Location Based Services #lbs450 Where the offline & online converge

Megan Cramb | Connor Veitch | Ryan Phillips | Jevta Lukic

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Rated R

Viewer Discretion Advised

FourSquare For Sex

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What are Location Based Services?

A location-based service (LBS) is an information or entertainment service, which is accessible with mobile devices through the mobile network and which uses information on the geographical position of the mobile device.*

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*Thanks wikiepdia: http://en.wikipedia.org/wiki/Location-based_service

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Q: What are the uses of Location Based Services?

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Three Uses of LBS

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Government and Military

Services

Emergency Services

Commercial Services

• Military operations

• Air-traffic control

• Ambulance locations

• Natural disaster efforts

• Fleet tracking• Mobile

applications

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Three Uses of LBS

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Government and Military

Services

Emergency Services

Commercial Services

• Military operations

• Air-traffic control

• Ambulance locations

• Natural disaster efforts

• Fleet tracking• Mobile

applications

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AgendaEvolution of LBS

LBS Taxonomy

LBS & Surveillance

Motivations of use

LBS & Business

Outcomes

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EVOLUTION OF LBS

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Evolution of LBS

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LBS based on zipcode

1999

2001First phone with GPS

Automatic Location

Identification2002

2005 Can Spam Act Opt-in

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TAXONOMY OF LBS

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LBS Taxonomy

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tax·on·o·my/takˈsänəmē/

Noun:The branch of science concerned with classification, esp. of organisms; systematics.

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LBS Taxonomy*Push Services Pull Services

Communication Ex. You get an alert who is near you

Ex. Request from an application who is near you.

Information Ex. Get a terror alert for the city you’re in.

Ex. Look for the nearest cinema.

Entertainment Ex. Opted to participate in a shooting game & are ‘being shot.’

Ex. Try to find someone in your area to ‘shoot’.

M-Commerce & Advertising

Ex. Receive a voucher from a restaurant you’re in.

Ex. Look for cool events in the area you’re in.

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Adapted from: Jochen H. Schiller, A. V. (2004). Location-based services- Morgan Kaufmann series in data management systems. Elsevier.

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Dimension of LBS

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Voluntary vs. Automatic Tracking

Degree of Game Mechanics

Offline to Online vs. Online to Offline

Functional vs. Ego-Driven

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D1: Voluntary vs. AutomaticDo users input their location (“Check in”) or does the application automatically update the user location?

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Voluntary Check-In

• BuddyWay• CheckPoints• Facebook Places• FourSquare• MeetMoi

Automatic GPS Tracking

• BuddyCloud• ComeTogethr• EagleTweet• Grindr

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D2: Degree of Game Mechanics

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Creates engagement and fun when using applications

Uses GM

• Yelp• FourSquare• Geocaching• Waze

Doesn’t use GM

• Facebook• Block Chalk• Grindr

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D3: Offline to Online vs. Online to Offline

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Your offline “real world” activities (visits to venues, events, locations) are transferred to the online sphere & facilitate online interaction. Vs. Your online activities (checking in, disclosing location) facilitate “real world” offline interaction.

Offline to Online

• Facebook Places• LocalMind • Love Clean

London

Online to Offline

• Grindr• Block Chalk

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D4: Functional vs. Ego-Driven

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Do you do it to achieve an operational purpose or to show-off?

Functional

• UrbanSpoon• Flixster

Ego-Driven

• Facebook Places• FourSquare

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LBS & SURVEILLANCE

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Panopticon

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Jeremy Bentham (1787) Prison theory of social control

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1st Generation Panopticon

• Early 21st century- CCTV in London• Citizens learn & alter behaviour

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“George Orwell would have been proud and horrified…” (Kietzmann & Angell).

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2nd Generation Panopticon

Enables personal information gathering via: • Data mining & profiling,• Loyalty cards• Mobile phones

Problem with cohesion, Panopticon still imperfect

"Behaviour changing intentions hidden behind...desirable outcomes". (Kietzmann & Angell)

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3rd Generation Panopticon• Outsourcing of policing duties to the general

population.• Ultimate public panopticon can exist by convincing

population to spy on itself.• Social media/ Mobile phone combination (GPS,

tamper-proof time stamps, and facial recognition = public police).

