Location based
   social networking
                   Alex Housley
                    @ahousley




Navigation & Locatio...
Total Hotspots
•   Global Wirefree Community - impartial
    helping people find Wi-Fi connectivity
•   Founded by Alex Hou...
Rummble
•   Easy way to share the places you love
•   Aiming to become #1 location based
    social discovery platform
•  ...
LBS in 2004
• Higher Cost - location lookup, data usage,
  international roll-out

• Lower Usability - small screen size, ...
2009...
Travel Guides
Travel Guides   Websites
Travel Guides   Websites   Mobile Socnets
Travel Guides   Websites   Mobile Socnets




Search Engines
Travel Guides   Websites   Mobile Socnets




Search Engines              Mobile Services
Social Explodes
• > 200 million Facebook users.
• 700k new users each week
• > 30m accessing via their mobile
  device.
• ...
Context
Location + Time + Usage History + Social Graph
via @EdParsons, Google
Relevance

• Information overload.
• Limited time and screen real estate.
• We need filters!
• We have unique trust network...
Browser vs App

• Arms race to build apps for each platform
• Objective C takes approx 5x code to
  comparable web app!
• ...
Browser vs App

• UI responsiveness
• JSON vs XHTML
• Currently no access to camera or compass
• Google believe mobile web...
Next Generation
     Mobile Mapping
• Dots on mobile maps clutter easily.
• Rummble takes maps beyond “what’s
  where” and...
Neighbourhood View
       • Won TeleAtlas’s Global
         Award 2009 -
         “Disruptive Innovator”
       • Helps us...
Platform War
iPhone 3G S
•   Google Map Views (Mapkit)
•   Dynamic Map Markers
•   Safari - geolocation API and offline support (Google ...
Android

• Unrestrictive platform
• Background apps
• Strong location APIs
• Further announcement coming soon...
Windows Mobile
•   Microsoft are taking location seriously
•   Live ID - open ID provider since Oct
    2008
•   Windows M...
Windows Mobile
•   Microsoft are taking location seriously
•   Live ID - open ID provider since Oct
    2008
•   Windows M...
Mobile Local Information
                              Browser   SMS   App

                          50.00

             ...
What a mess...
So, where’s the money?

• The location based services
  opportunity is huge!
                             “The (User Locat...
So, where’s the money?
•   Location is now a commodity

•   Premium Model

•   Subscription / Micro-payments

•   Advertis...
Privacy
• Lack of understanding?
• Opt-in
• Granularity: who? location accuracy? time?
• Prompts: app or system level?
Dank je!
• alex@totalhotspots.com
• @ahousley on Twitter
• Download Total Hotspots or Rummble for
  iPhone.
• Register and...
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
Navigation & Location Europe 2009 Condensed
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Navigation & Location Europe 2009 Condensed

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Condensed version of the presentation I gave in Amsterdam. Please get in touch if you have any questions - alex AT totalhotspots.com

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Navigation & Location Europe 2009 Condensed

  1. 1. Location based social networking Alex Housley @ahousley Navigation & Location Europe, Amsterdam - 11th June 2009
  2. 2. Total Hotspots • Global Wirefree Community - impartial helping people find Wi-Fi connectivity • Founded by Alex Housley in 2004 to “scratch an itch” whilst studying Business Computing at City University • Experienced management team (ex- Microsoft, D&B, PWC) • Clients include leading service providers, venue owners and technology companies • iPhone app recently launched in partnership with Rummble
  3. 3. Rummble • Easy way to share the places you love • Aiming to become #1 location based social discovery platform • Developed a unique trust algorithm - enabling relevance & speed of discovery • Founded by Andrew Scott: 9 years mobile experience; 4 startups; successful exit of web development company • World class board, advisors backed by leading academic research
  4. 4. LBS in 2004 • Higher Cost - location lookup, data usage, international roll-out • Lower Usability - small screen size, UI flexibility • Less Awareness • of social software • of location based services
  5. 5. 2009...
  6. 6. Travel Guides
  7. 7. Travel Guides Websites
  8. 8. Travel Guides Websites Mobile Socnets
  9. 9. Travel Guides Websites Mobile Socnets Search Engines
  10. 10. Travel Guides Websites Mobile Socnets Search Engines Mobile Services
  11. 11. Social Explodes • > 200 million Facebook users. • 700k new users each week • > 30m accessing via their mobile device. • Twitter is “going nuclear”. • Growth across all demographics.
  12. 12. Context Location + Time + Usage History + Social Graph via @EdParsons, Google
  13. 13. Relevance • Information overload. • Limited time and screen real estate. • We need filters! • We have unique trust networks.
  14. 14. Browser vs App • Arms race to build apps for each platform • Objective C takes approx 5x code to comparable web app! • 30s to compile and launch • 5x longer than web apps - via @JofArnold
  15. 15. Browser vs App • UI responsiveness • JSON vs XHTML • Currently no access to camera or compass • Google believe mobile web is the future...
  16. 16. Next Generation Mobile Mapping • Dots on mobile maps clutter easily. • Rummble takes maps beyond “what’s where” and “A to B” routing. • Mobile maps and lists of results have relative pros and cons. What happens when combined?
  17. 17. Neighbourhood View • Won TeleAtlas’s Global Award 2009 - “Disruptive Innovator” • Helps users decide which direction to physically go • Quicker than clicking individual map items
  18. 18. Platform War
  19. 19. iPhone 3G S • Google Map Views (Mapkit) • Dynamic Map Markers • Safari - geolocation API and offline support (Google Gears) • In-App Purchases • Compass • Peer-to-Peer (Gamekit) - talk over bluetooth, share geocontent. Not so convinced about bluetooth... • Graphics - 3D support • Find (and wipe!) my iPhone • Push Notifications
  20. 20. Android • Unrestrictive platform • Background apps • Strong location APIs • Further announcement coming soon...
  21. 21. Windows Mobile • Microsoft are taking location seriously • Live ID - open ID provider since Oct 2008 • Windows Mobile 6.5 SDK • Excellent Handsets Coming Soon... • Device variation - resolution, input, etc • Fluid.net Controls - touch gestures compatible with WM 5+ • Total Hotspots / Rummble winners of most improved app at Mobile Incubation Week
  22. 22. Windows Mobile • Microsoft are taking location seriously • Live ID - open ID provider since Oct 2008 • Windows Mobile 6.5 SDK • Excellent Handsets Coming Soon... • Device variation - resolution, input, etc • Fluid.net Controls - touch gestures compatible with WM 5+ • Total Hotspots / Rummble winners of most improved app at Mobile Incubation Week
  23. 23. Mobile Local Information Browser SMS App 50.00 37.50 25.00 12.50 Source: comScore Mobile 0 2008 2009
  24. 24. What a mess...
  25. 25. So, where’s the money? • The location based services opportunity is huge! “The (User Location Market) … • Location is a commodity. will nearly triple in revenue this year, to $1.3 billion from $485 million in 2007, and will reach • Lower barriers to entry. $8 billion in 2011.” Gartner Research
  26. 26. So, where’s the money? • Location is now a commodity • Premium Model • Subscription / Micro-payments • Advertising / Commission • By-products - API, data, business process
  27. 27. Privacy • Lack of understanding? • Opt-in • Granularity: who? location accuracy? time? • Prompts: app or system level?
  28. 28. Dank je! • alex@totalhotspots.com • @ahousley on Twitter • Download Total Hotspots or Rummble for iPhone. • Register and stay in touch for news about other platforms!

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