geolocation and business

Geolocation and Business

Kenneth SharpTriage Hospitality Ltd.

• Me• What• History• Users• Information• Trends• Future• Issues

Welcome?

• 23 Years in Tourism & Hospitality• BA Hotel & Catering Management• Diploma in Company Direction• Cornell University Certificates in

Executive management Development & Executive Leadership

• Chef to VP Sales & Marketing EMEA• London, Midlands, Indonesia,

Massachusetts, Belfast• Chaired London eMarketing

Conference

Ken Sharp?

My Aim

What is it?

Geolocation, also called geotagging, is the practice of associating a digital resource with a physical location.

Location information is typically given in terms of latitude and longitude coordinates, which can pinpoint any place on the planet with a high degree of precision.

What is it?

Geolocation, also called geotagging, is the practice of associating a digital resource with a physical location.

Location information is typically given in terms of latitude and longitude coordinates, which can pinpoint any place on the planet with a high degree of precision.

• First made available for consumers on May 1st 2000

Using multi-billion dollar satellites for glorified treasure hunts

Global Positioning System?

Sat Nav

I SAID TURN LEFT NOW!

• Relied on internal map(until recently)

Sat Nav?

For the first time, you and your location were connected to the internet, instead of relying on the units internal maps.

Contextual and Social

GPS Enabled Phones?

The vast information of the web is now tied to PLACE

Through Geolocation and social media anyone can “see” things that were previously hidden

World 2.0?

•GPS•Manual•Browser Request•IP Address•Control Plane Location•GSM Location•Bluetooth•RFID•Wi-Fi

How Does it Work?

Used to be Who are you?

What are you doing?

NOWWhere are You Doing it?When are You Doing it?

Who are You Doing it With?

Who, What, When, Where & Who?

Data+

Analysis=

Information+

Imagination=

INNOVATION

Data =?

“A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the

interests and activities of others. Most social network services are web based and provide a variety of ways

for users to interact, such as e-mail and instant messaging services”

Social Networking?

“A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the

interests and activities of others. Most social network services are web based and provide a variety of ways

for users to interact, such as e-mail and instant messaging services”

Social Networking?

+ =

50-60% of all apps sold have a geotagging element.

1st TRULY useful Geo App?

Reviewing v Gaming

What is it?

Which App?

Which App?

Why?

Why?

Why Not?

LBS

ISSUES

Context.

Smartphone Activities

Demographics

User Demographics• Young, active contributors to social networks.• Roughly 62% of smartphone users age 20-29 are aware of location-based apps,

compared with 50% of those age 30-49 and 27% of those age 50-79.• 99.4% of location-based apps users also use other social networks• 86% of LBS users say they interact on social networking sites several times per

week, compared with 67% of non-users who interact at that frequency.• Non-users tend to be female: 65% are.

Frequency of Use• Daily use of LBS is still low- 19% check in with their favourite geolocation service at

least once a day, compared with 60% who check in with their favourite social site daily.

• 12% of surveyed LBS users say they no longer use such services, virtually none have stopped using social networking sites.

Use

Information

“Information's pretty thin stuff unless mixed with experience.”

Clarence Day

But..

Individual & CompanyIndividual & Company

Your Information

• Your Address• Your Telephone Number• Your Services• Your email• Your website• Your reviews

Who is entering your data?

Who is Entering Your Data?

Who is Entering Your Data?

Who is reading your data?

Who is reading your data?

What is it?

Take Current For a Given

Layering & Augmented Reality

Information

Networking

Mashups + Geonotes

12 Key Drivers

2014http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf

How Soon?How soon?

• Location-based Wikipedia• Mobile check-in for flights,• Mobile check-in at doctors’ offices, • Mobile identification, • Digital, geotagged nightclub stamps• Bookmarking + push notifications, • Interactive maps (with QR codes?)• Combining with NFC and RFID

The Future

• Branding• Marketing• Merchandising• Customer Relationship Management• Networking• Publishing• PR

What did the Romans do for us?

• Could you Ignore this?

• You can put it in a Zoo?– Stake a claim

• You can put it in a Safari Park?– Engage

When Push Comes to Shove

Search Engine Impact

Offline and Online

Offline and Online

Have a Plan

• What you do offline do online• What you do online do offline

Consistency

It is not the technologies fault!

Kenneth SharpTriage Hospitality Ltd

Real Marketing for Real BusinessesIn the Real & Virtual Worlds

Tel: 07720 297279Email: kennethsharp@triagehospitality.com