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HMC- Mobile Location Based Services
 

HMC- Mobile Location Based Services

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  • Speak to CDJ a bit as Kmart is a little unfamiliar…
  • What we’re seeing at Google:1 in 5 desktop searches are related to location [source:Google blog, 4/20/10]. Think of the millions of searches made everyday online to get an estimate of the amount of local activity happening on Google. About 1 in 3 mobile search queries are made by people looking for something in their local area [source: Google mobile blog]For example, iPhone users conduct 30% more daily queries from Maps than do computer users[source: Google Internal stat]
  • Another big change is the availability of all the local information on the web in real time. And, this is one area where we are innovating rapidly at Google. Our vision is to geographically organize all the worlds information. With Google’s Geo products and services, we’re using location to increase the relevance of search. We find results for our users that are relevant, fresh, accurate, rich, personalized and packaged to convey what matters and why about every place in the world. With Google Maps, Google Earth, and Google Maps for Mobile, we provide the fastest, most interactive, and visually compelling mapping and local search experience available, wherever the user is located. Every day, Maps and Earth users spend over 1 million hours browsing geo content. We want to help people make local decisions about what to do and where to go on Google. Pull together all the relevant information that's on the web -- photos, reviews, business information, etc. -- so people can make good decisions. Google Maps is the most popular mapping site in the world, Most popular mapping site in Europe, Most popular mapping site in the U.S. 49% market share in the US, with MapQuest the closest competitor at 31% (Hitwise). 17.5% reach out of total online audience worldwide (comScore). Help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. Getting people to their final destination, no matter where that is. provide the "second map" that is often needed to help users find a building on a college campus, a gate in an airport, or a store in a shopping mallExpanded navigation tools to more users around the worldDriving directions launched to 111 new countries (total = 129)EX. get directions to drive from [Johanessburg to Nairobi]Navigate is now available for Android users in 12 new countries over 50% of users who had access to it tried it out on the first dayNavigate has now helped people navigate over 2.5B KM
  • Mobile is the biggest driving force in the digital space today. There are 5B mobile subscribers worldwide, with more than a billion mobile phone connections added to the global tally in the past 18 months. To give you some perspective, that’s 3x more mobile phones than PCs.
  • The government did marketers a big favor a few years back when they mandated that all mobile devices include a GPS chip so that emergency 911 services could locate a caller in distress. Now that all cell phones include a GPS chip, location-based services have become a reality. And this will have a dramatic impact on local marketers. Foursquare, Gowalla and Google Latitude have taken off due to mobile GPS capabilities. Also, the potential for opt-in, relevant locally targeted ads will shortly become a reality. And with Near Field Communication chips soon to be standard in smartphones, our mobile devices will become our wallets. Imagine the ability to pay for all of your transactions with your cell phones and have those purchases automatically fed into your loyalty programs at Starbucks, Target, Best Buy, etc…. And, if you so choose, you could receive alerts the next time you walk into a Target about products that you purchased in the past that are now on special. This is already happening in Japan and Korea. And it’s been talked about for some time in the US. It will happen soon in the US. At a hyper-local level, restaurants, bars, local retailers, etc… will also be able to get into the game.
  • Powerful mobile processing, connectivity and cloud computing have all converged on high-end devices. Because of these three tech trends, here at Google we don’t see the phone as simply a phone. Take this Android device here. It's a sensor rich device: with a camera, a speaker, a microphone, a GPS chip an accelerometer, etc. But megapixel cameras have been around for a years. And your high school prom had a better P.A. system than this phone. But what happens when you take this sensor-rich computing device, and connect it to cloud services?This camera becomes an eye to see with; the mic and speaker become ears and a mouth to hear and speak with; and the GPS chip becomes a personal compass.That's magic -- that's a new era of computing.How these new high-end devices are radically transforming the possibilities for how consumers engage and interact on mobile and the implications this has for you as marketers.Let me to share with you some examples of how these phones have transformed what consumers are able to do and what they’re demanding from their mobile phones. _______________________________
  • Google Places help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. SERVICE AREAS: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private.TAGS: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco.BUSINESS PHOTO SHOOT: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating.CUSTOMIZED QR CODES: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business.FAVORITE PLACES: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings.Personalized Dashboard: track how many times people found your business on Google, what keywords they used to find it and even what areas people traveled from to visit your business.
