In the Right Place, at the Right Time

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  • שני – המשתמשת, טל - האפליקציה
  • טל– המשתמש, שני - האפליקציה
  • שני – המשתמשת, טל- האפליקציה
  • טל – המשתמשת, שני - האפליקציה
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  • In the Right Place, at the Right Time

    1. 1. In the Right Place,at the Right TimeThe Future of LBS in the Mobile WorldTal AvneriShani Avnet
    2. 2.  What is LBS (Location Based Service)Agenda and who are the main players?  Current State: Scenarios and User Experience  The Next Step: The Secret of Context  Show Me the Money: Contextual Commerce Advertisement vs. Valued Service All rights reserved © 2012, Telmap
    3. 3. and who are themain players?
    4. 4. LBS definition A Location Based Service (LBS) is a software application for a (connected) mobile device that requires knowledge about where the mobile device is located. Location Based Service components: Content Provider Mobile Device Network Positioning Software Component Application (GPS) All rights reserved © 2012, Telmap www.telmap.com
    5. 5. What is LBS? LBS has been around since 2000, but it was mostly used in a subscription based business model. The release of Apple’s 3G iPhone and Google’s LBS-Enabled Android has allowed developers to introduce millions of consumers to LBS. All rights reserved © 2012, Telmap www.telmap.com
    6. 6. What is LBS? [Wiki] Today the question about LBS (Location Based Services) is not what they are inside of, but rather what they are not an active part of, and the answer is very little. Recent Statistic: 74% of US smartphone owners use location-based services, and 18% “check in” to locations PEW RESEARCH CENTER , May 2012 All rights reserved © 2012, Telmap www.telmap.com
    7. 7. What is LBS? Where are ? For Where is the View map of Navigate to Example: nearest ATM? my location a location All rights reserved © 2012, Telmap www.telmap.com
    8. 8. Main Categories & Players Navigation • Google • Nokia / Microsoft • Apple • Tom-Tom, Navigon, Telenav, Telmap, Waze, iGo, Go-Go, G-maps, and many many more Social & Location • Foursquare • Facebook • Dating applications – Cupid.com, Match.com, iDate, etc. • Photos - Instagram, Flickr Location Content • Yelp • Yellow Pages • Lonely Planet, TripAdvisor, Michelin, Zagat, Rest, etc. All rights reserved © 2012, Telmap www.telmap.com
    9. 9. Main Categories & Players Products & Services • McDonalds, Starbucks, Real-Estate (Airbnb, Yad2), Parking, Rent a Bike/Car, Taxi Service, Coupons and Marketing Deals, etc. Sport and Training • Nike, Endomondo, MapMyRUN, etc. Tracking • Enterprise applications to track cars, salesman etc. • Family Finder, GPS Tracking • Google Latitude (failed) All rights reserved © 2012, Telmap www.telmap.com
    10. 10. Applications use your location Applications are asking for permission to use location – to the point of abuse! All rights reserved © 2012, Telmap www.telmap.com
    11. 11. Scenarios andUser Experience
    12. 12. Scenarios Shani wants to meet her brother in a coffee shop close to his workplace Motti who is now in Herzliya, wants to know when to leave for his next meeting in Ramat-Gan All rights reserved © 2012, Telmap www.telmap.com
    13. 13. Scenarios Yariv is looking for a good restaurant for dinner, wants to book a table and it would be very helpful for him to find parking near the restaurant Orly wants to know which of her friends are now at the park with the kids, and she wants suggestions on some afternoon activities with kids. All rights reserved © 2012, Telmap www.telmap.com
    14. 14. Scenarios Adi is planning a trip to Barcelona with Tal, she wants to mark interesting places and plan routes from the hotel to these places. Oded wants to know who’s already at the party, how to get there and when he arrives, he wants to check in. All rights reserved © 2012, Telmap www.telmap.com
    15. 15. ScenariosDo we have one app that can do all that?So what are we doing? All rights reserved © 2012, Telmap www.telmap.com
    16. 16. Current State: Yariv – Scenario #1 Yariv goes to Rest, and is looking for a restaurant Finds a restaurant and is looking on the map Wants to book a table Remembers the address? Goes to his navigator Find the restaurant’s address Finds parking near the place Navigates to the parking place All rights reserved © 2012, Telmap www.telmap.com
