Sep 11, 2008 5:24 PM

CTIA: Location-based services infiltrate all things mobile

A number of CTIA vendors unveiled new LBS for advertising, mobile TV, social networks and more

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While stressing the security and privacy controls in place, AT&T this week announced that it has deployed A-GPS within its wireless network as an enhancement to its TeleNav-powered AT&T Navigator in location-capable devices. Alongside this, the tier-one carrier plans to launch MapQuest Navigator and AAA Mobile Navigator within the month and location-enabled social networking and family-oriented services in the future.

Powered by Networks In Motion (NIM), AAA Mobile Navigator lets AT&T users access audible turn-by-turn directions, travel-guide information on hotels, restaurants, gas prices and traffic alerts, as well as the ability for a user to send their GPS location directly to a roadside assistance operator. Likewise, MapQuest Navigator from Telmap also includes 3D moving maps and 16 million points of interest from MapQuest’s database.

“This segment has shown that consumers see value in navigation and are willing to pay for it,” said Steve Andler, vice president of marketing for NIM.

A-GPS uses cell sites to jumpstart the process of locating a user’s initial location while GPS comes up to speed via satellite search. A-GPS capable devices can identify a user’s initial location in fewer than 20 seconds, according to AT&T. Todd Young, vice president of marketing at Rosum, which ties mobile TV to location, said this kind of hybrid GPS solution that includes A-GPS is critical, considering that nothing works everywhere – especially in indoor environments..

Along these lines, in conjunction with the show, Polaris Wireless also announced a hybrid location platform to fill this need for ubiquitous coverage. It works with A-GPS to provide accurate readings even in dense urban or indoor environments. According to the company, the hybrid platform can locate callers in urban environments with accuracy improvements ranging from 40 to 70% as compared to standalone A-GPS. The platform could power applications like navigation, work force management, family find services or social networks.