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Locatie bepaling vanuit het mobiele netwerk


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Locatie bepaling vanuit het mobiele netwerk als massa produkt

Er zijn verschillende technieken om locatie bepaling te doen met een mobiele telefoon. Eerder publiceerde OMI2 een whitepaper.

De bekendste techniek voor locatie bepaling is met een on-board GPS chip; 40 % van de nieuwe smartphones en 14 % van alle verkochte telefoons (GfK cijfers over October 2008) heeft zo’n chip aan boord. Hoewel de groei van met GPS chips uitgeruste handsets toeneemt, kunnen we er niet op rekenen dat 100% van de internet-enabled handstes binnen afzienbare tijd een GPS chip aan boord heeft. Daarom besteedt OMI2 aandacht aan het tot stand komen van ‘Netwerk LBS’, d.w.z. plaatsbepaling door het Mobiele netwerk aan de hand van de CellID.

Wat is dan wel de roadmap naar een massa produkt voor locatie bepaling ?

OMI2 denkt dat ‘Netwerk LBS’ de basis is voor een massaprodukt: de positie wordt door het mobiel netwerk bepaald en aan de applicatie doorgegeven. Merk op dat Netwerk LBS de enige techniek is die vanuit een webbrowser aangeroepen kan worden, en is daarmee de techniek om locatie bepaling aan de massa te leveren.

Op dit moment is KPN de enige MNO die Netwerk LBS biedt: op proef sinds 2007 en vanaf begin dit jaar als B2B produkt. Mark de Bruin, marketing manager van 9292.nl, rapporteert daarover met enige regelmaat in Marketingfacts. Bij 9292.nl hebben zich ruim 18 duizend gebruikers geregistreerd die de onderliggende Netwerk LBS dienst van KPN benutten.

Even in perspectief, 18.000 registraties is 3 % van de 650.000 abonnees van mobiel internet bij KPN.

Over alle 18 toepassingen van Netwerk LBS heen zijn er ruim 76.000 registraties. De bovenkant van de ranglijst omvat ca. 30.000 abonnementen of 40 % van het totaal in de categorie vervoer en verkeer (9292OV, Routenet en ANWB), 25 % of 19.000 abo’s in de categorie weer (Weathernews en Meteo Consult) en 11.000 abo’s of 15 % voor telefoon info (de Telefoongids), de andere 20 % is verdeeld over 12 toepassingen.

Het aantal registraties zou echter 3x zo hoog kunnen zijn als ook Vodafone en T-Mobile deze dienst ook leveren vanuit hun netwerk. Dat doen ze op dit moment niet en daarom wordt maar 40% van de markt bediend. Het is voor aanbieders nu niet zo aantrekkelijk om een dienst aan te bieden vanwege beperking tot 1 operator: stel je hebt een taxi dienst op basis van LBS en je kunt alleen KPN abonnees op deze manier bedienen !

Hier ligt dus een taak voor OMI2 om de 2 andere operators zover te krijgen en dan de 3 operators ‘op één lijn te krijgen’ wat betreft werkwijze. Niet eenvoudig, maar wel iets waar OMI2 zijn bestaansrecht aan ontleent. Er is overigens enige beweging te constateren bij Vodafone en T-Mobile..

OMI2 heeft locatie bepaling in het algemeen en het tot stand brengen van Netwerk LBS bij alle operators tot het speerpunt van haar aktiviteiten in 2009 gemaakt. Het gaat om twee deeltrajecten:

a) industry alignment: de 3 operators qua aanpak van Netwerk LBS op een lijn krijgen. Het gaat dan om: een geharmoniseerde en veilige API, het verdienmodel, LBS broker(s) als tussenpartij en als gangmaker van de markt, gedragsregels ter bescherming van de consument, opt-in/out proces, enz.

b) gezamenlijk marketing campagne om Netwerk LBS te promoten: door bestaande en vooral ook nieuwe afnemers van Netwerk LBS, die concreet aan de slag willen in 2009, met de mobiele operators er samen de schouders onder te zetten om LBS tot een succes te maken. Dat betekent: business development, maken van innovatieve toepassingen, gezamenlijke marketing naar de consument, virale marketing op internet, enz, enz.

Er zijn een paar heikele punten wat betreft Netwerk LBS:

  • het te hanteren verdienmodel
  • waarborgen van de privacy van de consument
  • LBS brokers: één, geen of meerdere ?

Een laatste opmerking wat betreft privacy: de belangen van de consument gaan we in een gedragscode vastleggen net zoals we dat eerder met mobile content billing gedaan hebben. Daarbij gaan we er van uit dat ‘aktieve netwerk LBS’ essentieel is; ‘passieve netwerk LBS’ heeft heel veel haken en ogen en wordt daarom waarschijnlijk (voorlopig) buiten beschouwing gelaten.


Paul Brackel

OMI2 voorzitter

15 feb 2008

Zie artikel op Marketingfacts http://www.marketingfacts.nl/berichten/20090215_76_271_lbs_abonnees_voor_kpn/