  • Recently I was in Las Vegas and walking down Las Vegas Blvd. Now I don’t the name of every big hotel on the strip, and when I saw this huge Eiffel Tower out in front of one of them I wondered which place this was. I took out my Nexus One and snapped a picture with Google Goggles. Google Goggles is an application available for Android. It leverages the camera, GPS, cloud and connectivity– and supercharges the definition of “search” on your mobile phone.Bam! It instantly pulls up the landmark and is smart enough to know that I’m not in France. It tells me that this is the Paris Hotel and Casino!
  • Since the launch of the iPhone and the iPod Touch, 52 and 42 million devices have been sold respectively (Guardian). First trimester this year sales up 131%. Selling about 40 M units of iPhones predicted for 2010 74% of iPhone users are over the age of 25
  • Research In Motion outsold both of them, and had 36% of the sales.
  • Nearly 35M Active users by year end, 28% of smartphone sales, while the iPhone accounted for 21%, according to market research firm NPD.Research In Motion outsold both of them, and had 36% of the sales.

HMC- Mobile Location Based Services HMC- Mobile Location Based Services Presentation Transcript

  • WELCOME to theMobile Location Based Services Seminar
    October 26, 2010
  • About the Heartland Mobile Council
    Our Mission
    To educate brands on how to use mobile as a marketing channel
    Our Customer
    Businesses/brands who have consumers who frequently use mobile devices
    Our Team
    Seminars, Mobile University, Content, Marketing, Legal
    Passion, Industry Impact
    Join us! hugh@heartlandmobilecouncil.com
    @heartlandmobile
  • Our “Thanks” to Draftfcb for their support of this event and the Heartland Mobile Council
    Special Thanks to:
    Chris Miller
    Patrick Moorhead
    Greg Gill
    Lauren Cabot Altergott
  • Agenda
    3:00 –Welcome – Steve Snyder, VP, HMC Seminars
    3:10 – Overview of the LBS Landscape – Chris Miller, Draftfcb
    3:30 – Google’s Mobile Strategy, Drew Mitchell, Google
    4:10 – Using LBS in Mobile Applications, Alex Muller, GP Shopper
    4:50 - Refreshment break
    5:20 - Using Geo-fencing to deliver LBS – Alistair Goodman, Placecast
    6:00 – Audience Q&A – All speakers
    6:55 – Wrap-up, Hugh Jedwill, HMC Executive Director
    7:00 – Networking reception - 19th floor atrium
  • @heartlandmobile
    Location
    Where it’s at
  • LOCATION BASEDSERVICES
  • LOCATION BASEDSOCIAL
  • Location Based Social
  • LBS as a game
  • LOCATION BASEDSOCIAL
  • LOCATION BASEDSALES
  • 6:07PM
    Retail
    5:02PM
    Mobile web
    9:05PM
    Grocery
    5:25PM
    Book
    Store
    4:30PM
    Gas Station
    6:59PM
    Sports Bar
    Home
    1:15PM
    Lunch at the Pizza parlor –
    12:00PM
    Workout at Health Club
    9:35AM
    Coffee
    Shop
    Connecting message with moment
  • Linking Location and Value
  • Stickybits
  • Adding an effective game layer
    groupscan:
    get a certain number of friends to also scan the product to unlock a deal
    combo scan
    scan a group of products or promotional items to unlock a deal
    coupon scan
    appears for everyone, first comers, or random odds
    location scan
    trek to one or more locations and scan a product for a deal
  • Tapping Into Local
  • Not Just Mobile
  • PEOPLE.
  • The Modern Advertising System
    COMMERCIAL
    TRANSMEDIA
    IDEAS
    SYSTEMS
    BEHAVIORS
    How people take and use information
    “how”
    Platforms,
    channels & technologies
    “where”
    CONTENT
    The information that passes through media channels
    “WHAT”
  • christopher miller
    EVP, Group Management Director – Digital
    Twitter: @scubachris @draftfcb
    Thank you
  • View in Presentation Mode
    @heartlandmobile
    21
  • The Web is Going Local
  • Let’s chat about 3 things
  • THE STATE OF LOCAL
    24
  • The Web is going local
    1 in 5desktop searches are related to location.
