29 june 2011 using location-based mobile apps by luigi cappel
TRANSCRIPT
29 June 2011
Using Location-Based Mobile Apps
By Luigi Cappel
AgendaBuilding Location Based Services
• Group Deals
• Check Ins – Facebook Places and Foursquare
• User Privacy
• Location Intelligence and QR Codes
• How to Boost Adoption Rates and ROI
Check-ins
Facebook Places and Foursquare:
How have NZ businesses successfully applied them?
USA Check In Stats 3 months to March 2011
Android Apple Blackberry Microsoft0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Platform
Platform
16.7 million people checked into locations using Foursquare and similar apps over 3 months representing 7.1% of the mobile population (Comscore)
USA Check In Stats Continued
Male
Female
13-1718-24
25-3435-44
45-5455-64
65+
Full ti
me
Part time
Not Employe
d
Full ti
me Student
Retired0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
GenderAge GroupEmployment
Smartphone use in shopping
Foursquare
Campaigns For FREE!
Foursquare Around New Zealand
Facebook Places 17 FebruaryDeals not yet available in NZ, but several in USA:American Eagle Outfitters: Offering 20 percent off. Chipotle: Giving its Facebook guests two entrees for the price of one. Gap: Giving blue jeans to the first 10,000 customers to claim their deal. Golden State Warriors: Inviting those who check in to an exclusive event with a basketball player on the NBA team from Oakland, Calif. Harrah's: Offering a complimentary nightclub admission, buffet or other gift to people who stop by any of its 10 Las Vegas resorts.
Giapo
User Privacy
• Privacy may make or break Proximity and Location Based Marketing
1,500 people turn up at teenage girl's birthday party accidentally advertised on Facebook by Wendy Fuller, Daily Mirror 6/06/2011
User Privacy What are the Implications?
• Why Google, Apple and others collect personal and location data– To improve accuracy for Geolocation– To encourage developers to build mobile
applications– To make money with targeted advertising– To be able to sell demographic and behaviour
information
User Privacy Risks?
• Lack of informed users and understanding of consents• Opting in – what have you agreed to?• Who has access to your information?
– Are you telling gangs or thieves when your house is empty and what goodies you have there?
– Who are you friends with? Do you know and trust them– Do you understand the security settings and implications
on apps you use?– Check my blogs for articles on Location and Social Media
Services and Trust• http://luigicappel.wordpress.com/
User Privacy Risks?
• I thought up a random name and found a Kiwi with that name on Facebook with no security settings:
– 29 year old female– Area they live in– In the armed forces for 10 years– Atheist– Relationship ended in November– Details of overseas trips, work and holiday– Hundreds of photos with tagged and linked names– Favourite Foods– Favourite books, films and activities– Where and when they were going on holiday
Privacy Risks
Source: Francois Gilbert IT Law Where 2.0 2011
‣ Location information is more accurate than most otherpersonal data collected because users generally cannotlie about their location
‣ Collection of personal data can allow for the creationof a profile
‣ Location information is likely to be used in connectionwith disputes such as
‣ divorces ‣ employment litigation ‣ Can be used by criminals and criminal organisations‣Also more likely to be used in criminal investigations,by the police, or for state security
‣ Note if developing an international application laws vary from country to country
Privacy Considerations
Global Privacy & Security Law(2 Volumes - Aspen Publishing)www.GlobalPrivacyBook.com
Use clear and conspicuous terms of use and privacystatements
‣ Give the users some control over their data: ‣ Ability to change default settings ‣ Ability to delete their location information ‣ Ability to turn off data collection ‣ Ability to opt-out of data collection ‣ Give preference to opt-in ‣ Ensure constant communications between those who
create the need, implement the vision and those who tryto keep the company out of trouble
‣ Sanity Test: Keep asking yourself: “how would I /my mother /my grandmother/ etc. feel if ….”
Source: Francois Gilbert IT Law Where 2.0 2011
LBS Marketing and Trust?
• We have your style, size and colour in stock, show this message and get 2 for 1– The CRM can contain this information, but store
staff don’t need to know who you are
• Check-in apps like Foursquare, Gowalla etc– Companies don’t have to know who you are at all
Location Intelligence and Quick Response Codes
• QR Codes are a form of ‘tagging’, which Chris South will discuss in more details
• A QR Code is a 2D bar code which can contain up to 7,089 characters
• This code will take you to my blog• Free software for encoding and
decoding
QR Code Examples
Hyperfactory UN Tagging
The Hyperfactory, United Nations and Saatchi & SaatchiBillboard Tags
How to Boost Adoption Rates and ROI
• It’s all about scale• Small companies can use global free apps such
as Foursquare• Chains, Corporates, Government and Loyalty
Programs can afford their own apps• Free doesn’t mean you apply something and
watch the money roll in.
How to Boost Adoption Rates and ROI• 7 Types of
Special
Tips
• Be generous. PYT Burgers in Philadelphia gave away a free beer just for checking in. The 5,000th person got a free burger a week for a year.
• Very few people didn’t buy food and more drinks
• Huge viral marketing • They have given away roughly 11,000
beers to date, he says that expense has paid for itself tenfold.
Use Analytics
• Try things• Monitor the results• Set goals and work towards them
Be Part of the Conversation
• If there is negative feedback, thank them for it and work on it.
• The Customer is Always Right– Even when they’re wrong
Gysbert H.Toilets are clean here :( Tyrone F.Get an El Camino. YUM. Corn chips in a burger! shiney k.Try the new heavy metal hindu special burger. It rocks.
Mobile Location Based Examples
– Café or Restaurant– Fast Food– Attraction– Loyalty Card– Travel– Accommodation– Entertainment
Location Is Everywhere
Thank youLuigi CappelGeoSmart
http://twitter.com/BluesBrohttp://luigicappel.wordpress.com www.geosmart.co.nzwww.aamaps.co.nzwww.aatraffic.co.nz www.aaroadwatch.co.nz