Digital Concierge. Call for Collaboration. Mobile Positioning and Analytics Services

Transcription

1 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 1 of 36 Digital Concierge Call for Collaboration Mobile Positioning and Analytics Services Public Document 7 th May 2012

2 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 2 of 36 TABLE OF CONTENTS LIST OF FIGURES... 3 LIST OF TABLES... 3 LIST OF ANNEXES INTRODUCTION IMPORTANT NOTICES DEFINITIONS BACKGROUND OBJECTIVES BENEFITS OF PROGRAMME SCOPE OF CFC REQUIREMENTS KEY DELIVERABLES USER PRIVACY, DATA SECURITY AND ACCESS CONTROLS OWNERSHIP OF INTELLECTUAL PROPERTY CONSORTIA AND/OR PARTICIPANTS SELECTION PROCESS SCHEDULE SUBMISSIONS... 36

3 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 3 of 36 LIST OF FIGURES FIGURE 1: MAJOR COMPONENTS OF MPAS 10 FIGURE 2: A POTENTIAL MPAS ECOSYSTEM 12 FIGURE 3: OPF INTERFACES BETWEEN VO, SSP, ESP, CSP, LBE 21 FIGURE 4: DELIVERABLES TIMELINE 25 FIGURE 5: BASIC COMPOSITION OF CONSORTIUM 30 LIST OF TABLES TABLE 1: ACCURACY REQUIREMENT TABLE (SAMPLE) 14 TABLE 2: PROJECTION OF TRANSACTION AND ADOPTION TARGETS 24 TABLE 3: ROLES AND RESPONSIBILITIES OF ALL PARTICIPANTS 24 TABLE 4: REQUIREMENT FOR EXPLICIT CONSENT 27 TABLE 5: TIMELINE OF EVENTS 34 LIST OF ANNEXES ANNEX A: IMPORTANT NOTICES ANNEX B: EXAMPLES OF POTENTIAL SERVICES ANNEX C: DIGITAL CONCIERGE PARTNERS ANNEX D: OPF COMMON DATA SPECIFICATIONS EXAMPLE ANNEX E: SUGGESTED BUSINESS MODELS ANNEX F: USER PRIVACY - CHAIN-OF-TRUST

4 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 4 of INTRODUCTION 1.1. The Infocomm Development Authority of Singapore ( IDA ) is issuing this Call for Collaboration ( CFC ) to invite Participants to submit Proposals on the development and deployment of Mobile Positioning and Analytics Services ( MPAS ) for the Tourism, Hospitality, Retail, Food and Beverages sectors. 2. IMPORTANT NOTICES 2.1. For the avoidance of doubt, this Public Document for the MPAS CFC shall be read with and shall be subject to the Important Notices as set out in Annex A Participants shall be responsible for any cost associated with the purchase of any specification or standard, released by any standard body or association, referenced within this document. 3. DEFINITIONS 3.1. Consortium and participants may comprise a combination of companies including, but not limited to, Venue Operator ( VO ), Infocomm Technology Company ( ICT ) or wireless hardware manufacturer, Enterprise Service Provider ( ESP ) or Consumer Service Provider ( CSP ) Consortium submitting Proposal for this CFC shall be known as Participant in this Public Document The following words and expressions shall have the meanings hereby assigned to them except where the context otherwise requires: Digital Concierge refers to one of the key programmes in IDA's 10-year Intelligent Nation 2015 Masterplan (in2015) to help transform the Tourism, Hospitality & Retail sectors by focusing on catalysing the growth of the mobile services ecosystem.

5 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 5 of 36 Mobile Device refers to a portable device such as a smart phone, Personal Digital Assistant (PDA), or tablet. These devices must minimally have location detection and communication capabilities such as, but not limited to, Global System for Mobile Communications (GSM 2G), 3rd Generation Mobile Telecommunications (3G), GPS, Wi-Fi a/b/g/n or Bluetooth v2.0. Location-based Service (LBS) refers to contextualised service that uses information about the physical location of a Mobile Device such as, but not limited to, location-based mobile marketing, resource and asset tracking and geo-fencing services. LBS Enabler (LBE) refers to the location positioning platform developed under IDA s Digital Concierge programme to aggregate cellular positioning information from mobile network operators. LBE will enable cellular detection across multiple mobile phone types and operating systems (e.g. ios, Android, smart and feature phones). Venue Operator (VO) refers to a property operator within the Tourism, Hospitality and Retail (THR) sectors such as, but not limited to, a mall operator, large retail chain store, hotel, tourist attraction or MICE (Meetings, Incentives, Conventions, Exhibitions) operator. Raw Location Data refers to the information attributing to the detection and presence of a Mobile Device within a location-enabled venue such as, but not limited to, Received Signal Strength Information (RSSI) and Service Set Identifier (SSID). Detection Infrastructure (DI) refers to the detection equipment installed in venues which are capable of supporting indoor positioning services to a VO such as, but not limited to, wireless access points (APs) and cellular indoor antenna. Location Accuracy refers to the ability to match the derived location positioning with the physical location.

