The document discusses how location-based mobile apps and services allow users to access geographically relevant content and connect to places they live and work for both commerce and leisure purposes. It notes that locative media can foster a user's relationship to place by encouraging prolonged interaction with and awareness of places, as well as facilitating social navigation. The presentation provides examples of locative media apps and considers best practices for organizations developing location-based content and services.

1. Positioning the User in
Mobile Locative Apps
Glen Farrelly
Digital Media Consultant
& PhD Candidate
University of Toronto
June
Canadian Wireless Trade Show
October 29, 2015

2. About Me
 15+ years working in digital media
 Blogger for Backbone Magazine
 PhD candidate iSchool, University of Toronto
 Research mobile media, geoinformatics, & place
 Consult & teach on digital media integration
& optimizing user experience
 Methods used: survey, interviews,
social media monitoring, content analysis

3. Introduction
The locative function of mobile devices is enabling more
people to connect to spaces where we live and work.
I will discuss how people are using location-based
services to access geographically relevant content for
commerce and pleasure.
As this technology evolves, it is helpful to consider the
interplay of technology, people, and place and how
this may apply to your organization.

4. Technical Requirements
Five components necessary:
 Geo-positioning technology
 Internet connectivity
 Mobile communications and computing
 Geocoded content
 Graphical interface and interaction

5. Locative Media Devices
Found on various types of mobile devices:
 Smartphones
 Tablets
 Smartwatches
 GPS Devices

6. Technical Infrastructure

7. Locative Mobile is Here
 94% of millennials using location-based services
 Main drivers of use are:
 Geotargetted directions
 Maps
 Social navigation
 Although some pure-play LBS apps are popular;
geolocation features embedded in many apps

8. Apps Where Location Features
 Art
 Commerce & Marketing
 Health & Fitness
 Games
 Personal Efficiency
 Social Recommendation
 Coordination & Safety
 Geosocial Networking
 Local Discovery
 Navigation
 Transportation
 Travel

9. Examples

10. Examples of Locative Media
 Foursquare & Swarm
 Ingress
 Findery
 Instagram
 Google Maps
 Trip Advisor
 Yik Yak
 Geocaching & Waymarking

11. Invisible Pink Unicorn
@ The Vatican

12. 5
Findery @ Pearson Airport

13. 4
Foursquare @ Tahrir Square

14. Map My Walk @ Vancouver

15. User Feedback

16.  Concerns limit usage:
 Data used
 Roaming charges
 Battery drain
 Privacy (but generational to a degree)
 Micro apps – people aren't keen to download
so era of mobile websites may soon arrive
 Usability and proximity issues frustrate users
 People like receiving relevant geotargetted ads
Where Are We Now?

17. They Don’t Want to Lose Out
September 2015 survey by Retale of US millennials:
 84% say they act on push notifications received
Types of push info preferred:
 61% like “coupons or deals for immediate use” & “customer rewards"
 35% like new product info and sale availability" & "nearby store
locations and hours"
Don’t like about push notifications:
 39% say "notifications aren't relevant enough”
 34% say "notifications feel intrusive"
 25% say "they send me too many"

18. Locative Media Uses
0
10
20
30
40
50
60
Find nearby
businesses
Find nearby
events
Find nearby
sites
View
pictures or
videos of
location
Read
current info
of location
Read history
of location
Read local
news
Read
reviews of
nearby
businesses
%ofrespondents
Source: Survey conducted by Glen Farrelly, 2013

19. Improves Relationship to Place
0
10
20
30
40
50
60
Improves knowledge of
place
Aids social connection Improves appreciation
of place
Fosters sense of
belonging to place
%ofrespondents
Source: Survey conducted by Glen Farrelly, 2013

20. My Findings
Locative fosters relationship to place:
1) Encourages and prolongs interaction with
and in place
2) Facilitates social navigation
3) Improves awareness and recall of place
4) Foster autobiographical insideness to places

21. Where To Go From Here
 Allow content to private or shared publicly
 Offer personalization features
 Draw upon various multimedia formats
 Offer different types of information
 Devise ways to interact with your content & place
 Ensure breadth of content is available
across many locations

22. DIY Locative Media

23. More Information
Email: glen.farrelly@utoronto.ca
Portfolio: glenfarrelly.com
Delicious: delicious.com/glenfarrelly