of recent products in the GNSS and inertial positioning industry from the August 2018 issue of GPS World magazine.
OEM
IP Solution
With multi-constellation GNSS for internet of things (IOT) devices
The Dragonfly NB2 is a highly integrated and modular IP (internet protocol) solution optimized for Cat-NB2 (3GPP Release 14 eNB-IoT) that can seamlessly be incorporated into chips and modules by the multitude of companies looking to address the large and fast-growing cellular IoT space. GNSS hardware package. For customers developing NB-IoT products that also require GNSS capabilities, Ceva-Dragonfly NB2 includes a new power-optimized GNSS hardware package, with GNSS RF receiver and multi-constellation digital front-end. The GNSS package speeds up both acquisition and tracking tasks by up to 8 times compared to Ceva-Dragonfly NB1, enabling a host of popular NB-IoT use cases, including people, livestock and asset tracking and geofencing.
Provides timing accuracy and stability when GNSS signal is lost
Photo: Oscilloquartz
Oscilloquartz has launched its enhanced primary reference time clock (ePRTC) system to enable a high level of timing accuracy and stability, even when the GNSS signal is lost. The system provides a timing source for mission-critical transport systems, such as utility networks, government infrastructure and radio access networks, and provides the strict synchronization needed for LTE-A and 5G applications. Featuring the OSA 3230B ePRC atomic cesium clock connected to an Oscilloquartz clock combiner and grandmaster, the new solution offers the extremely stable frequency of a cesium clock with the UTC-traceable signal provided by GNSS. When combined with the OSA 5430, the OSA ePRTC system provides full hardware redundancy and multiple fan-out options including PTP over 10 Gbit/s.
The SE878Kx-A series of GPS and GNSS integrated antenna receiver modules offer high performance, maximum reliability and low power consumption for consumer and business applications. The SE878K3-A and SE878K7-A are compatible with GPS, GLONASS, Beidou and Galileo and also enable device vendors to develop quickly and cost-effectively location-based IoT solutions for use in virtually any country worldwide. The SE878Kx-A series supports dual internal-external antennas to ensure connectivity when one is broken or compromised, along with a SAW filter to maximize jamming immunity. The modules are designed for mission-critical applications and other use cases where reliability is key, such as alarms, stolen cars or high-end asset tracking. The series also provides seamless integration with Telit’s cellular modules, including eCall/ERA-GLONASS compliant solutions.
The Spresence main and extension boards are designed for internet of things (IoT) applications. The main board uses a multi-CPU structure equipped with Sony’s GNSS receiver (GPS+GLONASS) and high-resolution audio codec. A variety of systems for applications such as drones and other IoT devices can be built by combining the boards and developing the relevant applications. The boards’ software and hardware is available via open platform, allowing for a wide range of developmental possibilities. The main board can be used to control a drone using GPS positioning and a high-performance processor, voice-controlled smart speakers and low-power consumption sensing cameras. It also can be combined with sensors for use in systems that detect errors in production lines on the factory floor.
Designed for geopositioning, construction and mapping
Photo: Topcon
The T-18 handheld controller has a 3.7-inch sunlight-readable display, a 1-GHz processor and 1 GB of internal storage. For field data collection using Topcon’s MAGNET software, the T-18 offers a durable ergonomic solution with fast processing, excellent connectivity and a long (10-hour) battery life. It has a 3.5G cellular modem for connectivity with Topcon MAGNET solutions for sending and receiving data to the cloud company account. The modem also can be used for real-time kinematic (RTK) correction services. Other features include Bluetooth and an IP65 rating for dust and water protection in demanding job-site conditions.
The SXblue ToolBox is an Android application for SXblue GNSS receivers, enabling users to view and analyze the position data and metadata related to its location. The user can send commands that enable or disable some features, including systems in use, mask angle or differential angle, and constellation in use, including GPS, GLONASS, Galileo, BeiDou and SBAS. The SXblue ToolBox is also an NTRIP client capable of connecting to a NTRIP server for real-time kinematic (RTK) corrections, allowing the receiver to issue very accurate location information. The application can record, save and transfer raw data from the GNSS receiver, allowing post-processing on computers for surveying and geomatics professionals.The toolbox has been developed with special consideration for modern mobile devices and attention to user and dealer feedback. It includes a series of configurable audible and visual alarms for determining the thresholds of the information provided by the SXblue GNSS receiver.