6 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 6 of 36 Location Precision refers to the ability to reproduce an accurate location positioning consistently and measured in percentages. For example an accuracy of 10 m with 90% precision refers to a solution that can report location positioning within 10 m of the physical position in 90% of all triggers within a defined period. Enterprise Service Provider (ESP) refers to a company that provides services for VOs or other enterprises/businesses. Examples of ESP services are such as, but not limited to, crowd management, predictive analysis, location-based campaigning system, asset/resource tracking and operational optimization. Consumer Service Provider (CSP) refers to a company that develops and provides location-based Mobile Service (M-Service) for consumers. Examples of CSP services are such as, but not limited to, in-mall navigation services and location-based promotions, car finder, family tracker. 3D Spatial Modelling refers to the three-dimensional graphical representation of a venue which could be used to visualise spatial information for VOs, ESPs and CSPs. Shared Service Provider (SSP) refers to an ICT company that provides shared services that can be used by multiple parties such as other SSPs, ESPs and CSPs. Examples of SSP services are such as, but not limited to, location positioning, location analytics, maps and 3D Spatial Modelling. Location Positioning (LP) refers to a service that is provided by a SSP to translate Raw Location Data into actual location coordinates relative to the physical venue such as, but not limited to, latitude and longitude coordinates and tenant unit number. Location Analytics (LA) refers to a service that is provided by a SSP to analyse location positioning data into useful and actionable decision making information such as, but not limited to, shoppers behavioural patterns and shoppers preferred walking route.

7 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 7 of 36 Open Positioning Framework (OPF) refers to the LBS interface framework providing open access to information and specification such as, but not limited to, Application Protocol Interfaces (APIs) and XML data format for establishing end-to-end service integration across VO s DI provider, SSPs, ESPs and CSPs. Finder Services refers to services that locate a specific location. Tracker Services refers to services that locate and monitor one or multiple Mobile Devices. Navigation Services refers to services that locates the mobile device and provides way finding functionality to the destination. Geo-Fencing Services refers to services that can be offered in a geographically-defined boundary - as in a radius around a venue, store or points within the venue. Heat Map Services refers to services that capture a snapshot of a venue s crowd density and represent it in a visual format. Footfall Analytics Services refers to services that captures human traffic flow within a venue over a defined period of time and represent it in a visual format. Transaction refers to each successful poll through a SSP. User refers to any consumers or enterprises/businesses that benefits from the services that are provided by ESP or CSP. 4. BACKGROUND 4.1. Location detection is a key element in MPAS. Through the provision of accurate location-based services, a range of highly personalized and location-aware application, services and analytics can be realized. Examples of potential applications arising from these services are described in Annex B.

8 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 8 of The first generation of location-based services based on cell ID positioning and GPS achieved only moderate success because of inaccurate positioning technology and lack of demand for mobile data services due to inflexible and sub-optimal user interfaces such as SMS or WAP over GPRS Today, smart phones are typically equipped with a variety of sensors such as GPS, Wi-Fi, Bluetooth and accelerometer which allows accurate location positioning to be derived, both outdoors and indoors. This sets the stage for more accurate and effective LBS A survey by market research company TNS found that 72 percent, or about 5.3 million, of the 7.3 million mobile phones in Singapore here are smart phones 2. This trend is expected to continue in the coming years providing an unique opportunity for the development of innovative and enterprising location-based services to benefit both the consumers and the enterprises IDA aims to develop, promote and provide a platform that offers accurate, easily accessible and competitively-priced location positioning and analytics services to enterprises and consumers scalable across multiple sectors such as, but not limited to, Tourism, Hospitality, Retail and F&B sectors. 5. OBJECTIVES 5.1. The CFC is aligned with 2 key strategic trusts of Singapore s in2015 masterplan 3 : Enhance economic competitiveness and innovation Increase growth and competitiveness of the Infocomm industry This CFC aims to achieve the following objectives: Establish an accurate, scalable and interoperable MPAS ecosystem. 1 A. Küpper, in Location-Based Services: Fundamentals and Operations (John Wiley & Sons, Ltd, 2005), pp S'pore ranks 3rd in smartphone craze: 3 in2015 Masterplan,

