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Social Location: From Here to Ubiquity
 

Social Location: From Here to Ubiquity

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Social Location: From Here to Ubiquity. Nokia's Sylvain Grande's presentation at Social Media Week Berlin 2011.

Social Location: From Here to Ubiquity. Nokia's Sylvain Grande's presentation at Social Media Week Berlin 2011.

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    Social Location: From Here to Ubiquity Social Location: From Here to Ubiquity Presentation Transcript

    • Social Location:From Here to Ubiquity1 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Social Networks and LocationIt is not just about check-ins • 750M Facebook users • 10M+ 4SQ users • 1/2 of Twitter users access the service “on the go” via mobile phone • 28% of cell owners use phones to get directions or recommendations based on their current location. 55% of smartphone owners use their phones to get location based directions or recommendations, while geosocial services and location-tagging features are less popular (US, Pew Internet 2011) • Maps usage and map integration with emails and blogging platforms…is already HUGE2 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Know these names? Sina Kaixin001 RenRen Digu Jiepang Sohu3 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Behaviors Driving Social Location Spend time Discover new together and opportunities and share tasks what’s relevant around me Being Discovering together Location Storytelling Collaborating Create, tell and Coordinate life & share media- create events and rich stories and experiences memories together privately4 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • social networking site usage in 2008 (29%). And for the first time in Pew Internet surveys it means that Positive User Reactions half of all adults (50%) use social networking sites. The pace with which new users have flocked to social networking sites has been staggering; when we first asked about social networking sites in February of 2005, just 8% of internet users – or 5% of all adults – said they used them. When  we  ake d  SNS  ue rs  to  describe  their  e periences  using  the  sites,  here’s  what  they  si d: s a x OnlyPew Internet, and search engines are used more frequently than Source: email June 20115 social networking tools. © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Today’s Social Mobile Users: Share with social and Check-in to venues; Locate friends location-based earn badges and nearby networks rewards Get local reviews, Trace a route on a map recommendations, and Get merchant offers, and create/share geo- suggestions coupons, and deals fencing information6 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • But the Social Location Market is ClutteredAnd the experience is fragmented7 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Social Location: Emerging Trends… Check-ins Location Geo-Tracing Tagging Geo-Fencing Geo-Tagged Map Blogging Photos8 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Check-ins: Current TrendsFoursquare is the clear winner for now • Check-ins are becoming a standard feature for all social location services, but the draw of them is still tied to rewards programs (local deals, discounts, etc.). • Foursquare is still king (with over 10 million users executing 3 million check-ins per day) • Foursquare didn’t stop there. They’re making check-ins more context relevant. They recently released the ability to check into events, not just a place. Checking into a SF Giants game is more informative than just “AT&T Park”. • Trend is further support by Facebook effectively “phasing out” Places (considered one of the main competitors to Foursquare). • However, check-ins seems only viable for targeted offers (e.g. local deals) to drive in-store leads and product trials. Many “daily deals” services have been killed, but local deals remain, because those have more relevance.9 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Location Tagging : Current Trends • Facebook enabled location tagging to any updates (e.g. comments, photos), even without a GPS. In other words, you can add location info at any point in time (even regardless of whether you’re actually nearby), even after visiting the location and posting the photo hours later. • Quora adds location tagging to Topics. the site now includes location-tagging for relevant questions. This way, when users are asking about certain landmarks, tourist spots or even restaurants, bars and cafes to visit, one can simply drop a pin on an onscreen map. Aside from just tagging locations, this will also let Quora tie together topics based on location. This will be useful when traveling, or as a city/location guide.10 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Location Tagging: Use CaseHow can Location help revive “dormant” relationships?• In Pew Internet Report’s • Over 31% of Facebook latest sample, the average friends cannot be Facebook user has classified into these 229 Facebook friends categories.