Johannesburg, 02 Mar 2004
Vodacom today launched Africa`s first location-based service using cellular networks, enabling Vodacom contract subscribers to locate any Vodacom cellphone user, provided the user consents to being located.
"Being able to determine the general location of a cellphone has obvious value for family members who may require the peace of mind of knowing where their loved ones are," said Mthobi Tyamzashe, Group Executive - Corporate Affairs of Vodacom.
To access Look4me, the command *120*888# is dialled in the same way as a standard telephone number. The customer then navigates a menu with options such as `Register`, `Find cell user` and `Who can find me?`.
"South Africans live in a diverse and challenging country. Services like Look4me help put our minds at ease so we can enjoy the many positive aspects of living here," said Tyamzashe.
Cellfind, a wireless application service provider (WASP) to Vodacom, developed the service using technology licensed from a UK firm, MI-International.
WASPs such as Cellfind develop mobile applications rich in content and function that can be accessed by cellular customers using the Vodacom cellular network. The UK version of Look4me, known as Mapamobile, has been operational since July 2003 and has enjoyed significant success within the UK market.
The primary concern regarding location-based services is that cellphone users should never be subjected to any invasion of privacy. Look4me ensures you can never be located without first providing your explicit consent by granting location rights to a specific cellphone number. After granting location rights, you can at any time view or cancel the cell numbers that may locate you. It is also possible to temporarily suspend a user from locating you. (See "Notes to Editors" for additional security information).
These safety mechanisms ensure that Look4me complies with all applicable South African legislation and the constitutional right to privacy.
The accuracy of the location information is dependent upon the density of the cellular network for the area in question. For example, the accuracy of a location search in the middle of Sandton could be 120m, whereas the accuracy for a location search on the N1 outside Colesburg could be anything from 100m to 30km.
From 1 April 2004, Look4me users will pay a subscription of R10 per month and R1.69 to receive the location information via SMS. It is also possible to request the location information to be delivered via MMS, in which case a charge of R2.99 will be applied per MMS. In this case, a map of the approximate location is provided. Both the monthly subscription and location searches are free until 1 April 2004. In addition, customers are charged 20c every 20 seconds while interacting with the Look4me menu on their cellphones (this promotional tariff is subject to change after 31 July 2004).
Users may choose to unsubscribe at any time. The person who has consented to be located will not pay anything when somebody is checking their location.
For more information on Look4me, Vodacom customers can go to www.vodacom4me.co.za, or make a free call to Vodacom Customer Care on 111 from their Vodacom cellphones. To try Look4me right now, dial *120*888# from your Vodacom cellphone, and select `1. Register`. This is only available to Vodacom contract subscribers with USSD compatible cellphones.
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