The document summarizes the history of location-based services (LBS) from early experiments to the present day. It describes early LBS companies in the 2000s that failed due to lack of funding or design flaws. The development of mobile maps by Google provided a successful business model. Social check-ins on Foursquare and Facebook boosted LBS adoption. Retailers are now able to advertise and provide coupons based on a customer's location through their mobile devices. The future of LBS is predicted to include augmented reality, consolidation of services, and greater integration with social media platforms.
1. A potted history of LBS
Prepared by
Helen Keegan, January 2012
http://technokitten.com
http://mwcfringe.com
http://swedishbeers.org
@technokitten
helen@mwcfringe.com
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
2. It’s not all about technology
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
3. And then came mobile
• Or wireless as we called it back then
• There were a few visionaries who saw the
opportunity
Mr. AdGood
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
4. Back when phones looked like this
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
5. And even got some traction
• ZagMe video – 3 minutes
• http://www.youtube.com/watch?v=CIvdZM5-
Mh8
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
6. But…
• We were all way too early
• Ran out of money
• Closed or pivoted
• Moved on
• So much for the £11 billion LBS advertising
market
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
7. And then we had bluespam
• Or BlueCasting
• Or BlueJacking – remember JellyEllie and
BlueJackQ?
• I can’t remember how many bluetooth
marketing companies I came across in 2003.
They were all doomed.
• Inherent design flaws in the bluetooth system
at the time
• Little better now – plus we’ve moved on
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
8. Google
• When Symbian came out, Google made their
mapping product compatible c 2003/4. And it
worked.
• Business model?
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
9. Experiments in games & the arts
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
10. A sensible use of location
• Mr Clarinet book launch
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
11. And mobile and social had begun
• Check-ins
• What’s
nearby
• Reviews
• Find a
friend
• Mashups
• Most too
early
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
12. And we play around with QR codes &
image recognition
• Usability still an issue
• Brands and retailers
can’t seem to get their
heads round the mobile
bit of it
– No mobile access in
some locations
– Redirects to a full-fat
website
– Does nothing
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
13. Enter the iPhone era
• Mobile and social hits us again with Facebook
and Foursquare. Check-ins become cool.
• And we see mobile couponing re-emerge in a big
way
– Vouchacha
– Vouchercloud
– Groupon (and all its clones)
– Eagle Eye etc etc
• Search on mobile internet gets a whole lot better
• Mobile Advertising can be bought by location
• Mapping gets even better
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
14. So what do I do?
• As a retailer
– Own your locations otherwise someone else will
– Location is mostly irrelevant without context
– Think customer service - technology does not replace
good customer service
– Be mindful of customer privacy concerns
– You need to learn, so experiment
– Don’t give up at the first hurdle
– Keep an eye out for new trends
– Make it easy for customers to find you and tell their
friends about you
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
15. What’s next
• Consolidation
• Augmented reality
• Multiple devices
• App fatigue / tech fatigue
• Mobile internet
• mCommerce
• Social search
• Facebook is the internet
• Siri & its ilk
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
16. Barcelona
26 February – 2 March 2012
Thank you
Helen Keegan – helen@mwcfringe.com
+44 794 053 8802
http://technokitten.com
http://mwcfringe.com
http://swedishbeers.org
@technokitten
Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.