OGS : On the Go Services
Publish Subscribe Framework for Location
Based Services
By,
Raghavendra
Prashant
Swagath
Praveen
OGS - On the Go Services

Problem



Different vendors of services
Best way to enhance value of services
Solution

OGS : Framework that takes location and presence information
and checks with the Registry to provide lots of services.
2
Services - Shopping Assistant



Retailers register their special offers/deals with OGS.
Users update their interests in various services and products with
OGS.
When the user is in the vicinity of the stores, relevant ads are sent to
the user attracting him to the store.
3
Services - Weather/Traffic Assistant

Yahoo provides web services for updated weather and traffic conditions.

Users register for the service they are interested in with OGS.

Based on location and presence information, critical changes in
weather/traffic are sent to the users.

With google maps, user has to manually key in the location information
and check the weather/traffic conditions. With this model, the user need
not be proactive, alerts are sent based on the person’s location and
profile.
4
Services - Travel Assistant

Yahoo provides web services for places of interest in most global cities.

Users register for the Travel service with OGS.

When the user travels to another city, he gets the features of travel
assistant like places of tourist interest as well as shopping assistant
like discount information.
5
Architectural Description

System uses Publish/Subscribe framework

Consists of three components

Publisher - Retailer

Subscriber – End user

OGS – Framework consists of the Registry and profile
correlating algorithm

Implemented on top of IMS architecture
6
IMS architecture
7
IMS components

New features added in the system leverage the services provided by
the following IMS components

SIP AS
NSN network emulator
Presence/GLM server
Location server
External servers




8
Business plan – Market Analysis
Shopping Assistant




“If your mobile phone had the facility to use your location information
and send messages relevant to your preferences (like shopping,
weather), would you like to try the service. The service is provided for
free by the carrier” on Surveymonkey
Response : 59% interested, 20% not sure.
Age group : 22-28
Location: Georgia, California, New York, Illinois, Wisconsin, Texas,
Arizona
9
Business plan - Market Analysis
10
Business plan – Initial investment

at&t bears the cost of OGS infrastructure and marketing

Hardware - Blade Server
: $3000

Hardware Maintenance costs
: $1000 /yr

Software - open source software
: $2000


WAMP server 2.0 (Windows, Apache, MySQL, PHP)

Software maintenance costs
: $2000 /yr

Support staff for maintaining OGS
: $100,000 /yr

Support staff for maintaining the client UI
: $100,000 / yr

Marketing and Sales Costs
: $200,000 / yr
Total cost of operations : Close to $500,000 /yr !!!!!!
11
Business plan – Revenue Model

To break even, at&t needs to make 500,000 a year or $ 41,667 a
month

Atlanta has 200 malls excluding independent retail outlets.

On an average, at&t needs to recover $208 per mall per month

Isn’t this achievable ????
12
Business plan – Revenue Model

Conservative model.



Average spending per retailer on advertising:
Average no of retailers per mall :
No of malls in Atlanta :
$60
10
200

Annual Revenue
$1,440,000

Less Operating costs
$500,000

Approximate Profit
$1 million
13
Business plan – Revenue Model


Revenue model - Advertisement driven
Retailers pay a monthly subscription as follows


Messages
Cost ($)
Additional benefit
1
15
-
2
25
-
5
50
10% extra credit
10
80
15% extra credit
25
150
20% extra credit
50
250
25% extra credit
100
400
30% extra credit
Additional benefit is given in terms of extra messages stored in the system for the
next month.
Compare this to USA today rate of 28$ per advertisement in cities with circulation of
350,000 and above for ¼ page advertisement.
(http://www.usatoday.com/media_kit/usatoday/ai_regional_rates_regional_rates.htm)
14
Business plan – Initial adoption model

at&t


at&t starts the OGS service in one city
Retailers



Retailers are educated about this form of advertising through newspapers, radio,
television.
Retailers are apprehensive about this form of advertising, so those who join the
system within 3 months of the start of the service get an offer of 20 messages for
the promotional months.
Retailers update the discount information by




Updating the website manually
Fax the discount information or call an agent (For retailers who are not web savy)
Once the promotion period is over, the suggested revenue model will be followed.
at&t can alter the revenue model based on the success of the model in a city
15
Business plan - Initial adoption model

Users





More users => more possibility of revenue.
Users are educated about the service using conventional modes of advertising like
TV , radio, newspaper and monthly at&t bill.
Attract more users by the following schemes,
Early bird scheme: First 100 users get a waiver of previous month’s bill if they
setup their profile for service like shopping assistant and use it for atleast a month in
active mode.
Referral scheme
User fills friends
mobile number on
the website.
Unique activation
code is generated
for every pair.
For every new user,
user and referrer get
$5 credit in their
account
Promotion mail
along with the
activation code is
sent to friends
16
Business plan – How discount works
User comes in the
vicinity of store
Profile
match
no
Ignore user
yes
Gives an estimate
of number of
profile matches
Send discount information
along with a unique identifier
that identifies this message
Retailer provides the discount
for the coupon. Retailer can
keep track of the coupons to
estimate the exact use of the
advertising model
yes
User
uses the
coupon
no
Ignore user
17
Business plan – Alternative Business model

Retailers who would want to pay per use have to have an
infrastructure in place that stores the promotion code at the Point of
Sale (POS) and then submit it to OGS framework on a regular basis.

They will be billed per use of the coupons.

This approach involves lots of overhead for the retailers.
18
Business plan – Are these ads useful?


Retailer

Attract more customers, by creating awareness of the discounts

Spend on advertising on the potential customers only (as the ads are targeted to
only matching customers)
User

Good offers on interested products

User gets extra value from the mobile service provider (at&t)
19
Community Features

Real time use of following

Yahoo weather web service

Yahoo traffic web service

Yahoo travel web service
20
Personalization features

User gets to choose the kind of services

User profile helps in finding the right ads for the user

User can stop receiving alerts/messages
by changing his profile
21
Standards

OGS is built using IMS technologies and is 3GPP compliant

SIP protocol as defined in RFC 3261

Xmlrpc standard for communicating with SIP application server
22
User Interface – Retailer
23
User Interface – User
24
Prototype – Application
25
Prototype – Shopping / Weather Service
26
Prototype – Travel Service
27
Conclusion

Google has proved that Ads are the way to generate revenue, while
providing services for free.

Mobile ads are the next generation targets for advertisers.

OGS provides a easy mechanism for the retailers and users to reap
the benefits of mobile advertising.

1 Service, 1 City with a conservative estimate can generate $1
Million profit.
28
Questions
29