Locatrix was born out of the challenges created by a distributed workforce. Mark White, founder and Chief Executive Officer of Locatrix Communications, worked for Compaq in the late 90s. "I had colleagues in 22 countries, across multiple time zones," says Mark. "Knowing where people were and what they were doing was always a problem. So virtually every call started 'Where are you? Can you talk?'".

Mark identified that wireless technology, both cellular and non-cellular, offered the means to a solution. While the idea was not wholly new Mark realized that many of the current solutions addressed vertical applications, rather than providing a horizontal framework that could enable a range of location and availability solutions. Locatrix's goal was to creating a system which allowed a subscriber to share location and activity information with other subscribers or service providers, at low cost, on any device. This created many challenges.

"One of the fundamental problems with location and availability solutions is the issue of privacy," says Mark. "As a result one of the key elements to the Locatrix framework is an extensive privacy model. The model is designed so that users can be confident that their location information is only shared when and with those they have authorized to share it. So a user can choose to share their location with their partner all the time, with business colleagues 8am to 6pm and with a provider of best shopping buys just on the weekend." Mark also sees the privacy framework as an important enabler for operators who are struggling with the privacy issues LBS creates.

While privacy is a fundamental feature of Locatrix the biggest difference from other location based solutions is that it is both network and device agnostic. "To ensure that we can provide the best location information it was clear we could not pick one network, one device or one location technology, we had to work with them all," says Mark. "While it might be justifiable to fit a GPS system to a 200k truck the investment does not make sense for a commission based sales person. You want to use the device they have." So Locatrix is able to identify where a laptop is from the corporate WiFi network or hotspot it is connected to, uses triangulation to pinpoint a location using the cellular network or can pick up location information from a GPS.

The system consist of the application service platform, which can sit inside or outside an operator's or enterprise's network, and individual mobile clients. These mobile clients cover a significant range of devices from Symbian OS based Series 60 and UIQ devices, through Microsoft's Mobile 2003 and PocketPC, and BlackBerry to BREW. Limited support also exists for WAP and xHTML capable devices.

Series 60 and PC location and availability screens.

Development work on the client was first undertaken on Series 60. "We selected Symbian OS for our prototype because of the ability it gave us to work independently of any operator," explains Mark. "Our Series 60 client allowed us to pick up cell site fingerprints and return then to the server using an XML feed. On the server we could work out a location without specific information from the network operator. This allowed us to independently create a fully working prototype. So, when we took the product to Vodafone it was fully working, we did not have to ask them for anything."

The triangulation techniques Locatrix uses is accurate to within 150 to 200 meters of an absolute location, accurate enough for most uses. For nationwide triangulation Locatrix benefits from knowing an operator's cell site locations and ids.

Locatrix started with a minimal understanding of Symbian OS, and found it relatively easy to learn. Development was undertaken using the plug-ins to Microsoft Visual Studio tools. "The various Symbian development tools, the compilers and emulators, have been easy to work with," says Mark. "Symbian OS is also very powerful. For example it allowed us to easily integrate Locatrix into the phones existing contacts database."

Locatrix uses Series 60 capabilities to integrate with the owners contacts.

In addition to the ability to detect network parameters Symbian OS also appealed because of the platforms popularity and overall technical capability. "Symbian is a cool environment, particularly when you consider it is running on a $20 piece of silicon. In our view it's one of the most sophisticated mobile OSs." says Mark. "Symbian OS also typifies the cool things happening in wireless. The user is getting the power of the PC, but in devices which are certainly not PC like."

Mark notes that Locatrix has found working with C++ the most robust way to build their device clients for any system and extending Locatrix to a wider range of handsets has been frustrating. "We had one phone where we were testing the Java client. Everything was working fine until we put Locatrix into the background and used the camera to take a photo. That crashed Java. So there is still some evolving needed in many phones," says Mark. The only exception has been the Blackberry which Mark says has good hardware access from the Java engine.

In addition to clients for cellular devices Locatrix also have a PC client. This includes a Microsoft Exchange plug-in which allows availability information to be shared with the Locatrix server.

The PC Client Exchange plug-in helps share availability information.

One of Locatrix's goals is to commoditize location information. "We expect to offer Locatrix as a subscription service," explained Mark. "So rather than a per service charge, as is common in LBS applications serving vertical markets, we expect to offer a flat fee subscription on any network."

To achieve this Locatrix plans to offer two versions of Locatrix Server. One version, aimed at operators, will be supplied on either an ASP (to give operators a zero capital investment option) or in-house basis. The second version will be aimed at enterprises with the server installed inside the firewall so Microsoft Exchange can be accessed for availability information.

Locatrix now has Beta testers in 22 countries and is running trial with a number of mobile operators within Australia. "Our technology has international appeal," says Mark. "We are able to provide a local solution easily and efficiently and need little more than cell site information from an operator. We are actively looking for overseas trial opportunities".

Locatrix has the goal of becoming the de-facto service for sharing personal location information whether that be with friends and family, business colleagues or third party service supplier. From our experience of the Beta software Locatrix looks stable and effective, although lack of local cell information in New Zealand meant the clients were only effective as viewers. If Locatrix has its way next time you leave the office you will not need to tell anyone where you are going, Locatrix will tell them exactly where you are.

More information on Locatrix can be found in its Web site; www.locatrix.com.