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Remember the Milk: Location-based Apps and the Marketplace


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Slides from a speech to the Software Association of Oregon on November 10, 2010 at the Multnomah Athletic Club.


There’s a message from your future and it’s telling you to remember to pick up milk.

What will you learn:

1. Why developers of apps should look at what users want to do now, as well as what users want to do in their future.

2. Why social apps should try to mirror real–world relationships

3. Why sharing should be about who you share with as well as how long you want the information to be available.

4. Why developers should think about making apps "ambient” and require less user interaction

Amber Case and her partner Aaron Parecki are the founders of GeoLoqi. GeoLoqi is a private, real-time mobile and web platform for secure location data, with features such as Geonotes, proximal notification, and sharing real-time GPS maps with friends. Geoloqi has been covered in the Willamette Week and Oregon Business. It has been presented at eComm, Open Source Bridge, Show and Tell PDX and Research Club under the alias Non-Visual Augmented Reality with SMS and GPS.

Published in: Technology, Business
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Remember the Milk: Location-based Apps and the Marketplace

  1. 1. Remember the MilkLocation-based Apps and the Marketplace<br />Amber Case<br />Aaron Parecki<br /><br /><br />November 10, 2010<br />
  2. 2. GPS Is Moving Beyond Smartphones<br />GPS hardware in phones is on the rise<br />Almost all phones will have GPS capability by 2014<br />Worldwide shipments of GPS-enabled GSM/WCDMA handsets increased 92% in 2009(Berg Insight). <br />LBS have had slow adoption in the past due to GPS hardware not being available in most phones.<br />
  3. 3. Location-Based Apps Growing in Smart Phones and Beyond<br />A 2010 Juniper research suggests that location-based mobile apps and services could take in over $12.5 billion by 2014.<br />Due to a surge in application storefronts and engagement by users of mobile apps. <br />Opportunity for advertisers and mobile app publishers.<br />
  4. 4. Current Market<br />4% of online adults use location-based applications. <br />Still concerns over giving away location.<br />Many based on trendy gimmicks and gaming strategies. <br />Market far from mature.<br />
  5. 5. Location-based services market ready for takeoff<br />Technology is affordable and increasingly ubiquitous<br />Very interesting space for investors<br />Advertisers ready to embrace the technology<br />Marketplace and storefronts fully developed<br />Current apps have high visibility and engagement<br />
  6. 6.
  7. 7. Foursquare<br />Manually check in to venues<br />Broadcast your location to your friends on the network<br />See notes people have left at locations<br />Become the “mayor” if you checked in to a venue the most times<br />
  8. 8. Gowalla<br />Very nicely designed<br />Manual checkins like Foursquare<br />Leave virtual items at venues and pick up things other people have left<br />
  9. 9. Google Latitude<br />Tracks your exact position in the background<br />Shows your location and your friends’ locations on a map<br />Once you allow a connection, your friend can always see your location<br />No manual checkins or venues<br />
  10. 10. EchoEcho<br />Request a friend to tell you where they are<br />You can choose to reply with your location or not<br />
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  12. 12.<br />@padday UX at Google <br />
  13. 13. Temporal Relationships<br />Relationships for a limited time<br />Meeting a client – 30 minutes before the meeting<br />Carpooling to work – every day from 8-9am<br />Even with friends, their location is not always relevant to me<br />
  14. 14. Maintaining one’s<br />privacy should <br />be a top priority<br />Source:<br />
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  19. 19. these redundant messages can be eliminated if you know where someone is.<br />
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  23. 23. Push Service:<br />User receives information as a result of his whereabouts without having to actively request it.<br />The information may be sent to the user with prior consent (e.g., a subscription-based alert system) or without prior consent (e.g., an advertising welcome message sent to the user upon entering a new town). <br />
  24. 24. Pull Service:<br />In contrast to a push services, a user actively uses an application and requests information from the network. <br />This information may be location- enhanced (e.g., where to find the nearest hotel). <br />
  25. 25. the interface disappears<br />actions are reduced <br />queries are eliminated<br />
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  28. 28. a successful interface makes itself invisible<br />
  29. 29. Good technology works for youinstead of against you<br />
  30. 30. The best technology gets out of your way so you can live your life<br />
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  34. 34. Flickr: GenoDM<br />Transit:Case is in San Francisco, California<br />
  35. 35. proximal address notification<br />
  36. 36. your phone becomes a remote control for reality.<br />Flickr: Public Domain Photos<br />
  37. 37. LBS Business Models<br />Shoot where the duck will be, not where the duck is<br />Search was overlooked at the beginning, is now enormous market<br />Design and ease of use win<br />Partnerships, advertising, being a platform for location, acquisition<br />Flickr: nathamanath<br />
  38. 38. Success in the LBS Market<br />Improving user experience and design is key <br />Just like mobile apps didn’t take off before Apple, location apps won’t take off until someone does it right<br />Provide trade-offs for users so they feel safe in providing information<br />
  39. 39. Thank You<br />Amber Case <br />Aaron Parecki<br /><br /><br />