9 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 9 of Stimulate adoption and sophisticated usage of MPAS by demonstrating the business value of MPAS and lowering barriers of adoption. 6. BENEFITS OF PROGRAMME 6.1. The programme will benefit the following stakeholders: VOs: Venue Operators will be able to obtain vital information and indepth analysis on their venues and customers to optimize their business and operations ICT Companies: ICT companies will acquire enhanced MPAS capabilities in developing and delivering more innovative and accurate LBS applications to business owners, enterprises and consumers Business Owners: Business owners will be able to optimize reach to their customers, improve customer engagement and raise service levels. They will be able to generate insights to customer s behaviour enabling new lines of business and revenue models Consumers: Consumers will enjoy personalized, engaging and timesaving experience at venues through delivery of context-aware information and services Successful implementation of MPAS will set the stage for building a more vibrant and intelligent mobile ecosystem in Singapore and benefit VOs, ICT companies, business owners and consumers.

10 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 10 of SCOPE OF CFC 7.1. The scope of this CFC consists of the 4 main components as shown in Figure 1. Figure 1: Major components of MPAS consisting of (1) the Detection Infrastructure in Venue, (2) the Location Positioning and Analytics Shared Services, (3) the Enterprise Services and (4) the Consumer Services The DI serves as the physical layer which interacts with Mobile Devices to obtain Raw Location Data for Location Positioning. The DI is provided and operated by the VO, possibly through an ICT company The location positioning and analytics shared services, provided by SSPs serve as the backbone to interconnect the DI and the enterprise / consumer service. The SSPs may also interact with each other to exchange information before providing to the ESPs and/or CSPs The enterprise services, provided by ESPs, leverages one or more of the available shared services from the SSP, to provide enterprise

11 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 11 of 36 services, applications and reports, such as, but not limited to, rentalyield optimization, heat maps, footfall analysis, asset and resource management to enterprises The consumer services, provided by CSPs, leverages one or more of the available shared services from the SSP, to provide mobile services such as, but not limited to, Navigation, Finder, and Tracker Services Figure 2 illustrates a potential MPAS ecosystem which highlights the possible interfaces between various components within MPAS An SSP may support more than one venue Each venue may be supported by multiple SSPs Each ESP and CSP may be connected to multiple SSPs SSPs may integrate with LBE to supplement their location positioning information and provide a seamless delivery of indoor and outdoor LBS to both ESPs and CSPs Applications and services from SSPs, ESPs and CSPs may also have access to other types of location positioning services such as those from GPS.

12 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 12 of 36 Figure 2: A potential MPAS ecosystem showing the interaction between various stakeholders. 8. REQUIREMENTS 8.1. The requirements for each stakeholder in MPAS are set forth in this section Venue Operator The requirements for the VO and its roles are set forth in this section with the objective of establishing an interoperable location detection capability DI: VOs are encouraged to leverage existing DI such as, but not limited to, Wireless@SG, venue-owned proprietary wireless networks or cellular base stations. Venues may choose to augment existing DI with additional points using pseudo or network controlled wireless

13 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 13 of 36 access points. Each VO must ensure the availability of DI in the venues which will provide Raw Location Data for shared services. VO has to ensure that the DI is able to wirelessly detect Mobile Devices within the venue and feed the captured Raw Location Data to an appointed SSP. The DI must be based on either cellular (2G, 3G, LTE, etc) or Wi-Fi technologies. The VO may choose to use complementary technologies such as Bluetooth to improve the Location Accuracy and Location Precision. Location of DIs must be documented and provided to appointed SSP Venue s Size and Location: The proposed venue must be either a building of at least 300,000 square foot or stores of at least 30,000 square foot. Preference will be given to VOs who can commit to progressive deployment of MPAS across multiple venues situated in major shopping districts Building Information: VOs must provide access to their existing floor plans such as, but not limited to, construction drawings, elevation and detail drawings, and updated tenant directory to SSPs Location Accuracy: VOs must categorize and indicate their required accuracy at various parts of their venue(s) according to the tiers defined in the Accuracy Requirement Table (Table 1). VOs shall ensure, through consultation with DI and LP providers, that the required accuracy is achievable. Preference will be given to VOs that commit to a higher location positioning accuracy.