    17. 17. Current State: Yariv – Scenario #1b Yariv goes to Zagat, and is looking for a restaurant Finds a restaurant and is looking on the map Remembers the address? Looks up parking info near the place Books a table All rights reserved © 2012, Telmap www.telmap.com
    18. 18. Current State: Adi – Scenario #2 Adi is using Google Maps She is marking places in Barcelona, and wants to transfer them to her mobile Adi checks the routes between her hotel and the places she found Adi sends the route to her friend Tal All rights reserved © 2012, Telmap www.telmap.com
    19. 19. Current State: Oded – Scenario #3 Oded checks who’s attending a party which is a Facebook event He checks for check-ins He clicks on Get directions on the Event page Google maps opens and he navigates to the party When he arrives, he opens Facebook to check in All rights reserved © 2012, Telmap www.telmap.com
    20. 20. The Challenge Current State • The flows described often work, but not always. • Applications are starting to work together, integration is the game (for example, Apple and Yelp) • In order to do each of these flows, you should be a techy, geek, have a smartphone with at least 25 different applications installed on it, understand the different interactions and behaviors of multiple apps – an advanced user (not to try on your parents!) Technological Challenges • Aggregation • GPS is not active all the time • Multi Platform • Single Sign On All rights reserved © 2012, Telmap www.telmap.com
    21. 21. The UI Challenge In a world of simplicity, these applications are vast, with massive amount of features and data, and we want to have even more • LBS – is on the go! Sometimes the device is mounted in the car and not being held close to the user as in other applications • Maps contain a lot of information in different levels – Roads, POI’s, text, traffic information, public transportation, and much more • Maps are spatial information and not linear, thus hard for many users (maps anxiety) • LBS UI gestures are limited due to Maps using swipe (pan), zoom (pinch) and rotate All rights reserved © 2012, Telmap www.telmap.com
    22. 22. UI Solutions Integration with Ultra-Local content providers All rights reserved © 2012, Telmap www.telmap.com
    23. 23. UI Solutions Integration between applications All rights reserved © 2012, Telmap www.telmap.com
    24. 24. UI Solutions Seamless transition between platforms • Web App to continue the flow from email • One identity to hold “My Places” and Personal Data All rights reserved © 2012, Telmap www.telmap.com
    25. 25. UI Solutions Simple flows kept simple • Home , Work are the most used navigation destination (smart defaults) • Auto complete, Voice Recognition • Hierarchy of information – displaying most used info & actions first • Shortcuts to most frequent actions • Shortcuts using gestures All rights reserved © 2012, Telmap www.telmap.com
    26. 26. The Secret of Context
    27. 27. The Secret of Context What is Context? The ability to use personal info in the right place, at the right time, creates the context • User’s Location • Time and Date sensitive • User’s routines from navigation/location • Who is the user? User’s personal info from apps like Facebook – gender, kids?, interests • User’s Friends • User’s Search history • Learn the usage All rights reserved © 2012, Telmap www.telmap.com
    28. 28. The Secret of Context All rights reserved © 2012, Telmap www.telmap.com
    29. 29. The Secret of Context Location is not enough… Relevancy is the new game “Its really hard to design products by focus groups. A lot of times, people dont know what they want until you show it to them” (Steve Jobs) All rights reserved © 2012, Telmap www.telmap.com
    30. 30. The Plan Seamless move between: • Software - web, app, desktop, TV • Device - mobile, laptop, ultrabook, tablet • Environments - home, work, outside, car, plane Aggregation of information from content providers, social networks - public and personal (my friends) Identity + Cloud based personal information All rights reserved © 2012, Telmap www.telmap.com
    31. 31. Dream Scenarios: Shani Shani wants to meet her brother in a coffee shop close to his workplace  She opens up her LBS software  Says/Writes “coffee near my brother’s work”  The SW will offer her results including coupons & reviews  She chooses a coffee shop  Sends an invite to her brother  As she is driving to the coffee shop, the SW, which knows she does not have parking in this area, will search for parking in the background and tell her: “I have an available parking space just near the coffee shop, it is discounted too. Do you want me to reserve that for you?” All rights reserved © 2012, Telmap www.telmap.com
