The document discusses the concepts of homedulgence and location-based services (LBS). Homedulgence refers to consumers pursuing cheaper indulgences and experiences at home in response to economic pressures. LBS describes mobile services that provide information tailored to a user's location. The document explores views on how these trends may impact consumer mindsets, present opportunities for entrepreneurs, and shape the future of mobile phones and search engines. It concludes that homedulgence and LBS paradoxically complement each other while challenging individuals and companies to consider their implications.

1. MARE Research featuring Claes Foxérus
HOMEDULGENCE & LBS - Contradictives?
“Something new,
something old,
something borrowed,
something…”

2. MARE Research featuring Claes Foxérus
HOMEDULGENCE & LBS - Collage
A collage
(From the French: coller, to glue) is a
work of formal art, primarily in the
visual arts, made from an assemblage of
different forms, thus creating a new
whole.
Wikipedia

3. MARE Research featuring Claes Foxérus
HOMEDULGENCE & LBS - Contradictives?

4. MARE Research featuring Claes Foxérus
HOMEDULGENCE - Definition
The growing trend for consumers looking for cheaper ways to maintain the
good life they have become accustomed to has led to a new term being
coined "homedulgence". ...
The move to "homedulgence" is one way consumers can ride out the
recession and it is predicted it will soon extend to many other areas of
life, such as mix-your-own cocktails evenings and home dining clubs.
Louise Jack, "Hair removal brands take on the recession with 'homedulgence',"
Marketing Week, January 29, 2009
”Consumers around the globe are looking at new ways to maintain
the good life they’ve come to treasure, without the expense of
going out all the time. This is not quite the indulgent,cocooning
trend of a few years ago, but a savvy and convivial way to style -
out the credit crunch.”
THE FUTURE LABORATORY

5. MARE Research featuring Claes Foxérus
HOMEDULGENCE - Definition II
An economical phenomena?
Or rather a symptom?

6. MARE Research featuring Claes Foxérus
LBS (Location-based Service) - Definition
The
A location-based service (LBS) is an information and
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 [1] [2] [3].LBS services
can be used in a variety of contexts, such as health, work, personal
life, etc. [4]. LBS services include services to identify a location of a
person or object, such as discovering the nearest banking cash
machine or the whereabouts of a friend or employee. LBS services
include parcel tracking and vehicle tracking services. LBS can
include mobile commerce when taking the form of coupons or
advertising directed at customers based on their current location.
They include personalized weather services and even location-based
games. They are an example of telecommunication convergence.
Wikipedia

7. MARE Research featuring Claes Foxérus
HOMEDULGENCE - Thoughts
Social (changed attitudes and social
patterns)
Psychological
Financial

8. MARE Research featuring Claes Foxérus
LBS (Location-based Service) - Thoughts
Superb story
On one hand…
…and on the other…

9. MARE Research featuring Claes Foxérus
HOMEDULGENCE - Effects
What will Homedulgence
do to consumer’s
mindsets?

10. MARE Research featuring Claes Foxérus
HOMEDULGENCE - Opportunities
Hey entrepreneur, get
going!
There are lot of
possibilities to capitalise
on this Homedulgence
trend.

11. MARE Research featuring Claes Foxérus
LBS (Location-based Service) - Possibilities
LBS is brilliant in several areas
and here are some examples from
Tokyo, Japan collected by a Spark.
• Position navigation
• Finding shoping and restaurants
• Finding nearest shelter/hotel
• Earthquake warning
• Parent tracking their children
• Location lost mobile phone
• Mobile phone is your personal trainer: km, burned kcal, “select
safe route for woman” etc
• Jobinfo – short hourly work Get a two-hour job in a shop etc
• Jobinfo: people looking for jobs - jobs looking for people
• QR-codes - scan a code an d you get full information of
discounts, special promotions,
• Aoyama Gakuin University goes Iphone: Student/teachers get a
free iphone a can review lessons, potcasts, answer Q:s etc. and
the school can trace the student

12. MARE Research featuring Claes Foxérus
HOMEDULGENCE - Coming re-actions?
According to my first
lines a trend gives an
anti-trend. (And a anti-
trend trend…)
So what and when will
Homedulgence get one?
Or are there to many
implications?

13. MARE Research featuring Claes Foxérus
LBS (Location-based Service) - Future
What brings the
Future?
• Future mobile phones
• Search engines
• ?

14. MARE Research featuring Claes Foxérus
HOMEDULGENCE & LBS - Windup
Yes – it’s possible to have two opposites
running parallel in a trend.
Homedulgence and LBS complete each other
in their paradox merge.
But what will it do to you/your life/your
company/etc?
Contact us www.mare-research.nl we will
guide you.
Thank you.