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HMC- Mobile Location Based Services
This document provides an agenda and information for a seminar on mobile location-based services held by the Heartland Mobile Council on October 26, 2010. The seminar will include an overview of the location-based services landscape, presentations from Google and other companies on their mobile strategies and location-based applications and services, and a question and answer session. It also thanks sponsors and provides contact information for the Heartland Mobile Council for those interested in learning more.
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HMC- Mobile Location Based Services
- 1. WELCOME to theMobileLocation Based Services SeminarOctober 26, 2010
- 2. About the HeartlandMobile CouncilOur MissionTo educate brands on how to use mobile as a marketing channelOur CustomerBusinesses/brands who have consumers who frequently use mobile devicesOur TeamSeminars, Mobile University, Content, Marketing, LegalPassion, Industry ImpactJoin us! hugh@heartlandmobilecouncil.com @heartlandmobile
- 3. Our “Thanks” toDraftfcb for their support of this event and the Heartland Mobile CouncilSpecial Thanks to:Chris MillerPatrick MoorheadGreg GillLauren Cabot Altergott
- 4. Agenda3:00 –Welcome –Steve Snyder, VP, HMC Seminars3:10 – Overview of the LBS Landscape – Chris Miller, Draftfcb3:30 – Google’s Mobile Strategy, Drew Mitchell, Google4:10 – Using LBS in Mobile Applications, Alex Muller, GP Shopper4:50 - Refreshment break5:20 - Using Geo-fencing to deliver LBS – Alistair Goodman, Placecast6:00 – Audience Q&A – All speakers6:55 – Wrap-up, Hugh Jedwill, HMC Executive Director7:00 – Networking reception - 19th floor atrium
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- 9. LBS as agame
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- 12. 6:07PMRetail5:02PMMobile web9:05PMGrocery5:25PMBook Store4:30PMGasStation 6:59PMSports BarHome1:15PMLunch at the Pizza parlor – 12:00PMWorkout at Health Club9:35AM Coffee ShopConnecting message with moment
- 13. Linking Location andValue
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- 15. Adding an effectivegame layergroupscan:get a certain number of friends to also scan the product to unlock a deal combo scanscan a group of products or promotional items to unlock a deal coupon scanappears for everyone, first comers, or random odds location scantrek to one or more locations and scan a product for a deal
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- 19. The Modern AdvertisingSystemCOMMERCIALTRANSMEDIA IDEASSYSTEMSBEHAVIORSHow people take and use information“how”Platforms, channels & technologies“where”CONTENTThe information that passes through media channels“WHAT”
- 20. christopher millerEVP, GroupManagement Director – DigitalTwitter: @scubachris @draftfcbThank you
- 21. View in PresentationMode@heartlandmobile21
- 22. The Web isGoing Local
- 23. Let’s chat about3 things
- 24. THE STATE OFLOCAL24
- 25. The Web isgoing local1 in 5desktop searches are related to location.1 in 3mobile searches are related to location.25Source: Google
- 26. The Geo Webis explodingStreet View imagery: 21 countries** 1M+ hrs browsing geo content / day20M+ maps created by users** >4M businesses on Google Places**26
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- 28. The global mobileexplosion5Bmobile phones globally13xmore mobile phones than PCs globally128Source: http://news.bbc.co.uk/1/hi/technology/10569081.stm (July 2010)
- 29. 2929Smartphones Will SurpassFeature Phones in US Market Penetration by 2011Source: Nielsen, March 2010
- 30. Mobile makes location-basedservices a reality
- 31. PersonalUbiquitousTargeted1:1 relationshipWith youeverywhereLocation-aware
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- 34. Google’s Local servicesare meant to:
- 35. Making local informationmore accessible35
- 36. Making local businessesmore discoverable4M+ businesses have claimed their Google Places page36
- 37. Many mobile optionsfor local marketingLocal product inventorySponsored Ad ListingsClick-to-callMobileCoupons
- 38. See where yourfriends are right now38Google Latitude has 3M+ active users
- 39. Find your wayanywhere39Google Navigation: 1B miles navigated
- 41. Google ShopperClick towatch video41
- 42. @heartlandmobileMobile ApplicationsHeartland MobileCouncil – 10/26/2010Alex MullerCEO, GPShopper LLC& Adjunct Professor, Mobile Marketing, NYU
- 43. Who is GPShopper?Many different apps - enabled by a robust and scalable platform