• Cohesion finally realized

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Nonopticon

• Privacy Infringement = lack of control over ones reputation in the world

• Four major "Privacy Interfaces" 1. Person-to-peer 2. Person-to-firm 3. Person-to-state 4. Person-to-public

"We are no longer in control of our public personae...” (Vaidhyanathan, 2008)

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Nonopticon

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• Two arguments against Panopticon theory:

1. Reality TV shows that presence of cameras often stimulates odd behaviour, rather than curbing it.

2. Opposite of Penopticon in that the public is being watched without knowing it (or at least the full extent of it).

“We will be subjects, mere fodder for our watchers, means instead of ends.” (Vaidhyanathan, 2008)

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MOTIVATIONS OF USE

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Q: So…why do you use location based services?

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Motivations

Networking Communication

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Consciouslevels

• Posting/checking-in creates interaction.• Friendships.• Dating sites.• Satisfaction. • Feeling of community.

Find people in your area with similar interests at:

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BlockChalk: a new service built around the idea of leaving simple messages directly tied to a specific location.

For companies, it is free word of mouth, free reviews, and to some degree, free

advertising.

Motivations

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Motivations

Networking Communication

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Functional

Ego-DrivenSubconsciou

s levels

Consciouslevels

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Why do we do it?

Functional Ego-Driven

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VSSubconscious levels

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Why do we do it?

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• You know you are being watched (i.e. you are deliberately checking yourself into a location).

• How many people check in to a location?• In 2010, Foursquare claimed that

its users check in to locations more than 380 million times.

Functional Ego-Driven

VSSubconscious levels

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Why do we do it?

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Creating a face on the internet.Popularity.• When you are reviewing a restaurant,

you are creating functionality for other users, as well as creating an ego/face for yourself.

• Reward:

Functional Ego-Driven

VSSubconscious levels

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LBS & BUSINESS

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Three Uses of LBS in Business

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Marketing Research

Operations & Logistics

Advertising

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Three Uses of LBS in Business

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Marketing Research

• Internal Data Mining • Partnerships • Sponsorships/Advertising• Incentives/Rewards• Understanding competition• Lead Generation

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Three Uses of LBS in Business

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Operations & Logistics

• Parcel tracking• Fleet tracking• Inventory management• Efficiency improvements• Carbon emissions reductions

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Three Uses of LBS in Business

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Advertising

• Promotion of brand through check-ins• Offer coupons/discounts for check-ins

(push or pull)• Local deals• Targeted advertising based on location

(LocalResponse)

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OUTCOMES

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Outcomes

Positive Negative

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Q?

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THANK YOU! #lbs450

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ReferencesAngell, I. & Kietzmann, J.(June, 2010). Communications of the ACM -Vol. 53, No.6. Panopticon Revisited. doi: 10.1145/1743546.1743582

BenBassat, D. M. (2008, March). Location-Based Services Put Efficiency on the Map. Retrieved February 22, 2012, from Inbound Logistics: http://www.inboundlogistics.com/cms/article/location-based-services-put-efficiency-on-the-map/

Holden-Bache, A. (2011, January 4). 9 Ways B2B Companies Can Use Location Based Services. Retrieved February 22, 2012, from Social : http://socialmediab2b.com/2011/01/b2b-location-based-services/

Jochen H. Schiller, A. V. (2004). Location-based services- Morgan Kaufmann series in data management systems. Retrieved February 22, 2012Location Based Service. (n.d.). Retrieved from MobileIn: http://www.mobilein.com/location_based_services.htm

SalesBlog! (2011). Retrieved February 22, 2012, from Location Based Services Smart for Business: http://www.lottspace.com/location-based-services-smart-for-business.html

Shontell, A. (2011, October 12). Check-In Based Ad Platform LocalResponse Raises $5 Million From A Slew Of Investors. Retrieved February 22, 2012, from Business Insider: http://www.businessinsider.com/localresponse-raises-5-million-2011-10

Schapsis, C. (2010, December). Location Based Social Networks, Location BasedSocial apps and games - Links . Retrieved February 15, 2012, from BDNooz - LBSStrategies: http://bdnooz.com/lbsn-location-based-social-networking-links/#axzz1mP7XX9FE

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References

Vaidhyanathan, S. (2008). The Chronicle Review -Vol.54, Iss.23, P.B7. Naked in the 'Nonopticin'. Retrieved from: http://www.english.illinois.edu/-people-/faculty/debaron/582/582%20readings/siva%20on%20privacy.pdf

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