SoLoMo is short for Social-Local-Mobile, referring to the
amalgamation of social, local and mobile. It represents the
growing trend of targeting consumers based on their current
location and is typically designed to be shared via social
What is Social Media?
Media that allow users to communicate with one another
Why do marketers like Social
Word of mouth by friends: 83%
Review in magazine of TV: 75%
Information on mfg’s website: 69%
Review by known expert: 63%
Consumer review on retailer’s sites: 60%
Consumer review at content sites: 52%
Chat rooms: 37%
Review by bloggers: 30%
What is LBS?
A location-based service (LBS) is an information and
entertainment service, accessible with mobile devices
through the mobile network and utilizing the ability to
make use of the geographical position of the mobile device
Users Worldwide Today:
Of People Who Don’t Yet Use LBS
“ASPIRE To Use It In The Future
Mobile allows you to take your social media “on the road”
as you travel, interact and check in with others. You can
check out reviews, get coupons, find specials, become
“mayor” and anything else you can imagine.
Web OS 9%
Embedded (any) 14%
Blackberry OS 25%
Windows 7 35%
iOS (iPhone/iPad) 49%
Gartner predicts that Mobile apps will deliver $15.9 billion in
expected end-user spending in 2012
Drive hardware sales, advertising spending and technology
Brand companies to increasingly shift their marketing budget to
the mobile channel
Brands to experiment with cutting-edge apps to capture
marketing and sales opportunities.
Benefits include products stand out from the pack, enhance
brand image and retain user loyalty.
Gartner’s top 10 consumer applications to watch in 2012 include:
Location-based services (LBSs). Location is one of the main enablers
that deliver services to users based on their context and Gartner
expects the total user base of consumer LBSs to reach 1.4 billion
users by 2014.
Social networking. Mobile social networking is the fastest-growing
consumer mobile app category of the 19 tracked by Gartner. Social
network platforms are sucking in increasing amounts of network
Mobile search. Visual search is usually related with product search to
enable price comparisons or to check product information.
Mobile commerce. Gartner expects the emergence of uniquely
mobile functions, such as the ability to "check in" to a store to alert a
retailer that you are there, or the ability to add items to a shopping
cart simply by taking a photo of an item or bar code in the physical
Mobile payment. In order to get consumers on board, payment
solution providers need to address ease-of-use for users and ease-ofimplementation for customers without compromising security.
Using SoLoMo allows business owners to be within 3 feet of
their consumers, 24 hours a day. It’s been said that mobile
phones are even more addictive than crack, and people risk
their lives every day to look at them.
SoLoMo is steadily gaining momentum. This intersection of
social media, local merchants using location-aware technology
for advertising and mobile device usage (SoLoMo) offers
opportunities to retailers, marketers and consumers—and all
have something to gain from this new trend.
With SoLoMo, retail deals, coupons and consumer events as
well as shopping and dining opportunities are broadcast to a
mobile user from a specific retailer based on that user's
geographic proximity, brand/retailer allegiance and
shopping/check-in history. The possibilities are vast.
Mobile increases time
available for social activity
Social networks give viral
capability to local deals
Location features core to most
of mobile usage
Mobile enables consumers to
engage at the point of sale
Mobile makes Local more
A Virtuous Circle Of Consumer Usage And Value
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