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IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
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IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização


Rafael Siqueira, um dos fundadores do Apontador, fez uma rápida apresentação da sua palestra, cujo tema foi “Social Location: Transformando a localização em uma batalha de ego digital”. …

Rafael Siqueira, um dos fundadores do Apontador, fez uma rápida apresentação da sua palestra, cujo tema foi “Social Location: Transformando a localização em uma batalha de ego digital”.
Siqueira demonstro potenciais das ferramentas sociais de geolocalização.

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  • … in a mail-shot marketing database
  • … your entry in the Phone Book
  • … on the local electoral roll
  • … in a mail-shot marketing database
  • … or in the whois entry for your domain.
  • Your location is both powerful and valuable. It’s far less about where you currently are …
  • Your location is both powerful and valuable. It’s far less about where you currently are …
  • … and much more about where you’ve been; home, school, work, holiday. Let’s call this your location stream. It’s deeply personal information. I touched on responsible, well thought out, location services but how do you tell? There’s some pretty crucial questions you should ask yourself before you start to use a location service, any location service. So here’s a list of points you should bear in mind when deciding on whether to use a location service ... call it an “opt in location manifesto”


  • 1. Social Location
    Transforming Location as a Ego Digital battle
    Rafael Siqueira - CTO
  • 2. apontadorcompany
    • It’s a mergingbetweenApontador and MapLink(Jun, 2008)
    • 3. Founded 2000
    • 4. Investors: Unicoba, JAG and Takaoka
    • 5. Headquarters: São Paulo and Curitiba
    • 6. 110 employees
  • local search
  • 7.
  • 8. estate
  • 9. user traffic
    Apontador10.0 millions uniquevisitors
    MapLink3.0 millions uniquevistors
    Alexa.comApontador – 60ºwebsite in traffic in Brasil
    ComScoreApontador & MapLink–20ºinternet groupin Brazil
    Google Analytics
  • 10. comScore
  • 11. “millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity.
    ...simply put, location changes everything.”
    Matthew Honan, Wired Magazine, January 2009
  • 12. Quotes “People want to talk about Places”
    The future of local referrals lies not in reviews and ratings from semi anonymous individuals, but rather in trusted recommendations from people I know
    55% of all SMSs ask "Where are you?”
    "Maps aren't just for driving directions. They are a way that humans understand their planet”
    Some say that Augmented Reality will do for mobile what satellite imagery did for maps
  • 13. location has taken off …
    location-based online advertising
    location-based iPhoneapps
    gps-enabled phones
    community mapping
    location device sales
    Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”
  • 14. geolocation in the smartphones
  • 15. location is a game changer for social networks.
    what have you been up to?
    what are you doing right now?
    where are you? can I join?
  • 16. connecting people, locals and informationsaround you
  • 17. app developers now regularly incorporate game mechanics and reinforce desired behavior through rewards, incentives and virtual goods
  • 18.
  • 19. 16
    act1: how to turnthereal world
    into agame
  • 20. checking in
  • 21. 18
    act2: how do you use software
    to changebehavior
    the check-in is kinda boring, what´s interesting is what happens next"
    foursquare badges are "silly, but people dig them”

  • 22. 19
    act3: turning digital candyinto
    real world rewards
  • 23. 20
    act3: turning digital candyinto
    real world rewards
  • 24. 21
    free prize inside
    connectingwith friends.
    redirecting travel plans and rewarding adventure.
    Capturing and sharing life experiences inrealtime.
    Making people smile.
  • 25. foursquare
  • 26. foursquare
  • 27.
  • 28.
  • 29. gowalla
  • 30. 27
  • 31. 28
    twitter places
  • 32. 29
    Ovi Maps are now completely free and becoming very popular. Since their launch on January 19, they've been averaging nearly 100,000 downloads per day.
    Ovi Maps: 7 million downloads of Ovi Maps 3 so far
  • 33. 30
    ovimaps on facebook
  • 34. waze
    A mass of drivers that automatically and constantly update other drivers, actively and passively in real time about the roads and driving conditions
  • 35. privacyandtrust
    Darwin Bell on Flickr :
  • 36. wanted: informed and insightful publicity
    Jerry Silfwer on Flickr :
  • 37. 34
  • 38. 35
  • 39. 36
  • 40.
    we are watchingyou
    Opting out
    Provia 17 on Flickr :
  • 41. phone book
    Herzogbr on Flickr :
  • 42. creditcards
    Credit Cards on Flickr :
  • 43. mail-shot marketing databases
    Gwynhafyr on Flickr :
  • 44. whoisinformation
  • 45. opting in
    Opacity on Flickr :
  • 46.
  • 47.
  • 48.
  • 49. 46
    offering a full suite of
    integrated viral applications
    Route It
    Share It
    Find It
    Buy It
    Multimedia Messaging Service
    Information sharing
    Private / Public / Group
    Mobile Notes
    MapsTraffic Services
    & Walking
    Buddy Finder
    I’m Free
    Date Finder
    & White
    Event & Movie Ticketing
    Restaurant & Hotel Reservations
    Restaurant, Hotel,
    Emergency Services,
    Flight Finder
    M- Coupons
  • 50. 47
  • 51. apontadorapps
    Apontador Rodoviário
    Apontador Postos
    Apontador Frete
  • 52. apontadorlocal
  • 53. allplatforms
  • 54. movementintelligence
    online data is easy to get, what about real world!!!
    LBS data =checkIn@ place
    no personalization, no targeting
    store LBS data over space, time and weather
    location history for understanding & personalization
    estimate age and profile of each user anonymous
    automated personalized recommendation
  • 55. behaviortarget
  • 56. TrendingMaps
  • 57. local search withreal time metrics
    how people move in the space, in the time and in the weather
  • 58. context
    high relevance: mobile content and offers can be presented to that driver
    location and time relevant content
  • 59. user recommendation
    use a “recommendation” metaphor based on:
    - user profile/preferences
    - location
    - driving context(e.g. speed, traffic congestion, next upcoming maneuver)
    local interest
    (pre-set search)
    targeted offer
    Virtual billboard
  • 60. the future
    “if you ask me, ‘what’s the UI in five years?’ it’s a pair of glasses.”
    Tim O’Reilly
  • 61. Flickr: Jamais Cascio
  • 62. social augmented reality
  • 63. social augmented reality
    the knowledge of joining a crowd and knowing:
    who do I know here?
    where do I know them from?
    who should I get to know?
    who here is single?
    are there any naked pictures of them on the internet?
  • 64. thoughts
    Ian on Flickr :
  • 65. geolocation in the smartphones
  • 66. “we can make the internet work
    better by making it understand
    how we talk in the real world”
    Billy V on Flickr :
  • 67. It’s not about where you are …
    Alwaysordinary on Flickr :
  • 68. … it’s about where you’ve been
    Jrusbatch on Flickr :
  • 69. Famous Quote
    “We always overestimate the change
    that will occur in the next two years and
    underestimate the change that will occur
    in the next ten.”
    Bill Gates
  • 70. apontador 2000
  • 71. apontador 2010
  • 72. apontador–hyperlocalcontent
    Mapping & Routes
    Turn by Turn Navigation
    Corridor Search
    Proximity Search
    Traffic Manager
    Location Advertising
  • 73. thanks for listening