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ABCs of LBS

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Introduction to location-based services, location based applications

Introduction to location-based services, location based applications


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  • 1. The ABCs of LBS An Introduction to Location-based Applications @eric_andersen #TechDayCamp 22 October 2011
  • 2. Who am I? @Eric_Andersen #TechDayCamp
  • 3. Who am I? Source: If applicable, describe source origin @Eric_Andersen #TechDayCamp
  • 4. Who am I? @Eric_Andersen #TechDayCamp
  • 5. @Eric_Andersen #TechDayCamp
  • 6.
    • Authors on Twitter: @AaronStrout and @SchneiderMike
    @Eric_Andersen #TechDayCamp
  • 7. @Eric_Andersen #TechDayCamp
  • 8. @Eric_Andersen #TechDayCamp What is LBS, and What’s Driving It?
  • 9. What is LBS?
    • Location-based Service (LBS):
    • An information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device
    Source: http://en.wikipedia.org/wiki/Location-based_service#LBS_applications @Eric_Andersen #TechDayCamp
  • 10. What is LBS?
    • Examples of Location-based Services:
    • Requesting nearby businesses or services
    • Turn-by-turn navigation
    • Location-based advertising and geofencing
    • Social networks to locate friends on a map
    • Recommendations of nearby events
    • Games in which your location is part of the game play
    Source: http://en.wikipedia.org/wiki/Location-based_service#LBS_applications @Eric_Andersen #TechDayCamp
  • 11. Growth of smartphone usage @Eric_Andersen #TechDayCamp
  • 12. Growth of smartphone usage @Eric_Andersen #TechDayCamp
  • 13. @Eric_Andersen #TechDayCamp Location-based Applications And the Check-in
  • 14. Location-based Applications and the Check-in @Eric_Andersen #TechDayCamp
  • 15. Location-based Applications and the Check-in
    • Location-based Applications:
    • Mobile applications which leverage one or more types of location-based services, often incorporating a social graph (friends, family, etc) and forming a location-based social network.
    @Eric_Andersen #TechDayCamp
  • 16. Location-based Applications and the Check-in
    • Check-in:
    • A check-in is a way to indicate your location at a particular place, and, if the check-in is public, share it with friends. In its simplest form, it’s a status update, indicating where someone is at a particular time.
    • Nataly Kogan, Vice President, WHERE
    @Eric_Andersen #TechDayCamp Source: Location-Based Marketing for Dummies
  • 17. Location-based Applications and the Check-in
    • Two types of check-ins:
    • Active – Users must consciously take an action to check-in, e.g. click a button
    • Passive – The check-in is transparent to users, i.e. does not require them to do anything explicitly. This could be triggered by proximity to a location, or by some other action such as swiping a credit card.
    @Eric_Andersen #TechDayCamp
  • 18. Location-based Applications and the Check-in
    • But really, who’s doing this?
    @Eric_Andersen #TechDayCamp Source: http://pewinternet.org/~/media//Files/Reports/2011/PIP_Location-based-services.pdf
  • 19. Location-based Applications and the Check-in @Eric_Andersen #TechDayCamp Source: http://pewinternet.org/~/media//Files/Reports/2011/PIP_Location-based-services.pdf
  • 20. @Eric_Andersen #TechDayCamp Key Location-based Applications
  • 21. Key Location-based Applications @Eric_Andersen #TechDayCamp
  • 22. Key Location-based Applications
    • Foursquare
    @Eric_Andersen #TechDayCamp Note: Most popular location-based application, recently hit 10 million users (June 2011) and 1 billion check-ins (September 2011)
  • 23. Key Location-based Applications
    • Gowalla
    @Eric_Andersen #TechDayCamp Note: Originally check-in focused, Gowalla recently changed strategy to focus more on travel guide and storytelling functionality
  • 24. Key Location-based Applications
    • SCVNGR
    @Eric_Andersen #TechDayCamp Note: While supporting check-ins, SCVNGR has additional “challenges” at each location, and also incorporates scavenger hunt-like capability. Some additional unique features such as “social check-in”
  • 25. Key Location-based Applications
    • Facebook Places
    @Eric_Andersen #TechDayCamp Note: Launched in August 2010, but revamped in August 2011 – the mobile-only Places feature was “phased out” and replaced with ability to add location to anything (status update, wall post, etc) Source: https:// blog.facebook.com/blog.php?post =10150251867797131
  • 26. Key Location-based Applications
    • Yelp
    @Eric_Andersen #TechDayCamp Note: Reviews are the core feature in Yelp. Check-ins were a later add-on.
  • 27. Key Location-based Applications
    • Some additional location-based applications:
    • Photo-based
      • Instagram
