1   © 2010 Forrester Research, Inc. Reproduction Prohibited
The (Potential) Location-Based Services Revolution
Melissa Parrish, Analyst
@melissarparrish


September 14, 2010




 2  ...
Agenda




Three categories of location-based services

Growth indicators

Recommendations

What it means




3   © 2010 F...
Philip has a lunch date




4   © 2010 Forrester Research, Inc. Reproduction Prohibited
This is NOT the LBS landscape
    But it illustrates some of what drives consumers’ fears about location-
      based serv...
Marketers are interested in 3
                       LBS categories: mapping &
                       search, shopping, an...
Mapping, Navigation & Search




7   © 2010 Forrester Research, Inc. Reproduction Prohibited
Mapping mobile adoption

     Overall, 13% of online cell phone owners look up
     directions or maps at least monthly
  ...
Internet is preferred local search method across
generations




9   © 2010 Forrester Research, Inc. Reproduction Prohibit...
Top 3 search topics include “Local”




10    © 2010 Forrester Research, Inc. Reproduction Prohibited
Mobile Search Usage Is Growing


Mobile Search Users                                                                      ...
Mapping, navigation & search takeaways


     Extension of a long-standing, non-digital consumer behavior

     May or may...
Shopping



                    ShopAlerts




13   © 2010 Forrester Research, Inc. Reproduction Prohibited
28% of mobile online users are interested in some form
of discounts or promotions




14   © 2010 Forrester Research, Inc....
Only 3% have requested a
                        mobile coupon, and only
                        another 3% have used one
...
Improved discoverability & convenience will drive
 adoption




16   © 2010 Forrester Research, Inc. Reproduction Prohibit...
Social




17   © 2010 Forrester Research, Inc. Reproduction Prohibited
Tons of buzz, but not tons of users…..yet




18   © 2010 Forrester Research, Inc. Reproduction Prohibited
But those who do use LBSN are highly influential




19   © 2010 Forrester Research, Inc. Reproduction Prohibited
Young, well-educated males use LBSNs




20   © 2010 Forrester Research, Inc. Reproduction Prohibited
And they use other LBS more than other consumers
 too




21   © 2010 Forrester Research, Inc. Reproduction Prohibited
Advice for marketers

      Companies with a culture and budget that supports experimentation should start
      testing n...
Agenda




 Three categories of location-based services

 Growth indicators

 Recommendations

 What it means




23   © 2...
Mobile is becoming
                        increasingly important and
                        marketers are taking notice
...
Mobile Internet and Internet-Centric Phone Usage Is Growing

                                                             ...
Mobile marketing is growing, too




26   © 2010 Forrester Research, Inc. Reproduction Prohibited
Agenda




 Three categories of location-based services

 Growth indicators

 Recommendations

 What it means




27   © 2...
How can you ensure the growth
                        of collaboration between
                        services and market...
Address users’ needs


     Allay privacy concerns
     Integrate marketers in a way that presents their messages and offe...
Consider the marketers’ perspective


     Majority look for scale
     Case studies help close the deal
     Help educate...
Agenda




 Three categories of location-based services

 Growth indicators

 Recommendations

 What it means




31   © 2...
Imagine Philip’s lunch date again, but this time…




32   © 2010 Forrester Research, Inc. Reproduction Prohibited
Thank you


Melissa Parrish
+1 212.857.0784
mparrish@forrester.com
@melissarparrish
www.forrester.com




  © 2009 Forrest...
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Forrester

  1. 1. 1 © 2010 Forrester Research, Inc. Reproduction Prohibited
  2. 2. The (Potential) Location-Based Services Revolution Melissa Parrish, Analyst @melissarparrish September 14, 2010 2 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  3. 3. Agenda Three categories of location-based services Growth indicators Recommendations What it means 3 © 2010 Forrester Research, Inc. Reproduction Prohibited
  4. 4. Philip has a lunch date 4 © 2010 Forrester Research, Inc. Reproduction Prohibited
  5. 5. This is NOT the LBS landscape But it illustrates some of what drives consumers’ fears about location- based services and technology Overwhelming and intrusive advertising Constant "shouting" of messages No opt-in, no opt-out Misuse of private information 5 © 2010 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Marketers are interested in 3 LBS categories: mapping & search, shopping, and social 6 © 2010 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Mapping, Navigation & Search 7 © 2010 Forrester Research, Inc. Reproduction Prohibited
  8. 8. Mapping mobile adoption Overall, 13% of online cell phone owners look up directions or maps at least monthly Among online smart-phone owners, this number increases to 50% Among smart-phone owners, 31% have used an application for maps within the past three months. 8 © 2010 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Internet is preferred local search method across generations 9 © 2010 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Top 3 search topics include “Local” 10 © 2010 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Mobile Search Usage Is Growing Mobile Search Users % Of Mobile Internet Users Source: Forrester Research Mobile Advertising Forecast, 2010-2015 (US) 11 © 2010 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Mapping, navigation & search takeaways Extension of a long-standing, non-digital consumer behavior May or may not be mobile-based Already part of SEM mix for many marketers Consumer adoption linked to increased access to more powerful hardware Forrester expects 74% of mobile internet users to perform 13 mobile searches per month by 2015 12 © 2010 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Shopping ShopAlerts 13 © 2010 Forrester Research, Inc. Reproduction Prohibited
  14. 14. 28% of mobile online users are interested in some form of discounts or promotions 14 © 2010 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Only 3% have requested a mobile coupon, and only another 3% have used one 15 © 2010 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Improved discoverability & convenience will drive adoption 16 © 2010 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Social 17 © 2010 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Tons of buzz, but not tons of users…..yet 18 © 2010 Forrester Research, Inc. Reproduction Prohibited
  19. 19. But those who do use LBSN are highly influential 19 © 2010 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Young, well-educated males use LBSNs 20 © 2010 Forrester Research, Inc. Reproduction Prohibited
  21. 21. And they use other LBS more than other consumers too 21 © 2010 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Advice for marketers Companies with a culture and budget that supports experimentation should start testing now Others should jump in when scale matches business objectives Explore all LBSNs Create incentives for new customers Offer discounts and coupons Reward loyal customers 22 © 2010 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Agenda Three categories of location-based services Growth indicators Recommendations What it means 23 © 2010 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Mobile is becoming increasingly important and marketers are taking notice 24 © 2010 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Mobile Internet and Internet-Centric Phone Usage Is Growing % Mobile Internet Users Mobile Internet Users (1x/mo) Using Internet-Centric Phones Source: Forrester Research Mobile Advertising Forecast, 2010-2015 (US) 25 © 2010 Forrester Research, Inc. Reproduction Prohibited
  26. 26. Mobile marketing is growing, too 26 © 2010 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Agenda Three categories of location-based services Growth indicators Recommendations What it means 27 © 2010 Forrester Research, Inc. Reproduction Prohibited
  28. 28. How can you ensure the growth of collaboration between services and marketers? 28 © 2010 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Address users’ needs Allay privacy concerns Integrate marketers in a way that presents their messages and offerings as true service Think about utility in addition to convenience 29 © 2010 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Consider the marketers’ perspective Majority look for scale Case studies help close the deal Help educate them about how it fits into the marketing mix 30 © 2010 Forrester Research, Inc. Reproduction Prohibited
  31. 31. Agenda Three categories of location-based services Growth indicators Recommendations What it means 31 © 2010 Forrester Research, Inc. Reproduction Prohibited
  32. 32. Imagine Philip’s lunch date again, but this time… 32 © 2010 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Thank you Melissa Parrish +1 212.857.0784 mparrish@forrester.com @melissarparrish www.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited

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