    1 in 3mobile searches are related to location.
    25
    Source: Google
  • The Geo Web is exploding
    Street View imagery: 21 countries**
    1M+ hrs browsing geo content / day
    20M+ maps created by users**
    >4M businesses on Google Places**
    26
  • THE MOBILE EXPLOSION
    27
  • The global mobile explosion
    5B
    mobile phones globally1
    3x
    more mobile phones than PCs globally1
    28
    Source: http://news.bbc.co.uk/1/hi/technology/10569081.stm (July 2010)
  • 29
    29
    Smartphones Will Surpass Feature Phones in US Market Penetration by 2011
    Source: Nielsen, March 2010
  • Mobile makes location-based services a reality
  • Personal
    Ubiquitous
    Targeted
    1:1 relationship
    With you everywhere
    Location-aware
  • #amamobile
    speaker
    voice
    camera
    eyes
    touch screen
    skin
    gps chip
    location
    microphone
    ears
  • GOOGLE’S LOCAL FOCUS
    33
  • Google’s Local services are meant to:
  • Making local information more accessible
    35
  • Making local businesses more discoverable
    4M+ businesses have claimed their Google Places page
    36
  • Many mobile options for local marketing
    Local product inventory
    Sponsored Ad Listings
    Click-to-call
    MobileCoupons
  • See where your friends are right now
    38
    Google Latitude has 3M+ active users
  • Find your way anywhere
    39
    Google Navigation: 1B miles navigated
  • Google Shopper
    Click to watch video
    41
  • @heartlandmobile
    Mobile ApplicationsHeartland Mobile Council – 10/26/2010
    Alex Muller
    CEO, GPShopper LLC
    & Adjunct Professor, Mobile Marketing, NYU
  • Who is GPShopper ?
    Many different apps - enabled by a robust and scalable platform
  • Role of Mobile Apps: Now
    GPS, CAMERA, MULTI- MEDIA
    NFC, SECURITY
    Shopper Marketing
    M-Commerce
    CONTACT LIST, GPS, FB, TWIT, CAMERA
    ICON, GPS, ALERTS
    ?
    Customer Acquisition
    Loyalty and Retention
  • Do App Users Matter?
    45.5
    Million
    Smartphones in the US in 2009
    60.0
    percent
    of all phones sold in the US by 2013
  • APP OVERVIEW
  • What are Mobile Apps?
    An application that runs directly on the phone and can have access to the phone’s resourcesMemory, GPS, Camera, Contact List, Accelerometer and other features
  • What Kind of Apps Are There?
    Entertainment: Mobile games, music and content – key use case “entertain and kill time”
    Marketing goal: brand association and provide value ad to a consumer
    Utility : Tools, utilities, - key use case “to help perform actions”
    Marketing goal: facilitate a transaction, enable commerce
    Content / Informational Apps: Publications, News – key use case “to inform”
    Marketing goal: acquire demographically targeted audience
  • APPS VS. WAP
  • WAP vs APP – Fundamentals
    TEAM WAP
    Pros:
    • Larger audience, lowest common denominator
    • Easier, cheaper and faster to develop
    Cons:
    • Lower engagement and repeat usage (bookmarking vs icon on home screen)
    • Slower speed and page loading
    • No interaction with other phone features (camera, GPS, contact list)
    TEAM APP
    Pros:
    • Higher Engagement and repeat usage
    • Connected to advance phone features
    • Faster speeds
    • MORE POSSIBILITIES!
    Cons:
    • Expensive
    • Multiple platforms
    A good mobile strategy will have deeper engagement apps with a strong, but efficient WAP sites as well.
    • M-Commerce
    • Quick Access
    • Quick Response
    • Location Enabled
    • Loyalty
    • Deep Engagement
    • Gaming and Entertainment
  • MAIN APP BENEFITS
    DEEP ENGAGEMENT
    PERSONALIZATION &
    LOCALIZATION
  • What Makes a Good App?