    32. 32. Dream Scenarios: Motti Motti who is now in Herzliya, wants to know when to leave for his next meeting in Ramat-Gan  Motti is in the office when he gets an alert “you should leave in 5 minutes for your next meeting, ETA is 14:25” Push Vs. Pull:  Motti checks his calendar, sees the meeting details, including the ETA, based on traffic.  When he gets in the car, he gets an alert on his mobile phone, clicking it, opens his navigation app directing him to his meeting. All rights reserved © 2012, Telmap www.telmap.com
    33. 33. Dream Scenarios: Orly Orly wants to know which of her friends are now at the park with the kids, and she wants suggestions on some afternoon activities with kids.  Orly is in the office. On Wednesdays she leaves at 3PM to pick up the kids.  On her way to the kindergarten, the application tells her that some of her friends are at the playground nearby and asks if she wants to do something with the kids today?  When her answer is “yes”, the application suggests the children’s play that is playing at the library near Orly’s house, 2 of her friends are going there as well. All rights reserved © 2012, Telmap www.telmap.com
    34. 34. Dream Scenarios: Adi Adi is planning a trip to Barcelona with Tal, she wants to mark interesting places and plan routes from the hotel to these places.  Adi is using the web to find places. Each place she finds and marks is immediately on her mobile device, ready to help her navigate  The app suggests to Adi places according to her choices (people who chose this are also interested in…) and according to past searches  The app shows Adi reviews, discounts and allows her to book a table/room/ticket from within the location details to save her time and trouble  Adi can share this route with her friends and get comments All rights reserved © 2012, Telmap www.telmap.com
    35. 35. Discovery What I really want is discovery, not search. I can already search and find things. That aspect of information science is complete. Discovery tools help me find things by pushing their prominence up, according to what appears to be a good fit for me. Discovery tools are the opposite of search. Discovery with location makes going someplace new a better experience. Pete Mancini All rights reserved © 2012, Telmap www.telmap.com
    36. 36. Where are ?Where is the View map of Navigate tonearest ATM? my location a location All rights reserved © 2012, Telmap www.telmap.com
    37. 37. Not only Location Based Services Individual Based Services Location Where Time Search Who History Interests Tastes Routines Personal & & Info Preferences Passions All rights reserved © 2012, Telmap www.telmap.com
    38. 38. Contextual Commerce
    39. 39. BannersSimple BannersSearch related Banners – by tag wordsLocation and Search related BannersLocation, Time and Search related Banners All rights reserved © 2012, Telmap www.telmap.com
    40. 40. Ads in Navigation AppWhen Searching While Navigating Upon arriving atSponsored ads in the Relevant banners Destinationresults screen appear on screen, Relevant offers nearby requesting a detour Context: Who is the individual? (Schedule, Search history, Preferences) All rights reserved © 2012, Telmap www.telmap.com
    41. 41. Ads in Navigation App Ads should have a clear value – discount, special offer, etc. When an ad with value is presented to the user, in the right time and location – the user will perceive it as a service • A user drives to a destination, the app offers him parking just near his destination with 50% discount – 25% of the users are willing to pay for such a service • A user searches for a restaurant, the app offers him a nice restaurant, he can book a table and get free desert. This is a service for the user and money for the app. All rights reserved © 2012, Telmap www.telmap.com
    42. 42. To Conclude… Individual Based Services Location Where Time Search Who History Interests Tastes Routines Personal & & Info Preferences Passions All rights reserved © 2012, Telmap www.telmap.com
    43. 43. Thank You!Tal Avneri tal.avneri@telmap.comShani Avnet shani.avnet@telmap.com

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