14 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 14 of 36 Table 1: Accuracy Requirement Table (Sample) Tier A B C D E Accuracy 1 ~ 5m 5 ~ 10m 10 ~ 20m 20 ~ 50m > 50m Car Park Deck 1 Car Park Deck 2 Venue Level 1 Venue Level Location Precision: VOs shall propose the required precision and determine, through consultation with DI and LP providers, that the required precision is achievable Accuracy and Precision Audits: VOs must appoint an independent 3 rd party to conduct random audits at the proposed venues. IDA shall be granted access to all audit reports and findings when required Capacity Planning: VOs must provide the DI provider and appointed SSPs their average and projected human traffic load (based on existing historical data) such as, but not limited to, daily peak hour traffic, weekly, monthly and annual traffic reports. This is to enable appropriate capacity planning for the DI and the appointed SSPs. VOs need to ensure that the DI is able to fulfil the maximum polling frequency for Raw Location Data by SSP and the maximum number of simultaneous requests. The capacity of the DI should be sufficient to accommodate the maximum Raw Location Data request and response packet size.

15 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 15 of Quality of Service (QoS): VOs must ensure that the location positioning services do not impact existing wireless services (e.g. Wireless@SG and cellular) and its QoS. VOs are responsible to rectify and remediate at their own cost if there is any impact caused by their location positioning services Availability: The VO through the appointed DIP shall ensure necessary maintenance support and provision of spares to guarantee the DI availability of at least 95% during venue business operating hours (0900hrs to 2300hrs), where availability is calculated by (1) 8.3. Location Positioning and Analytics Shared Service Provider The requirements for the SSPs are set forth in this section with the objectives to establish a scalable, and cost-effective shared service All SSPs shall make available the shared services for use by other SSPs, ESPs and CSPs who intend to develop location-based applications and services. Preference will be given to SSPs working with multiple VOs in order to achieve economies of scale and to lower development and operational costs SSPs can provide one or more of the following services: LP: Provider of LP shall obtain Raw Location Data and accurately translate it into actual location positioning data relative to the physical venue for other SSPs, ESPs and CSPs.

16 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 16 of LA: Provider of LA shall analyse the location positioning data obtained from LP to provide services for ESPs and CSPs such as, but not limited to, Heat Maps and Footfall Analytics Map: In order to better contextualise location positioning, 2D maps will be required. 3D spatial models may be necessary to provide a richer visual context for location data to support ESPs and CSPs. SSPs providing 3D Spatial Modelling shall create the 3D spatial models using Building Information provided by VOs. IDA may require SSPs to provide the 3D spatial models in a reusable industry standard format for Government usage such as, but not limited to, urban planning and 3D analysis Location Data: SSPs must ensure that all positioning transactions and data are not stored unless required and approved by VO. SSPs must ensure that the Location Data is processed and anonymized if unidentified information is required by other SSPs or ESPs/CSPs Software Platform and Physical Hardware: SSPs shall set up and provide all the necessary APIs, software, computing and storage infrastructure for the delivery and deployment of the Shared Services. SSPs shall provide the following information in the proposal on the Software Platform and Physical Hardware: The location and proposed infrastructure for the Shared Services (e.g. public cloud, private cloud, managed hosting services); Service Levels, including availability and problem resolution response times;

17 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 17 of The approach to ensure scalability under peak load conditions and to accommodate projected growth of new data and user base without compromise to service levels; A system architecture diagram and documentation highlighting the scalability of the configuration, volume of data that can be supported, and number of concurrent users that can be supported; and Data recovery plans and strategies, architecture, implementation approach and mitigation plans for system failures The shared services must be deployed and operated wholly on an infrastructure located in Singapore with the support of local representatives Pricing and business model: SSPs must state their business models and pricing strategies. Preference will be given to proposals that are highly scalable with sustainable long-term business plans Enterprise Service Provider The requirements for the ESPs are set forth in this section with the objectives of providing useful analytical insights to enterprises in improving their businesses and operations ESPs are responsible for providing location-based services to business owners and/or enterprise Users. ESPs must ensure the integrity and confidentiality of the data provisioned by the respective SSPs for their enterprise Users or business owners. ESPs may share and repurpose the data only if they have been granted explicit consent from the various stakeholders and owners of the data.

