This document discusses the evolution of location-based services (LBS) and how people now use multiple sources like social networks on mobile devices to find local information and businesses. It notes that by 2011, 80% of mobile devices will have GPS and over 60% of mobile internet usage is on social networks. The importance of businesses establishing an online identity through a name, address, and phone number is discussed, as this helps anchor customers' experiences. The document also talks about how mobile, local, and social aspects are converging, making consistent digital identities for businesses critical to existing online. It emphasizes taking advantage of features on apps like Foursquare and Groupon to engage customers locally.

1. Gib Olander Location Services: The New Local Search?The What, Where, Who and When of LBS

2. Finding the What & Where

3. Moving to Finding the What & Where like this @localeze @golander59

4. Finding what & where with the help of people who were /are there (social)

5. Today Finding the What & Where with context of Who

6. when matters : It can change relevancy (location)

7. Finding What, Where with the context of Who & When @localeze @golander59

8. Why is this important? People expect to buy within: 1 hour – mobile Internet 7 days – PC search ** Dennis Glavin MSN mobile By 2011, 80% of Mobile Devices will have GPS – iSuppli 7.19.10 60% of mobile internet usage is spent on social networking (Ground Truth) http://mobileplaybook.360i.com 6,000 LBS apps are available on the iPhone Michael Metcalf Y! Apple has paid out over 2 billion dollars to developers *Steve Jobs TechCrunch 3/3/11 @localeze @golander59

9. Business Identity: until now, this was enough @localeze @golander59

10. a Business Identity – Today? 3/30/11 Jims Electronics 111 S Weber RdBolingbrook, IL 60490 630-771-9378 Additional Information Brands - General Electrical: Sony Brands - Cameras: Nikon, Kodak, Olympus Brands - Lighting: Philips lighting Equipment, Hardware & Accessories:Tvs, Mp3 players, Ipods, Camcorders, Digital cameras, Computers, Printers Brands - Office Electronics: Canon Brands - Car Electronics:Xm, Boston acoustics, Garmin, Pioneer Brands - Home Audio: Bose Brands - Home Entertainment: Hitachi, Jvc, Lg, Onkyo, Panasonic, Philips, Samsung, Sharp, Sony, Tivo, Toshiba Products: Televisions, Mp3 players, Gps, Computers, Laptops Brands - Electronics: Apple, Bose, Boston acoustics, Canon, Compaq, Garmin, Hp, Hitachi, Jvc, Kodak, Lg, Microsoft, Nikon, Olympus, Panasonic, Pioneer, Samsung, Sharp, Tivo, Toshiba Brands - Computers:Ipods, Apple, Compaq, Hewlett packard Categories: Electronics - equipment & services, Electronics - dealers, Electronic equipment & supplies, Electronic equipment & supplies service & repair, Electronics Name, Address, Phone (NAP) + C Is a Business Identity plus a category 10

11. A Searchable Identity used to be this 3/30/11 11

12. Sources of Local Business InformationCombined Media Usage Consumers are increasingly using more sources to find local information and content Sources of Local Business Information YOY Comparison (combined Primary and Secondary) +19% +8% +9% +15% -9% -6% +40% +28% Source: 15miles Local Search Usage Study conducted in partnership with comScore Inc., August 2010

13. Establish your online identity: it anchors your customers’ experience NAP Holds all this content together

14. fragmentation @localeze @golander59

15. Identity fragmentation

16. YESTERDAY’S LOCATION-BASED ADVERTISING Follow the Content ! @localeze @golander59

18. 12% said they plan to use Facebook Places in the coming months

19. 70% said they used Facebook.com for promotions – that number is up 50% compared to last year and beats Google, which is being used by 66%60% of mobile internet usage is spent on social networking (Ground Truth) MerchantCircle Merchant Confidence Index Survey Methodology: 8,500 U.S. SMBs surveyed online between Jan. 22 and Feb. 3, 2011. Results were released Feb. 15, 2011.

20. Time sensitive ad products hit the Mobile market GROUPON 2.0 & foursquare 3.0

21. 3/30/11 Spatial Networks and Social Networks Working together About 3.8 check-ins per person! @localeze @golander59

22. Brands are taking advantage of 4sq 3/30/11 @localeze @golander59

23. Tips can influence purchases 3/30/11 @localeze @golander59

24. DON’T FORGET… …Mobile, Local and Social are happening now! If your identity isn’t established, you don’t exist Enable your clients to create and share great discovery content. Have one consistent and pervasive NAP Recognize your spatial network and be aware of time as a relevancy factor @localeze @golander59

25. 3/30/11 CONTACT INFORMATION Gib Olander| Vice President of Market Development | Localeze 200 S Wacker Dr., 35th Floor | Chicago, IL 60606 Office: 312-924-3011 |gibolander@localeze.com @golander59 @localeze @golander59 Confidential