    • Content: Engaging to consumers and dynamic
    • Utility: Is useful to the consumer
    • Workability: Your app is your brand, make sure it isn’t broken
  • Top 5 Mistakes Brands Make in Apps
    Don’t consider consumer use cases – swiss army app
    Get caught up in trendy tech
    Silo App strategy
    Forget to analyze data - downloads aren’t everything
    Stop iterating the app – stale apps are deleted
  • PLATFORMS
  • 90K Activations DAILY
    Walmart now sells iPhone for $97
  • 18 Million users
  • 160K Activations DAILY
  • And keep and eye on:
  • Additional Platforms to Know
  • The Downside of Apps – Discoverability
  • HOW DO I MARKET WITH APPS?
  • Everyone who’s anyone has an App Store
    Device: Blackberry, Apple
    OS: Android
    Operator: AT&T, Verizon
    Independent: Handango, GetJar
  • Marketing with Apps
    Ad Network: Admob, iAd (Banners), GreyStripe (Games with Ad Wrappers), GetJar (Ad Wrappers)
    Sponsorship: Example, Pork Council sponsored recipe application
    Build Your Own: Audi Driving Game, Timberland Trail Finder, Nike Apps
  • CASE STUDIES
  • Best Buy Reward Zone
    Customer Acquisition
    M-Commerce
    Loyalty and Retention
    Shopper Marketing
  • American Standard – How Blue
    Social Engagement
    Shopper Marketing
    Branding
    Content
  • EXPRESS MOBILE
    Location Based
    Promotions
    Customer Acquisition
    Multimedia Content
    Shopper Marketing
  • Break
  • @heartlandmobile
    Building Fences in the Sky: Geo-Fences, Increased Revenue, and Consumer Value
    October 26th, 2010
  • Placecast is Leading Innovation in Location
    “Placecast has taken on the problem of delivering advanced location-based advertising head-on, and has executed more than effectively.”
    Mobile Marketing Watch – January 2010
    5 years in development
    Proprietary technology and patents can digest any expression of location and formulate a normalized output delivered to any connected device
    Experienced team from mobile, location data and digital media
    Platform licensing (Nokia/Navteq, O2/Telefonica) and direct sales to brands
    Platform enabled for 70+ countries
    Onset Ventures, Voyager Capital and Quatrex Capital are investors
  • What is a Geo-Fence?
    Geō-fencenoun : a field around any location set to trigger a personalizedmarketing message to a consumer entering or exiting the defined area.
    How it’s created:
    • Upload location addresses
    • Proprietary translator creates a “Place Profile”
    • Program the desired geo-fence around a location
    Flexibility:
    • Geo-fences can be created around any location
    • Add, remove & optimize geo-fences
    Geo-fencing Strategy:
    • Based on program objectives, trade areas, and customer demographic/psychographic profiles
  • Consumers & Location-Based Marketing
    Opportunity:
    Reach consumers through on-the go mobile devices
    Permission basis guarantees interest
    Text alerts have low clutter compared to email marketing
    Simplicity of development vs. other mobile initiatives
    Location best predictor of purchase intent
    Challenges:
    Scale of programs
    Determining consumers most interested
    Permission basis
  • Mobile Marketing at Scale: Text alerts reach 70% of all mobile users
    -4 points YOY
    70%
    Source: comScore: MobiLens, Three month average ending March 2010
  • Harris Poll: Consumer Interest in Text-Based Marketing
  • Women more interested in groceries, beauty & fashion, men in electronics, bars, sports
    Almost equal interest in restaurants, fast food, travel, health
    Source: Placecast The Alert Shopper II, Harris Poll, July 2010
  • Introducing ShopAlerts™
    http://www.youtube.com/watch?v=Uuv9c-yGdL4
  • ShopAlerts: Location-triggered Messaging
    Consumer opts in to receive messages from a retail brand
    Customized virtual geo-fences are created for ANY physical location
    Access the customer’s “always on”
    mobile device
    Extend marketing programs to customers while they are shopping
    EXAMPLE: Geo-Fence Surrounding
    The North Face
    875 N Michigan Ave
    Chicago, IL 60611
    Deliver requested content and information to customers based on time & place
    Innovative technique for cutting
    through the clutter
  • Flexible Promotion & Opt-in
    Brands promote the program across virtually
    any consumer touch point.
