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IPX Location enables improved services
The launch of Ericsson IPX Location will add a new dimension to mobile services, enabling users to find information such as the closest gas station or local weather reports at the touch of a button.
October 28, 2008
An increasing number of people are using their mobile phones for more than just communication, and Ericsson IPX Location can add yet another dimension to those services – the ability to use positioning data to locate places and people, or adapt content to local conditions.
The offering is the latest asset in Ericsson’s IPX portfolio – the company’s Multimedia Brokering business – and is now available in Norway and soon in Sweden, and there are plans to launch in other countries in the near future, says Richard Anell, Vice President of Sales at IPX.
He says the offering, which is not a service on its own, but rather a service enabler and enhancer, will improve existing mobile services and can contribute to an increase in the use and creation of other mobile services.
“With Ericsson IPX Location, there is an opportunity to create a wealth of new location-based services, as well as greatly enhancing existing services because services that are location-based can be much more relevant to users,” Anell says. “IPX already has more than 1,000 customers, many of who will also use IPX location.”
By acting as a broker, Ericsson IPX can supply content and service providers with location data from mobile network operators, enabling them to send users location-based information such as the nearest restaurant or grocery store.
Anell says that for privacy reasons, a user must first consent to having their positioning data made available.
Location can be part of an offer to enterprises, such as banks, to implement security solutions for credit card use where any unusual transaction is cross checked with the location of the card holder, Anell says.
“We provide the simplicity for service providers to access the telecom user market,” says Johan Rosendahl, head of Ericsson’s Multimedia Brokering business. “It is often too complicated for providers to manage contractual and technical relations with all individual operators themselves – we can make that access much easier,” Rosendahl says.
The lack of interoperability between operators and service providers has been a problem in the past, he says, but IPX Location can give the content and service provider access to users on any operators’ network.
“We make the connection to the operators, and present content and service providers with a uniform and simple interface to reach telecom users on a global level,” Rosendahl says. “We have excellent contacts with operators and have good learning in this business. Ericsson IPX Location is yet another outcome of an evolving field where Ericsson has been active for several years.”
