| CPC H04W 4/022 (2013.01) [H04W 4/029 (2018.02); H04W 4/24 (2013.01)] | 14 Claims |

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1. A method comprising:
transforming geographical location information of a mobile device from a first format to a second format by performing a Mercator projection of the geographical location information in the first format, wherein the first format corresponds to a latitude-longitude information of the mobile device in an ellipsoidal co-ordinate system, and the second format corresponds to a pair of co-ordinates in a Cartesian co-ordinate system;
identifying, using a point-of-interest search memory structure, one or more points-of-interest from a plurality of points-of-interest that are geographically proximal to a geographical location of the mobile device, wherein the point-of-interest search memory structure is a supplemental R tree and includes geographical location information for the plurality of points-of-interest in the second format; and
transmitting, to an analytical server, information indicative of the one or more points-of-interest and the geographical location information of the mobile device in the second format to enable the analytical server to perform analysis related to the mobile device.
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