The Leica RTC360 laser scanner is equipped with edge computing technology to enable fast and accurate creation of 3D models in the field. It combines high-performance laser scanning, edge computing and mobile app technologies to preregister captured scans quickly and accurately. With the push of a button, two million points per second of high dynamic range imagery can be captured to create a full-dome scan in under two minutes. It features a visual inertial system that automatically tracks movements between setup positions. The scans captured can be combined and preregistered on a mobile device, where they can be viewed and augmented with information tags.
Location technology allows users to see rooms, gates and offices
Screenshot: Esri
ArcGIS Indoors is designed to enable interactive indoor mapping of corporate facilities, retail and commercial locations, airports, hospitals, event venues, universities and more. The solution applies the latest location technology to allow users to see and share where assets, rooms, departure gates and offices are located. It uses data streams, real-time processing and location intelligence tools to help businesses and other organizations understand how to better coordinate space and other resources with their facilities and campuses. Insights from sensor networks deliver real-time information to managers and executives through interactive dashboards, while visitors and employees can find useful information about the buildings they occupy. The solution also allows users to quickly access and explore critical business information, such as the location and status of fire extinguishers and their last inspection dates.
Meets demands for continuous, accurate vehicle location
The ASM330LHH module. (Photo: STMicroelectronics)
The automotive-grade ASM330LHH six-axis inertial sensor is designed for super-high-resolution motion tracking in advanced vehicle navigation and telematics applications. It lets advanced dead-reckoning algorithms calculate precise position from sensor data if satellite signals are blocked, such as in urban canyons, tunnels, covered roadways, parking garages or dense forests. Its advanced, low-noise, temperature-stable design enables dependable telematics services such as e-tolling, tele-diagnostics and e-Call assistance. Precision inertial data in six axes also meets the needs of advanced automated-driving systems. Automotive component manufacturer Magneti Marelli has selected the ASM330LHH for advanced telematics systems, to be fitted as original equipment by global automotive groups in upcoming vehicle ranges.
Esri and Waze smart cities partnership grows. (Image: Esri)
The free crowdsourced traffic and navigation app Waze is now fully supported by ArcGIS Online, where its live feed of mapped traffic alerts and other information, such as accidents, congestion and street damage, can be used in applications in minutes. Waze Live Alerts, available in ArcGIS Marketplace, is free to members of the Waze Connected Citizens Program. The program, a two-way sharing of publicly available traffic and road condition information, offers governments a stream of data, constantly updated in real time. This enables personnel to make data-driven infrastructure decisions and improves the efficiency of incident response.
Traffic engineers can use the data to analyze problems on the road and create targeted solutions.
Open-source platform for autonomous delivery and other iot
The AGL platform provides Mercedes-Benz Vans with the ability to create autonomous delivery robots. (Image: Daimler)
Automotive Grade Linux (AGL) is a collaborative cross-industry effort to develop an open platform for the connected car. Mercedes-Benz vans are using AGL as a foundation for a new onboard operating system for its commercial vehicles. The Mercedes-Benz “adVANce” initiative focuses on connectivity and internet of things (IoT) applications, innovative hardware solutions, new on-demand mobility and rental concepts, and fleet management solutions. The AGL platform provides Mercedes-Benz Vans with the flexibility to rapidly create tailored solutions for customers, including adding and connecting any kind of IoT component to the vehicle, such as sensors, automation controls and actuators. The new AGL-based operating system will debut on various Mercedes-Benz Vans prototype projects later this year.
eCyber is an integrated hardware-software product that protects vehicles against ransomware and other cyber-attacks. It can be installed in a vehicle by authorized parties, such as vehicle importers and fleet managers, in the aftermarket stage after the vehicle has left the factory, as well as by the OEM itself during manufacture. eCyber, a combined hardware and software solution in a compact box, is installed between the vehicle’s external communications device and the vehicle’s CAN (Controller Area Network) bus. It provides a secure gateway for outside communications to the CAN bus, allowing only communications with predefined parameters and values to go through. It blocks any unrecognized communications to and from the CAN bus, so no malicious digital communications can disrupt vehicle function.
