1. Location Based Hype:
Where are We on the Cycle?
Difficult Questions for which We’d Like
Answers
David Gordon
Director of Strategic Planning
Intel Corporation
Central Architecture and Planning

2. Good Questions to Ask
1. What has changed – why will it be different
this time?
2. Where is the money? A typology of
opportunity categories
3. Who – if anybody – is in the driving seat?
4. Why not? Major perceived barriers – fact or
fiction?

3. Where are We in the (Gartner) Cycle?
• Other names and brands may be claimed as the property of others.

4. ¢ LB Paths to the Money
€€
Productivity My Location, Everything Geo-
weather tagged
Social NW
Theft deterrence/recovery Secured payments
Child location Geo-fencing
Security
Marketing LB
Customizing
LB Advertising Local
Advertising
Themed
Navigated Navigation
Content Augmented reality
• Other names and brands may be claimed as the property of others

5. Themed (Back Seat) Navigation
• NASCAR race themed PND (Transplant
GPS):
– Prompts by driver Dale Earnhardt Jr.
– Users choose Earnhardt's cars as a
vehicle icon
– POI database features NASCAR specific
locations l
– Dale Earnhardt “favorite places POI
collection”.
• Knight Rider GPS (Mio, Universal
Studios)
– Turn prompts of the original voice
of KITT (the talking Pontiac Trans
Am)
– Personalized voice prompts
– Flashing LEDs in sync with the
device's voice.
• Other names and brands may be claimed as the property of others.

6. Who is in the Driver’s Seat?
Web OSV OEM MNO App

7. The Screen Size Barrier
• Looking forward to an old-
new form factor for location:
the mobile PC

8. How Much is Location Privacy Worth?
• Danezis et al., University of Cambridge,
Computer Laboratory, 2005
– RFP for volunteers permission for mobile
phone to be queried for location every few
minutes, 24 hours a day, for 28 days
– 74 responses out of ~300
Min Med Mean Max
Research £0 £10 £27 £400
Commercial £0 £20 £33 £300

9. Some of You Thought …* (I)
 Killer app? Has to do with social networking (59%)
 Indoors location?
 Big problem (57%) not an issue (33%)
 Default for indoors location: WiFi (62%)
 Carriers – enablers (50%), aggregators (15%)
leaders (11%)
 Crowdsourcing will not take over digital mapping (58%)
 OS – Apple (51%), Google (27%)
*Based on non-representative survey (N=45) of conference attendees,
for brainstorming purposes only

10. Some of You Thought …* (II)
 In 5 years, location mandatory in
 Smartphone (98%)
 Netbook (87%)
 Camera (84%)
 Laptop (69%)
 Camcorder (67%)
 Privacy
 We ourselves give away location (85%)
 Existing regulation adequate (51%), need more (33%)
 Privacy - a barrier to LBS in 3 years (53%)
*Based on non-representative survey (N=45) of conference attendees,
for brainstorming purposes only

11. And Now for the Answers…

12. Legal Stuff
• Intel Corporation may have patents or pending patent applications, trademarks, copyrights, or other intellectual property rights that
relate to the presented subject matter. The furnishing of documents and other materials and information does not provide any
license, express or implied, by estoppel or otherwise, to any such patents, trademarks, copyrights, or other intellectual property
rights.
• Other names and brands may be claimed as the property of others.
• Copyright © 2010 Intel Corporation. All rights reserved.