Dipak Raval Vice President - Sales
IMPACT OF A CLOUD-CONNECTED,
LOCATION-AWARE, MEDIA-RICH WORLD ON
CONSUMERS, ENTERPRISES & GOVERNMENTS
CSR PLC TODAY COMPANY: $1B+ ANNUAL REVENUES, 2400 EMPLOYEES
Location
CSR's Location solutions are
based on industry-leading
GPS/GNSS based around our
SiRF brand.
Connectivity
CSR continues to lead wireless
connectivity evolution with
solutions supporting multiple
wireless technologies.
AV
CSR's Audio Visual solutions
bring truly exceptional sound
quality and imaging to a broad
range of consumer devices.
Consumer Handsets Automotive Locations Camera
A BRIEF HISTORY
OF TECHNOLOGY IN NAVIGATION TECHNOLOGICAL INNOVATIONS IN NAVIGATION HAS CREATED
PROSPERITY FOR ECONOMIES THROUGHOUT HISTORY
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Compass 11th Century
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Astrolab 15th Century
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Marine Chronometer 18th Century
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
1930’s Radio Direction finding
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
1930’s Radio Direction finding 1940’s Radar
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
When I started in Sales…
A BRIEF HISTORY OF TECHNOLOGY IN NAVIGATION
Then…
TRADITIONAL LOACATION
SERVICES BUSINESS Tracking Assets Fleet Management
Navigation Automotive Mobile Advertising
POSITIONING USING GPS – HOW IT WORKS
24 Satellites Orbiting at Altitude
of 12,000 miles
2D Position
Requires Three Satellites
Low Cost GPS Engine Enables
Location in Smartphones
GPS INDOORS – DOES NOT PENETRATE
MOST BUILDING
Advertised Un-
Aided Commercial
C(A) Acquisition
Threshold (un-
connected PND’s)
Advertised Aided
Commercial C(A)
Acquisition
Threshold (A-GPS
Cell phones)
GPS
Attenuation
Level
40 - 45 dB
Wooden
Building
12 - 14 dB
Indoor
Arena/Mall
Small
Commercial
Building
Typical
North
American
Residence
2 Level
Parking
Structure
30 - 31 dB
25 dB
Dense
Urban
Environment
Brick-faced
Masonry
Cannot Detect Indoors
Typical Indoor Environments Attenuate GPS Beyond Detection for Commercially Available Receivers
THE PROBLEM NOW…
INDOOR LOCATION TECHNOLOGIES
Existing WiFi + Cellular Signals Enterprise Class WiFi + Positioning Server
• Existing WiFi + Cellular Signals are surveyed
and logged in a database
• “Finger Prints” of RF signals are recorded
in a database
• Position is determined by interpolating
Finger Print data
• Corporate WiFi is deployed for broadband & indoor
location
• Angle-of-Arrival, Time-of-Arrival or received signal
strength is used to calculate position
• Position server records location dynamically
INDOOR POSITIONING – WI-FI ONLY
+ +
+ +
+ +
+
Start
Last GPS fix
50m
End
• Once GPS is lost indoors, the 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
INDOOR LOCATION TECHNOLOGIES (CONT.)
MEMs has made it possible to determine
acceleration and velocity of a small device
Gyro-Sensor
Accelerometer
http://global.samsungtomorrow.com
Galaxy SII Teardown Pedestrian Dead Reckoning (PDR) Uses
Kinematics to Estimate Position Indoors
v = v + a t f i
v + v
2d = t f i
v = v + 2 a d f i
2 2d = v t + ½ a t
i
2
Kinematic Equations
d = displacement
t = time
v = velocitya = acceleration
+
+
Start
Last GPS fix
End
INDOOR POSITIONING – PDR ONLY
• Once GPS is lost indoors, the 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 50m
How do I improve location accuracy indoors
without the need to deploy an expensive
infrastructure that is also self learning
and self correcting?