    Consumers opt-in to receive messages through
    Mobile Web
    Social Networks
    Web Site
    Email & SMS
  • Shop Alerts User Experience
    Geo-fence is triggered
    Dynamic message delivered
    Consumer Opts-In
    Customer is out shopping in a retail area, office area during lunch time, sporting event, concert, or any other location POI
    Triggers the geo-fence set by brand
    Customer opts-in to alerts program through your
    • Web site
    • Social Network
    • SMS or email program
    • Web or mobile banner
    • Inside store locations: window signage, POS cards, receipts, etc.
    She/he receives an SMS alert on mobile
    Message presents a personalized offer
    Dynamic message- promotional, branding, sponsorship or a reminder
    Option to leverage digital assets & WAP
  • What’s hard about LBA? 1:1 Relevance at Scale…
    4 Items/Day with UniqueCoupon Codes by Venue
    Stores with Geofences
    Brand
    Messages can be customized based on real-time user location, time of day, available offers and user behavior
  • Coupons, In-App Alerts and Link to CRM
    Manage coupons, promotions and discounts at the venue or user level
    Track redemptions
    Push location-based alerts into existing applications
    Can also integrate with retail POS and loyalty systems
  • Location-based Analytics
    Key Metrics include…
    • Active participants
    • Opt-ins
    • Opt-outs
    • Volume of messages delivered by location and location type
    • By day of week
    • By time of day
    • Volume of triggers by location and location type
    • Trending across all key metrics
  • Monthly Program Scorecard
  • Working Examples
    • Reach them at their passion points while hiking, biking and skiing, in addition to around stores.
    • Weather triggers as well
    • Introduction of Via Ready Brew in the UK market
    • Induce trial on premises and purchase at grocery stores
    Experiential
    Trial
    • Carrier opts-in 1 million customers to receive valuable offers nearby
    • Multiple brands rotated through the program
    • Weapon for “Burger Wars”
    • Promote different menu items throughout the day
    • Redemption via discount code
    Portal
    Direct Response
  • High level of consumer attention to ShopAlerts: Nearly 60% opened upon receipt
    PlacecastShopAlerts Pilot Studies 2/10
  • 75% rate ShopAlerts Useful
    PlacecastShopAlerts Pilot Studies 2/10
  • For 79%, ShopAlerts increased likelihood to shop
    PlacecastShopAlerts Pilot Studies 2/10
  • Purchase activity increased over time: +48% between Survey 2 and 3
    Purchase increased from 44% in Survey 2 to 65% in Survey 3
    PlacecastShopAlerts Pilot Studies 2/10
  • Location targeting is seen as increasing relevance
    88% of Retailer A customers found it positive vs. 80% of Retailer B
  • What we’re learning from 2010 retail rollout…
    Consumers are very positive about the use of their location information, provided there is an exchange of value
    Texts have most immediate impact on low-consideration products with many retail outlets - more chances to purchase, triggers impulse buying
    But texts also help to build loyalty and increase awareness of new product intros for higher-consideration products, and serve as reminders
    Redemption rates on coupons/discount codes from 24% (fashion) to 65% (fast food)
    Successful recruitment into location-based mobile programs has happened via dedicated email blasts, in-store signage and promotions, direct SMS and social networking
    Geo-fencing and messaging strategies depend on a number of factors, from the purchase consideration cycle for the product to the number of outlets, time of day and traffic patterns
  • What’s Cool About ShopAlerts™?
    Not an app – works on any phone
    Location-based marketing at scale – 250M phones in the US today
    Automated and intelligent service that consumers find valuable, not intrusive
    Simple to implement at scale vs. other mobile initiatives (extend existing marketing initiatives)
    It works – purchase rates from 24% – 65%
  • Introducing LocalBox – Developer Tools
    http://www.youtube.com/watch?v=pqGwKRYQQr8
  • Thank You
    Alistair Goodman, CEO(c) +1 510 502 3596
    alistair@placecast.net
  • @heartlandmobile
    Q & A.
  • @heartlandmobile
    Thanks.