Location-based services utilize mobile devices to provide information to users based on their geographical location. This report explores LBS applications in social media and advertising. Key applications of LBS discussed include social networking, contextual advertising, tracking services, information services, and mapping/navigation. Privacy and security issues also arise from location tracking on mobile devices.

1. Location-Based Services
Barry Mc Donnell, David Watson, Emmet Dowling and Kevin Burns

2. Executive Summary
• The purpose of this report is to explore the concept of Location Based
Services (LBS) in the social computing landscape and its application:
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Advertising and marketing tool to mobile users.
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To track users and devices.
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To push and pull Location Specific information.
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For the use in mapping and Navigation.

3. Definition of LBS

4. Definition of LBS
• "Location based services (LBS) are services offered through a
mobile devices and take into account the device’s
geographical location. LBS typically provide information or
entertainment. Because LBS are largely dependent on the
mobile user’s location, the primary objective of the service
provider’s system is to determine where the user is. There are
many techniques to achieve this"

5. Applications
• Social Networking – Geosocial Networking
• Enabled Geolocation via Smart Devices
• Development now in to most Mobile
and social applications
• Now Location Enhanced
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Facebook place
Foursquare, Yelp
Hailo
Tinder – On line Dating

6. Applications
• Contextual Location Based Advertising (LBA)
• Integrated LBS with Mobile advertising
• Location specific advertising via mobile devices
• 2 Types of LBS
• Push Notification Approach
“Opt In” – more versatile for target user
• Pull Notification Approach
“Opt Out” – less versatile for NBA Companies

7. Tracking Services
• Tracking Employees to increase revenue
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GPS Fleet Management Solutions
Improve Vehicles performance
Improve Mileage
Improve Driver Control
• Business set to grow in the
US market from
US$10.91 billion in 2013 to $30.45 billion by 2018

8. Information Services
• Customer focused integration of real time
location intelligence
• Revenue producing
• No market or size specific restrictions
• Requires user acceptance

9. Mapping and Navigation
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Geolocation based Navigation
Smart devices not satellite navigation
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10. Companies and Technologies
Product and Services
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Facebook Place
Check in, Tagging, Comments, Status Update and Posting
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Facebook Place
Check in, Tagging, Comments
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Facebook Place
Check in, Tagging, Comments
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LBS
Google Maps

11. Companies and Technologies
Product and Services
• Location Specific Reviews and Ratings
• Location Specific Reviews and Ratings
• Location Specific Reviews and Ratings

12. Who uses LBS and Why?
Who?
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Social Networkers – Geo Social Enhanced
Business – Social Networking – Facebook Business pages
Tracking – Fleet Management
Mapping and Navigation – Sports, global navigators
Why?
• Social Networking - Self Esteem, Social Stature
• Business – Financial efficiency
• Mapping – Save time, safety

13. Competitive Landscape
• Very difficult to quantify competition for market share
• Existing market leaders and new entrants compete on new application
features and technical advancements.
• Different categories of applications compete for individual market share
• Market share reliant on mobile user interaction
• Promotion and changing feature entice new users

14. Module Discussion Ties ins
• Installation and application of
• Facebook
• Foursquare
• Twitter
• Forum discussion on the individual use of social media
• Twitter

15. Individual Topic Issues
• Privacy and Security Issues
• Installed applications accessing part of your mobile device unbeknownst
to yourself but with your permission.
• Mobile device user tracked without their permission by none LBS
applications.
• Threats from Malware infected applications without privacy policies.

16. Conclusion
• Location based and enhanced services offers
the user social networking feature that adds
enhanced dimension of entertainment and
information to purchasing experience.

17. Group Reflection
Wiki Structure to report and slide share
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Good group dynamic
Previous tested group allocation
A refreshing approach to the question
Informative and Interesting
Issues
• Limited word count of report
• Concentration of a information on the topic