18 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 18 of Proposed Services: All ESPs must state in their proposals the proposed service and minimally include the following information: Description and type of service: ESPs must clearly define the intent of their services and service type such as, but not limited to, Heat Map analysis, Footfall analysis and rental yield optimization Target Enterprise / Business owner and venue: ESPs must identify their target enterprise or business owner along with the intended venue(s) Timeline: ESPs must provide a timeline to articulate the key development, deployment and adoption milestones Privacy: ESPs must put in place necessary measures to protect enterprise and business owner s data from unauthorised Users Pricing and business model: ESPs must state their business models and pricing strategies. Preference will be given to proposals that are highly scalable with sustainable long-term business plans Consumer Service Provider The requirements for the CSPs are set forth in this section with the objectives to ensure that CSPs deliver personalized, time-saving and convenient services to consumers while not violating User s privacy CSPs are responsible for providing consumers with mobile locationbased services such as Finder, Navigation and Tracker Services. Please refer to Annex B for more details. CSPs are responsible for obtaining consent from both SSPs and Users before enabling the LBS

19 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 19 of 36 to the subscriber. CSPs must provide consumers with the description of the service and subscriber s privacy rights Proposed Services: All CSPs must state in their Proposals the proposed service to be made available to their subscribers and minimally include the following information: Description and type of service: CSPs must clearly define the intent of their services and service type such as, but not limited to, Finder, Navigation and Tracker Services. CSPs are encouraged to leverage existing Digital Concierge services listed below; Mobile Ticketing and Fulfilment Enabler: Mobile Taxi Booking Enabler Mobile Content Platform For Mobile Websites Mobile Remote Payment Enabler Shared Business Directory Service Table Reservation Enabler Please refer to Annex C for more details on Digital Concierge partners and contact details Mobile Operating Systems: CSPs must minimally support 2 mobile operating systems including ios and Android Target venue: CSPs must identify their intended venues to launch the service. Preference will be given to CSPs that are able to demonstrate accurate LBS across multiple venues within a single mobile application.

20 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 20 of Target Users: CSPs must indicate the projected adoption figures for their services Timeline: CSPs must provide a timeline to articulate the key development, deployment and adoption milestones User privacy and consent: CSPs must implement an opt-in and opt-out mechanism either through the mobile application, an online portal or paper application form for all applications and/or services. User consent information must be stored and provided to SSP and IDA for verification upon request Pricing and business model: CSPs must state their business models and pricing strategies. Preference will be given to proposals that are highly scalable with sustainable long-term business plans Open Positioning Framework: The key objective of OPF is to establish an open development environment. To ensure interoperability, the interface data specifications of the application layer between different components of MPAS are defined under OPF. All awarded participants in this CFC are required to jointly define and comply to OPF. Figure 3 shows the various interfaces that must be covered by OPF.

21 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 21 of 36 Figure 3: OPF Interfaces between VO, SSP, ESP, CSP, LBE Common Data Specifications: For the purpose of ensuring consistency in implementing MPAS, successful Participants shall jointly develop OPF s common data specifications with other consortiums participants and industry. The defined common data specifications must be adopted and implemented in Participants proposal. As an example, the common data specifications for the service request by LP to LBE and service response by LBE to LP are shown in Annex D Technical Committee: To that end, Participants shall nominate at least one member to participate in a MPAS technical committee and other required committees. Both the initial formulation and any subsequent changes to the common data specifications should be in consultation with the technical committee, and are subject to acceptance by IDA, in consultation with all Participants, before

22 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 22 of 36 implementation as OPF. The technical committee is also encouraged to leverage the established common data specifications and develop common APIs that are available for any SSP/ESP/CSP Role of technical committee are as follows: To consult all Participants including IDA appointed stakeholders to formulate common data specifications To examine the feasibility of a common API and develop the common API if feasible To review and renew common data specifications, when required, to ensure continued interoperability and adoption in accordance to MPAS intent To work with IDA to plan and execute other tasks, when necessary, to further ensure the relevance and consistency of the common data specifications Security: All interfacing communications in Figure 3 must be secured Publication of OPF: All the OPF common data specifications will be available publically on the Internet Pricing and Business Models All Participants are required to describe their preferred business model and justify its sustainability in their proposal. A brief description of various possible business models are provided in Annex E All SSPs must publish their standard rates for their services such as Location Positioning services, Location Analytics services and other value-added services e.g. 3D Spatial Modelling services on their respective websites.

