2. Market drivers for location-based services (LBS)
LBS is mass market
Smartphones all feature GPS to
enable consumer LBS
High volume and high growth
500K+ iOS apps
2011 2012 2013
450K+ Android apps (MU)
Smartphones 508 740 910
Source: CSR Estimates 2012
LBS is a daily experience
LBS used for search, maps,
navigation, check-in, fitness,
tracking, etc.
But... LBS is currently not Indoors
Consumers expect functionality
anywhere anytime
Consumers are indoors a very high
percentage of the time
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3. Indoor LBS experiences
Micello
Find nearest shop in the 3D indoor map with
Find train, browse Location check-in
mall that has the product search and walking
stores and receive ads with friends
you are looking for directions
CSR and ST enables indoor LBS
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4. Application value chain
Location End user Location Application
End user Carrier Map
technology hardware enabling and service
OS networks providers
developers providers platform providers
Micello
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5. Total addressable market for location
Target segments Select GPS Markets 2012-2017 ($M)
Handset 900
Tablet
Camera 800
Fitness 700 11% CAGR
Module
600
Growth drivers 500
Tablet proliferation
400
Continued strength in handsets, but
lower growth 300
Lower total power consumption 200
enables fitness, camera, module 100
products
0
Indoor advertising 2012 2017
Indoor location enables better ad Source: CSR Estimates 2012
targeting and better analytics
Google just announced ads for indoors
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6. SiRFstarV™ – the next generation location platform
SiRFstarV™ architecture and SiRFusion™ hybrid positioning system
CSR
Positioning
Center
Multisat GNSS MEMS Gateway
SiRFstarV
SiRFusion
SiRFstarV
Wireless Sniffer Pedestrian Dead
(Wi-Fi, GSM, …) Reckoning
Taking mobile location to the next frontiers
7. Competitive positioning
CSR solution: zero install, zero survey and globally scalable
Announced indoor solution Nov ‘11
No new infrastructure required – relies on existing Wi-Fi transmitters
Can use new infrastructure when available including Bluetooth SMART
Users and building owners do not have to locate APs
System automatically learns from normal use
Demonstrated in various target environments
Shopping malls, train stations, convention centers, hotels, museums
San Francisco, Las Vegas, Barcelona, Seoul, Beijing, New York,
Tokyo, Cambridge, Taipei
Other solutions
Some solutions require Bluetooth SMART beacon infrastructure or other
supplemental infrastructure
Requires investment by building owner
Some require survey work to position beacons
One solution requires round trip proprietary Wi-Fi measurements
Non-standards approach limits compatibility and coverage
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8. Indoor positioning – PDR only
Start Once GPS is lost indoors, the
+ Last GPS fix PDR is used to keep track of
position
The MEMS sensors drift and
the error accumulates at a
growth rate of 10% of distance
travelled
Soon the position track is not
representative of the actual
path
The uncertainty illustrated by
the size of the ellipses makes
most indoor use cases
impractical
+ End
50m
9. Indoor positioning – Wi-Fi only
Start
Once GPS is lost indoors, the
+ Last GPS fix locations of Wi-Fi access
+ points are used to determine
approximate position once
every 20s
The uncertainty illustrated by
+ the size of the ellipses makes
most indoor use cases
+ impractical
Once outdoors, a more
accurate GPS position is
obtained and the uncertainty
shrinks
+
+
+ End
50m
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10. SiRFusion positioning – Fusion of GNSS, PDR and Wi-Fi
Start
Once GPS is lost indoors, the
Last GPS fix MEMS sensor output is used
for dead reckoning as the
user moves
The error grows about 10% of
distance traveled, so in 50m,
the error grows only 5m
Wi-Fi positioning keeps the
error from growing too large
The better accuracy allows
the Wi-Fi access point
locations to be determined
more precisely
End
50m
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11. SiRFusion demo
Module with SiRFstar 5xp and
10-axis ST MEMS devices
Integrated in a
Nexus One
phone running
SiRFusion Applications
Micello Maps
12. SiRFusion test – Taipei MOCA
Standard Google Maps with SiRFusion shows correct
GPS/Wi-Fi positioning shows location inside museum
location outside near street with uncertainty ~10m
with large uncertainty ~100m
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13. SiRFusion test – Taipei MOCA
Up the stairs
Started inside
museum with
no GNSS
Walked around
in room 108
Walked around Down the
in room 202 elevator
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14. SiRFusion test – Tokyo Station
Lower level at Tokyo station
Google indoor maps for each level
Environment has no GNSS signal, lots of magnetic anomaly
sources (tracks, elevators, escalators), and many people
causing signal variations
Red flags mark the route walked
Blue dots mark the SiRFusion position
Starting point determined
using Wi-Fi only
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15. Summary
Emerging indoor ecosystem
New and existing applications need indoor positioning
Navteq/Micello/Google/Microsoft indoor maps
Google indoor advertising
SiRFstarV with SiRFusion
Can be deployed worldwide using existing infrastructure
No surveying required
Target accuracy: within 10m 50% of the time
Initial products in development Today’s demo features:
SiRFusion brings positioning indoors!
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