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Mobile Positioning & Analytics Services (MPAS)

last updated 03 November 2017

An initiative under the Digital Concierge programme, MPAS makes use of Singapore’s high smartphone penetration to enable accurate indoor location positioning.

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In March 2013, the Infocomm Development Authority of Singapore (IDA), now IMDA, awarded four consortia under the Digital Concierge Call-for-Collaboration (CFC), to jointly invest over the next two years to develop an accurate, scalable and interoperable location positioning ecosystem, and to stimulate adoption and sophisticated usage of location positioning services by demonstrating business value and lowering barriers of adoption. The four awarded consortia will cover approximately 5 million square feet across Singapore providing highly contextualized location-based services and a new interactive experience for consumers and retailers in 2014.

The CFC Awardees are:

  • Cold Storage, YFind Technologies and Sanginfo
  • Starhub and Changi Airport Group
  • YFind Technologies and Perennial Real Estate
  • YFind Technologies and CK Tangs

Background

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. 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

Objectives

This CFC aims to achieve the following objectives:

  • Establish an accurate, scalable and interoperable MPAS ecosystem.
  • Stimulate adoption and sophisticated usage of MPAS by demonstrating the business value of MPAS and lowering barriers of adoption.

Benefits of the Programme

The programme will benefit the following stakeholders:

  • VOs: Venue Operators will be able to obtain vital information and in-depth 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 time-saving experience at venues through delivery of context-aware information and services.

Mobile Positioning & Analytics Services

IMDA 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, Food and Beverages sectors.

MPAS consists of (1) the Detection Infrastructure in Venue, (2) the Location Positioning and Analytics Shared Services, (3) the Enterprise Services and (4) the Consumer Services and Open Positioning Framework (OPF). The Detection Infrastructure (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 services, applications and reports, such as, but not limited to, rental-yield 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. 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.

MPAS

Major components of MPAS

Open Positioning Framework (OPF)

The key objective of the OPF is to establish an open development environment and define the architecture and communication protocols between the various services, thus ensuring interoperability and a consistency across the implementation of MPAS. This includes aspects such as the interface data specifications of the application layer between different components. The OPF Technical Committee chaired by IMDA, includes representatives from Changi Airport Group, Cisco Systems, StarHub and YFind Technology. The OPF Technical Committee has jointly published the OPF specifications document that allows developers to make references to the various interfaces and have a better understanding of the MPAS architecture as a whole. The OPF Technical Committee will continue to review and renew the document when required.

Enquiries

For more information on the Digital Concierge MPAS, please contact:

Toh Chian Leng (Mr)
Infocomm Development Authority of Singapore
DID: +65 6211 0125
Fax: +65 6659 2404
Email: toh_chian_leng@imda.gov.sg