Social Location<br />Transforming Location as a Ego Digital battle<br />Rafael Siqueira - CTO<br />
apontadorcompany<br /><ul><li>It’s a mergingbetweenApontador and MapLink(Jun, 2008)
Founded 2000
Investors:  Unicoba, JAG and Takaoka
Headquarters: São Paulo and Curitiba
110 employees</li></li></ul><li>apontador.com  local search<br />
maplink.com.brmapsandtraffic<br />
imobilien.com.brreal estate<br />
user traffic<br />Apontador10.0 millions uniquevisitors<br />MapLink3.0 millions uniquevistors<br />Alexa.comApontador – 6...
comScore<br />
“millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs ...
Quotes “People want to talk about Places”<br />The future of local referrals lies not in reviews and ratings from semi ano...
location has taken off …<br />location-based online advertising<br />location-based iPhoneapps<br />gps-enabled phones<br ...
geolocation in the smartphones<br />
location is a game changer for social networks.<br />what have you been up to?<br />passive<br />what are you doing right ...
connecting people, locals and informationsaround you<br />13<br />
app developers now regularly incorporate game mechanics and reinforce desired behavior through rewards, incentives and vir...
16<br />act1:  how to turnthereal world <br />into agame<br />
checking in<br />
18<br />act2:  how do you use software<br />to changebehavior<br />the check-in is kinda boring, what´s interesting is wha...
19<br />act3:  turning digital candyinto<br />real world rewards<br />
20<br />act3:  turning digital candyinto<br />real world rewards<br />
21<br />free prize inside<br />inspiringunexpectedjourneys.<br />connectingwith friends.<br />redirecting travel plans and...
foursquare<br />2009.3.11<br />
foursquare<br />
gowalla<br />
27<br />mytown<br />
28<br />twitter places<br />
29<br />ovimaps<br />Ovi Maps are now completely free and becoming very popular. Since their launch on January 19, they've...
30<br />ovimaps on facebook<br />
waze<br />A mass of drivers that automatically and constantly update other drivers, actively and passively in real time ab...
privacyandtrust<br />Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/<br />
wanted: informed and insightful publicity<br />Jerry Silfwer  on Flickr : http://www.flickr.com/photos/8857708@N06/2307921...
34<br />
35<br />
36<br />
http://l.yimg.com/g/images/spaceball.gif<br />we are watchingyou<br />Opting out<br />Provia 17 on Flickr : http://www.fli...
phone book<br />Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/<br />
creditcards<br />Credit Cards on Flickr : http://www.flickr.com/photos/k9ine/177671367/sizes/o/<br />
mail-shot marketing databases<br />Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/<br />
whoisinformation<br />
opting in<br />Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/<br />
46<br />offering a full suite of <br />integrated viral applications<br />Route It<br />Share It<br />Find It<br />Buy It<...
47<br />
apontadorapps<br />Apontador Rodoviário<br />Apontador Postos<br />Apontador Frete<br />
apontadorlocal<br />
allplatforms<br />
movementintelligence<br />Confidential<br />online data is easy to get, what about real world!!!<br />nowadays <br />LBS d...
behaviortarget<br />
TrendingMaps<br />
local search withreal time metrics<br />how people move in the space, in the time and in the weather<br />
context<br />Known<br />Location<br />Time<br />high relevance: mobile content and offers can be presented to that driver<...
user recommendation<br />collectiveintelligence<br />use a “recommendation” metaphor based on:<br />- user profile/prefere...
the future<br />“if you ask me, ‘what’s the UI in five years?’ it’s a pair of glasses.”<br />Tim O’Reilly<br />
Flickr: Jamais Cascio<br />
social augmented reality<br />
social augmented reality<br />the knowledge of joining a crowd and knowing:<br />who do I know here?<br />where do I know ...
thoughts<br />Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/<br />
geolocation in the smartphones<br />
“we can make the internet work<br />better by making it understand<br />how we talk in the real world”<br />Billy V on Fli...
It’s not about where you are …<br />Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/<b...
