A whole world of services in the consumer’s pocket
cating the position of a v
creation of “express lanes,
ehicle, so that personnel costs are reduced, with the
reduced.
” which will enable costs in the public sector to be
vigation and location systems will mak
Personalization of the range of products and services. The combination of na-
ferences, so that when the user enters a giv
e it possible to identify consumer pre-
advertisements based on the customer’
en zone, mechanisms providing
sult, the customer will receive adv
s profile will start operating. As a re-
which are near his current location. Bluetooth is becoming a k
ertising for services of interest to him,
dors in push marketing.
ey ally of ven-
Howev
that users of handsets ma
er, one drawback in the expansion of these location services is the fact
and they are not always willing to be monitored b
y see them as something that in
y members of their communit
vades their privacy,
or to receive advertising messages.
y
5.4.1. The opening of the market and mobile location services
Oper
a result, they are particularly interested in standardizing and promoting inno
ators are not indifferent to the potential for growth of these services and as
tion in this field. Progress tow
va-
existing barriers to be overcome and the fr
ards a greater opening of the mark
agmentation arising from the coexis
et requires the
tence of three different location technologies to be dealt with. At present, as a
-
consequence of this fr
a mark
agmentation, companies wanting to use this technology as
they can target (compatibilit
eting channel must choose one of them and thereb
y with the network or with the device).
y limit the customers
As a result of this problem, the Open Mobile Alliance (OMA) has launched a stan
dard for these services. The challenge lies in guaranteeing interoperability and,
-
in an en
same language. As part of their opening and standardization str
vironment where there are many vendors, ensuring that they all use the
developed a test that enables the interoperability of a location system to be
ategy, they have
175
localización de móviles del 112
Europa Press: “Sistema de checked.
permitió localizar y resolv
emergencias”, agosto de 2008.
er 8.000
Once technological problems ha
176
Article: “T
Ojo Buscador
elefónica añade Google
. July 2008.
standards and procedures that are suitable for authorizing the distribution of in
ve been overcome, work must be done on the
Maps a sus móviles.
formation to other agents in the market, while safeguarding consumers’ rights to
-
http://www.ojobuscador
”
/07/30/telefonica-
.com/2008
privacy.
maps-a-sus-moviles/
anade-google-
.
5.4.2. Successful cases in mobile location-based services
V
177
odafone desarrollan un servicio
Noticiasdot.com: “TomTom y
antiatascos”
http://www.noticiasdot.com/wp2/2
,
Telefónica Movistar
007/06/27/tomtom-
enables it to provide its mobile customers with access to the Google Maps for
has reached a framework agreement with Google that
desarrollan-un-servicio-
y-vodafone-
antiatascos/, junio de 2007.
Mobile service (GMM) from its Emoción portal or b
application
176
on its handsets.
y the pre-installation of the
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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