Location based services are a rapidly growing component of traveller information services. Such services, made possible by the proliferation of mobile devices containing GPS receivers and 3 axis accelerometers enable easier journey planning and other information to be provided in the immediate vicinity of the user.
There are many types of location based services:
These and other services are constantly evolving. The more data that is made available to developers, the more opportunities there are for value added services. Critical to their successful growth - is the reliable delivery of data and confidence in its security and the security of mobile payments.
So-called 'Big Data' has opened up a whole world of information that can be accessed on the move. An increasing number of stakeholders (such as Transport for London in the UK) provide access to their real-time data for applications and websites so that it can be utilised in a variety of methods (See Open Data). Google Transit, CityMapper, and others use this data to provide an integrated service covering all aspects of a city's transport. Delays, incidents and other problems can be instantly reported - and changes to pre-planned routes or suggestions for alternative, unaffected routes, can be made to the user.
Journey planning is an important component of traveller services. A location-based journey planner application will automatically detect the location of the user, minimising the additional information that the user needs to input to generate their journey plan. Once the location is detected the user enters their destination and time/date for travel and the journey plan can be produced. Generally, with mobile applications, the journey plan is generated ‘off board’ within a central system - with the results communicated to the mobile device. Location-based journey planners can be single or multi-modal and may or may not include road based journey planning. (See: Journey Planning)
The public transport data needed to support a successful location-based application for journey planning needs toinclude the public transport network, stopping points and schedule information. In Europe, Transmodel is the European Standard reference data model for public transport.
Data exchange standards generally exist for this public transport schedule information transmission including: VDV-452 in Germany and TranXchange in the UK The public transport access node definitions are also often standardised. Examples include:
Latest developments in this field include mobile applications presenting the live locations of public transport vehicles. Upcoming developments include ‘augmented reality’ where mobile apps are expected to enable the user to point their mobile device at a public transport stop or vehicle to determine the destinations available from the stop or the vehicle. The challenge for transport stakeholders is to make the data available to support these enhanced services.
Other applications (or 'apps') available, that use this type of data are numerous and offer a range of services for public transport users. One example is Moovit, an Israeli-based application company that has provided a system enabling users to report on the level of crowding on public transport services - in addition to other factors such as the cleanliness, comfort, and the driver’s performance. In the long-term, these reports provide a picture of the busiest services (to be avoided by the space-conscious commuter), which can be integrated into the journey planner. San Francisco’s BART system and the Netherlands’ Rail Network are using similar applications - with the Dutch using historic loading data to indicate the level of over-crowding on some trains.
Location based services for real-time information are focused on providing details of public transport services or road conditions in close proximity to the user's current location. A good example is the NetNav App provided by Centro in the UK West Midlands. This mobile application uses GPS to identify the user’s location and present the closest bus stops to thatlocation as well as real-time departures from those stops. The App also contains a location-based journey planner.
The Hands Free Traffic Talker England service uses data from the Highways Englanbd to power its app - which uses GPS to locate the user and present a hands’ free audio service providing location-based traffic information.
The key requirements for these applications are:
A barrier to those wishing to use public transport services, is not knowing where they need to go to catch their transport service. “Where’s my nearest?” transport services aim to remove this by uncertainty by providing information on the nearest transport facilities. Historically these have been provided as pre-trip information (website or paper based media – such as “where to board your bus” paper maps) and as en-route information using paper, “where to board your bus” posters. Today, smartphones equipped with GPS or other location sensing technology allow this information to be presented at any location using an appropriate mobile application. In addition to public transport information, the location of parking spaces, taxis or car sharing vehicles can also be reported.
Ideally, multi-channel information should be consistent across all media - with the ‘Where’s My Nearest’ transport service applications using the same design style and mapping as other paper based and digital channels. This would mean that street wayfinding totems, public transport paper based mapping and where’s my nearest apps all have the same family 'brand'.
Emerging technology such as Wifi-sensing, Bluetooth or iBeacons (an Apple proprietary protocol using Bluetooth 3) seeks to provide more accurate location information suitable for location finding in an indoor environment. Thess could be used to provide guidance to the location of departure platforms, gates or stands in a large transport interchange, such as a railway station or airport.
Specially tailored apps or phones designed for people with disabilities can help overcome their difficulties in finding specific transport facilities.
A GPS chipset is generally now a standard feature of most smartphone handsets. This allows Apps installed on the phone to detect their location and present information based on that location. Thelocation is obtained from interpreting signals from multiple satellites. Generally the stronger, or more numerous, the satellite signals, the more accurate the location. Outside, in an open area, smartphones can provide a location accurate to a few metres. If the phone is located inside a vehicle or a building, or if there are large buildings nearby - the signal and accuracy of the location can be impeeded. The latest mobile phone operating systems including Android and iOS also use the presence of nearby wifi signals to enhance the accuracy of locations. The accuracy of a GPS signal is measured by the Dilution of Precision (DOP).
