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“Are we nearly
                           there yet?”
                                      Alex Housley



                         mashup* - Being-Location-Aware @ Ogilvy UK
                                       19th March 2009
Friday, March 20, 2009
LBS in 2004

                     • Higher Cost - location lookup, data usage
                     • Lower Usability - small screen size, UI flexibility
                     • Less Awareness
                         •   of social software

                         •   of location based services




Friday, March 20, 2009
2009...




Friday, March 20, 2009
2009: Social Explodes

                     • 175 million Facebook users.
                     • Twitter is “going nuclear”.
                     • Growth across all demographics.


Friday, March 20, 2009
Relevance

                     • Information overload.
                     • Limited time and screen real estate.
                     • We need filters!
                     • We have unique trust networks.

Friday, March 20, 2009
Friday, March 20, 2009
Friday, March 20, 2009
Friday, March 20, 2009
Friday, March 20, 2009
Friday, March 20, 2009
Friday, March 20, 2009
Friday, March 20, 2009
Platform War

Friday, March 20, 2009
“HUH?”




Friday, March 20, 2009
What is it good for?



Friday, March 20, 2009
Absolutely
                         everything*

                               *well, not quite everybody


Friday, March 20, 2009
Platform War

                     •   800m app downloads from 13.7m iPhone users.

                     •   3.2 billion people with mobile phones.

                     •   New devices, location-aware SDKs, app stores...

                     •   Great news for LBS developers - be excited :-)




Friday, March 20, 2009
Target Audience?




Friday, March 20, 2009
Target Audience?




Friday, March 20, 2009
Target Audience?




Friday, March 20, 2009
Target Audience?




Friday, March 20, 2009
Target Audience?




Friday, March 20, 2009
What a mess...



Friday, March 20, 2009
So, where’s the money?

                  • The location based services
                         opportunity is huge!
                  • Location is a commodity.
                  • Lower barriers to entry.

Friday, March 20, 2009
So, where’s the money?

                     •   Free isn’t always the best price.

                     •   Subscription.

                     •   Advertising - hyper-local is the future.

                     •   By-products - data, APIs, unique to your business...




Friday, March 20, 2009
Partner FTW

                     •   Don’t reinvent the wheel.

                     •   Find a niche and differentiate.

                     •   Consume great APIs & Frameworks
                         (Rummble API, Google Geolocation, Y!OS, Virtual Earth, Skyhook XPS)


                     •   Work together.




Friday, March 20, 2009
Friday, March 20, 2009
“The future is relevance; the
                 context of not only where I am
                  but what I’m doing, who I am,
                      where I will be.” - AJS




Friday, March 20, 2009
Mr T on Mobile:
                         http://bit.ly/mrtmobile

                                Thanks!

Friday, March 20, 2009

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Being Location Aware

Editor's Notes

  1. I believe we’re now past focusing upon early adopters and should focus upon location based apps that appeal to the early and late majority.
  2. I believe we’re now past focusing upon early adopters and should focus upon location based apps that appeal to the early and late majority.
  3. I believe we’re now past focusing upon early adopters and should focus upon location based apps that appeal to the early and late majority.
  4. I believe we’re now past focusing upon early adopters and should focus upon location based apps that appeal to the early and late majority.
  5. Paid customers usually give an app / service more time. Rummble’s free app experienced 30% drop off on subscription / sign up. The free app generated more bad reviews.
  6. Location is a commodity.