Engineered for UAV-imaging missions, the iXM 100MP is a high-productivity metric camera with a range of high-resolution lenses. It is ready for integration with various UAV platforms, including Phase One’s DJI Matrice 600 Pro. The camera incorporates a medium-format sensor with backside-illumination technology, enabling high light sensitivity and extended dynamic range. Phase One also offers four new RSM lenses — with focal lengths ranging from 35mm to 150mm — to fit the new sensor’s 3.76 μm pixel size and 33 x 44 mm frame size. The lenses are available with either fixed-focus or motorized-focus functionality. The fixed-focus 35mm and 80mm lenses are especially suitable for surveying applications.
For quick approval of flights over controlled airspace
Screenshot: Skyward
Commercial drone operators in California and Hawaii — as well as a few areas in Nevada, Utah and Arizona — can get quickly authorized to fly in controlled airspace using the LAANC (Low Altitude Airspace Notification Capability) platform. Skyward is an FAA-approved airspace vendor. With Skyward, pilots with a Part 107 license can get permission to fly in regulated airspace in seconds compared to manual authorizations that can take months. This makes it significantly easier for businesses of all sizes, particularly in the construction and warehousing industries, to manage a fleet of drones to access valuable, cost-saving data. Skyward’s LAANC expansion includes airspace in the busy metro areas of Los Angeles, the Bay Area, San Diego, Las Vegas and more than 50 smaller air markets.
The Connected Citizens Program, a two-way sharing of publicly available traffic and road condition information, offers governments a stream of data, constantly updated in real-time, whenever they need it. This enables personnel to make data-driven infrastructure decisions and improves the efficiency of incident response.
Waze, a free crowdsourced traffic and navigation app, is now fully supported by ArcGIS Online, where its live feed of mapped traffic alerts and other information, such as accidents, congestion and street damage, can be used in applications in minutes.
“Municipalities can now leverage near up-to-the-minute reports without having to write code or purchase additional software,” said Andrew Stauffer, manager of civic technology at Esri. “Mapped Waze data is available immediately in all ArcGIS apps, where traffic engineers and even city planners can use it to maintain and build safer, more efficient transportation systems.”
Municipal personnel like traffic engineers can start using this data to analyze where the biggest problems exist on the roads so they can create targeted solutions. For instance, by seeing exactly where the most crashes are occurring, engineers can know where they need to place more officers, replace street signs, or adjust the timing of traffic lights.
“The Waze Connected Citizens Program is all about removing any barriers to innovation,” said Adam Fried, Waze Global Partnerships manager. “We want to help our partners leverage existing infrastructure and be able to make better data-driven decisions. Now, with just a couple of clicks, a city can easily access and analyze Waze data within Esri ArcGIS and use those insights to improve roadway management and build safer roads for its citizens.”
Much of the information government organizations rely on to make decisions is becoming obsolete as communities are starting to use technology like sensors and drones to monitor the quality of roads, bridges, and utilities. The Waze Connected Citizens Program gives municipalities the power to harness crowdsourced driver data to not only improve safety and congestion but also make better-informed decisions by giving planners an edge to start building infrastructure that meets the demands of a twenty-first-century city.
Governments can sign up for the free Waze Connected Citizens Program and start working with the alert data in ArcGIS to create operational dashboards that departments can use right away.
Here in the U.S., this past summer saw an unprecedented number of emergency situations. Hurricanes blasted Texas, Florida, the U.S. Virgin Islands and Puerto Rico, leaving people stranded and without power, while wildfires ravaged the west.
So far this year, 15 separate weather and climate disasters have each caused at least $1 billion in damages in the U.S., according to the National Oceanic and Atmospheric Administration (NOAA), meaning, 2017 could tie 2011 for the most billion-dollar disasters. The USA Today chart shows those events.
In Oregon where I live, we experienced unprecendented smoky skies from wildfires — the hazardous air quality affected the health of many.
The silver lining? Growing expertise in the fields of disaster response, mapping, location awareness, UAVs and imagery. We continue to improve our ability to respond to disasters, such as with Waze traffic alerts for wildfire evacuations and UAVs that bring a virtual doctor to a crisis scene along with medicine. We use state-of-the-art technology to learn more about how, why and when disasters happen with tools such as UAVs that penetrate the mysteries of active hurricanes.
