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Creativity Software


Delivering High Accuracy, End-to-End Mobile Location Intelligence for Emergency Services

Creativity Software is a global leader in mobile network location intelligence for Emergency Services, delivering the highest accuracy worldwide – consistent, measurable and audited. Our Location Intelligence solution “CS LocationWise” is a high accuracy Location-Based Services (LBS) platform that is deployed on mobile networks, supporting 2G to 5G networks.

The solution provides real-time, historical and mass location intelligence without relying on the device but can also combine with device-based location technology (e.g. GPS) to provide the most accurate location data. CS LocationWise supports Emergency Services by providing:

  • The most accurate caller location available – from the network or the device
  • Traceable disaster alerts (e.g. Reverse 112 Public Warning)
  • Track and trace – to monitor and control pandemics such as COVID 19

Delivering the Most Accurate Mobile Caller Location - From the Network or the Device

As over 75% of emergency calls now come from mobile phones, it is vital for Emergency Services to be able to quickly and accurately locate these callers to rescue them. Therefore, many countries have mandated Mobile Network Operators to provide a caller location service to support Emergency Services in their mission to save lives. However, accurate and fast caller location is a challenge, and many Emergency Services rely on technologies which can only locate the caller within several kilometres (e.g. cell towers) or which lack consistency (e.g. GPS can fail indoors or with bad weather etc.).

Creativity Software delivers location intelligence solutions that combine both device and network-based solutions to quickly calculate the mobile caller’s most accurate position.

The solution:

  • Provides the highest accuracy network location available worldwide – consistent, measurable and audited
  • Leverages Advanced Mobile Location (AML) data from Android and Apple devices
  • Supports all PSAP structures (multi-region, multi-number) – Push and Pull requests

CS LocationWise is a location-based services platform that encompasses the Gateway Mobile Location Center (GMLC), Serving Mobile Location Center (SMLC) and Bulk (Passive) nodes for 2G, 3G, 4G and 5G networks. Our platform is a standards-based software solution that extracts data from the network and uses highly precise algorithms to locate all mobile phones, with patented CS algorithms to significantly improve accuracy.

CS LocationWise supports NG-112 (Europe), NG-911 (USA, Americas) and M/493 architectures; the solution also supports 4G IMS networks with LRF/RDF nodes required to handle emergency calls on LTE networks (VoLTE) as well as VoNR (Voice over New Radio) to enable emergency calls over 5G networks to be located.

CS LocationWise can be provided as a standard cell-id only accuracy GMLC, or high accuracy SMLC/E-SMLC/SAS with optional support for control plane A-GPS and the Creativity Software’s proprietary Accuracy+ very high accuracy network-based location.

Superior AML (Advanced Mobile Location) expertise with a ready-to-use solution

AML-enabled smartphones (Android or iOS) can leverage GNSS (Global Navigation Satellite System), Wi-Fi or Cell-ID information from the device to send the caller’s location to the Public Safety Answering Point (PSAP), where the emergency calls are answered.

Creativity Software offers a ready-to-use AML solution “CS AMLWise” that allows Emergency Services to receive and decode AML data; and fully integrates with Command and Despatch (CAD) software or other third-party systems that are used by PSAPs. The system can operate as a standalone solution or connect to a mobile network to combine AML and signal data for enhanced location calculation.

CS has superior AML technical expertise and experience, having deployed the solution, and been sponsored by the European Commission since 2016 to examine, test and support the deployment of AML across 7 member states, as part of HELP112 Phase 1 and Phase 2 projects. To find out more, download the AML solution guide.

The Importance of a Network-based Solution

Whilst AML can help locate emergency callers and even improve the location accuracy to below 50m, an AML only solution is limited in that it is only possible for AML-enabled smartphones and where the PSAPs have AML technology in place.

Despite the rapid growth of smartphones worldwide, many people still have basic phones that would not be located with AML. According to Pew Research Center, this is particularly true in emerging economies where up to 45% of adults do not have a smartphone. This is also true in advanced economies where the proportion of non-smartphone owners can exceed 30% – the elderly population, the most disadvantaged and vulnerable may be particularly affected.