23 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 23 of All SSPs shall deliver their services on an open access model, without prejudice or discrimination, to any prospective VO, ESP, CSP or others who desires to enter into commercial agreement with the SSP. 9. KEY DELIVERABLES 9.1. This section describes the key deliverables that all Participants shall deliver after grant award, along with the timelines for delivery. T shall refer to the date of CFC award Deployment, Transaction and Adoption Targets Selected Participant shall commit to achieving the following set of deployment, transaction and adoption targets for the duration of the project: Achieve the completion of OPF s common data specifications; Deploy at least one Location Positioning SSP and one Location Analytics SSP per consortium within 9 months from date of CFC award; Deploy at least one ESP and one CSP per consortium within 12 months from date of CFC award; Achieve at least 3,000 unique CSP Users per consortium within 24 months from date of CFC award; Achieve at least the committed SSP transactions per month for each consortium within 24 months from date of CFC award Participants shall furnish in Table 2, a set of projected transaction and adoption targets that

24 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 24 of 36 they are committed to achieve within the project duration. Table 2: Projection of transaction and adoption targets Performance T+18 mths T+24 mths Total no. of unique CSP Users per consortium. Average no. of SSP transactions per month for each consortium. *Where T is the date of CFC award 9.3. Roles and Responsibilities Table 3 summarizes the roles and responsibilities of all Participants. Table 3: Summary of Roles and Responsibilities of all Participants Participant involved in the deliverable Lead Participant responsible for ensuring the completion of the deliverable. Deliverables Completion of common data specifications document between SSP and VO(s) Completion of common data specifications document between SSP and ESPs Completion of common data specifications document between SSP and CSP. Completed installation of detection infrastructure at awarded venues. Completed integration between detection infrastructure of awarded venue with respective SSPs. Completion of SSP shared services Participants VO SSP ESP CSP Completion of ESP/CSP Services Public Release of OPF s common data specifications on Internet Achieve transaction targets

25 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 25 of 36 Achieve adoption targets 9.4. Deliverables Timeline The timeline for the implementation and business impact deliverables are described in Section 9 and shall minimally adhere to the timeline shown in Figure The exact deliverables and timeline will be defined with shortlisted Participants. Figure 4: Deliverables Timeline 9.5. Business Impact Deliverables All Participants are required to highlight the business impact that were gained through the adoption of MPAS Example of potential business impacts for key MPAS stakeholders:

26 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 26 of VOs: Optimise rental yield, enhance space planning, productive use and allocation of assets and resources, management of traffic and crowd etc Retailers: Extend reach to consumers through targeted marketing, increase shopping time, increase wallet share, increase conversion rate etc Consumers: Optimise time spent in malls, decrease waiting and queuing time, source better deals and promotions etc ICT Companies: Accelerate the development of LP and LA capabilities, catalyse the proliferation of accurate LBS, potentially scale SSP into other relevant sectors To demonstrate the business impact in adoption of MPAS, VOs, ESPs and CSPs are required to conduct quantitative measurements to assess the business impact from the use of MPAS shared services. The proposed measurements shall be specific enough that any business impact may be reasonably attributed to the application of MPAS Each Participant must submit a business impact evaluation report at T+18 months and T+24 months. The report must indicate the users, the application, the use case and the business impacts achieved by respective business owners over a minimum 3 month period subjected to acceptance by IDA IDA reserves the right to publish in full or in part the business impact evaluation report.