… it’s about where you’ve been<br />Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/<br />
Famous Quote<br />“We always overestimate the change <br />that will occur in the next two years and <br />underestimate t...
apontador 2000<br />Confidential<br />
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IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização

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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”
  • Transcript of "IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização"

    1. 1. Social Location<br />Transforming Location as a Ego Digital battle<br />Rafael Siqueira - CTO<br />
    2. 2. apontadorcompany<br /><ul><li>It’s a mergingbetweenApontador and MapLink(Jun, 2008)
    3. 3. Founded 2000
    4. 4. Investors: Unicoba, JAG and Takaoka
    5. 5. Headquarters: São Paulo and Curitiba
    6. 6. 110 employees</li></li></ul><li>apontador.com local search<br />
    7. 7. maplink.com.brmapsandtraffic<br />
    8. 8. imobilien.com.brreal estate<br />
    9. 9. user traffic<br />Apontador10.0 millions uniquevisitors<br />MapLink3.0 millions uniquevistors<br />Alexa.comApontador – 60ºwebsite in traffic in Brasil<br />ComScoreApontador & MapLink–20ºinternet groupin Brazil<br />Google Analytics<br />
    10. 10. comScore<br />
    11. 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. <br />...simply put, location changes everything.” <br />Matthew Honan, Wired Magazine, January 2009<br />
    12. 12. Quotes “People want to talk about Places”<br />The future of local referrals lies not in reviews and ratings from semi anonymous individuals, but rather in trusted recommendations from people I know<br />55% of all SMSs ask "Where are you?”<br />"Maps aren't just for driving directions. They are a way that humans understand their planet”<br />Some say that Augmented Reality will do for mobile what satellite imagery did for maps <br />
    13. 13. location has taken off …<br />location-based online advertising<br />location-based iPhoneapps<br />gps-enabled phones<br />community mapping<br />location device sales<br />Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”<br />
    14. 14. geolocation in the smartphones<br />
    15. 15. location is a game changer for social networks.<br />what have you been up to?<br />passive<br />what are you doing right now?<br />real-time<br />where are you? can I join?<br />participatory<br />
    16. 16. connecting people, locals and informationsaround you<br />13<br />
    17. 17. app developers now regularly incorporate game mechanics and reinforce desired behavior through rewards, incentives and virtual goods<br />14<br />
    18. 18.
    19. 19. 16<br />act1: how to turnthereal world <br />into agame<br />
    20. 20. checking in<br />
    21. 21. 18<br />act2: how do you use software<br />to changebehavior<br />the check-in is kinda boring, what´s interesting is what happens next"<br />foursquare badges are "silly, but people dig them”<br />“<br />
    22. 22. 19<br />act3: turning digital candyinto<br />real world rewards<br />
    23. 23. 20<br />act3: turning digital candyinto<br />real world rewards<br />
    24. 24. 21<br />free prize inside<br />inspiringunexpectedjourneys.<br />connectingwith friends.<br />redirecting travel plans and rewarding adventure.<br />Capturing and sharing life experiences inrealtime.<br />Making people smile.<br />
    25. 25. foursquare<br />2009.3.11<br />
    26. 26. foursquare<br />
    27. 27.
    28. 28.
    29. 29. gowalla<br />
    30. 30. 27<br />mytown<br />
    31. 31. 28<br />twitter places<br />
    32. 32. 29<br />ovimaps<br />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.<br />Ovi Maps: 7 million downloads of Ovi Maps 3 so far<br />
    33. 33. 30<br />ovimaps on facebook<br />
    34. 34. waze<br />A mass of drivers that automatically and constantly update other drivers, actively and passively in real time about the roads and driving conditions<br />
    35. 35. privacyandtrust<br />Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/<br />
    36. 36. wanted: informed and insightful publicity<br />Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/<br />
    37. 37. 34<br />
    38. 38. 35<br />
    39. 39. 36<br />
    40. 40. http://l.yimg.com/g/images/spaceball.gif<br />we are watchingyou<br />Opting out<br />Provia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/<br />
    41. 41. phone book<br />Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/<br />
    42. 42. creditcards<br />Credit Cards on Flickr : http://www.flickr.com/photos/k9ine/177671367/sizes/o/<br />
    43. 43. mail-shot marketing databases<br />Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/<br />
    44. 44. whoisinformation<br />
    45. 45. opting in<br />Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/<br />
    46. 46.
