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Location Based Services: Innovation and Opportunities

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Presented to the Digital Communications Market Group at Intellect UK. See their website for more details: …

Presented to the Digital Communications Market Group at Intellect UK. See their website for more details: http://www.intellectuk.org/component/option,com_events/task,view_detail/agid,1854/year,2010/month,10/day,28/Itemid,47/

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  • 1. Location Based Services: Innovation and Opportunities Ben Dowling – Geomium [email_address] 28 th October 2010
  • 2. Location Based Services
    • Any Service based on the users location
    • A broad range of applications
      • Games
      • Local search
      • Communication
      • Navigation
      • Social
      • Commerce
  • 3. LBS Adoption
    • There has been an explosion in the number of people using LBS
    • More and more location based services are being offered
      • FourSquare
      • Gowalla
      • Google maps / latitude
      • Yelp
      • Geomium
  • 4. Why now?
    • Smartphones
    • Location aware
    • Mobile Internet
      • High speed
      • Fixed price
      • Availability
    • App stores
      • Discovery
      • Installation
  • 5. How are people using it?
    • Find good restaurants
    • See where your friends are
    • Find events
    • Get discounts
    • Dating
    • Entertainment – simply pass the time
  • 6. Who is using LBS?
    • 19- to 35-year-old, college-educated males who are influential among their friends and family – Forrester
    • Early adopters
    • On Geomium:
      • 75.1% Male
      • 24.9% Female
  • 7. State of Play
    • Foursquare is the current market leader
    • 4 million users
    • Popularised “check ins”
    • Model copied by many competitors
    • Game mechanics
      • Rewards the users with “badges”
      • Check in the most to become “Mayor”
      • Rewards for “Mayors”
  • 8. State of Play
    • Many new apps entering the field
      • Hotlist
      • Scvngr
      • Geomium
    • Many existing apps adding LBS features
      • Qype and Yelp have added Checkins
      • Google latitude
      • Twitter
      • Facebook places
  • 9. Growing Market
    • The majority of people still don't have a smartphone
      • This number will continue to rise as price falls and people upgrade at the end of their contract
    • Many users with a smartphone don't install apps
      • App stores keep getting simpler
    • Some people don't use LBS apps
  • 10. Smartphone shipments
  • 11. The Opportunity
    • Mobile location-based services will generate annual global revenues of $13.3 billion by 2013, up from $515 million in 2007 - ABI Research
    • Targeted marketing
    • Mobile commerce
    • Users engaged on a device they carry everywhere
    • Drive people to physical locations
  • 12. Barriers to Adoption
    • Privacy concerns
    • “ Too complicated” or time consuming
      • Have to manually “check in” at every location
    • Lack of awareness
    • Lack of benefit
      • Why bother?
  • 13. Privacy concerns
    • Privacy is often cited as a big barrier to LBS
    • 52% said they were "very or extremely concerned" about loss of privacy from using location-sharing applications - Webroot
    • Geomium offers a private “friends only” option, and gets the user to choose during signup
    • Only 27.5% of users request the private option
    • Many LBS platforms offer no privacy options and are seeing strong user growth
  • 14. User engagement
    • A meaningful experience for the user
    • Keep the user coming back
    • Build a community
    • Provide value
      • Local deals
      • Social interactions
      • Discovery
  • 15. The Future of LBS?
    • Realtime
    • Push-based
    • As a communication aid
    • Mobile commerce
    • Targeted advertising
    • Geofencing – automatic checkins
    • Integrated into more existing applications
  • 16. What are we doing?
    • Combining different types of local data into a single platform
      • People
      • Places
      • Events
      • Deals
    • Creating a social community
    • Targeting 19-25 year olds (students, young professionals)
  • 17. Where are we?
    • Launched in September
    • Currently iPhone and web
    • Realtime location
    • Great response from users – promising growth
    • Great response from businesses
      • Places and Deals
    • Push-notifications coming soon
    • Android and Blackberry coming soon
  • 18. Thank you! [email_address]