Using live data from USGS and Waze, a new Esri interactive map visualizes active wildfire locations and traffic alerts for Northern California.
The map incorporates a new mapping technique to group traffic alerts at locations where there is a high density of alerts. This method enables faster and more effective visual analysis in areas where there are many alerts that would normally overlap.
Active fire data displays the locations of large fire incidents in Northern California. Data is provided by the U.S. Department of Agriculture Forest Service and The Geospatial Multi-Agency Coordination Group, and is intended to give near real-time understanding of the situation on the ground.
Location and status of active fires is updated throughout the day as new information is gathered by first responders.
Data from Waze is reported by users of Waze and updated every two minutes. This data, provided by Waze through the Connected Citizens Program, contains filtered data for affected area including system-generated traffic jams and user-reported traffic incidents (including jams, accidents, hazards, construction, potholes, roadkill, stopped vehicles, objects on road, and missing signs).
DigitalGlobe releases images of Northern California wildfires
DigitalGlobe has released high-resolution satellite images of the wildfires burning in Northern California. These wildfires have killed at least 21 people, destroyed at least 3,500 structures, and burned more than 115,000 acres.
The Oct. 10 images were collected using the Shortwave Infrared (SWIR) sensor on DigitalGlobe’s WorldView-3 satellite, which is uniquely able to pierce through the wildfire smoke to see where the fires are burning on the ground. For comparison, the ground and the fire line are completely obstructed by smoke in the natural color image of the same area (see the larger overview image on the first slide).
The Oct. 11 images were taken by DigitalGlobe’s GeoEye-1 satellite. Some of these are natural color, while others are shown in the Very Near Infrared (VNIR), where burned areas appear gray and black and healthy vegetation is red.
Additionally, DigitalGlobe has activated its Open Data Program, which provides imagery to support recovery efforts in the wake of large-scale natural disasters. Pre- and post-wildfire imagery of the affected areas are available to emergency responders on the Santa Rosa wildfires page.
Using live data from USGS and Waze, a new Esri interactive map visualizes active wildfire locations and traffic alerts for Northern California.
The map incorporates a new mapping technique to group traffic alerts at locations where there is a high density of alerts. This method enables faster and more effective visual analysis in areas where there are many alerts that would normally overlap. Zoom in on the map to reveal the latest individual traffic alerts.
Active fire data displays the locations of large fire incidents in Northern California. Data is provided by the U.S. Department of Agriculture Forest Service and The Geospatial Multi-Agency Coordination Group, and is intended to give near real-time understanding of the situation on the ground.
Location and status of active fires is updated throughout the day as new information is gathered by first responders.
Data from Waze is reported by users of Waze and updated every 2 minutes. This data, provided by Waze through the Connected Citizens Program, contains filtered data for affected area including system-generated traffic jams and user-reported traffic incidents (including jams, accidents, hazards, construction, potholes, roadkill, stopped vehicles, objects on road, and missing signs).
Members of the public often turn to GPS World and Geospatial Solutions for help when their personal device gives them incorrect mapping information.
GPS.gov has set up a page that points users to the correct place to report problems, by walking them through a series of steps.
As our readers know, the problem isn’t with the satellites, but in the mapping software used by the devices and apps. Links are provided to mapping companies Google, Waze, TomTom, HERE, OpenStreetMap, Garmin and Apple.
Esri has published a Hurricane Irma Resource Catalog in advance of the Category 4 hurricane cutting through the Caribbean islands on its path toward Florida.
The catalog features read-to-use applications compiled by the Esri Disaster Response Program (EDRP). EDRP is an around-the-clock service that helps with monitoring events online, discovering useful content, augmenting software and obtaining assistance from Esri experts.
To see the track of the hurricane, Esri provides its hurricane map.