Multisat GNSS
GPS, GLONASS, future GNSS WAAS, EGNOS, QZSS, future SBAS
SiRFaware power management A-GNSS, Extended Ephemeris
MEMS Gateway
Baro, Acc, Gyro, Compass Navigation enhancements in car and
pedestrian use case Heading smoothing
Pedestrian Dead Reckoning (PDR)
Application Processor
Run apps on chip to offload host Calorie counting, geofence, logging
Interrupt to wake-up host Leverage LBS without draining battery
Wireless Sniffer Hybrid
Internal or external Wi-Fi , Cellular and other radio signal sniffers
Wi-Fi positioning for indoors & aiding Urban Canyon driving
Integration with GNSS and PDR Self-learning
SiRFstarV
SiRFusion
Indoor Location Location Applications
Outdoors Indoor Navigation
Urban Canyons
Connect to CSR Positioning Center
SIRFUSION: THE NEXT GENERATION
LOCATION PLATFORM
50m
Start
Last GPS fix
End
SIRFUSION INDOOR POSITIONING – FUSION OF
GNSS, PDR AND WI-FI
• Once GPS is lost indoors, the 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
THE POWER OF SIRFUSION
Standard Smartphone phone
with GPS and Wi-Fi positioning
CSR powered
SiRFusion smartphone
Shows on street Shows actual position
MALL TEST – SILICON VALLEY
• Starts indoors near Macy’s
• Walk is all indoors until exiting through Nordstrom
• Uses Nexus One SiRFusion test phone
• Frequent start/stop during first 800s of test
• Wi-Fi locations determined using manual learning
• Frequent start/stop during first 800s of test cause PDR wander
• Frequent Wi-Fi fixes available throughout
• SiRFusion greatly reduces deviations from route
MALL TEST – SILICON VALLEY
Page 24
CSR DEMO AT 2012 MOBILE
WORLD CONGRESS, HALL 7
CSR LOCATION SERVICES
HIGH-LEVEL ARCHITECTURE
VPN / AWS
Direct Connect
Customer
Data Center/ Media Servers
Location Services Platform
HTML, XML
Web Portal
Cloud
Location Services Web Portal
Where are the new Commercial Opportunities?
Three example LBS markets – Enterprise, Asset Tracking and Consumer
ENTERPRISE/GOV SEGMENT ASSET TRACKING SEGMENT CONSUMER LBS SEGMENT
Targeted at government and large enterprises
(Financial and Healthcare) where there is a
need for content access control, campus
maps/Wi-Fi tiles restriction (for employees
only), military-grade geofencing, etc.
Market trends & attributes: BYOD, Handheld
Location Policies, MDM, Geo-fenced Security
(military grade), Location Context Apps.
This segment is targeted at fixed (vending
sys, office/lab/medical equipment, etc)
and mobile (goods in transit, fleet, people,
etc) asset tracking in large enterprises and
healthcare institutions. Lone Worker
Market trends & attributes: Low cost
module, MRM / M2M apps with Outdoor-
Indoor tracking
This segment is targeted at consumers at
Big-Box stores and Malls.
The technology will be used to guide
shoppers to the right departments and
product areas, provide retail-specific
coupons & specials, etc. $20B advertising
business
Market trends / attributes: Indoor
commercial retail
NEW MARKET OPPORTUNITY EXAMPLES
MARKET SIZE AND GROWTH
-
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
900,000,000
1,000,000,000
2013 2014 2015 2016 2017
2013 2014 2015 2016 2017
Consumer LBS Total Market 209,024,554 246,313,077 283,601,600 352,684,041 438,594,256
Mobile Enterprise Total Market
129,535,398 130,800,752 132,078,759 133,369,547 134,673,243
Asset Tracking M2M Total Market
135,000,000 168,750,000 210,937,500 282,000,000 352,500,000
Total LaaS Market (volume of units)
18% CAGR
Market Size Compiled From: Gartner, US Census, Berg Insight, Pyramid Research, comScore, Frost & Sullivan, Eurostat
CLOSING THOUGHTS
• Location innovations are making
the world a smaller place
• Indoor location will dramatically
change the marketplace
• Cloud and web services enable
new business models
• New multibillion € businesses will
evolve leveraging new location
technologies