A short history of location-based services
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The document summarizes the history of location-based services (LBS) from early experiments to the present day. It describes early LBS companies in the 2000s that failed due to lack of funding or design flaws. The development of mobile maps by Google provided a successful business model. Social check-ins on Foursquare and Facebook boosted LBS adoption. Retailers are now able to advertise and provide coupons based on a customer's location through their mobile devices. The future of LBS is predicted to include augmented reality, consolidation of services, and greater integration with social media platforms.
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A short history of location-based services
- 1. A potted history of LBS Prepared by Helen Keegan, January 2012 http://technokitten.com http://mwcfringe.com http://swedishbeers.org @technokitten helen@mwcfringe.com Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 2. It’s not all about technology Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 3. And then came mobile • Or wireless as we called it back then • There were a few visionaries who saw the opportunity Mr. AdGood Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 4. Back when phones looked like this Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 5. And even got some traction • ZagMe video – 3 minutes • http://www.youtube.com/watch?v=CIvdZM5- Mh8 Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 6. But… • We were all way too early • Ran out of money • Closed or pivoted • Moved on • So much for the £11 billion LBS advertising market Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 7. And then we had bluespam • Or BlueCasting • Or BlueJacking – remember JellyEllie and BlueJackQ? • I can’t remember how many bluetooth marketing companies I came across in 2003. They were all doomed. • Inherent design flaws in the bluetooth system at the time • Little better now – plus we’ve moved on Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 8. Google • When Symbian came out, Google made their mapping product compatible c 2003/4. And it worked. • Business model? Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 9. Experiments in games & the arts Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 10. A sensible use of location • Mr Clarinet book launch Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 11. And mobile and social had begun • Check-ins • What’s nearby • Reviews • Find a friend • Mashups • Most too early Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 12. And we play around with QR codes & image recognition • Usability still an issue • Brands and retailers can’t seem to get their heads round the mobile bit of it – No mobile access in some locations – Redirects to a full-fat website – Does nothing Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 13. Enter the iPhone era • Mobile and social hits us again with Facebook and Foursquare. Check-ins become cool. • And we see mobile couponing re-emerge in a big way – Vouchacha – Vouchercloud – Groupon (and all its clones) – Eagle Eye etc etc • Search on mobile internet gets a whole lot better • Mobile Advertising can be bought by location • Mapping gets even better Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 14. So what do I do? • As a retailer – Own your locations otherwise someone else will – Location is mostly irrelevant without context – Think customer service - technology does not replace good customer service – Be mindful of customer privacy concerns – You need to learn, so experiment – Don’t give up at the first hurdle – Keep an eye out for new trends – Make it easy for customers to find you and tell their friends about you Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 15. What’s next • Consolidation • Augmented reality • Multiple devices • App fatigue / tech fatigue • Mobile internet • mCommerce • Social search • Facebook is the internet • Siri & its ilk Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
- 16. Barcelona 26 February – 2 March 2012 Thank you Helen Keegan – helen@mwcfringe.com +44 794 053 8802 http://technokitten.com http://mwcfringe.com http://swedishbeers.org @technokitten Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.