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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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    Location Based Services: Innovation and Opportunities Location Based Services: Innovation and Opportunities Presentation Transcript

    • Location Based Services: Innovation and Opportunities Ben Dowling – Geomium [email_address] 28 th October 2010
    • Location Based Services
      • Any Service based on the users location
      • A broad range of applications
        • Games
        • Local search
        • Communication
        • Navigation
        • Social
        • Commerce
    • 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
    • Why now?
      • Smartphones
      • Location aware
      • Mobile Internet
        • High speed
        • Fixed price
        • Availability
      • App stores
        • Discovery
        • Installation
    • How are people using it?
      • Find good restaurants
      • See where your friends are
      • Find events
      • Get discounts
      • Dating
      • Entertainment – simply pass the time
    • 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
    • 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”
    • 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
    • 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
    • Smartphone shipments
    • 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
    • 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?
    • 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
    • User engagement
      • A meaningful experience for the user
      • Keep the user coming back
      • Build a community
      • Provide value
        • Local deals
        • Social interactions
        • Discovery
    • The Future of LBS?
      • Realtime
      • Push-based
      • As a communication aid
      • Mobile commerce
      • Targeted advertising
      • Geofencing – automatic checkins
      • Integrated into more existing applications
    • 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)
    • 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
    • Thank you! [email_address]