• They reported that their friends However, only 7% of list contains: Facebook friends are − 22% people from high school people users have never − 12% extended family met in person, and only − 10% coworkers − 9% college friends 3% are people who have − 8% immediate family met only one time. − 7% people from voluntary groups11 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Location Tagging: What’s the Future?Could LocationTagging become adefault on all sharingactions across alltouch points andcommunicationmodes?12 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Proximity-based Services • Service providers in this space consider themselves social networks for small groups, but users can keep these groups to just families, private circles, or a mix. Primary purpose is to enable users to see each other’s location, connect, and communicate using proximity-based features. • Minimum core features offered in this space are: − Group and/or private messaging − Ability to see each other locations − Share content based on proximity • The business model for the majority of service providers is "free”13 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Family Tracking/Map Security • Service providers in this space define their solutions as family security and "peace of mind". Primary purpose is to locate family members whereabouts via mobile phone GPS or cellular triangulation, auto check-in notifications, and locate lost or stolen devices • Minimum core features offered in this space are: − Tracking a phone’s location either by A-GPS or cell-phone tower triangulation in real time − See a map (on your phone or a computer) that shows a family member’s location and landmarks users define − Automatic emails or text messages to get location updates − Track a stolen phone • The business model for the majority of service providers is subscription-based (e.g. monthly fees)14 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Conclusion» Think of the market (and opportunity) differently. It is not only about check-ins.» Location (and its use) is already incredibly pervasive» Location is a key attribute of most objects and activities. Different users (and therefore businesses) will use it differently» Think about emerging markets15 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Thank you@sylvaingrandeHave a look at:http://pewinternet.org/~/media//Files/Reports/2011/PIP%20-%20Social%20networking%20sites%20and%20our%20lives.pdfhttp://pewinternet.org/~/media//Files/Reports/2011/PIP-SNS-Update-2011.pdfhttp://pewinternet.org/~/media//Files/Reports/2011/Twitter%20Update%202011.pdfhttp://techcrunch.com/2011/09/16/the-new-social-network-whos-nearby-not-who-you-know/16 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Addendum17 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Check-Ins : What’s the FutureCheck-ins 2.0 is All About Context • Gowalla, up until recently a check-in competitor, recently revealed plans to revamp the check-in model and focus primarily on story-telling and “social” guides. You can still check in, but this is meant as a way to discover your friends location as it relates to yours. • Could this be the start of Check-In2.0? Checkins moving from static “I am here” stamps to a more complete sharing experience?18 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Safety & security, connecting & relevancy are all key consumer need states for both mobility & discovery. Connected to my Journey Connected to my Location Connected to the World Mobility Discovery Knowledge Practical, rational information that helps me navigate the world more easily. I feel comfortable, confident & capable of making wise decisions because I have all the information I need at my fingertips. Whether I’m in familiar or unfamiliar territory, there are no nasty surprises. I feel good when I can share information to help others. Time Enrichment The events & activities in my life are Feeling inspired & excited through discovery of the world around me. I can broaden seamlessly co-ordinated. I feel efficient & my horizons & know more by re-discovering the familiar & stumbling upon the new. Iproductive because my time is maximized. I’m share my discoveries through my social connections & feel proud that others arein complete control of my schedules, whether impressed by my expertise. planned or spontaneous, through having access to the most up-to-date & accurate information. Safety & Security Because I’m fully informed (with the right & best information), and because I’m connected (to my journey, my location or the world), I never feel like I’m out of my depth or in unfamiliar territory. I feel in control. Connecting I can connect to the important things in my life, anytime, anywhere. I never have to feel alone as I can easily manage my ‘tribes’, co- ordinate with others & strengthen social relationships, providing me with a sense of belonging & well-being. NEW 2011 NEED STATE: RELEVANCY I can make the world my own by cutting out the clutter. The information I receive is streamlined according to my needs, behaviors & preferences, so, I get more by receiving less. I feel understood & supported because I get highly relevant, personal information which enables me to do things more quickly & easily. 19 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Neer• The app was released first in August 2010 for Android devices and then in January 2011 for iOS devices• Group messaging and social geo-location for a user’s inner circle.• Neer enables users to create a “geo-fence” around user defined places. When a user enters or exits one of these zones, a geo- alert automatically updates their inner circle to the change via text or email. It enables members of the inner circle to passively know one another’s whereabouts without the need to text or call.• In order to receive updates from Neer, both parties must already have one other’s contact information stored in their phone address books along with having the app installed.• Users have the option to register to share their location with their Inner Circle. User can choose which locations to share and who to share the information with.