The CS network-based location solution provides the safety net, offering accurate location data for any device and any network technology. For example, in Colombia, CS has been delivering against the highest and strictest accuracy requirements in the world, with a 50-metre network location accuracy, which is more than sufficient to direct emergency vehicles to a critical inciden

Enabling Traceable Disaster Alerts (Reverse 112 Public Warning)

In the event of a disaster, it is critical for Emergency Services to be able to communicate with the affected population and verify that they have received the potentially life-saving message. Creativity Software’s Disaster Alerts solution enables this and allows for effective communications before, during and after the disaster – within specific areas or to the entire population.

The solution further enables all mobile devices in the emergency area to be identified, notified, and tracked in real time, across all networks. For instance, devices that are still present after a disaster and devices that have moved elsewhere can be identified. The ability to not only alert the population but also keep an audit trail of their movements provides critical insights that help to optimise the emergency response effort and to minimise casualties.

By June 2022, all the EU Member States must introduce effective and modern Public Warning systems and CS has the technology and technical experience to assist Operators with this implementation.

Enabling Track & Trace - to Monitor and Control Pandemics

Today the entire world has fallen victim to the Covid-19 virus - and governments across the globe keep fighting to control and curb the spread of this virus. The need to rise to this challenge is urgent as the virus is destroying many lives and forcing governments to restrict people’s movement, which has had devastating effects on businesses, economies and people’s mental health.

Understanding the spread of the virus in real time would enable governments to make better decisions, to optimise restrictions when necessary, and to ultimately curb the spread of the virus as early as feasible. However, this is a complex process and has so far been a struggle for governments. The ability to have a granular, real time understanding of how the population behaves, moves and responds to restrictions offers an answer to the issue.

Creativity Software offers a proven, end-to-end solution for this, enabling governments to effectively track, trace and analyse the movements of populations in order to better respond to pandemics such as Covid-19 and to control the spread of infectious diseases.

Beyond Regulation: Enabling Mobile Operators to Monetise Location Intelligence

Many Operators have an obligation to deploy a network-based location solution to support Emergency Services. While fulfilling their duty, Mobile Operators can also leverage this investment to generate new revenue opportunities based on location services.

CS Location Intelligence solutions are being used by Operators to enable multiple commercial services and new business models. Furthermore, although some countries have a low accuracy location mandate for Emergency Services, being able to provide high accuracy emergency caller location can be used as a competitive advantage for an Operator and provide additional commercial benefits.

When it comes to location intelligence, Creativity Software has the technical expertise to implement a 5G ready solution that will deliver superior results to meet both regulatory and business goals.

Creativity Software is a Recognised Expert in Mobile Location Intelligence

Creativity Software (CS) has been trusted by Mobile Network Operators, Emergency Services and Governments for over 16 years, across 5 continents, covering more than 700 million subscribers:

  • We deliver against the highest and strictest accuracy requirements in the world e.g. in Colombia, with a consistent and audited 50 metre network location accuracy.
  • Our caller location solution supports the UK 999 emergency services, among many others
  • Operators keep choosing CS LocationWise to replace their existing location solution. The main reasons stated were our 5G and Cloud capabilities, reliability, technological advances, superior support levels and capability to deliver both regulatory and commercial use cases.

Creativity Software has also been playing a key role in industry developments:

  • CS launched the first commercial Location Based Service in the UK in 2004 with a family finder service.
  • CS helped to shape and define the first Code of Practice for Location Based Services – serving on the Steering Committee of the UK Code of Practice for Location Based Services in conjunction with the Home Office, the Association of Chief Police Officers, the UK Mobile Operators and Children’s Charities.
  • CS has been an Advisory Board Member of the European Emergency Numbering Association (EENA) Since 2011. This body advises the EU on all matters relating to Emergency Services provision, with a particular emphasis on the pressing need to improve the accuracy of location data.
  • We have been sponsored by the European Commission since 2016 to examine, test and support the deployment of Advanced Mobile Location (AML) across 7 member states, as part of HELP112 Phase 1 and Phase 2 projects.

All these are an acknowledgement of our superior expertise. We truly understand the technical, commercial and legal framework within which Location Based Services can be deployed. We are the recognised industry expert.

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last updated: April 2021