Alcatel-Lucent launches location-driven services platform and mobile social network

By Jeff Orr

Alcatel-Lucent announced a location-driven services platform called the Geographic Messaging Services Platform (GMSP). The platform supports targeted mobile content messages, push advertising and social networking services through use of a “geofencing” engine.

Geofencing is the concept of establishing a virtual “fence” around a particular location or individual. When a mobile phone user crosses a given “fence,” it triggers the delivery of an SMS text message or multimedia message that is relevant to that individual and that location, such as a promotion for a particular store, or the presence of a friend or colleague in the area.

The platform seeks to overcome two issues in delivering location-based services: the capacity demands put on networks by exchanging location information, and faster battery consumption associated with being “on air” more frequently. Alcatel-Lucent predicts its platform encourages the introduction of next-generation mobile applications such as “proximity” marketing and social networking, “kid tracker”, and other opt-in mobile applications developed by service providers, content suppliers and other third parties.

Location of a user is determined by: the cellular tower that a user’s device is registered, or by gathering coordinates directly from the device’s GPS/AGPS radio. The company has developed client applications for Symbian, Windows, Blackberry, and Android operating systems. 3G aircards that support SMS messaging could also be legitimate end-points.

Manual-driven location is accomplished initially through a website called Geopepper that integrates mapping with a mobile social network. Clients with GPS radios and the Geopepper application client can automatically tag their location from the device. The site competes with other recent social network launches such as Bright Kite. An advantage of the Alcatel-Lucent solution – once network operators go live with the geofencing platform – is greater flexibility on what messages and content are pushed to users and the marketing potential this brings.

The initial platform algorithm is designed for pedestrian speed applications, such as strolling in a shopping center. High-velocity use, as found in vehicle or mass transit, would require pinging the device more frequently and could lead to less accurate message targeting.

The Alcatel-Lucent platform is very timely. More and more devices are shipping with GPS enabled for location-based services. Location-based applications have so far been limited to navigation or geo-tagged images. Permission-based marketing and social networks are an opportunity to create a more engaging experience with consumers. Similar applications geared for the mobile workforce are also possible. The next step is for operator support – convincing carriers to invest in back office or remotely managed services to utilize fences and establish new revenue streams within the local markets they cover.