- 44. Role of MobileApps: NowGPS, CAMERA, MULTI- MEDIANFC, SECURITYShopper Marketing M-CommerceCONTACT LIST, GPS, FB, TWIT, CAMERAICON, GPS, ALERTS?Customer AcquisitionLoyalty and Retention
- 45. Do App UsersMatter?45.5MillionSmartphones in the US in 200960.0percentof all phones sold in the US by 2013
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- 47. What are MobileApps?An application that runs directly on the phone and can have access to the phone’s resourcesMemory, GPS, Camera, Contact List, Accelerometer and other features
- 48. What Kind ofApps Are There?Entertainment: Mobile games, music and content – key use case “entertain and kill time”Marketing goal: brand association and provide value ad to a consumerUtility : Tools, utilities, - key use case “to help perform actions” Marketing goal: facilitate a transaction, enable commerceContent / Informational Apps: Publications, News – key use case “to inform”Marketing goal: acquire demographically targeted audience
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- 50. WAP vs APP– FundamentalsTEAM WAPPros:Larger audience, lowest common denominator
- 51. Easier, cheaper andfaster to developCons:Lower engagement and repeat usage (bookmarking vs icon on home screen)
- 52. Slower speed andpage loading
- 53. No interaction withother phone features (camera, GPS, contact list)TEAM APPPros:Higher Engagement and repeat usage
- 54. Connected to advancephone features
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- 57. Multiple platformsA goodmobile strategy will have deeper engagement apps with a strong, but efficient WAP sites as well.
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- 64. Gaming and EntertainmentMAINAPP BENEFITSDEEP ENGAGEMENTPERSONALIZATION &LOCALIZATION
- 65. What Makes aGood App?Content: Engaging to consumers and dynamic
- 66. Utility: Is usefulto the consumer
- 67. Workability: Your appis your brand, make sure it isn’t brokenTop 5 Mistakes Brands Make in AppsDon’t consider consumer use cases – swiss army appGet caught up in trendy techSilo App strategyForget to analyze data - downloads aren’t everythingStop iterating the app – stale apps are deleted
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- 69. 90K Activations DAILYWalmartnow sells iPhone for $97
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- 72. And keep andeye on:
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- 74. The Downside ofApps – Discoverability
- 75. HOW DO IMARKET WITH APPS?
- 76. Everyone who’s anyonehas an App StoreDevice: Blackberry, AppleOS: AndroidOperator: AT&T, VerizonIndependent: Handango, GetJar
- 77. Marketing with AppsAdNetwork: Admob, iAd (Banners), GreyStripe (Games with Ad Wrappers), GetJar (Ad Wrappers)Sponsorship: Example, Pork Council sponsored recipe applicationBuild Your Own: Audi Driving Game, Timberland Trail Finder, Nike Apps
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- 79. Best Buy RewardZoneCustomer AcquisitionM-CommerceLoyalty and RetentionShopper Marketing
- 80. American Standard –How BlueSocial EngagementShopper Marketing BrandingContent
- 81. EXPRESS MOBILELocation BasedPromotionsCustomer AcquisitionMultimedia Content Shopper Marketing
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- 83. @heartlandmobileBuilding Fences inthe Sky: Geo-Fences, Increased Revenue, and Consumer ValueOctober 26th, 2010
- 84. Placecast is LeadingInnovation in Location“Placecast has taken on the problem of delivering advanced location-based advertising head-on, and has executed more than effectively.”Mobile Marketing Watch – January 20105 years in developmentProprietary technology and patents can digest any expression of location and formulate a normalized output delivered to any connected deviceExperienced team from mobile, location data and digital mediaPlatform licensing (Nokia/Navteq, O2/Telefonica) and direct sales to brandsPlatform enabled for 70+ countriesOnset Ventures, Voyager Capital and Quatrex Capital are investors
- 85. What is aGeo-Fence?Geō-fencenoun : a field around any location set to trigger a personalizedmarketing message to a consumer entering or exiting the defined area.How it’s created:Upload location addresses
- 86. Proprietary translator createsa “Place Profile”
- 87. Program the desiredgeo-fence around a locationFlexibility:Geo-fences can be created around any location