Typically, GPS alone, is not sufficient for providing wayfinding in an indoor environment - since the accuracy is not sufficient to provide detailed directional information. Transport operators wanting to provide indoor wayfinding may need to install additional equipment to provide extra signals that smartphones can sense to provide a more accurate location. Wifi and bluetooth hotspots have been used to do this and can be read by a dedicated app. More recently, the introduction of Bluetooth 3 Low Energy and iBeacons potentially offer a dedicated solution.
Often blind and partially sighted users need the most help in finding their way to transport locations. In the UK, the charity for the blind, the Royal Natkional Institute for the Blind (RNIB) has promoted key fob technology using short-wave radio called 'RNIB React'. In active mode, when a key fob comes into the vicinity of an RNIB React unit, an audio message is announced indicating where the user is, to aid wayfinding. Electronic bus stop signs have been incorporating these units to allow blind and partially sighted users to find their bus stop. The key fob also allows users to request further information by pressing a button on the key fob. For bus stop signs, this is often used to announce departure information from the stops.
Potentially, a smartphone customised for blind and partially sighted users could offer similar functionality, with a voice activated interface.
Increasingly, transport operators/authorities are making their data available to third parties, through OpenData Initiatives (See Open Data) to encourage developers to can develop apps or sites which provide location-based services.
One option is to provide an API – a software library that allows apps or websites to access data, using programming calls. Another option is the provision of a XML data feed. For instance, in Europe, there are a series of standards for exchanging transport data, such as DATEX (for highways data), SIRI (for public transport schedules and real time data), IFOPT (for public transport static data).
Those wishing to make data available openly need to consider the terms under which the data will be made available. Issues:
Static data, such as transport stop locations, is often easier to make available as it is infrequently updated. For dynamic data - such as real-time departure information, the volume of data can be substantial, particularly if there are large numbers of subscribers. Those wishing to publish data need to consider if they can handle these large volumes of requests and whether they need to charge an access fee to help offset server costs and internet capacity.
An example of an app which provides “Where my nearest?” services is Citymapper - although currently limited to specific cities. For example, in London it provides local bus stop locations, with real-time information on bus arrivals. It also presents information on local bicycle hire locations.
Citymapper App
Increasingly products and services are being purchased via the internet. Transport is no exception. Users expect to be able to purchase tickets online using Apps and Websites. Transport operators need to provide easy to use interfaces, that allow users to determine the most appropriate ticket, based on factors such as cost and time, and to purchase them online.
Delivery options will depend on the ticket types offered by the transport operator. If no electronic ticketing products are available (See Electronic Payment), then delivery to the user’s address or collection points at stations or travelshops will be required.
If other ticket methods are used such as print your own ticket or mobile ticketing, the user can generate their ticket at home. Mobile ticketing involves signing up and creating a ticketing account. Tickets can then be downloaded to your mobile phone. The phone is shown to the driver on boarding. The phone image includes a QR code which can be validated to demonstrate legitimacy of the ticket. For example, Arriva bus in the UK operates mobile ticketing.
The websites or Apps developed, need to be accessibleso that easy are use and compatible with screen-readers or other assistive technologies for those with sight or hearing impairments.
When developing e-commerce, the key consideration is theplatforms on which it will be available. Will it be available as a website, or on mobile devices as a mobile website or as a dedicated smartphone App (and if so, what operating systems shall it support)?
Web browser compatibility is an important issue - if the website does not function correctly in a particular browser it is likely to limit usage and create user frustration. It is important to test the website in the most common browser/platform/screen combinations. This should include mobile platforms since, increasingly, users are using these devices. For instance, the United Kingdom Gov.Uk website provides for compatibility testing. The aim is not to ensure 100% visual clarity but to ensure key information functions actually work.
It is important that eCommerce websites are intuitive and easy to use, particularly if customers will be using them regularly to purchase tickets. It is also essential that websites support accessibility functions - such as high contrast or screen readers so that those with sight problems can also access the site. The W3C Web Accessibility Initiative provides design techniques and guidelines for ensuring accessibility. It also includes a procedure for testing accessibility and its rating.
Websites must be secure - particularly to protect user personal information and payment details. The Payment Card Industry Data Security Standards provide mandatory security requirements for card payments.
Ticketing technologies are a major factor in e-Commerce. For instance, users with a Near Field Communications (NFC) enabled phone can potentially use a mobile phone app to purchase tickets and load their tickets onto their smartcard by tapping their smartcard against the NFC sensor on the phone. (See Passenger Transport)
Truck parking plays an important role in the movement of freight around the world. (See Freight and Commercial). ITS can play a vital part in a number of different issues related to truck-parking:
There are now several truck stop mobile apps of varying types for a number of geographic regions. Many provide a ‘where’s my nearest truckstop’ function with information on the nature of the parking and facilities available - including an assessment of security and services available. Most include details of the pricing of truck stops. Many allow drivers to log an online review of the facilities.
