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Remember the Milk: Location-based Apps and the Marketplace
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Remember the Milk: Location-based Apps and the Marketplace


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Slides from a speech to the Software Association of Oregon on November 10, 2010 at the Multnomah Athletic Club. …

Slides from a speech to the Software Association of Oregon on November 10, 2010 at the Multnomah Athletic Club.


There’s a message from your future and it’s telling you to remember to pick up milk.

What will you learn:

1. Why developers of apps should look at what users want to do now, as well as what users want to do in their future.

2. Why social apps should try to mirror real–world relationships

3. Why sharing should be about who you share with as well as how long you want the information to be available.

4. Why developers should think about making apps "ambient” and require less user interaction

Amber Case and her partner Aaron Parecki are the founders of GeoLoqi. GeoLoqi is a private, real-time mobile and web platform for secure location data, with features such as Geonotes, proximal notification, and sharing real-time GPS maps with friends. Geoloqi has been covered in the Willamette Week and Oregon Business. It has been presented at eComm, Open Source Bridge, Show and Tell PDX and Research Club under the alias Non-Visual Augmented Reality with SMS and GPS.

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  • 1. Remember the MilkLocation-based Apps and the Marketplace
    Amber Case
    Aaron Parecki
    November 10, 2010
  • 2. GPS Is Moving Beyond Smartphones
    GPS hardware in phones is on the rise
    Almost all phones will have GPS capability by 2014
    Worldwide shipments of GPS-enabled GSM/WCDMA handsets increased 92% in 2009(Berg Insight).
    LBS have had slow adoption in the past due to GPS hardware not being available in most phones.
  • 3. Location-Based Apps Growing in Smart Phones and Beyond
    A 2010 Juniper research suggests that location-based mobile apps and services could take in over $12.5 billion by 2014.
    Due to a surge in application storefronts and engagement by users of mobile apps.
    Opportunity for advertisers and mobile app publishers.
  • 4. Current Market
    4% of online adults use location-based applications.
    Still concerns over giving away location.
    Many based on trendy gimmicks and gaming strategies.
    Market far from mature.
  • 5. Location-based services market ready for takeoff
    Technology is affordable and increasingly ubiquitous
    Very interesting space for investors
    Advertisers ready to embrace the technology
    Marketplace and storefronts fully developed
    Current apps have high visibility and engagement
  • 6.
  • 7. Foursquare
    Manually check in to venues
    Broadcast your location to your friends on the network
    See notes people have left at locations
    Become the “mayor” if you checked in to a venue the most times
  • 8. Gowalla
    Very nicely designed
    Manual checkins like Foursquare
    Leave virtual items at venues and pick up things other people have left
  • 9. Google Latitude
    Tracks your exact position in the background
    Shows your location and your friends’ locations on a map
    Once you allow a connection, your friend can always see your location
    No manual checkins or venues
  • 10. EchoEcho
    Request a friend to tell you where they are
    You can choose to reply with your location or not
  • 11.
  • 12.
    @padday UX at Google
  • 13. Temporal Relationships
    Relationships for a limited time
    Meeting a client – 30 minutes before the meeting
    Carpooling to work – every day from 8-9am
    Even with friends, their location is not always relevant to me
  • 14. Maintaining one’s
    privacy should
    be a top priority
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. these redundant messages can be eliminated if you know where someone is.
  • 20.
  • 21.
  • 22.
  • 23. Push Service:
    User receives information as a result of his whereabouts without having to actively request it.
    The information may be sent to the user with prior consent (e.g., a subscription-based alert system) or without prior consent (e.g., an advertising welcome message sent to the user upon entering a new town).
  • 24. Pull Service:
    In contrast to a push services, a user actively uses an application and requests information from the network.
    This information may be location- enhanced (e.g., where to find the nearest hotel).
  • 25. the interface disappears
    actions are reduced
    queries are eliminated
  • 26.
  • 27.
  • 28. a successful interface makes itself invisible
  • 29. Good technology works for youinstead of against you
  • 30. The best technology gets out of your way so you can live your life
  • 31.
  • 32.
  • 33.
  • 34. Flickr: GenoDM
    Transit:Case is in San Francisco, California
  • 35. proximal address notification
  • 36. your phone becomes a remote control for reality.
    Flickr: Public Domain Photos
  • 37. LBS Business Models
    Shoot where the duck will be, not where the duck is
    Search was overlooked at the beginning, is now enormous market
    Design and ease of use win
    Partnerships, advertising, being a platform for location, acquisition
    Flickr: nathamanath
  • 38. Success in the LBS Market
    Improving user experience and design is key
    Just like mobile apps didn’t take off before Apple, location apps won’t take off until someone does it right
    Provide trade-offs for users so they feel safe in providing information
  • 39. Thank You
    Amber Case
    Aaron Parecki