The document discusses how location data from smartphones can benefit businesses. It notes that over 50% of New Zealand mobile users now have smartphones with GPS. While many businesses consider location in decisions like site selection, few leverage location data. The document describes the author's experience using location-based apps on a road trip in the US, finding them very helpful. It argues tourism and hospitality industries, in both NZ and the US, could better use new technologies like location data and apps to market to potential customers.

1. April 2013
What’s Location Got To
Do With It?
Luigi Cappel
SoLoMo Consulting
Developing
Your
‘Service
Edge’

2. What’s Location Got To Do With It?
 Some Questions
 Smartphones and GPS
 BAU
 USA FIT Road Trip Experience
 Tourism is Tough
 Being an FIT is Tough
 What I learned

3. What Industries are Involved with Location?
Yours!

4. Location, Location, Location
 If location is everything, why are so
few businesses capitalising on it?
• You select buildings based on it
• Many think build it and they will come
• Do you analyse your business spatially?
• Where do your clients come from?
• Do you understand your customer
demographics?

5. Smartphones have GPS
 IDC and Nielsen agree that >50% of NZ
mobile users have Smartphones March
2012
 NZ Interactive Advertising Bureau June
2012
• 60% of NZ Smartphone users access Internet
daily
• 54% use apps daily
• 65% used in last 6 months to find info on
products services
• 60% used phone while out and about for
researching/buying products/services

6. Research by telmetrics

7. So What?
 What is BAU?
• Is it a sound business model for future
growth
 Customers are looking for your
business and wanting to know more
about it
 People are talking about your
business, probably without you
knowing about it

8. BAU
dISrupt or be
dISRupted

9. FIT USA Road Trip
Why?

10. FIT USA Road Trip
What happens if you cross the line?

11. A DIY App for each Property?
How many brochure-ware apps do you want to
download?

12. There Are Exceptions
Updated daily, interacts with Facebook, Google+ and much
more

13. Another Exception
•Show Calendar
•Live Show Audio Streaming
•Live Twitter Feed
•Interacted with me
during the show!
•Concert Video
•Competitions
•Bios
•Purchase Tickets
•Online store for souvenirs
•Facebook interface

14. Most Apps are City Based

15. Tourism is Tough
 It must be really hard surviving in
the hospitality and tourism industry
if you are not one of the main
attractions.
 People are walking away from motel
businesses
 Restaurants are struggling
 Despite the RWC bed nights for 12
months to June 2012 down by
79,000 MED

16. It’s Hard Being an FIT: Just as well I’m a geek

17. Without these apps I wouldn’t havehttp://luigicappel.wordpress.com

18. The apps helped me
 Find great restaurants
 Avoid bad ones
 Avoid hotels with bedbugs
 Find historic villages in the middle of
nowhere

19. What I learned
 Loads of people are checking into
locations, leaving tips and comments
• Most operators are blissfully unaware of
them
• They don’t know they could be
marketing to them FOR FREE!
 The tourism, hospitality and retail
industries are hurting
• And they don’t understand new
technologies

20. What I learned
 The USA is no better off than NZ
 IMHO Kiwis are smarter than
Americans because of our ability to
see the big picture and solve
problems
 We are way ahead in crossing the
chasm to mass early adopters
 Kiwi domestic tourists and incoming
tourists have smartphones and use
them

21. A Few Opportunities

22. Imersia Cloud
 Finga Footy

23. Imersia Cloud
 Finga Footy
 Last minute proximity based
marketing with context, location,
profile and real time.

24. Final Thoughts
Thank youluigicappel@SoLoMoConsulting.co.nz
http://imersianz.wordpress.com/
http://luigicappel.wordpress.com
http://thefuturediaries.com
1. New Zealand enjoys a steady stream of FIT
2. The likelihood is that each group has one or more location aware
Smartphones
3. Context, profiling, location and mobile is gong to be HUGE
4. We are not behind the rest of the world but that doesn’t mean we
can’t do better
5. There are opportunities for your business, many are free
6. Get involved and do something now