      • Color
      • Path
    • Food/drink-based
      • Foodspotting
      • Untappd
    • Deals
      • Groupon (based on acquisition of LBS app Whrrl)
      • Shopkick (passive check-in)
    • Other
      • Glympse
      • Google Latitude
      • Find My Friends (iPhone 4S)
    @Eric_Andersen #TechDayCamp
  • 28. @Eric_Andersen #TechDayCamp Location-based Apps for Personal Use
  • 29. Location-based Apps – Personal Use @Eric_Andersen #TechDayCamp
  • 30. Location-based Apps – Personal Use
    • It’s social! Find your friends, keep in touch with them, interact with them (photos, comments, etc), even meet new people
    • It’s fun! Many location-based apps have a “game layer” component to them, including things like:
      • Badges
      • Points competition
      • Venue “ownership” – which as it turns out is quite a powerful motivator
    • It’s helpful! Some location-based apps provide reviews, tips, or even features to help guide you based on your location and/or your social graph
    • Deals! Most location-based apps are offering their own deals, and some (e.g. Foursquare) are starting to incorporate external deals such as Groupon
    @Eric_Andersen #TechDayCamp Why do people do this?
  • 31. Location-based Apps – Personal Use
    • Oversharing
      • Same reason that some people aren’t interested in Twitter
    • Barrier is too high
      • Difficulty finding the venue in the app
      • Technical complexity
      • Forgetting to check in
    • Privacy
      • “ Please rob me” syndrome – many misconceptions
      • Don’t want to share where I am with/what I’m doing with the world
      • Don’t want to share where I am/what I’m doing with my friends
    @Eric_Andersen #TechDayCamp Why don’t people do this?
  • 32. Location-based Apps – Personal Use
    • Foursquare
      • Currently have ~15,800 check-ins
    • Foursquare API apps
      • Forecast
      • Untappd
      • Hashable
      • Gatsby
      • Sonar
      • Localmind
    • SCVNGR
      • Also mobile payment/deals app LevelUp
    @Eric_Andersen #TechDayCamp So what apps do I use?
  • 33. @Eric_Andersen #TechDayCamp Location-based Apps for Business Use
  • 34. Location-based Apps – Business Use @Eric_Andersen #TechDayCamp
  • 35. Location-based Apps – Business Use
    • Customer service via engagement
    • Enhance/encourage brand loyalty
    • Marketing by promoting your business
    • Discounts/deals for customers
    • Data/analytics about your business
    @Eric_Andersen #TechDayCamp What are benefits for businesses? This is a huge topic, can’t cover it all here – I’ll instead tell a few stories
  • 36. Location-based Apps – Business Use
    • Burger joint in Milwaukee
    • February 2010 – Hosted a “Swarm Party” – if > 50 people checked in, they would get Foursquare’s Swarm Badge
    @Eric_Andersen #TechDayCamp Case Study: AJ Bombers/Foursquare Source: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx
    • Promoted primarily via Facebook and Twitter
    • 161 people showed up!
    • More than doubled Sunday sales – 110% increase for the day!
    • Additional promotion via sharing on social media – Facebook, Twitter, blogs, YouTube, etc.
  • 37. Location-based Apps – Business Use
    • Chain with > 700 locations
    • January-March 2011 – Customers completed challenges to win prizes such as free wings and Coke, plus a grand prize of trip to the NBA finals
    @Eric_Andersen #TechDayCamp Case Study: Buffalo Wild Wings/SCVNGR Source: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx
    • Strengthened the brand as a place to watch March Madness games – using a game!
    • Leadership board featured the top players
    • 184,000 people played over just 12 weeks!
    • 100 million social impressions via Facebook and Twitter!
    • 1 in 3 users played multiple times
  • 38. Location-based Apps – Business Use
    • Link credit card with Foursquare account
    • Users check-in at the store and click “Load to Card” to get the deal
    • First retailers: H&M, Sports Authority
    @Eric_Andersen #TechDayCamp Case Study: American Express/Foursquare
    • Bypasses the problem of sales staff not knowing how to handle the special – no interaction needed at point of sale, just use the credit card
    • “ We go to where our customers are and our customers are on places like foursquare.” -- Amex Chairman Edward Gilligan
    • No info yet on success of campaign?
  • 39. Location-based Apps – Business Use
    • Boloco – Foursquare “Mayor Mondays”, LevelUp
    • Radio Shack – “Users who unlock specials spend 350% more than the average customer”
    • Tasti-D-lite – Foursquare via kiosk
    • Dunkin Donuts – SCVNGR-based contest
    • Princeton MarketFair parking space
    @Eric_Andersen #TechDayCamp Other ideas/unique case studies:
  • 40. @Eric_Andersen #TechDayCamp Questions? Discussion topics?