Resources include:
Hurricane Public Information Map (PIM)
Hurricane Impact Summary
Hurricane Force Wind Impact Summary
Storm Surge and Flooding
Storm Surge Inundation
Hurricane Evacuation Zones
Waze Alerts – Hurricane Irma
Florida 511 – Real-Time Traffic Information
Hurricane Irma Photo Story Map
Airport and Port Status
NOAA Real-Time Coastal Observations
Florida Division of Emergency Management Open Data
Waze alerts light up Florida highways as people evacuate. (Image: Esri)
Global mapping company Esri is partnering with Waze to make it easier for governments to begin building intelligent transportation systems in their communities.
Waze enables users to share and harness the power of anonymous, aggregated data to promote greater transportation efficiency, deeper insight into travel conditions, and safer roads.
Governments already using the Esri ArcGIS platform can quickly and easily exchange data through the Waze Connected Citizens Program, a free two-way data share of publicly available traffic information.
Governments that have not already subscribed to Esri technology or joined the Waze Connected Citizens Program can sign up online to start sharing road closure alerts and other information with their citizens right away.
Waze Esri Traffic Alerts.
“Municipalities can now leverage real-time reports without having to invest in sensor networks or an Internet of Things infrastructure,” said Andrew Stauffer, manager of civic technology at Esri. “Waze allows local governments to share open data with a purpose — in an application that is already popular with constituents, commuters, and tourists.”
The data feeds allow local governments to merge information into existing enterprise systems, such as emergency dispatch and street maintenance systems, to make their communities operate smarter and safer.
The partnership also enables communities to extend the reach of the data they map and manage by sharing it with Waze, which has more than 65 million monthly active users worldwide. The public-private partnership allows greater government transparency and collaboration with citizens to help people better navigate their streets and highways.
“The Waze Connected Citizens Program empowers municipalities to harness real-time driver insight to improve congestion and make better informed planning decisions,” said Paige Fitzgerald, head of new business development and data acquisition for Waze. “With 100 partners worldwide, Waze provides each partner with the same set of free, data-driven tools and resources to foster collaboration and communication between all partners. Working with Esri allows Waze to further scale the program and creates additional opportunities for our partners to collaborate, helping each other incorporate the power of crowdsourced data into their traffic management strategies.”
In 2014, Waze pioneered data standards for road closure and incident reporting, which are embedded within customized data feeds provided to each partner. Established as a two-way data share, Waze provides partners with real-time, anonymous, Waze-generated incident and slowdown information directly from the source: drivers themselves. In exchange, partners provide real-time, government-reported construction, crash, and road closure data to Waze to return one of the most thorough records of current road conditions.
To assist drivers losing their navigation assistance in tunnels such as those in New York, Baltimore, Boston and Pittsburgh, app maker Waze has begun pilot projects installing electronic beacons. Each about the size of an E-ZPass, the beacons are installed within tunnels to guide the way via Bluetooth. No GPS signal in the tunnel means no directions upon emerging into daylight. That can cause a missed exit — or worse.
Waze spokesperson Meghan Kelleher said one beacon is placed every 40 feet or so to provide seamless smartphone navigation throughout the tube and to allow people to note traffic troubles on the crowdsourcing app. But even non-Waze users can benefit.
“It’s actually an open technology,” Kelleher says. “We’re making it available free of charge to other navigation services.”
Each mile of beacons costs about $300 per year. The hardware is made by Bluvision with batteries are designed to last about six years.
Waze has just switched them on in the Fort Pitt and Liberty tunnels in Pittsburgh with an eye on getting governments and other agencies to foot the bill in the rest of the world’s tunnels.
Photo: the justified sinner via Foter.com / CC BY-NC-SA
The highest court in the European Union has granted the right to be forgotten by a search engine. Will location privacy be next on the docket? We are seeing the beginnings of the in-car smartphone-type apps market and are watching for approaching hockey-stick style growth that is a year or two away. Google has added rich, engaging features to maps. And we take a look at results from indoor location advertising. Read more.
The European Court (EU) of Justice, made a curious and powerful ruling on privacy. The court stated that upon request, Google is obliged to remove reputation-hurting information that is generated by searching a person’s name. Like Mr. González, who brought this case to court, many of us have things in our distant past that we don’t want to be aired each time we are Googled. Perhaps it is an old bankruptcy or a youthful prank gone bad. The continuous re-airing of this information can make it hard for people to move forward in their lives. But while the court rule serves a purpose, it is poorly conceived and vague. The administrative complexity for search engines to comply is staggeringly onerous. And the information that it seeks to shield will still reside in websites.