27 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 27 of USER PRIVACY, DATA SECURITY AND ACCESS CONTROLS Participants in this CFC must clearly state in the proposal who is collecting the location data, who is storing the data, what data is stored, how it is used, with whom it will be shared, how long it will be stored and how the privacy of the consumers are ensured. Participants must ensure compliance to the Privacy Chain-of-Trust in Annex F and the prevailing Personal Data Protection Act [1] All SSPs must not push information or have any form of communication with any consumers even if they have access to the necessary contact information All ESPs and CSPs providing anonymous LBS that cannot identify individual consumers, such as, but not limited to, Heat Map, and Footfall Analytics services, do not require explicit consent from consumers All ESPs and CSPs providing identifiable LBS that can identify individual consumers, such as but not limited to, Geo-Fencing, Tracker and targeted marketing services, must obtain explicit consent from consumers The requirement for ESPs and CSPs to get explicit consent from consumers through an opt-in mechanism is summarized in Table 4. Table 4: Requirement for Explicit Consent for Anonymous and Identifiable LBS Anonymous LBS Identifiable LBS CSPs ESPs Legend: - Requires explicit consent - Do not require explicit consent [1] A draft version has been published by MICA and is available at

28 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 28 of All CSPs must obtain explicit consent from the consumer if their profile and location information continue to be stored by the CSP, either in their server or locally on the consumer s Mobile Device, even after the consumer revokes consent through the CSP s mobile application or deletes the mobile application from the Mobile Device IDA shall be granted free access to all MPAS related information, such as, but not limited to, description of services, aggregated location data, data security measures, privacy policies of all Participants for audit and internal analysis purposes. Furthermore, IDA shall be granted reasonable free access to LBS data and services for Government pilot trials and feasibility studies covering use cases such as, but not limited to, urban space planning, trend analysis and traffic flow analysis All Participants must appoint an independent, qualified 3rd party to conduct audits to assure compliance of privacy safeguards when required by IDA. Audit reports and findings shall be provided to IDA when required without cost. 11. OWNERSHIP OF INTELLECTUAL PROPERTY The intellectual property (IP) of any infrastructure, service or application developed pursuant to this CFC shall vest with the respective VO, service provider, business owner or enterprise User. This will enable the respective service providers to build upon their current strength and capabilities and extend their know-how to other sectors and enterprises. Service providers shall list down the use of any license granted or obtained for the background IP The ownership of foreground IP pursuant to this CFC for the enterprise Users shall be vested according to the conditions stipulated below unless the stakeholders have stated otherwise in their respective commercial agreement with each other:

29 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 29 of IP of VO s users data, customized location analytics model or services which is specified by VO, location analytics reports and insights for VO shall vest with the respective VO IP of the location positioning algorithm developed by SSP shall vest with the LP IP of analytic model shall vest with respective ESP who developed it IP of mobile applications that are not venue specific shall vest with respective CSP who developed it. 12. CONSORTIA AND/OR PARTICIPANTS Companies are encouraged to form consortia with relevant business partners with the necessary expertise, experience and domain knowledge to participate in this CFC, or submit independent proposals as an ESP or CSP or both Each consortium shall clearly identify a consortium lead for the purpose of managing and coordinating the activities of the consortium. The consortium leader shall be responsible for submitting the Proposal on behalf of all its partners. The consortium leader could be the VO, SSP, ESP or CSP.

30 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 30 of 36 Figure 5: Basic Composition of Consortium The basic composition of a typical consortium is shown in Figure 5. In general, the consortium shall comprise: A minimum of one (1) VO; and A minimum of one (1) SSP providing Location Positioning and Location Analytics services; and A minimum of either one (1) ESP or one (1) CSP; or both The consortium may comprise of CSP(s) which integrates with other multiple consortia to provide services scaling across multiple venues The consortium may comprise of other SSP(s) which provides services such as, but not limited to, 2D maps and 3D Spatial Modelling.

31 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 31 of Companies may choose to participate as ESP or CSP to develop LBS applications. Preference will be given to ESP or CSP who leverages on SSP s services IDA reserves the right to disqualify or reject any Proposal in the event of a withdrawal of any consortium member, or where any material representation within the Proposal is discovered to be inaccurate, misleading, false or out of scope Prerequisites for Participants: The minimum pre-requisites for Participants in this CFC are as follows: Individual company within the consortium shall be registered in Singapore with the Accounting & Corporate Regulatory Authority (ACRA), or the relevant government authorities; The proposed service(s) must be developed in Singapore wholly or in part; Software-as-a-Service (SaaS) solutions must be hosted in Singapore; and, Each Participant may participate in more than one proposal. However, funding support will be granted at the sole discretion of IDA. 13. SELECTION PROCESS The proposals will be reviewed and evaluated by an evaluation committee led by IDA for consideration for award of a grant Only complete proposals will be evaluated by IDA and considered for the award of a grant. Short-listed participants may be required to make a presentation of their proposal(s) at their own cost and expense and answer questions on the project in response to the evaluation committee.