    47. 47.
    48. 48.
    49. 49. 46<br />offering a full suite of <br />integrated viral applications<br />Route It<br />Share It<br />Find It<br />Buy It<br />Multimedia Messaging Service<br />Information sharing<br />Private / Public / Group<br />Mobile Notes<br />MapsTraffic Services<br />Transit<br />Driving<br />& Walking<br />Directions<br />M-Vite<br />Buddy Finder<br />M-Classifieds<br />I’m Free<br />Date Finder<br />Yellow <br />& White <br />Pages<br />Customized<br />Finder<br />Event & Movie Ticketing<br />Restaurant & Hotel Reservations<br />Event, <br />Movie,<br />Restaurant, Hotel,<br />Pub,<br />ATM<br />Emergency Services,<br />Finder,<br />Flight Finder<br />Mobile <br />Wallet<br />M- Coupons<br />Advertising<br />Gaming<br />Shopping<br />
    50. 50. 47<br />
    51. 51. apontadorapps<br />Apontador Rodoviário<br />Apontador Postos<br />Apontador Frete<br />
    52. 52. apontadorlocal<br />
    53. 53. allplatforms<br />
    54. 54. movementintelligence<br />Confidential<br />online data is easy to get, what about real world!!!<br />nowadays <br />LBS data =checkIn@ place<br />no personalization, no targeting <br />future <br />store LBS data over space, time and weather<br />location history for understanding & personalization<br />estimate age and profile of each user anonymous<br />automated personalized recommendation<br />51<br />
    55. 55. behaviortarget<br />
    56. 56. TrendingMaps<br />
    57. 57. local search withreal time metrics<br />how people move in the space, in the time and in the weather<br />
    58. 58. context<br />Known<br />Location<br />Time<br />high relevance: mobile content and offers can be presented to that driver<br />location and time relevant content<br />
    59. 59. user recommendation<br />collectiveintelligence<br />use a “recommendation” metaphor based on:<br />- user profile/preferences<br />- location<br />- driving context(e.g. speed, traffic congestion, next upcoming maneuver)<br />local interest<br />(pre-set search)<br />targeted offer<br />Virtual billboard<br />
    60. 60. the future<br />“if you ask me, ‘what’s the UI in five years?’ it’s a pair of glasses.”<br />Tim O’Reilly<br />
    61. 61. Flickr: Jamais Cascio<br />
    62. 62. social augmented reality<br />
    63. 63. social augmented reality<br />the knowledge of joining a crowd and knowing:<br />who do I know here?<br />where do I know them from?<br />who should I get to know?<br />who here is single?<br />are there any naked pictures of them on the internet?<br />
    64. 64. thoughts<br />Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/<br />
    65. 65. geolocation in the smartphones<br />
    66. 66. “we can make the internet work<br />better by making it understand<br />how we talk in the real world”<br />Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/<br />
    67. 67. It’s not about where you are …<br />Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/<br />
    68. 68. … it’s about where you’ve been<br />Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/<br />
    69. 69. Famous Quote<br />“We always overestimate the change <br />that will occur in the next two years and <br />underestimate the change that will occur <br />in the next ten.”<br />Bill Gates<br />
    70. 70. apontador 2000<br />Confidential<br />
    71. 71. apontador 2010<br />Confidential<br />
    72. 72. apontador–hyperlocalcontent<br />Mapping & Routes<br />Turn by Turn Navigation<br />Corridor Search<br />Proximity Search<br />Traffic Manager<br />Location Advertising<br />
    73. 73. thanks for listening<br />www.apontador.com.br<br />rafael@apontador.com<br />twitter.com/rafaelsiqueira<br />twitter.com/apontador<br />
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