AT&T Location Information Services

Transcription

1 AT&T Location Information Services

2 Table of Contents What Can Location Technology Do For You AT&T Vision for Location Information Services AT&T LIS Overview and Delivery Model Location Technologies and Precision Customer Value Prop Example Enterprise Use Cases With Location AT&T LIS Roadmap Page 2

3 What Can Location Technology Do For You? Reduce operating costs Improve call handling Differentiate customer engagement Increase revenue Improve CRM Drive traffic Increase revenue Enhance brand Brand leadership New apps Page 3

4 Our Approach to the Location Aware Market Business Intelligence Field Force/Service Co-Creating Asset Management

5 Customer Value Prop Value Proposition for developing location aware services increases as it is taken across Carriers and is device agnostic Business Advantages ONE API ONE Price/ONE Bill Single Point of Contact No Client SW Development No Mobile Adoption Required Low Cost of Entry Market Advantages Immediate Access to majority of Mobile Subscriber Base Business Model End User is not charged for location transactions Enterprise is responsible for location transaction and other services costs Scale across Carriers/Countries Additional Services: Geo-spatial service Mapping, POI search, geocoding SMS Accelerated Time To Market Page 5

6 AT&T Vision for Location Information Services AT&T s execution on their vision to build the world s largest and most comprehensive Enterprise Location Solution allows Enterprise Customers to implement multiple Operator network-based location use cases enhancing a variety of operational needs DEVICE AGNOSTIC 300M+ handsets No App required No download required No user push needed PCS, SMS, MMS, WEB, WAP, JAVA, BREW NETWORK AGNOSTIC Large base of multicarrier addressable subscribers M2M Data can locationenabled any mobile application LOCATION TECHNOLOGY AGNOSTIC Indoors or Outdoors GPS or CELL-ID High Accuracy Low Accuracy GSM CDMA Hybrid Location Tech Phones and other devices Global or Multi-Carrier Multiple Location Technologies Page 6

7 AT&T Location Information Services Overview Enabling access to Network Elements, through API calls on Secure connections, allows AT&T Business Customers the ability to initiate requests and determine the Location of devices deployed across Operators Key differentiating features include: 1) Multi-carrier consolidated billing option for both Location and SMS Aggregates the location information from multiple wireless carriers all on one AT&T monthly invoice AT&T business customers only have to work with one simple API. No need to connect to every carrier independently If desired, can also include cross-carrier SMS billing 2) Extensive Privacy management controls Compliant with CTIA Guidelines for managing Location-based Services Privacy Customizable privacy management GUIs, allow the enterprise customer to extend their branding This feature is unique to AT&T and is currently not available from any other wireless carrier in North America Page 7

8 AT&T Location Information Services Overview (continued) Key features include: 3) Comprehensive usage reports See the location information and SMS usage detail across multiple carriers all from a secure portal See location accuracy returned, peak periods, etc. 4) Expand customer marketing vehicles to Mobile Devices across multiple wireless carriers Can leverage cross-carrier SMS for mobile marketing and proximity marketing campaigns all through AT&T 5) Access to value-added services such as mapping, geofencing, geocoding, Smartphone application development, etc. 6) No client software is required on the phone Page 8

9 Location Technologies and Precision Enhanced Cell ID/Cell ID Uses the cell site and the respective sector to report estimated latitude and longitude Accuracy= 1.4KM (urban) to 5.2KM (rural). Can be as accurate as 100s M in metropolitan cities Speed: Fastest method to return a location, approx 3-10 Sec Advantages: Fastest, can locate any device type Note: Accuracy depends on density of cell towers. Cell ID A-GPS Assisted-GPS GPS uses Assistance Data to more quickly determine its location (as compared to stand-alone GPS) Accuracy= 15 meters to 30 meters Speed: slowest, approx 30 Seconds Advantages: very accurate if devices can see satellites Note: slowest method, does not work well indoors.

10 Why Mobile Location? Call Center Efficiencies and Analytics Roadside Assistance Faster, more accurate location determination of stranded vehicle Increased customer satisfaction when the member is confident the Operator knows where they are located Shortens call time by not having to search map based on member s description therefore saving $ Call Center Analytics Many calls to 800 numbers are from mobile devices With number portability, the area code doesn t truly reflect caller location Locating mobile devices and making the data anonymous, caller analytics can be aggregated feeding specific ROI models Near real-time analytics provide realtime decision making tools

11 Why Mobile Location? Mobile Tracking Mobile Location of standard cell phones provides effective, low cost Tracking of employees and other individuals/assets: Executive Safety Remote Nursing & Home Healthcare 5M Parolees and 7M Bail Bond Holders in US Today Reduce offender supervision effort, to reallocate officer time to higher risk offenders Reduce Bail Bondsmen Risks/Costs with the ability to control client in-state compliance

12 Why Mobile Location? Fraud & Authentication Credit/Debit Card Fraud Verifying Mobile Location and Card transaction are in same proximity Reduces Fraud Cost by reducing Declined Authorizations due to False Positives Improves Fraud ROI by Qualifying Fraudulent Transactions $54B in Fraud loss 21 Hours to resolve Claims 11M victims of Identity Theft* *Javelin Study Finds Identity Fraud Reached New High in 2009, but Consumers are Fighting Back; Javelin Strategy and Research, Feb 10, 2010

13 Why Mobile Location? What is Proximity Marketing? Pushing user requested targeted content based on mobile location and time-of-day to maximize call-to-action or response Location-relevant content when requested (via opt-in) by consumers is more valuable than broadcasted text or Network-based location requires no user interaction, no app to download/launch; user can receive content when phone is on Mobile location is provided on-demand > retailers and brands decide when to deliver specific content to maximize ROI Drives rich analytics of when? and where? Opt-in request patterns by users provide valuable marketing demographic data for future campaigns. 13 Location-triggered mobile messaging is more targeted, more impactful, more actionable and potentially more cost-efficient

14 Value of Location beyond Smartphones: Ubiquity for ALL Devices US Addressable Subs Adoption Hurdle Platform-specific App Speed Accuracy Indoor Coverage Downtown Coverage Battery Drain Network-Based 286 million NO Download NO All phones 3 30 seconds s meters YES Better None App-Based 50 million App Download Required Platform specific (iphone, Android, Blackberry, Windows, Symbian, etc.) seconds meters NO Worse Substantial Page 14

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