How does this relate to location privacy? The EU Court of Justice is in the mood for privacy restrictions, and the use and handling of location data may be in their scopes. Also, sensitive location information can turn up in Google searches. A person in the EU will be able to request to have it shielded. Location information can be revealing. There may be records of check-ins from the café outside a rehab center or other treatment center, for instance.
Market, Fast Approaching. Companies are falling over each other for a piece of a new market about to burst open — software apps within vehicles. Analysts at IHS Automotive expect there will be 370 million smartphone apps for cars in use by 2020, a hefty growth from the 6.9 million units projected by the end of this year. Aha Radio is in Honda cars. General Motors is embedding Pandora, the music streaming app. 4G Internet connectivity will be in some GM and Audi models next year. BMW is opening app stores, this year in Europe and next year in the U.S.
The Players. Google and Apple (Google Projected Mode and Apple CarPlay) are poised to together dominate the market for auto apps integration, but other companies are in pursuit as well, including MirrorLink, Aha by Harman, and Ford Sync AppLink. North America is ahead of the global rush. Let’s hope some money flows into Detroit.
Google v. Apple. Information about Googles’ Projected Mode is scarce. Daimler posted an ad for a software engineer to help implement Google’s new in-car system, referred to as “Google Projected Mode.” The employment ad described Project Mode as a way to “seamlessly integrate” Android smartphones into a dashboard’s head unit. There is no mystery about Apple’s CarPlay, an extension of IOS. CarPlay simplifies the in-car experience by offering the same look and feel as an iPhone.
GM Pulls Ahead. Ford was the early automotive leader to offer smartphone-type apps with its Sync system, but more recent versions of the offering have had issues. They weren’t alone. Other car makers have had confusing interfaces that often contained annoying bugs. IHS now predicts that vehicle OEM adoption and integration will be led by General Motors. “Apps for autos are growing rapidly and will have a profound impact on auto infotainment and connectivity in the next decade,” said Egil Juliussen of IHS Automotive. “Auto apps will influence the competitive landscape among auto manufacturers and will even change the brand market share between them. OEMs will have to keep up to remain competitive.”
Better Google Maps. Google’s navigation system will now offer less congested or otherwise quicker routes during navigation, a byproduct of Google’s purchase of Waze. In addition, the navigation system will now advise on the best traffic lane, replacing less precise directions such as “keep left at the fork.” Google has partnered with cab provider Uber to show how long it would take to get home via cab when searching for public transit or walking directions. Google maps also now enable users to save entire cities for offline use.
Indoor Location Pays? In order for retailers to adopt indoor location technology, there needs to be clear returns. “A body of information is now gathering that verifies the effectiveness of these technologies,” reports Dominque Bonte of ABI Research. “We can see how limited trials are showing increases of advertising local search click-through rates from 0.1 to 3.5 percent, indoor location applications increasing basket sizes 10 percent, and how smartphones are significantly changing the cross channel shopping habits of users.”
When one talks about the worldwide location industry, mobile resource management — fleets and trucks, for instance — aren’t sexy at all, but they make money. What is supposed to be sexy is location-based advertising. According to many analysts, location-based advertising has been hampered by a few things: education for both consumers and mobile advertisers, privacy issues, and relevant proximity information so folks can use it to make purchases. Another concern could be the expense of rolling out indoor beacons.
BARCELONA—Major consumer privacy concerns aside, companies are starting to see growth in location-based advertising, with new markets emerging in Europe. While the numbers of mobile advertising companies has decreased at the Mobile World Congress, held here in February, from just two years ago, the remaining players are seeing a more mature market.
Mobile advertisers are beginning to realize that location is the Holy Grail for growth, said Cameron Peeples, Airpush vice president of marketing. “People going into New York from Newark during rush hour can receive a different call to action because of a created geo-fence. Advertisers can determine whether the traveler is there on business or looking for a hotel and other travel deals,” he said.
Before Mobile World Congress, Los Angeles-based Airpush partnered with AirX, a large mobile ad exchange company. The majority of the AirX inventory, about 120,000 Android applications, includes highly-sought-after GPS location data, the company said.
