Previous events

Location Based Services: from business models to real applications (2 November 2004)

Debating the issues surrounding location-based services (LBS) was the focus of a one-day event hosted jointly by Ordnance Survey and Pinpoint Faraday in the Business Centre on 2 November. It provided a forum to discuss technology introduced on many mobile phone handsets, giving business and commercial users integrated maps and direction tools using Ordnance Survey data.

With over 120 delegates attending to discuss the transition of LBS from business models to real applications, all aspects of the value chain were represented, from mobile phone network operators to content and mapping suppliers, developers to retailers, middleware providers to end-users.

The debate was hard hitting and candid and quickly gravitated to the real issue of the day which was how, when and how large was the LBS market going to be realised and capitalised upon. Much intelligence, which demonstrated that LBS transaction levels here in the UK have risen from 250 000 two years ago to 5 million this last year, with significant and ongoing growth resulting from recent TV advertising, was also shared. The general feeling was that, after much delayed waiting, the LBS market was now going to be realised!

In addition to discussing the business models that would be most appropriate here in the UK, Vodafone also gave a live and successful demonstration of A-GPS using Ordnance Survey data to illustrate the value. Consistent with the whole day, the Ordnance Survey brand was positioned successfully as an 'enabling' brand and whilst not the direct intent, we did seem to secure most of the accolade for arranging the day.

The event was a prime opportunity for attendees to identify new business opportunities and forge key industry contacts, debating issues regarding market drivers, opportunities and complexities.

Jonathan Thompson, director of Nereus, chaired the first part of the day, which showcased various business models from organisations across the value chain. Presentations from Ordnance Survey’s Strategic Development Manager Mark Stanley, Vodafone, Mobile Commerce and Logica^® discussed the practical implementation of LBS, its integration within existing products and the wider impact for business and consumer markets.

The morning ended with a hosted panel discussion, where for the first time representatives from 3, Vodafone, O2^®, Logica and Mobile Commerce offered their personal predictions for LBS trends.

The second series of presentations, with the theme 'Location-based services of today and the future', was chaired by Andy Walker, CEO of m-spatial^®. He commented: 'As a leading supplier of LBS-related products to network operators, I found the event a great success. It was a great opportunity to network with many key players in the market and to be brought up to date on some of the latest technical developments and application success in the market as a whole.'