M Guide, Cultural Location Based Information Services

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• M- Guide, Cultural Location Based Information
  Services

Consertation Meeting, 23/01/2003 Luxembourg
George Kouvas RD Project Manager EXODUS
S.A. Project Coordinator Athens, Greece
George Kakaletris University of Athens Department
of Informatics Telecommunications Greece
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Project Overview

• M-Guide aims to develop a System for providing
  Location Based Information Services.
• Target group Tourists inside E.U.
• Content Multilingual Cultural Information on
  specific monuments, tourist sites, natural places
  etc.Multichannel delivery (PDA, mobile devices,
  WEB)
• Pilot Deployment Athens, Greece and Turku,
  Finland
• Project Duration 18 months
• Starting Date 01/09/2003

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Implementation Scenario
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LBS Value Chain
W-ASP (CMS)
ContentProvider
ContentOwner
Location Server
Network Operator
Vodafone-Panafon (GR)
Vodafone-Panafon (GR)
EXODUS S.A
University of Athens
Municipality of Athens
Athens
Iternet And Turku Touring (subcontr.)
Adaptia Solutions OY LTD (FI)
Adaptia Solutions OY LTD (FI)
Adaptia Solutions OY LTD (FI)
Turku
?
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User Needs/Questionnaire Results Highlights

• End User Profile
• Sample of almost 400 end users.
• Strong Technology Adopters.
• Young People.
• University Degree.
• Mobile Market and LBS
• Carriers and investors have spent billions of
  dollars to acquire 3G licenses
• LBS may be a new revenue opportunity for the
  operators
• Network is not a limited factor for most LBS

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User Needs/Questionnaire Results Highlights (2)

• Tourist Market
• Traveler Driver Tourist interest, Business
• Two thirds visit at least one tourist site.
• 50 found person-guidance inadequate,
  inconvenient or out of interest.
• More than 50 have a simple, free map.
• 50 buy guide books.
• 50 grade the available tourist content as
  expensive.

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User Needs/Questionnaire Results Highlights (3)

• Service Specifications
• Content (besides cultural) that users find
  interesting
• emergency, transportation, local authorities and
  food.
• The two thirds prefer to be served in 10-60sec.
• Location based within a lt600m radius area.
• Conclusions
• More than 40 of the people are willing to pay
  for the M-Guide service.
• 90 may be exhorted from M-Guide to visit a
  tourist site.
• Network Operators are willing to cooperate with
  third parties to offer LBS

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Techno-economic Evaluation / Methodology

• Based on IST TONIC Techno-economic Evaluation
  Methodology Tool.
• Quantitative results.
• Network Architecture
• Mobile Subscriber Penetration Forecast
• Services/Tariffs
• Dimensioning
• Financial Results
• Sensitivity Risk Analysis (Market Penetration,
  Market Share, Tariff Level, Usage Level)

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IST-TONIC Methodology
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Market Study
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Financial Results
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The Service

• Three forms of Service
• SMS (Mobiles) reduced interactivity and content
  QoS.
• GPRS (PDAs) high quality.
• Web (Browsers) non location-based, high quality.
• Positioning
• A-GPS Moderate cost - high quality
• CellID Low cost - moderate quality

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GPRS/PDA Scenario Main Menu
M-Guide Main Menu Monuments Acropolis Parthenon Th
e Erechtheion Museums National Archaeological Epig
raphical Museum Where am I Advanced by The
Greek Cuisine

• POIs
• Selection based on
• User Preferences
• User Location
• Subscription Options
• Presentation based on
• Language
• Display Device
• User Preferences

Dynamic user location map service

• More Services
• Service Configuration
• Advanced Commands
• etc

Sponsor
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GPRS/PDA Content Sample
The Parthenon It is the most important and
characteristic monument of the ancient Greek
civilization and still remains its international
symbol. It was dedicated to Athena Parthenos, the
patron goddess of Athens. It was built between
447 and 438 B.C. and its sculptural decoration
was completed in 432 B.C.
The construction of the monument was initiated by
Perikles, the supervisor of the whole work was
Pheidias, the famous Athenian sculptor, while
Iktinos and Kallikrates were the architects of
the building
Area map
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GPRS/PDA Where am I?
Map size depending on accuracy
Where Am I? Area Plaka (Pos. Accuracy 300m)
Various POIs
User location approximation
Relevant M-Guide sub-services
M-Guide Points of Interest Buses
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More information
Project URL www.exodus.gr/m-guide Email
mguide_at_exodus.gr
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Questions
The Parthenon It is the most important and
characteristic monument of the ancient Greek
civilization and still remains its international
symbol. It was dedicated to Athena Parthenos, the
patron goddess of Athens. It was built between
447 and 438 B.C. and its sculptural decoration
was completed in 432 B.C.
Project URLwww.exodus.gr/m-guide E-mail mguide_at_
exodus.gr
The construction of the monument was initiated by
Perikles, the supervisor of the whole work was
Pheidias, the famous Athenian sculptor, while
Iktinos and Kallikrates were the architects of
the building
Area map