There are large differences between the North American and European markets for mobile advertising, Peeples said. “The mobile advertising market [in Europe] is definitely evolving. The European market is key for us, dramatically higher than other markets,” he said. “[The European] market seems to have people connected to a lot of things — they are more mobile, use public transportation more, and always have a phone that is more centric to who they are.”
Making location-based advertising relevant to the consumer is still a major challenge. “Our focus next year is on native advertising. Native advertising combines not only the right message, but the right delivery vehicle,” Peeples said. “No one bicycling enthusiast wants ads tailored for someone who wants flowers.”
Peeples said the privacy issues are a big deal, but his company’s services are opt-in. “A lot of it is loyalty advertising. It’s all opt-in,” he said.
xAd Partners with Waze, Sees UK Growth
Another mobile advertising company, New York-based xAd, is also making inroads in Europe. “We are in the UK right now, which is really WiFi-focused. A lot of our early [location-based] advertising efforts are in education — to educate consumers and the advertising agencies about the power of location and mobile,” said Monica Ho, xAd vice president of marketing. “Not all location is created equal. The real value of [location-based advertising] is the proximity target to market to.”
Right before Mobile World Congress, Waze selected xAd as its third-party provider of search and display mobile ads in the United States. Waze, which was bought by Google in a deal worth more than $1 billion, is a top three map and navigation app in the iTunes store — a ranking that was probably helped by the Apple Maps debacle in 2012.
The companies say the deal will place xAd’s mobile ad targeting technologies into Waze’s location-based advertising platform.
Ho said there are still two areas of concern for location-based advertising: relevancy to the consumer and privacy issues. “There was privacy backlash from Nordstrom collecting consumer information from their Wi-Fi system,” she said, referring to the controversy last year when the retailer was accused of capturing consumer information during an indoor positioning test.
Apple to Roll out Upgraded Maps on iPhone 6
Speaking about Apple Maps, many industry analysts says the company has come a long way since the very public embarrassment nearly two years ago over map inaccuracies and flaws. The company recently released iOS 7.1, but is expected to rollout iOS 8 when the iPhone 6 debuts later this year.
With the debut of the iPhone 6, an updated version of Apple Maps will also be released, according to published reports.
Last year, Apple bought two companies, HopStop and Locationary, to allow the company to entrench itself once more in the location business. How firmly those roots prove to be, and how well they serve the company against archrival Google, remain to be seen.
Apple has been stockpiling companies and mapping software since its introduction of Apple Maps on iOS devices, which had a rough start. GPS World’s LBS Insiderreported extensively on the problems Apple encountered with its mapping software. Some of these problems included sending drivers to a wrong location and direction.
After the mapping software problems were made public, Apple CEO Tim Cook apologized for the mapping software’s problems and even suggested that users go to such competitors as Waze, MapQuest, and Microsoft’s Bing.
In other location news:
A Wall Street Journal reporter basically said there was nothing much new at Mobile World Congress — and that the excitement and action was at the outlying conferences at Fira Montjuic. One of these more interesting conferences, Four Years From Now, or 4YFN, featured start-up companies making pitches and displaying their new products, some of which included location capability.
The Mobile World Congress final stats. Organizers said MWC had more than 85,000 attendees from 200 countries — an increase of 13,000 from the previous year. It’s now being touted as the biggest and best wireless show.
In February, GPS World reported that TruePosition had purchased Skyhook for an undisclosed price. Skyhook provided location services to a number of companies including Apple and Samsung. The interesting issue is Skyhook’s lawsuit with Google, which alleged that the Internet giant influenced smartphone manufacturers to abandon the Boston-based company. According to published reports, the legal action still is going forward.
AT&T Mobility is shuttering its location-based Alerts marketing program. The company said it would release an updated version later this year. AT&T Mobility launched Alerts in late 2012. It featured free opt-in, location-based text message alert service. Participating retailers included Stapes, Gap, Zales, Neiman Marcus, and others.
I didn’t go to South by Southwest. Is my cool-guy card revoked? One of the reasons I didn’t is because, outside of meetings that were not part of the conference, there was not one location industry announcement made there. Maybe something will change my mind next year, but call me an old fogey — I just didn’t see the need to go to Austin this year.
