An exploration into how location based services (LBS) can create an enriched and more compelling user experience. See how location technology is combined with big data to create truly engaging interactions for mobile users.

1. Harnessing Location to Improve the
Customer Experience
def. a lo·ca·tion based services (LBS) provide the ability to discover the
geographical location of a mobile device and then deliver services based on that
location.
Kamran Saeed
[brainstorm.co.uk]
1st Oct – 2012 MML

2. “simply put, location changes
everything”
- matthew honan, wired magazine

3. LBS techniques
GSM Localisation: Geo-fencing
geo-fencing to deliver security, utility, marketing
services etc.
GPS (Check-in) Close Proximity
typically mobile apps for using Wi-Fi, WLAN etc. for
social, sharing etc. engagement in closed
locations

4. Geo-fence services types
Local Offers / Coupons
Traffic Updates
Enhanced Emergency Services
Locating People / Assets & People In Your Area
Utility (Banking, Lifestyle)
Service Engagement Notifications

5. Case Study
> 2.3m
impressions
Text > near 1% click
through rate

6. Source: Microsoft, Location Based Services Usage & Perception Survey – 1,500 respondents across UK, US, Germany, Canada and Japan
6

7. Barriers and challenges
In 2010 a big brand coffee chain trialled a location-based
mobile marketing service’ – why haven’t we seen more?
Perception Distinctly negative perception has hindered adoption
SP’s need to offer more convenient and valuable services in
Value order to make consumers experience the benefits
Trust A wild west scenario will not help consumer peace of mind
Access Operator’s still nervous about exposing location source
Monetisation Operator’s/SP’s still undecided on a model
Security implications around location not yet fully known
Security and personal privacy still highly guarded

8. Tips for a successful LBS strategy (1/2)
Don’t abuse Customer location is privileged information, so
don’t overkill or abuse it
Understand why you’re communicating and
Super-Context
make it valuable for the consumer
Don’t exclude Make your service device agnostic and don’t
limit to niche devices (GF reaches 92% devices)
Mobile is different Don’t just replicate your internet strategy for
mobile and consider the design of mobile
Passion appeal Align the audience with products/services they
are passionate about – ‘relevant’

9. Tips for a successful LBS strategy (2/2)
Accuracy Make sure your location content is actually
timely and local
What you serve must be of value or able to drive
Value
real utility
Watch for trends Traditional products/service are all going digital,
so look for opportunities
Be creative Study campaigns that win and understand why
they do – be genuinely different
Be realistic Outline your goals at the start and ensure you
measure success (physical click-through’s)

10. How to enhance the experience
36
0
Profile Behaviour
Relevance
& The
36 36 Context Experience
0 0
Location

11. Compelling LBS examples
Lifestyle & Business Utility Travel Money
Benefits Benefits Benefits Benefits
- Context relevant - Content relevant - Product simplicity - Operational/cost efficiency
experience experience - Sustainable customer for FO’s
- Time management - Cost efficiency in heating engagement (securing - Customer peace of mind
- Revenue opportunity to management long term revenues) - Enhanced customer
serve product promos - Revenue opportunity to journey
serve product promos - Drive FSP revenues
Brand advocacy and value!
What’s the common theme?

12. What to expect in the future
‘big data-driven location based services’
MoLoDat
[mobile location data]
Data driven services Greater usage Greater data collection
Enabling marketers to provide ever more hyper-targeted
location based mobile services

13. Remember....
It’s all about crafting the experience,
which in turn will enhance perception,
ultimately leading to adoption!
Thank you
kamran.saeed@brainstorm.co.uk