In Europe there has been a significant desire driven, by the European Union to improve the quality and security at truck stops and optimise the use of parking spaces. The SETPOS project was a trial programme to set new standards for secure truck parking throughout the EU, and to provide new truck parks to demonstrate standards. The aim was to improve driver welfare and security, as well as offer a secure location for freight whilst travelling on the Trans-European Road Network. All of these sites offered pre-booking as part of the pan-European network, so that drivers would not need to ‘bank’ driving hours in case their original choice was full. Currently, limited use is made of truckpark advanced reservations.
In the United States, the West Virginia Division of Highways (WVDOH), is adding truck parking guidance to its portfolioof ITS services. Parking space availability at truck parks is monitored using wireless sensors - and the information is relayed through either, roadside signs (See Roadside DMS) or through the State’s 5-1-1 Highway Information Service.
ANPR cameras can often be used to ensure both the identity of the vehicle as well as offering a route for charging for use of the truck park and its facilities. (See Electronic Payment).
From an ITS service perspective the key requirement is to have a clear and uniform structure for truck park classification and space reservation. In the EU the Label project, a successor to SetPos, has developed a truck park classification system with criteria and service levels for security and facilities.
Location-based tourist information is closely aligned to location-based marking and public transport and many apps provide a mixture of location-based services.
Location-based apps provide a mechanism to advise tourists of:
An example of a mobile application providing tourist information is the UK's Visit Bon which provides:
It is desirable for common design elements to be shared between the public transport and city/regional wayfinding systems and tourist information applications. Effective tourist information needs to be well targeted at the likely user - and this should influence the look and feel of the applications as well as the language used and information presented.
From a technical perspective, the critical requirements areto ensure that all data elements are correctly geo-refererenced, up to date, correctly attributed and rigorously reviewed prior to publication.
Marketing and tourist information is likely to contain advertising content - which offers the opportunity of revenue streams, but may raise regulatory issues depending on the funding source for the location-based service.
Location based marketing provides advertising or promotional information based on the user’s location. In the case of transport services, this might be during a transport journey or at a particular stop or station en route.
It is possible to create location based marketing with a Mobile App that automatically senses when a user has reached a particular destination but it is more common to get users to indicate they are at a particular location or “check-in” there, using the app.
One of the current most popular location based marketing apps (Foursquare) encourages users to check-in to a particular location. A leaderboard is established based on the most recent check-ins. Those at the top of the leaderboard are rewarded with special offers. For example, the Bay Area Rapid Transit Authority offers badges to those who check in at their stations. This has been reported to have improved patronage and customer satisfaction.
Social Media such as Facebook and Twitter also allow users to indicate that they have been at a particular location. This is commonly more used to provide brand awareness. Alternatively, location based marketing information can be provided to customers through a web link, which can be provided through a URL, tapping an NFC tag or scanning a QR code (See "What are QR Codes?" below).
Increasingly paper timetables at public transport stops are being supplemented with the use of such QR codes and NFC tags.
One of the challenges is the speed of technological development and the rapid proliferation of technology. The public transport authority or operator must decide whether to provide QR codes on printed material in addition or instead of SMS codes. Additionally they may consider providing NFC tags or possible ibeacons. An informed decision should be made based on the purpose of the interface, the approach taken to printed information and the prevalence of devices able to read the information provided.
Location based marketing can be delivered not only to personal mobile devices, but also to on-vehicle audio visual systems. This is especially relevant to public transport where an increasing number of trains and buses have audio visual screens installed.
In Karlstad in Sweden, when buses are in the vicinity of a well known fast food chain advertisements are played in between next stop information and announcements and disruption information (See http://geosignage.se/eng/disruption-information-and-location-based-ad/)
Near Field Communications is a short range communications technology, which allows RFID tags to be read using using radio communications. It is available in most recent smartphones but not on Apple iPhones. It allows data to be exchanged if the phone is presented to a NFC specific tag. Typically this is used to provide a web link to further information.
What are QR Codes ?
When users scan a QR code or tap a NFC tag it is important they are presented with the relevant site (mobile optimised) to obtain the content they expected.
Privacy concerns are important when develop location based marketing. Some users may find it intrusive to have promotional messages generated whenever they reach a particular location. An “opt-in” approach where users can opt in for this type or marketing is preferable. Also, practitioners should also limit the storage of user location data, if it is stored then it is clear what this data shall be used for and preferably, made anonymous. (See Privacy)