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IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
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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”. …

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

    • 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
    • apontador.com local search
    • 7. maplink.com.brmapsandtraffic
    • 8. imobilien.com.brreal 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?
      passive
      what are you doing right now?
      real-time
      where are you? can I join?
      participatory
    • 16. connecting people, locals and informationsaround you
      13
    • 17. app developers now regularly incorporate game mechanics and reinforce desired behavior through rewards, incentives and virtual goods
      14
    • 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
      inspiringunexpectedjourneys.
      connectingwith friends.
      redirecting travel plans and rewarding adventure.
      Capturing and sharing life experiences inrealtime.
      Making people smile.
    • 25. foursquare
      2009.3.11
    • 26. foursquare
    • 27.
    • 28.
    • 29. gowalla
    • 30. 27
      mytown
    • 31. 28
      twitter places
    • 32. 29
      ovimaps
      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 : http://www.flickr.com/photos/darwinbell/3283515018/
    • 36. wanted: informed and insightful publicity
      Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/
    • 37. 34
    • 38. 35
    • 39. 36
    • 40. http://l.yimg.com/g/images/spaceball.gif
      we are watchingyou
      Opting out
      Provia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/
    • 41. phone book
      Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/
    • 42. creditcards
      Credit Cards on Flickr : http://www.flickr.com/photos/k9ine/177671367/sizes/o/
    • 43. mail-shot marketing databases
      Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/
    • 44. whoisinformation
    • 45. opting in
      Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/
    • 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
      Transit
      Driving
      & Walking
      Directions
      M-Vite
      Buddy Finder
      M-Classifieds
      I’m Free
      Date Finder
      Yellow
      & White
      Pages
      Customized
      Finder
      Event & Movie Ticketing
      Restaurant & Hotel Reservations
      Event,
      Movie,
      Restaurant, Hotel,
      Pub,
      ATM
      Emergency Services,
      Finder,
      Flight Finder
      Mobile
      Wallet
      M- Coupons
      Advertising
      Gaming
      Shopping
    • 50. 47
    • 51. apontadorapps
      Apontador Rodoviário
      Apontador Postos
      Apontador Frete
    • 52. apontadorlocal
    • 53. allplatforms
    • 54. movementintelligence
      Confidential
      online data is easy to get, what about real world!!!
      nowadays
      LBS data =checkIn@ place
      no personalization, no targeting
      future
      store LBS data over space, time and weather
      location history for understanding & personalization
      estimate age and profile of each user anonymous
      automated personalized recommendation
      51
    • 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
      Known
      Location
      Time
      high relevance: mobile content and offers can be presented to that driver
      location and time relevant content
    • 59. user recommendation
      collectiveintelligence
      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 : http://www.flickr.com/photos/ianaberle/4185095125/
    • 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 : http://www.flickr.com/photos/billyv/352560572/
    • 67. It’s not about where you are …
      Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/
    • 68. … it’s about where you’ve been
      Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/
    • 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
      Confidential
    • 71. apontador 2010
      Confidential
    • 72. apontador–hyperlocalcontent
      Mapping & Routes
      Turn by Turn Navigation
      Corridor Search
      Proximity Search
      Traffic Manager
      Location Advertising
    • 73. thanks for listening
      www.apontador.com.br
      rafael@apontador.com
      twitter.com/rafaelsiqueira
      twitter.com/apontador

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