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Introduction to location-based services, location based applications

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  1. 1. The ABCs of LBS An Introduction to Location-based Applications @eric_andersen #TechDayCamp 22 October 2011
  2. 2. Who am I? @Eric_Andersen #TechDayCamp
  3. 3. Who am I? Source: If applicable, describe source origin @Eric_Andersen #TechDayCamp
  4. 4. Who am I? @Eric_Andersen #TechDayCamp
  5. 5. @Eric_Andersen #TechDayCamp
  6. 6. <ul><li>Authors on Twitter: @AaronStrout and @SchneiderMike </li></ul>@Eric_Andersen #TechDayCamp
  7. 7. @Eric_Andersen #TechDayCamp
  8. 8. @Eric_Andersen #TechDayCamp What is LBS, and What’s Driving It?
  9. 9. What is LBS? <ul><li>Location-based Service (LBS): </li></ul><ul><li>An information or 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 </li></ul>Source: @Eric_Andersen #TechDayCamp
  10. 10. What is LBS? <ul><li>Examples of Location-based Services: </li></ul><ul><li>Requesting nearby businesses or services </li></ul><ul><li>Turn-by-turn navigation </li></ul><ul><li>Location-based advertising and geofencing </li></ul><ul><li>Social networks to locate friends on a map </li></ul><ul><li>Recommendations of nearby events </li></ul><ul><li>Games in which your location is part of the game play </li></ul>Source: @Eric_Andersen #TechDayCamp
  11. 11. Growth of smartphone usage @Eric_Andersen #TechDayCamp
  12. 12. Growth of smartphone usage @Eric_Andersen #TechDayCamp
  13. 13. @Eric_Andersen #TechDayCamp Location-based Applications And the Check-in
  14. 14. Location-based Applications and the Check-in @Eric_Andersen #TechDayCamp
  15. 15. Location-based Applications and the Check-in <ul><li>Location-based Applications: </li></ul><ul><li>Mobile applications which leverage one or more types of location-based services, often incorporating a social graph (friends, family, etc) and forming a location-based social network. </li></ul>@Eric_Andersen #TechDayCamp
  16. 16. Location-based Applications and the Check-in <ul><li>Check-in: </li></ul><ul><li>A check-in is a way to indicate your location at a particular place, and, if the check-in is public, share it with friends. In its simplest form, it’s a status update, indicating where someone is at a particular time. </li></ul><ul><li>Nataly Kogan, Vice President, WHERE </li></ul>@Eric_Andersen #TechDayCamp Source: Location-Based Marketing for Dummies
  17. 17. Location-based Applications and the Check-in <ul><li>Two types of check-ins: </li></ul><ul><li>Active – Users must consciously take an action to check-in, e.g. click a button </li></ul><ul><li>Passive – The check-in is transparent to users, i.e. does not require them to do anything explicitly. This could be triggered by proximity to a location, or by some other action such as swiping a credit card. </li></ul>@Eric_Andersen #TechDayCamp
  18. 18. Location-based Applications and the Check-in <ul><li>But really, who’s doing this? </li></ul>@Eric_Andersen #TechDayCamp Source:
  19. 19. Location-based Applications and the Check-in @Eric_Andersen #TechDayCamp Source:
  20. 20. @Eric_Andersen #TechDayCamp Key Location-based Applications
  21. 21. Key Location-based Applications @Eric_Andersen #TechDayCamp
  22. 22. Key Location-based Applications <ul><li>Foursquare </li></ul>@Eric_Andersen #TechDayCamp Note: Most popular location-based application, recently hit 10 million users (June 2011) and 1 billion check-ins (September 2011)
  23. 23. Key Location-based Applications <ul><li>Gowalla </li></ul>@Eric_Andersen #TechDayCamp Note: Originally check-in focused, Gowalla recently changed strategy to focus more on travel guide and storytelling functionality
  24. 24. Key Location-based Applications <ul><li>SCVNGR </li></ul>@Eric_Andersen #TechDayCamp Note: While supporting check-ins, SCVNGR has additional “challenges” at each location, and also incorporates scavenger hunt-like capability. Some additional unique features such as “social check-in”
  25. 25. Key Location-based Applications <ul><li>Facebook Places </li></ul>@Eric_Andersen #TechDayCamp Note: Launched in August 2010, but revamped in August 2011 – the mobile-only Places feature was “phased out” and replaced with ability to add location to anything (status update, wall post, etc) Source: https:// =10150251867797131
  26. 26. Key Location-based Applications <ul><li>Yelp </li></ul>@Eric_Andersen #TechDayCamp Note: Reviews are the core feature in Yelp. Check-ins were a later add-on.
  27. 27. Key Location-based Applications <ul><li>Some additional location-based applications: </li></ul><ul><li>Photo-based </li></ul><ul><ul><li>Instagram </li></ul></ul><ul><ul><li>Color </li></ul></ul><ul><ul><li>Path </li></ul></ul><ul><li>Food/drink-based </li></ul><ul><ul><li>Foodspotting </li></ul></ul><ul><ul><li>Untappd </li></ul></ul><ul><li>Deals </li></ul><ul><ul><li>Groupon (based on acquisition of LBS app Whrrl) </li></ul></ul><ul><ul><li>Shopkick (passive check-in) </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>Glympse </li></ul></ul><ul><ul><li>Google Latitude </li></ul></ul><ul><ul><li>Find My Friends (iPhone 4S) </li></ul></ul>@Eric_Andersen #TechDayCamp
  28. 28. @Eric_Andersen #TechDayCamp Location-based Apps for Personal Use
  29. 29. Location-based Apps – Personal Use @Eric_Andersen #TechDayCamp
  30. 30. Location-based Apps – Personal Use <ul><li>It’s social! Find your friends, keep in touch with them, interact with them (photos, comments, etc), even meet new people </li></ul><ul><li>It’s fun! Many location-based apps have a “game layer” component to them, including things like: </li></ul><ul><ul><li>Badges </li></ul></ul><ul><ul><li>Points competition </li></ul></ul><ul><ul><li>Venue “ownership” – which as it turns out is quite a powerful motivator </li></ul></ul><ul><li>It’s helpful! Some location-based apps provide reviews, tips, or even features to help guide you based on your location and/or your social graph </li></ul><ul><li>Deals! Most location-based apps are offering their own deals, and some (e.g. Foursquare) are starting to incorporate external deals such as Groupon </li></ul>@Eric_Andersen #TechDayCamp Why do people do this?
