Location-Based Services Proceedings

Agenda:

Introduction: Eli Noam: Columbia Institute for Tele-Information (CITI) and Christopher Loh: Columbia Institute for Tele-Information (CITI) - [Presentation] - [Video]

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Session 1: Mobile Operators, Device Vendors & Mobile Developers

Keynote 1: Henning Schulzrinne: Columbia University - [Presentation] - [Video]

TeleNav - Hassan Wahla: Sr. Director of Business Development - [Presentation] - [Video]

Is 2008 finally the year of LBS?

This presentation gives TeleNav's perspective on why has it taken so long for location based services to become popular, the challenges the industry has faced along the way, the current state of location based services, and future forecasts.
Qualcomm - Frederic Servais: Product Manager, Location Products & Services - [Presentation] - [Video]

The Qualcomm presentation will explore from a global perspective four success factors driving (or impinging) the rapid proliferation of location-based services, including technology, regulatory, service, and consumer experience.

Skyhook Wireless - Ted Morgan: CEO - [Presentation] - [Video]

"Why consumer location is hard": As more mobile devices include location capabilities, we are learning that consumers have very different requirements than governmental or industrial users. In order to carriers and application developers to be successful selling location services, these demanding requirements need to be met. What are they and how can they be addressed?

Meet Moi - Andrew Weinrich: CEO - [Presentation] - [Video]

The future of mobile social networks and dating: This presentation explores how mobile phones enabling user location and proximity awareness will change & expand the heuristics of human interaction. In particular, it considers the way people will interact with their personal networks and how the dynamics of new relationships formation will be altered and augmented.

Panel 1 - [Video]
Moderator: Henning Schulzrinne: Columbia University - Professor of Computer Science and Department Chair

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Session 2: Public Policy & Consumer Protection

Dorothy Attwood: AT&T - SVP: Public Policy and Chief Privacy Officer - [Video]

Michael F. Altschul: CTIA-The Wireless Association - Senior Vice President and General Counsel - [Presentation] - [Video]

This presentation describes the LBS Best Practices CTIA recently adopted and frames these approaches against a range of LBS services currently being provided to the public in the U.S.

John Verdi: EPIC (Electronic Privacy Info Center) - Staff Counsel - [Video]

Locational Privacy: Challenges and Opportunities: Location based services present substantial privacy challenges for users and service providers. While locational privacy implicates some of the same questions that arise in non-locational privacy contexts, insufficient privacy safeguards in the LBS space can expose users to a different class of threats, including the threat of physical violence. Service providers have the opportunity to build strong privacy protections into location based services, thus reducing privacy risks to consumers and increasing consumer confidence in LBS products.

Brian Knapp: Loopt - Chief Privacy Officer & Vice President, Corporate Affairs - [Presentation] - [Video]

Privacy Innovation: Loopt takes a fact-based, user-centric, and cooperative approach to drive privacy innovation and develop leading practices.  It also means making privacy and security top company priorities, and focus areas that permeate throughout the organization – from product development to marketing to quality assurance and engineering.

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Panel 2 - [Video]
Moderator: Eli Noam: Columbia University - Professor of Finance & Economics; Director, Columbia Institute for Tele-Information

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Session 3: Advertising/Marketing Players

M: Metrics - Evan Neufeld: VP Consulting & Senior Analyst - [Presentation] - [Video]

Mobile Marketing Key Trends: This presentation will provide an overview of key consumer adoption trends on mobile devices - not only nascent LBSs, but all key trends - from mobile browsing & text messaging to 3G & smart phone penetration rates. More importantly, beyond simply providing an overview of key trends, this presentation will review the challenges and opportunities these market place developments are creating as advertisers and marketers look to move their budgets onto the mobile platform.

1020 Placecast - Blair Swedeen: VP - [Presentation] - [Video]
This presentation reviews Placecast's approach to place-based advertising which leverages not just where someone is (proximity), but also rich data about that location at that time that makes it meaningful to the person viewing the ad.

Ogilvy Interactive - Ben Ezrick: Senior Strategist - [Presentation] - [Video]

Multiplatform Location Based Marketing. Location based services have been developing at a steady pace on multiple platforms, and now allow marketers to reach consumers with more relevant and useful messaging. LBS will continue to change the way Madison Avenue communicates with consumers on television screens, mobile phones and the net.

Slifter - Alex Muller : CEO - [Presentation]

LBS Mobile Marketing – With the advancement of mobile phones and the popularity of LBS it is a natural progression for the two to merge - giving mobile marketing an incredible opportunity to expand and utilize location based services.  This presentation will illustrate three core ways LBS and mobile marketing fit together using Slifter case studies.

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Panel 3 - [Video]
Moderator: American Express Interactive, Manager, Alison Albeck Lindland

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Session 4: Web & Social Networking Providers & Content/Dataset Providers

Tele Atlas - Albert Cooley: Senior Director of Global Tools and Services - [Presentation] - [Video]

LBS Technology Status and Directions: The technical underpinnings of location services continue to evolve at a rapid pace, in some cases inhibiting adoption, and in others supporting the adoption of rich new user experiences. We'll examine some of the interesting changes happening in the LBS value chain, and discuss their market impact.

Socialight Dan Melinger Co-Founder - [Presentation] - [Video]

Remember when most "social networks" were local?

Surprise, surprise!  Though digital communication has made it just as easy to connect with somebody in the African desert as it is to connect with somebody across the street, local, real-world interaction remains important.

When I want to find someone who shares my love of biking or my frustration at the poor state of repair city streets are in, to hear about  the best Japanese restaurant in the neighborhood or to find someone to date, the people who live and work near me - who share my location - are most important.

This presentation examines how LBS extends and transforms social networking and Web 2.0 people-centric services.  A swath of sites and services that deal with collaboration and interaction between people have developed independent of location considerations. The realization that access to these services can increasingly occur from location-aware mobile devices as people go about their daily routines will help drive the transformation of offerings and business models.

UpNext - Danny Moon: CEO - [Presentation] - [Video]

Next Generation Location: 3D and Immersive Maps: As the web shifts from links and text to immersive and interactive sites, location and maps in particularly are moving in that direction also. 3D maps (Google Earth, Microsoft Virtual Earth, UpNext) and streetviews (Google Streetview, Everyscape) are bringing users into locations and making it possible to explore visually.

Columbia Institute for Tele-Information (CITI) - Christopher Loh: Visiting Scholar - [Presentation]

This presentation offers concluding remarks and ties up many of the conference themes.

Panel 4 - [Video]
Moderator: Brian Knapp: Loopt - Chief Privacy Officer, Vice President, Corporate Affairs