Location-based devices, applications and services are quickly becoming an integral part of mobile marketing as a whole. Adding a user’s location to the mix opens up numerous opportunities for marketers and brands to engage a user, but obtaining that location usually means utilizing GPS- a technology that’s still only found in a handful of devices.
Beyond GPS, many providers have utilized the cell networks to obtain user’s locations via “cell tower triangulation”- a process that’s been around as long as the cell networks themselves, but has never been utilized to its fullest potential because of accuracy issues.
A new company founded this year, dubbed GloPos, is aiming to expand on this process by introducing specific algorithms to significantly enhance the accuracy of finding a user’s location using nothing more than the cell network they’re connected to. Using this method means that anyone with a cell phone, whether it’s a high-end smartphone or a low-end “feature phone” can be located, and thus marketed to.
The self-learning algorithm developed by GloPos helps the calculation of an accurate position within a 1-40 meters range. This is possible even in locations where there are no W-LAN access points or where GPS cannot be used as in shopping malls, underground parking areas, airports, sports arenas and exhibition centers. GloPos technology works well in locations where only a cellular network is present.
The new technology doesn’t need extra battery life while operating, as cell information establishes connectivity already, unlike using W-LAN or GPS. Device usage is prolonged, thereby allowing battery power to be consumed for other advanced applications and for powering powerful processors.
The technology is still being perfected, but if it works as well as the company claims it does, it will revolutionize location-aware services and solutions in the future. Cell network location has been talked about for a long time, but no one could seem to crack the code on making it more accurate and therefore usable on a large scale. We’ll have to keep our eye on this one.