  31. 31. Location-based Apps – Personal Use <ul><li>Oversharing </li></ul><ul><ul><li>Same reason that some people aren’t interested in Twitter </li></ul></ul><ul><li>Barrier is too high </li></ul><ul><ul><li>Difficulty finding the venue in the app </li></ul></ul><ul><ul><li>Technical complexity </li></ul></ul><ul><ul><li>Forgetting to check in </li></ul></ul><ul><li>Privacy </li></ul><ul><ul><li>“ Please rob me” syndrome – many misconceptions </li></ul></ul><ul><ul><li>Don’t want to share where I am with/what I’m doing with the world </li></ul></ul><ul><ul><li>Don’t want to share where I am/what I’m doing with my friends </li></ul></ul>@Eric_Andersen #TechDayCamp Why don’t people do this?
  32. 32. Location-based Apps – Personal Use <ul><li>Foursquare </li></ul><ul><ul><li>Currently have ~15,800 check-ins </li></ul></ul><ul><li>Foursquare API apps </li></ul><ul><ul><li>Forecast </li></ul></ul><ul><ul><li>Untappd </li></ul></ul><ul><ul><li>Hashable </li></ul></ul><ul><ul><li>Gatsby </li></ul></ul><ul><ul><li>Sonar </li></ul></ul><ul><ul><li>Localmind </li></ul></ul><ul><li>SCVNGR </li></ul><ul><ul><li>Also mobile payment/deals app LevelUp </li></ul></ul>@Eric_Andersen #TechDayCamp So what apps do I use?
  33. 33. @Eric_Andersen #TechDayCamp Location-based Apps for Business Use
  34. 34. Location-based Apps – Business Use @Eric_Andersen #TechDayCamp
  35. 35. Location-based Apps – Business Use <ul><li>Customer service via engagement </li></ul><ul><li>Enhance/encourage brand loyalty </li></ul><ul><li>Marketing by promoting your business </li></ul><ul><li>Discounts/deals for customers </li></ul><ul><li>Data/analytics about your business </li></ul>@Eric_Andersen #TechDayCamp What are benefits for businesses? This is a huge topic, can’t cover it all here – I’ll instead tell a few stories
  36. 36. Location-based Apps – Business Use <ul><li>Burger joint in Milwaukee </li></ul><ul><li>February 2010 – Hosted a “Swarm Party” – if > 50 people checked in, they would get Foursquare’s Swarm Badge </li></ul>@Eric_Andersen #TechDayCamp Case Study: AJ Bombers/Foursquare Source: <ul><li>Promoted primarily via Facebook and Twitter </li></ul><ul><li>161 people showed up! </li></ul><ul><li>More than doubled Sunday sales – 110% increase for the day! </li></ul><ul><li>Additional promotion via sharing on social media – Facebook, Twitter, blogs, YouTube, etc. </li></ul>
  37. 37. Location-based Apps – Business Use <ul><li>Chain with > 700 locations </li></ul><ul><li>January-March 2011 – Customers completed challenges to win prizes such as free wings and Coke, plus a grand prize of trip to the NBA finals </li></ul>@Eric_Andersen #TechDayCamp Case Study: Buffalo Wild Wings/SCVNGR Source: <ul><li>Strengthened the brand as a place to watch March Madness games – using a game! </li></ul><ul><li>Leadership board featured the top players </li></ul><ul><li>184,000 people played over just 12 weeks! </li></ul><ul><li>100 million social impressions via Facebook and Twitter! </li></ul><ul><li>1 in 3 users played multiple times </li></ul>
  38. 38. Location-based Apps – Business Use <ul><li>Link credit card with Foursquare account </li></ul><ul><li>Users check-in at the store and click “Load to Card” to get the deal </li></ul><ul><li>First retailers: H&M, Sports Authority </li></ul>@Eric_Andersen #TechDayCamp Case Study: American Express/Foursquare <ul><li>Bypasses the problem of sales staff not knowing how to handle the special – no interaction needed at point of sale, just use the credit card </li></ul><ul><li>“ We go to where our customers are and our customers are on places like foursquare.” -- Amex Chairman Edward Gilligan </li></ul><ul><li>No info yet on success of campaign? </li></ul>
  39. 39. Location-based Apps – Business Use <ul><li>Boloco – Foursquare “Mayor Mondays”, LevelUp </li></ul><ul><li>Radio Shack – “Users who unlock specials spend 350% more than the average customer” </li></ul><ul><li>Tasti-D-lite – Foursquare via kiosk </li></ul><ul><li>Dunkin Donuts – SCVNGR-based contest </li></ul><ul><li>Princeton MarketFair parking space </li></ul>@Eric_Andersen #TechDayCamp Other ideas/unique case studies:
  40. 40. @Eric_Andersen #TechDayCamp Questions? Discussion topics?