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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 ben@geomium.com 28th 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  Tech savvy
  • 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  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! ben@geomium.com

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