This document outlines the agenda for a workshop on geofencing at SXSW2014. The workshop will discuss the importance of location data, opportunities and concerns around geofencing technology, and implications for data privacy and ownership. Attendees will participate through polling questions, help create a manifesto to guide the future of geofencing, and discuss scenarios from marketer and user perspectives. The goal is to encourage dialogue around protecting consumer privacy and define ethical guidelines for location-based marketing.

1. Building the Future
Landscape of Geofencing:
A workshop outline
3.8.2014
SxSW2014 | #georights

2. Agenda & content
The Importance of Location
Overview of the Landscape, who is doing
what, what are the opportunities, what
should we be concerned about?
Data Privacy & Rights Implications
Location Ownership & Rights Implications
Building the Manifesto
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

3. How you’ll be involved
Interactive Polling
Periodically, questions pertaining to the topic being discussed will be asked in order to gain
insight into the opinions of the people participating in the session.
Manifesto Creation
At the end of the session, we will use the information discussed throughout the session in
order to develop a manifesto that frames the future landscape of geofencing.
Interactive Scenarios
Scenarios will be presented and walk participants through methods of engagement,
Business/Marketer’s perspective, and User/Consumer’s perspective. After each scenario,
polling results will be reviewed, and an attempt will be made to demonstrate the engagement
technology live in the room during each scenario.
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

4. Importance of Location
• What is it about place and why do we care so much?
è
The role location & place play in memories
• Geofencing is an emerging capability with rapid growth
• Why create of a manifesto?
è
Encourage dialogue around protecting consumer rights to
privacy & avoid situations like CAN-SPAM
è
Define ethics for using this marketing technology to allow
for mutually beneficial evolution for both marketers and
consumers.
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

5. Overview of the landscape
location
boundaries
data
GEOFENCING
• Location: The human need to describe the context in
which they are
è
GPS technology (1970s) – allows you to pin point where you
are with accuracy
• Boundaries: People like drawing definition around
something to trigger and action or feeling. If the line is
crossed, then something happens.
• Data: provides context connecting users’ physical
presence to the virtual world around them.
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

6. Overview of the landscape - Continued
• Market focus: moving from outdoors to inside
è
Nokia, Google, Apple
• Consumer context
è
Geosocial on the decline, geo-location on the rise
• Technology precision is increasing
• Application trends
è
Location aware
è
Personalization through proximity
è
Predictive & connected thinking
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

7. The Data Story
• Data is one of the key ingredients of geofencing
è
Geofencing is both a data consumer and data provider
è
Crowd-sourced data is driving a new breed of applications in this
shared economy (Waze)
• Who really owns this data?
è
The consumer (person generating this data) vs. the platform
(where the data is stored and used)
è
Many data relationships create black hole of fear for both sides
è
Consumers current concern about giving up location data
• Mutually beneficial relationships are based on trust
è
Trust and transparency aligns brands to people’s values
è
Trust means consumer centricity is at the center
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

8. Putting Up Fences
• Why geo-fencing?
Customer-centricity: understanding the customer from their
context
è Understand when customer need overlaps with what you can
provide & when it doesn’t
è
• Consumer-centricity can lead us to protect against or
collaborate with other brands
è
Shelf space in Retail – some brands want to own as much as
possible while others partner with similar brands to gain space
è
Competitive blocking maneuvers vs. partnership
• Brand geo-conquesting or geo-collaborating
è
Should there be a similar value, and possibly marketplace, for air
or virtual space with geofencing?
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

9. Manifesto Creation
• Crowd-sourced Manifesto
• Outline of Manifesto
è
Situation
è
Stakeholders
è
Topics:
§ What do users expect from marketers?
§ What do marketers expect from users?
§ What do marketers expect from each other?
§ Privacy of data
§ The Future
• Discuss hotly contested topics
• Signing of the Manifesto
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights

10. Presenters
Jay Wilson
Jenessa Carder
Kevin Pound
Technology, Sr. Manager
Digital Strategy, Sr. Associate
Business Consulting, Manager
Building the Future Landscape of Geofencing Workshop | 3.8.14 SXSW | #georights