- 88. Add, remove& optimize geo-fencesGeo-fencing Strategy:Based on program objectives, trade areas, and customer demographic/psychographic profilesConsumers & Location-Based MarketingOpportunity:Reach consumers through on-the go mobile devicesPermission basis guarantees interestText alerts have low clutter compared to email marketingSimplicity of development vs. other mobile initiativesLocation best predictor of purchase intentChallenges:Scale of programsDetermining consumers most interestedPermission basis
- 89. Mobile Marketing atScale: Text alerts reach 70% of all mobile users-4 points YOY70%Source: comScore: MobiLens, Three month average ending March 2010
- 90. Harris Poll: ConsumerInterest in Text-Based Marketing
- 91. Women more interestedin groceries, beauty & fashion, men in electronics, bars, sportsAlmost equal interest in restaurants, fast food, travel, healthSource: Placecast The Alert Shopper II, Harris Poll, July 2010
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- 93. ShopAlerts: Location-triggered MessagingConsumeropts in to receive messages from a retail brandCustomized virtual geo-fences are created for ANY physical locationAccess the customer’s “always on” mobile deviceExtend marketing programs to customers while they are shoppingEXAMPLE: Geo-Fence SurroundingThe North Face 875 N Michigan AveChicago, IL 60611Deliver requested content and information to customers based on time & placeInnovative technique for cutting through the clutter
- 94. Flexible Promotion &Opt-inBrands promote the program across virtually any consumer touch point. Consumers opt-in to receive messages throughMobile WebSocial NetworksWeb SiteEmail & SMS
- 95. Shop Alerts UserExperienceGeo-fence is triggeredDynamic message deliveredConsumer Opts-InCustomer is out shopping in a retail area, office area during lunch time, sporting event, concert, or any other location POITriggers the geo-fence set by brandCustomer opts-in to alerts program through yourWeb site
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Editor's Notes
- #14 Speak to CDJ a bit as Kmart is a little unfamiliar…
- #26 What we’re seeing at Google:1 in 5 desktop searches are related to location [source:Google blog, 4/20/10]. Think of the millions of searches made everyday online to get an estimate of the amount of local activity happening on Google. About 1 in 3 mobile search queries are made by people looking for something in their local area [source: Google mobile blog]For example, iPhone users conduct 30% more daily queries from Maps than do computer users[source: Google Internal stat]
- #27 Another big change is the availability of all the local information on the web in real time. And, this is one area where we are innovating rapidly at Google. Our vision is to geographically organize all the worlds information. With Google’s Geo products and services, we’re using location to increase the relevance of search. We find results for our users that are relevant, fresh, accurate, rich, personalized and packaged to convey what matters and why about every place in the world. With Google Maps, Google Earth, and Google Maps for Mobile, we provide the fastest, most interactive, and visually compelling mapping and local search experience available, wherever the user is located. Every day, Maps and Earth users spend over 1 million hours browsing geo content. We want to help people make local decisions about what to do and where to go on Google. Pull together all the relevant information that's on the web -- photos, reviews, business information, etc. -- so people can make good decisions. Google Maps is the most popular mapping site in the world, Most popular mapping site in Europe, Most popular mapping site in the U.S. 49% market share in the US, with MapQuest the closest competitor at 31% (Hitwise). 17.5% reach out of total online audience worldwide (comScore). Help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. Getting people to their final destination, no matter where that is. provide the "second map" that is often needed to help users find a building on a college campus, a gate in an airport, or a store in a shopping mallExpanded navigation tools to more users around the worldDriving directions launched to 111 new countries (total = 129)EX. get directions to drive from [Johanessburg to Nairobi]Navigate is now available for Android users in 12 new countries over 50% of users who had access to it tried it out on the first dayNavigate has now helped people navigate over 2.5B KM
- #29 Mobile is the biggest driving force in the digital space today. There are 5B mobile subscribers worldwide, with more than a billion mobile phone connections added to the global tally in the past 18 months. To give you some perspective, that’s 3x more mobile phones than PCs.