• The app is available for free from the Apple iTunes App Store and the Anroid Market.20 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • LoKast• Launched in March 2010• Proximity/location-based social network• Combines group messaging with location proximity and media sharing• Users can create “spaces”, which are visible by others within the app in the same physical place.• These spaces essentially serve as “mini- social networks”, where people can chat and share links, videos, images, music and more in real-time.• Users can also make these networks completely private, or join neighborhood proximity chat with people in vicinity of one another• Ability for space “hosts” to use the spaces as their “digital venues”, to connect with guests as they come in, to lead discussions, and to serve up content during their time there• Free mobile app for Android and iOS21 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • NearbyFeed• Launched in early 2011• Location-based social network• GPS Check-in• Share geo-tagged photos and status with friends on Facebook/twitter and nearby users• Share information, places and opinions• Rate and favorite any status update and any place• Simultaneously share status update, check-in, opinion (rating, comment, favorite, etc) with other social networks, such as Facebook, Twitter• Follow nearby people and see what they are doing, where they are and who they are with• Free mobile app for iOS and Android22 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Bump• Launched in 2009• Proximity-based social network and sharing• Combines group messaging with location proximity and media sharing• Become friends on Facebook, Twitter, and LinkedIn; compare mutual friends• Share location, contacts, calendar events, links, videos, images, and music in real-time.• Chatting (or any other interaction) can only occur when the recipient accepts the “bump”.• Free mobile app for Android and iOS• 7 million active users across 25 million total installs on Android and iOS devices (as of 01/07/11)23 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • AT&T FamilyMap• Launched in April 2009• Primary feature enables tracking a phone’s location either by A-GPS or cell-phone tower triangulation in real time• See a map (on your phone or a computer) that shows a family member’s location and landmarks users define (e.g. like child’s school, parks, etc.)• Built on technology by LocationLabs, which specializes in location-based APIs that allows developers to tap into into Operators’ cellular network infrastructure to provide location data• Subscription-based business model ($9.95 per month for 2 family members or $14.99 for 5 family members).• Other features include automatic emails or text messages to get location updates, track a stolen phone• Any post-paid FamilyMap phone can be located with AT&T FamilyMap• “Parent” application for iOS devices (3.0 and above). Other devices can use mobile browser24 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Sprint Family Locator• Launched in April 2006• Primary feature enables tracking a phone’s location either by A-GPS or cell-phone tower triangulation in real time• See a map (on your phone or a computer) that shows a family member’s location and landmarks users define (e.g. like child’s school, parks, etc.)• Built on technology by LocationLabs, which specializes in location-based APIs that allows developers to tap into Operators’ cellular network infrastructure to provide location data• Subscription-based business model ($5 per month for 4 family members).• Other features include automatic emails or text messages to get location updates, track a stolen phone• “Parent” application or Android devices (3.0 and above). Other devices can use mobile browser.25 © 2011 Nokia | Public | Social Location: From Here to Ubiquity Company Confidential
    • Verizon Family Locator• Launched in September 2009• Primary feature enables tracking a phone’s location using A-GPS in real time• See a map (on your phone or a computer) that shows a family member’s location and landmarks users define (e.g. like child’s school, parks, etc.)• Provides user the option to receive turn- by-turn driving direction to family member’s location using VZ navigator.• Receive arrival & departure updates for each family member (Verizon exclusive) – set up a perimeter that alerts user if a family m ember enters or leaves a specific location• Create scheduled location updates for each family member• Subscription-based business model ($9.99 per month for unlimited family members).• Other features include automatic emails or text messages to get location updates, track a stolen phone• “Parent” application on Android devices (3.0 and above). Other devices can use262011 Nokia | Public | Social Location: From Here to Ubiquity© mobile browser. Company Confidential
    • Life360• Launched in 2009• Recorded One Million Users in 10 Weeks (total users is 3 mil)• Primary feature enables tracking a phone’s location using GPS, cell-phone tower triangulation and WiFi data in real time, even across different carriers within the same household• See a map (on your phone or a computer) that shows a family member’s location and landmarks users define (e.g. like child’s school, parks, etc.)• Notification of threats might be around (e.g. sex offenders)• Powered with cross-carrier location data from LOC-AID Technologies, the world’s first and largest Location-as-a-Service (LaaS) company• Freemium and Premium business model• Other features include automatic emails or text messages to get location updates, track a stolen phone• “Parent” application on iOS and Android devices. Other devices can use mobile27 browser. Nokia | Public | Social Location: From Here to Ubiquity © 2011 Company Confidential