32 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 32 of IDA shall have the absolute discretion to accept or reject any proposal submitted to IDA without being liable to give any reason thereof. IDA reserves the right to retain the proposals submitted by all parties without liability for the costs of such documents Without prejudice to paragraph 13.3, IDA reserves the right to reject any or all proposals submitted pursuant to this Public Document for the Mobile Positioning and Analytics Services Call for Collaboration. Where a proposal is selected by IDA for consideration for the award of a grant, the relevant participant will be notified by IDA. The terms of the project, project milestones, and co-funding terms will be separately negotiated and agreed upon between the parties For the avoidance of doubt, the selection of any proposal by IDA may not necessarily lead to the award of a grant In assessing the short-listed proposals, the evaluation criteria shall include, but not limited to, the following: Competency of Participant / Consortium, including the breadth of services offered, analytics capabilities, technical expertise and financial strength to complete the project; and Comprehensiveness and effectiveness of the proposal, including the ability of the participant / consortium to comply with all stated requirements; and Scalability of the proposal, including the plans to proliferate the deployment and adoption of MPAS across multiple venues leveraging existing SSPs; and Sustainability of the business model, including the plans to generate revenue growth, and marketing plans to ensure sustained usage and growth of MPAS; and

33 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 33 of Business impact values, including quantitative measures to reflect business impact from the use of shared services in MPAS; and Adoption, including the number of VOs, ESPs and CSPs committed with agreements or documentary evidence from such businesses to show their commitment to participate as Early Adopters of MPAS. Preference will be given to proposals with committed participation from businesses The funding support, if any, for selected proposal(s) will be determined upon the assessment of the merit of the successful proposals. The qualifying costs could include development, adoption or both, depending on the merits of each successful proposal All terms and conditions of any approved funding shall be agreed between selected Participants and IDA.

34 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 34 of SCHEDULE The timeline of events is shown in Table 5. Date Table 5: Timeline of Events Event 7 th May 2012 Issuance of CFC 16 th May 2012* CFC Public Briefing 9 th Jul 2012 (5.00pm) Deadline for CFC Proposal Submission Jul-Aug 2012* Presentation of Proposals by Consortia Sep-Dec 2012* Announcement of Selected Proposals and Award of Grants * Tentative dates are shown here. The exact dates are to be determined later Public Briefing and Networking All interested parties are invited to attend the CFC Public Briefing and Networking. This briefing will be conducted by IDA and will cover the details of the CFC, including the events leading to the final award of the grants, and expectations of the Proposals. Interested parties could also network with each other after the briefing to seek partnerships All parties interested to attend the public briefing are to register by to [email protected] no later than 2.00pm on 11 th May Due to limited seating capacity at the CFC Public Briefing venue, each company is limited to register up to two representatives to attend the briefing.

35 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 35 of In the registration , please include the following information: Subject: MPAS CFC Public Briefing Company Name: Description of the business: (Brief Description of Business in not more than 100 words) Attendees: Name: Designation: Department: Telephone Number: Mobile Number: Address: Details of the CFC Public Briefing will be made known to registered parties via .

36 Digital Concierge - Mobile Positioning and Analytics Services CFC (Public Document) Page 36 of SUBMISSIONS Format of Submissions: Submissions should be made using the Proposal Submission Form template that can be downloaded from the website Participants shall furnish all necessary information and documents as required in the template. All assumptions used should be stated clearly in the Proposal Place and Time of Submission: Two (2) hardcopies and one (1) softcopy (in a CD-ROM or thumb drive) of the Proposal should reach IDA no later than 9th July 2012 at 1700hrs. All Proposals must be clearly marked as Mobile Positioning and Analytics Services CFC, and addressed to: Infocomm Development Authority of Singapore 10 Pasir Panjang Road #10-01, Mapletree Business City, Singapore Proposals may also be submitted in person at the IDA reception desk on the 10th floor of Mapletree Business City IDA reserves the right not to accept late submissions Contact Details Enquiries regarding this CFC should be addressed to: [email protected] No further enquiries regarding this CFC will be entertained after the Deadline for CFC Proposal Submission.