MANILA, The Philippines—In its attempt to cash in on the heavy use of short messaging service (SMS) among Filipinos, Philippine-based Mobile Horizons, a subsidiary of Lopez family-owned Benpres Holdings, unveiled its location-based solution called “track me,” which is bundled into a device built into automobiles.
Unlike other location-based services (LBS) providers in the country that make use of mobile map services—digitized maps installed on wireless handsets—the company makes use of simple text messages—information sent to and from any wireless handset and a global positioning system (GPS)-based vehicle.
The positioning system offers a standalone solution for precision navigation and independence from GSM networks and their support for location-based services. It does not require changes to existing network infrastructure but has certain restrictions for a “line of sight” visibility of satellites when used, according to Ruel Kapunan, the company’s vice president and chief operating officer (COO).
He cited studies that show the local market potential of LBS is seen to hit close to US$1 billion during the next five years, bringing into play 3 million cars manufactured in the country.
