Venture supported by:
Location-based Social Networking
Ric Ferraro, GeoMe CEO
Venture supported by:
V db
Informa M bil L
I f Mobile Location S i
ti Services C f
Conference
London 12-13th May 2009
Informa Mobile Location Services Conference Presentation, London 12-13th May 2009
Flickr photo by nz (dave): http://www.flickr.com/photos/nzdave/245728298/sizes/l/
http://www.flickr.com/photos/nzdave/303236483/in/set-72157603225012323/

Agenda
• What is GeoMe?
• Location in Social Networks
• A li i
Application or Mobile Internet?
M bil I ?
• Finding your niche
• Privacy Conundrum
Privacy Conundrum
© GeoMe, All Rights Reserved

What is GeoMe?
What is GeoMe?
Add friends straight from the
p
phone address book
Post public GeoNotes
or private messages...
...anywhere in the world
Search by Mood:
• from Sexy to Sleepy
• from own community or
mashup layers
© GeoMe, All Rights Reserved
© GeoMe, All Rights Reserved

Some GeoMe Stats
3rd Party Channels GeoStats for GeoMe downloads, Q1 09
• Launched Mar09 1% 2% 1%
Asia
• 50,000 downloads 3 weeks
50,000 downloads 3 weeks 8%
31% Europe
E
7%
5%
after public beta release Africa
North America
South America
45% Oceania
Own Web Channel
O W b Ch l Middle East
• 450% increase in traffic to website Unknown Region
m‐o‐m Source:AdMob
• Membership growth 140% m‐o‐m
© GeoMe, All Rights Reserved

Getting over Barriers to Adoption
• Privacy concerns
• Closed Social networks
• Mobile data costs
• Roaming costs
g
• User Experience
User Experience
© GeoMe, All Rights Reserved http://www.flickr.com/photos/speck_in_time/1244508536/
© GeoMe, All Rights Reserved

Content Mashup Example
• Seamless integration within the
GeoMe application
• Clear cross‐marketing and
promotion of 11870 and GeoMe via
web and SMS channels
• Easy access to relevant information
• Members C ll t A ti i t read
M b Call to Action is to d
more on the 11870.com website
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Web Community Partnership
• API integration bridging gap
from web to mobile
• ‘Social Network Toggle’
• Focussed on content and
F d d
community integration
• IRL Connect already has over
y
130,000 people on its map

Social Networking
25% of internet users visit Social Networking Sites
...but only 3.5% of mobile users do the same
© GeoMe, All Rights Reserved
© GeoMe, All Rights Reserved

location‐based social networking
2008 Global Start‐up Map
• As of today, over 2000 iPhone apps incorporate location data
• Mobile 2.0 is all about location and context
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Gartner’s Hype Cycle Adapted for LBS
2000 2005 2007 2010
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Apps vs Mobile Internet
A M bil I t t
• Apps and widgets work best on mobile
• Apps have clearer monetisation opportunities
• Most popular iPhone app, TapTap Revenge,
p p pp, p p g ,
downloaded by 16m users to date
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Apps vs Mobile Internet
We live in a download culture...
We live in a download culture
• Each dot represents a download of The Slip by Nine Inch Nails within that specific geographic region

Finding your niche
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Finding your niche
A Social Network for Latino baby Lovers?
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Privacy Conundrum
http://www.flickr.com/photos/smhyla/119740628/
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Google street view
© GeoMe, All Rights Reserved

Probability Impact Incident Matrix
Source: David Riphagen
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How to deal with privacy
• Don’t
Don tshow user s real time
user’s
location...(preferably don’t
show it at all!)
• Opt-in process
• Segregate public from private
domain
• Adopt CTIA Best Practices
• Push services still tricky...
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Thank you!
Ric Ferraro (ric.ferraro@geo‐me.com)
Follow me at: twitter.com/ricferraro
/
Mobile Blog: www.mobverge.blogspot.com
Location Based Services by R Ferraro: Available from Manning Publications in 2010
© GeoMe, All Rights Reserved

©2009 Geome Communications S.L.