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Recently Google launched indoor maps and indoor location for its Android operating system. The system offers a map that pinpoints details inside buildings (shops in a mall, etc…) as well as an improved Wi-Fi triangulation system that brings accuracy down to a few meters and position you at the exact floor level.

Indoor location is basically made of two components: map content in one hand and location engine in the other hand. These components are often provided by two different types of companies. Because GPS and Glonass are not working indoor, other types of technologies are offered by a number of companies to provide the positioning of mobile devices: Wi-Fi RF fingerprinting & triangulation (Cisco, Pole Star, Navizon), Bluetooth (NAVTEQ/Nokia), Cellular signal (GloPos), GPS Pseudolytes (Insiteo).

In addition, some companies like CSR/SiRF with its SiRFusion platform are willing to fuse several techniques/sensors to provide the best positioning depending on the sensors available. As it comes to indoor maps providers, there are several of them such as Micello, Point Inside, What A Map and of course NAVTEQ who came late to the game. There are also players which specialize in vertical markets. For example, aisle411 provides store maps and in-store navigation for retailers such as Home Depot or Lowe’s as well as grocery stores in a dozen of U.S. metropolitan markets. FastMall is, as the name implies, specializing in shopping malls maps and navigation.

Before talking about the impact of Google it is interesting to understand the business models and go to market strategies of the players in this market segment. There are basically two ways to monetize indoor location. One is to work directly with venue owners to provide them with tools to offer maps and navigation to their visitors and, sometimes, to track these visitors behaviours. In this category the business model is traightforward: the venue owner supports the cost of the system and offer it as a value added service.

The second type of business model is to provide a service directly to consumers with a mobile app. This type of model requires scale and the monetization is likely to come from advertising. this is where Google is obviously playing. It is therefore interesting to understand that many players are not really afraid of Google because they not directly compete against the web giant.
This is the case for WiFi positioning provider Pole Star. According to its CEO Christian Carle, “Google’s announcement creates great opportunities. It demonstrates to Pole Star’s prospects and customers that indoor positioning and mapping have great value. For Pole Star, it reinforces the value of our high accuracy positioning technology. Google educates on “Where Am I?”, Pole Star’s technology enables step-by-step guidance for users and advanced marketing services to our customers. Moreover, this creates a need for apps with maps whose specific look and feel are able to convey the image of the brand.“

According to Todd Sherman Chief Marketing Officer at indoor map vendor Point Inside, Google is silently building a system that is threatening retailers because it could easily allow in-store marketing from competitors.
“A customer inside a store is a high-value target for advertisers and a lucrative revenue opportunity for Google. It is likely that Google’s indoor maps will operate with Google’s very successful AdWords model where algorithms decide which ads to present and are biased toward the highest bidder – which can easily be a competitor.“

The key here is that indoor location is one of the technologies where brick & mortar players collides with the web giants. Everything indicates there will be a battle over who is going to own the smartphone experience in-store and in-mall. To some extend it is not very different of the battle launched by Amazon against brick and mortar stores with its price check app that is offering a 5 percent discount on any product scanned at a retail location. Small players in the indoor location market might therefore find a good business working with retailers to enable their own indoor maps and navigation applications that will compete with Google products.

“Still at a nascent stage“
Nevertheless, this market is still at its very early days; even Google does not have much to offer yet with only a few location mapped. As noticed by Patrick Connelly, analyst with ABI Research, “A tranche of new technologies from CSR, Nokia, Google, Ericsson, Mexens Technology, NextNav, and Boeing have all been launched over the last three months to help unlock the potential of indoor location and marketing. However, it will take a few years for these technologies to proliferate; indoor mapping has yet to reach anywhere near a critical mass and the ability to build relevant indoor information, marketing, and advertising is still at a nascent stage.“
Source: gpsbusinessnews.com

Week 02-2012, Weekly Photos Selection, from IranMap-Flickr group

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Shoes embedded with location tracking technology can help find people who unpredictably wander off. Joann Johnston, whose husband, Bill Johnston, has Alzheimer’s disease, said the shoes give her peace of mind. “When I lost him, you, you kind of panic,” she said.
“I had been leaving him and going to the bank and say, ‘OK, go in, drink your tea and wait for me, and I will come back.’ And he would do that,” Joann Johnston explained. “(But one time) I spent a little longer in the grocery store and got back maybe 45 minutes later, and I looked in McDonald’s and he wasn’t there. I opened the bathroom door and hollered ‘Bill.’ No answer.”

Bill Johnston, who is 83 years old, had wandered away toward a main highway. Joan Johnston recalled, “I looked over — was looking all around the parking lots and the shopping center, across the street from McDonald’s I saw him. … He couldn’t remember when I would be back. When I wasn’t there the he said — ‘Well where is she? I’ll just walk home.”‘ She picked him up and brought him home.

Bill Johnston is one of an estimated 5.3 million Americans who suffer from Alzheimer’s disease, and wandering is one of the most common symptoms. According to the Alzheimer’s Association, many will wander at least once during the progression of the disease, and many, three or more times which, Quijano noted, can make shoes loaded with GPS technology a literal life-saver, and ease the burden often placed on primary care-takers.

Andrew Carle, executive in residence of senior housing at George Mason University, saw a need to curb wandering and reached out to a California company that makes shoes with GPS systems. They partnered on a model for the elderly. “(Primary caretakers are) afraid to even turn their back on their loved ones for two or three minutes or even to go to the bathroom for a few minutes, because they’re afraid when they come out, they may be gone,” Carle said. “And this technology can really help them and gives them a chance of locating them.”

Seeking ways to control Bill Johnston’s wandering, Joan Johnston and son Alan Johnston were led to George Mason University and Carle, who offered them a pair of shoes to test. “We discussed it and we decided to try these shoes out on him,” Alan Johnston said. “And (we) thought this would be a good match and kind of went from there.” A computer programmer, Alan Johnston takes care of the technological side of things for his parents.

“The shoes give you more control,” Alan Johnston said. “My mom can call me immediately and I can give her immediate feedback on his location.” Carle said, “We’re trying to maximize the odds that they’re going to have this technology on them and the best location is to put it in shoes.”

Joan and Bill Johnston hope it will make their lives easier. The philosophy Joan lives by? “You take it day-by-day and moment-by-moment and try not to plan too far ahead,” she said. “I don’t plan more than a day ahead of time. And you take it, today.”
Carle also worked closely with a company in New Jersey Aetrex, on the shoe.