- #31 The government did marketers a big favor a few years back when they mandated that all mobile devices include a GPS chip so that emergency 911 services could locate a caller in distress. Now that all cell phones include a GPS chip, location-based services have become a reality. And this will have a dramatic impact on local marketers. Foursquare, Gowalla and Google Latitude have taken off due to mobile GPS capabilities. Also, the potential for opt-in, relevant locally targeted ads will shortly become a reality. And with Near Field Communication chips soon to be standard in smartphones, our mobile devices will become our wallets. Imagine the ability to pay for all of your transactions with your cell phones and have those purchases automatically fed into your loyalty programs at Starbucks, Target, Best Buy, etc…. And, if you so choose, you could receive alerts the next time you walk into a Target about products that you purchased in the past that are now on special. This is already happening in Japan and Korea. And it’s been talked about for some time in the US. It will happen soon in the US. At a hyper-local level, restaurants, bars, local retailers, etc… will also be able to get into the game.
- #33 Powerful mobile processing, connectivity and cloud computing have all converged on high-end devices. Because of these three tech trends, here at Google we don’t see the phone as simply a phone. Take this Android device here. It's a sensor rich device: with a camera, a speaker, a microphone, a GPS chip an accelerometer, etc. But megapixel cameras have been around for a years. And your high school prom had a better P.A. system than this phone. But what happens when you take this sensor-rich computing device, and connect it to cloud services?This camera becomes an eye to see with; the mic and speaker become ears and a mouth to hear and speak with; and the GPS chip becomes a personal compass.That's magic -- that's a new era of computing.How these new high-end devices are radically transforming the possibilities for how consumers engage and interact on mobile and the implications this has for you as marketers.Let me to share with you some examples of how these phones have transformed what consumers are able to do and what they’re demanding from their mobile phones. _______________________________
- #37 Google Places help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. SERVICE AREAS: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private.TAGS: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco.BUSINESS PHOTO SHOOT: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating.CUSTOMIZED QR CODES: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business.FAVORITE PLACES: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings.Personalized Dashboard: track how many times people found your business on Google, what keywords they used to find it and even what areas people traveled from to visit your business.
- #41 Recently I was in Las Vegas and walking down Las Vegas Blvd. Now I don’t the name of every big hotel on the strip, and when I saw this huge Eiffel Tower out in front of one of them I wondered which place this was. I took out my Nexus One and snapped a picture with Google Goggles. Google Goggles is an application available for Android. It leverages the camera, GPS, cloud and connectivity– and supercharges the definition of “search” on your mobile phone.Bam! It instantly pulls up the landmark and is smart enough to know that I’m not in France. It tells me that this is the Paris Hotel and Casino!
- #57 Since the launch of the iPhone and the iPod Touch, 52 and 42 million devices have been sold respectively (Guardian). First trimester this year sales up 131%. Selling about 40 M units of iPhones predicted for 2010 74% of iPhone users are over the age of 25
- #58 Research In Motion outsold both of them, and had 36% of the sales.
- #59 Nearly 35M Active users by year end, 28% of smartphone sales, while the iPhone accounted for 21%, according to market research firm NPD.Research In Motion outsold both of them, and had 36% of the sales.