by Ian S. Hayes
Whenever a new technology appears, the search begins for the
"killer" applications that will propel the technology into
widespread use. For example, a combination of spreadsheets and word
processing ignited the use of personal computers in the business world
twenty years ago. What killer apps will push wireless technology to the
forefront?
Killer apps will likely appear in several categories, and one of the
hottest is location-based services. Location-based services arise from the
ability to use wireless networks and positioning technology to determine
the exact location of a mobile device. The opportunities created by this
knowledge are endless; location-based services will enhance safety,
increase efficiency, open new channels for marketing and reduce losses
from thefts and misplacements. Knowledge of location enriches wireless web
content, enables greater personalization and customization, and expands
the number of high value mobile applications. Companies can use
location-based services to achieve greater differentiation, provide better
service and add new revenue-generating offerings.
With the pending FCC E911 mandate, which requires network operators to
support emergency services by locating users of mobile devices to within
125 meters, much of the attention on location-based services has focused
on the hardware and software that identify the coordinates of a mobile
device (and its user). While accurately determining these coordinates is
challenging, even greater value is gained through the application of
context. This context includes information such as the coordinates'
location on a map, characteristics of the surrounding area and knowledge
of nearby businesses and points of interest. It is this context that
directs emergency services to a motorist in need or personalizes marketing
information based on a user's location. To unleash this value, you need
software to place the coordinates within a map, one or more databases of
context information, and tools for building and delivering applications
that make use of this knowledge. MapInfo (Troy, NY) is one of the foremost
providers of context for wireless location-based services.
As described by Mark Cattini, its President and CEO, MapInfo is a
location intelligence company serving three major market segments:
- Business to consumer - services that offer convenience and
entertainment to mobile consumers. For example, telecoms use MapInfo's
products to gain differentiation through value-added services, acquire
new customers and generate new revenue streams.
- Business to business - services that improve business productivity
and efficiency. For example, companies such as Seibel, Broadvision,
and Cognos use MapInfo's products to location-enable the wireless
versions of their CRM applications.
- Call processing - services that identify the location of a mobile
caller for emergency response, roadside assistance or
location-sensitive billing. This technology supports the E911 mandate,
but can also be used for applications such as routing a call into a
main corporate telephone number to the branch location closest to the
caller.
To support these market segments, MapInfo offers a broad array of
software and data products, application development tools and
industry-focused, packaged solutions backed with consulting, training and
technical support services. According to George Moon, MapInfo's CTO, the
company invests heavily in research, for example spending considerable
time in generalizing its information for optimal display on wireless
devices of varying capabilities. MapInfo employs open architectures and
industry standard technologies in its solutions (such as Oracle databases)
and was one of the early adopters of XML. MapInfo's mobile location
solutions fall into three product families.
- Mobile Location Suite
- This suite of technology and
applications is designed to allow wireless service providers to offer
location-based services within both call processing and Internet
environments. It includes location processing engines, geocoding, map
generation, routing and geographic content, and uses XML interfaces to
enable communication with third-party systems and user devices.
- miAware
- provides a flexible and scaleable XML environment for
the creation of new location-based services for the mobile Internet. It
consists of a set of Mobile Awareness services such as routing (to
generate driving directions), yellow page management, "find the
nearest" searches, personal and location profiles, traffic and
postal code information. miAware's services are accessed through an XML
API, which supports the creation of unique, custom offerings. MapInfo
also offers three pre-packaged applications that operate within the
miAware environment: miGuide (supports the creation of city guides),
miConnect (supports business dispatching and "finder"
services), and miTraffic.
- Location Management Platform
- This product is a middleware API
designed to be integrated within the Intelligent Network or Mobile
Positioning Center products of telecommunications equipment vendors. It
provides the processing capabilities to support the E911 mandate
(translating and routing caller information to the nearest Public Safety
Answering Point), location-based billing and location-based 411 (finding
the merchant closest to the caller).
While many of MapInfo's customers are telecoms and telecom equipment
manufacturers, other companies can use its products to offer their own
services. For example, a bank may want to allow mobile customers to
quickly find the nearest branch or ATM, or get information on business
hours and available services. Or an insurance company could wirelessly
enable insurance workers in the field to assess risk based upon their
physical location. The insurance company would use a database of assessed
risk profiles or physical issues, such as flood plains, tied to location.
The possibilities are endless and apply to users from consumers to law
enforcement agents to mobile professionals.
Location-based services are still in their infancy, but it is already
easy to see the benefits and imagine new, creative applications. The
market for these services will explode as enabling technology is rolled
out to support E911. MapInfo's products and services will undoubtedly be a
critical component of many leading edge offerings.
For more information on MapInfo, please visit www.mapinfo.com.
