1. Chapter 13
Mobile Computing and Location Marketing
Amanda Volturo - Chelsea Dalesandro - Kelly Black - Kristin Manganelli - Vince Pineda
2. ● Mobile computing is the use of portable wireless devices to
connect to the Internet. It enables people to access data & to
interact on the social web while on the move as long as they are
in range of a cellular or WiFi (Wireless Fidelity) network.
● Mobile computing and location marketing are changing the way
people interact on the social web and in the physical world.
● Common mobile computing devices include: cell phones,
smartphones, tablets, & netbooks.
● Mobile computing devices & the social web are merging together
to create a mobile social lifestyle which presents limitless
opportunities for marketers.
3. Cell phones provide wireless voice communications & short message services (SMS)
Smartphones combine the power of cell phones & PDAs (portable digital assistants used to function
as a personal organizer) using mini-keyboards for either mechanical or touchscreen input.
● Can receive & store text messages and email, act as web browsers, run mobile applications to
perform a growing variety of tasks, & take pictures with increasingly high- quality digital
cameras
Tablets are similar to laptop computers, but they use touchscreens to replace bulky keyboards
● Offering a more compact form with maximum screen size
Netbooks are basically laptop computers on a smaller scale, more lightweight, & half the size of a
hardback book
● Tend to focus on web browsing & email with limited support for productivity applications, such
as word processing & electronic spreadsheets
Each providing another convenient way to stay connected to the social web while on the move!
4. ● Smartphone technology has brought new social networks & new opportunities for marketers
that could not have been taken place without applications & Internet access
● A smartphone is defined by Wikipedia as “a high-end mobile phone built on a mobile
computing platform, with more advanced computing ability & connectivity than a
contemporary feature phone… Modern smartphones typically also include standard web
pages rather than just mobile-optimized sites, & high-speed data access via WiFi & mobile
broadband.”
● Each smartphone runs a mobile operating system such as Apple iOS, Google Android, or
Microsoft Windows Phone 7.
● Mobile phones typically run third party applications that are created using an application
programming interface, commonly referred to as an API.
● Applications for a smartphone are accessed through an application marketplace
● Each operating system has a unique marketplace of applications that are compatible with its
operating system
5.
6. Case Study: Dunkin Donuts
● Dunkin Run Mobile App - for the one who is sent on a coffee “run”
● Compile orders for simplicity
● 25,000downloads in the first 6 months, #6 Forbes Best Mobile Apps 2009
● Increased sales & maintaining simplicity for customers
● 2 rules for campaigns: Fun and Cheap
● Over 6,000 franchise restaurants serving over 3 million customers per day
7. What is a Location-Based Social Network?
● A social network where people can
share their location with friends
● Foursquare, Facebook places,
Gowalla, Google hotspot, Yelp
● GPS-enabled mobile devices to
“check in” at locations, answers
the key question “Where are you?”
● “Add location” on Instagram,
Facebook, etc
8. More Location Based Social Netoworks
● Google Hotspot: works with Google Places
to let users rank, review and recommend
local businesses. Because of Google’s
dominant search engine, Hotspot has the
potential to create a synergy between
location marketing and search engine
optimization - NO LONGER EXISTS!
● Yelp: user review and search service that
draws upon thousand of regular reviewers
(Yelpers) to place reviews about venues
using the site’s mobile social location
service
10. Location Based Social Networks & Gaming
● Some location based social networks (like
Foursquare) have additional features based on
game mechanics in order to increase user
engagement
● Foursquare: “mayor” checks into the location most
frequently
● Earn badges by engaging in social behaviors (Don’t
Stop Believing badge for checking into 3 karaoke
bars) there are a variety of badges to earn
● Leader Board: points are awarded for checking in,
adding a new venue, multiple check-ins and
checking in at a new place
● Points don’t actually matter, but it is a fun way to
keep Foursquare users engaged and active in the
app
14. Review Questions
1. What is mobile computing?
2. What are some examples of mobile computing devices?
3. What is one difference mentioned between laptops and tablets?
4. What are the three mobile operating systems smartphones run
on?
5. What is a location based social network?
6. What are some examples of “Location based social networks”?
7. What are “yelpers” and what do they do?
8. How does someone earn the title “mayor” on foursquare?
15. Review Answers
1. What is mobile computing?
○ The use of portable wireless devices to connect to the internet
2. What is one difference mentioned between laptops and tablets?
○ The application of touch screen to replace bulky keyboards
3. What are the three mobile operating systems smartphones run on?
○ Apple iOS, Google Android, or Microsoft Windows Phone 7
4. What is a location based social network?
○ A network where people can share their location with friends.
5. What are some examples of “Location based social networks”?
○ Foursquare, Facebook Places, Gowalla, Google Hotspot, Yelp
6. What are “yelpers” and what do they do?
○ People who regularly review a particular business based on its environment.
7. How does someone earn the title “mayor” on foursquare?
○ By checking into a specific location most frequently
