abcs of lbs
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Introduction to location-based services, location based applicationsTRANSCRIPT
© 2011 IBM Corporation
The ABCs of LBSAn Introduction to Location-based Applications
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22 October 2011
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Who am I?
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Who am I?
Source: If applicable, describe source origin
@Eric_Andersen #TechDayCamp
© 2011 IBM Corporation4
Who am I?
@Eric_Andersen #TechDayCamp
© 2011 IBM Corporation5
@Eric_Andersen #TechDayCamp
© 2011 IBM Corporation6
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Authors on Twitter: @AaronStrout and @SchneiderMike
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What is LBS, and What’s Driving It?
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What is LBS?
Location-based Service (LBS):
An information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device
Source: http://en.wikipedia.org/wiki/Location-based_service#LBS_applications
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What is LBS?
Source: http://en.wikipedia.org/wiki/Location-based_service#LBS_applications
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Examples of Location-based Services:
Requesting nearby businesses or services
Turn-by-turn navigation
Location-based advertising and geofencing
Social networks to locate friends on a map
Recommendations of nearby events
Games in which your location is part of the game play
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Growth of smartphone usage@Eric_Andersen #TechDayCamp
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Growth of smartphone usage@Eric_Andersen #TechDayCamp
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Location-based ApplicationsAnd the Check-in
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Location-based Applications and the Check-in
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Location-based Applications and the Check-in
Location-based Applications:
Mobile applications which leverage one or more types of location-based services, often incorporating a social graph (friends, family, etc) and forming a location-based social network.
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Location-based Applications and the Check-in
Check-in:
A check-in is a way to indicate your location at a particular place, and, if the check-in is public, share it with friends. In its simplest form, it’s a status update, indicating where someone is at a particular time.
Nataly Kogan, Vice President, WHERE
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Source: Location-Based Marketing for Dummies
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Location-based Applications and the Check-in
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Two types of check-ins: Active – Users must consciously take an action to check-in, e.g. click a
button
Passive – The check-in is transparent to users, i.e. does not require them to do anything explicitly. This could be triggered by proximity to a location, or by some other action such as swiping a credit card.
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Location-based Applications and the Check-in
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Source: http://pewinternet.org/~/media//Files/Reports/2011/PIP_Location-based-services.pdf
But really, who’s doing this?
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Location-based Applications and the Check-in
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Source: http://pewinternet.org/~/media//Files/Reports/2011/PIP_Location-based-services.pdf
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Key Location-based Applications
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Key Location-based Applications
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Key Location-based Applications
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Foursquare
Note: Most popular location-based application, recently hit 10 million users (June 2011) and 1 billion check-ins (September 2011)
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Key Location-based Applications
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Gowalla
Note: Originally check-in focused, Gowalla recently changed strategy to focus more on travel guide and storytelling functionality
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Key Location-based Applications
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SCVNGR
Note: While supporting check-ins, SCVNGR has additional “challenges” at each location, and also incorporates scavenger hunt-like capability. Some additional unique features such as “social check-in”
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Key Location-based Applications
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Facebook Places
Note: Launched in August 2010, but revamped in August 2011 – the mobile-only Places feature was “phased out” and replaced with ability to add location to anything (status update, wall post, etc)
Source: https://blog.facebook.com/blog.php?post=10150251867797131
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Key Location-based Applications
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Yelp
Note: Reviews are the core feature in Yelp. Check-ins were a later add-on.
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Key Location-based Applications
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Some additional location-based applications:
Photo-based– Instagram– Color– Path
Food/drink-based– Foodspotting– Untappd
Deals– Groupon (based on acquisition of LBS app Whrrl)– Shopkick (passive check-in)
Other– Glympse– Google Latitude– Find My Friends (iPhone 4S)
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Location-based Apps for Personal Use
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Location-based Apps – Personal Use
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Location-based Apps – Personal Use
1. It’s social! Find your friends, keep in touch with them, interact with them (photos, comments, etc), even meet new people
2. It’s fun! Many location-based apps have a “game layer” component to them, including things like:1. Badges2. Points competition3. Venue “ownership” – which as it turns out is quite a powerful motivator
3. It’s helpful! Some location-based apps provide reviews, tips, or even features to help guide you based on your location and/or your social graph
4. Deals! Most location-based apps are offering their own deals, and some (e.g. Foursquare) are starting to incorporate external deals such as Groupon
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Why do people do this?
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Location-based Apps – Personal Use
Oversharing– Same reason that some people aren’t interested in Twitter
Barrier is too high– Difficulty finding the venue in the app– Technical complexity– Forgetting to check in
Privacy– “Please rob me” syndrome – many misconceptions– Don’t want to share where I am with/what I’m doing with the world– Don’t want to share where I am/what I’m doing with my friends
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Why don’t people do this?
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Location-based Apps – Personal Use
Foursquare– Currently have ~15,800 check-ins
Foursquare API apps– Forecast– Untappd– Hashable– Gatsby– Sonar– Localmind
SCVNGR– Also mobile payment/deals app LevelUp
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So what apps do I use?
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Location-based Apps for Business Use
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Location-based Apps – Business Use
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Location-based Apps – Business Use
1. Customer service via engagement
2. Enhance/encourage brand loyalty
3. Marketing by promoting your business
4. Discounts/deals for customers
5. Data/analytics about your business
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What are benefits for businesses?
This is a huge topic, can’t cover it all here – I’ll instead tell a few stories
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Location-based Apps – Business Use
Burger joint in Milwaukee
February 2010 – Hosted a “Swarm Party” – if > 50 people checked in, they would get Foursquare’s Swarm Badge
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Case Study:AJ Bombers/Foursquare
Source: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx
Promoted primarily via Facebook and Twitter
161 people showed up!
More than doubled Sunday sales – 110% increase for the day!
Additional promotion via sharing on social media – Facebook, Twitter, blogs, YouTube, etc.
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Location-based Apps – Business Use
Chain with > 700 locations
January-March 2011 – Customers completed challenges to win prizes such as free wings and Coke, plus a grand prize of trip to the NBA finals
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Case Study:Buffalo Wild Wings/SCVNGR
Source: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx
Strengthened the brand as a place to watch March Madness games – using a game!
Leadership board featured the top players
184,000 people played over just 12 weeks!
100 million social impressions via Facebook and Twitter!
1 in 3 users played multiple times
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Location-based Apps – Business Use
Link credit card with Foursquare account
Users check-in at the store and click “Load to Card” to get the deal
First retailers: H&M, Sports Authority
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Case Study:American Express/Foursquare
Bypasses the problem of sales staff not knowing how to handle the special – no interaction needed at point of sale, just use the credit card
“We go to where our customers are and our customers are on places like foursquare.” -- Amex Chairman Edward Gilligan
No info yet on success of campaign?
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Location-based Apps – Business Use
Boloco – Foursquare “Mayor Mondays”, LevelUp
Radio Shack – “Users who unlock specials spend 350% more than the average customer”
Tasti-D-lite – Foursquare via kiosk
Dunkin Donuts – SCVNGR-based contest
Princeton MarketFair parking space
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Other ideas/unique case studies:
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Questions? Discussion topics?