Social  Loca)on  Transforming  Loca.on  as  a  Ego  Digital  ba4le  Rafael  Siqueira  -­‐  CTO  

Ma4hew  Honan,  Wired  Magazine,  January  2009  

“millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity. !...simply put, location changes everything.” !

Quotes “People want to talk about Places”!

The future of local referrals lies not in reviews and ratings from semi anonymous individuals, but rather in trusted recommendations from people I know!

55% of all SMSs ask "Where are you?”!

Some say that Augmented Reality will do for mobile what satellite imagery did for maps !

"Maps aren't just for driving directions. They are a way that humans understand their planet”!

location has taken off …!

Source:  Borrell  Associates,  May  2008  “What  Local  Media  Sites  Earn  –  Annual  Report.”  

loca%on-­‐based  online  adver%sing   loca%on-­‐based  iPhone  apps  

community  mapping   gps-­‐enabled  phones  loca%on  device  sales  

geolocation in the smartphones!

location is a game changer for social networks.!

passive  

par)cipatory  

real-­‐)me  

what have you been up to?!

where are you? can I join?!

what are you doing right now?!

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connecting people, locals and informations around you!

app developers now regularly incorporate game mechanics and reinforce desired behavior through

rewards, incentives and virtual goods!

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act1: how to turn the real world !into a game!

checking in!

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foursquare badges are "silly, but people dig them”!

“!

act2: how do you use software!to change behavior!

the check-in is kinda boring, what´s interesting is what happens next"!

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act3: turning digital candy into!real world rewards!

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act3: turning digital candy into!real world rewards!

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free prize inside!

inspiring unexpected journeys.!

connecting with friends.!

redirecting travel plans and rewarding adventure.!

Capturing and sharing life experiences in realtime.!

Making people smile.!

2009.3.11

foursquare!

foursquare!

gowalla!

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mytown!

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twitter places!

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Ovi Maps are now completely free and becoming very popular. Since their launch on January 19, they've been averaging nearly 100,000 downloads per day.!

Ovi Maps: 7 million downloads of Ovi Maps 3 so far!

ovimaps!

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ovimaps on facebook!

Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

privacy and trust!

Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/

wanted: informed and insightful publicity!

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Op)ng  out  Provia  17  on  Flickr  :  hBp://www.flickr.com/photos/59287279@N00/3000233643/  

hBp://l.yimg.com/g/images/spaceball.gif  

we are watching you!

Herzogbr  on  Flickr  :  hBp://www.flickr.com/photos/herzogbr/2783660249/  

phone book!

Credit  Cards  on  Flickr  :  hBp://www.flickr.com/photos/k9ine/177671367/sizes/o/  

credit cards!

Gwynhafyr  on  Flickr  :  hBp://www.flickr.com/photos/gwynhafyr/3459273879/  

mail-shot marketing databases!

whois information!

Opacity  on  Flickr  :  hBp://www.flickr.com/photos/opacity/4183985730/  opting in!

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show me the money!

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M- Coupons Advertising

Event & Movie Ticketing Restaurant & Hotel Reservations

Mobile Wallet

Driving & Walking Directions

Yellow & White Pages

Event, Movie, Restaurant, Hotel, Pub, ATM

Multimedia Messaging Service Information sharing Private / Public / Group Mobile Notes

M-Vite Buddy Finder M-Classifieds I’m Free Date Finder

Maps Traffic Services Transit

Emergency Services, Finder, Flight Finder

Buy It

Find It

Share It

Route It

Gaming Shopping

Customized Finder

offering a full suite of !integrated viral applications!

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apontador local!

movement intelligence!

Confidential 43

nowadays !LBS data = checkIn @ place!no personalization, no targeting !

future !store LBS data over space, time and weather!

location history for understanding & personalization!

estimate age and profile of each user anonymous!

automated personalized recommendation!

behavior target!

how  people  move  in  the  space,  in  the  )me  and  in  the  weather  

local search with real time metrics!

Known  Loca%on  Time  

location and time relevant

content!

context!

high relevance: mobile content and offers can be presented to that driver!

user recommendation!collective intelligence!

use a “recommendation” metaphor based on:!

- user profile/preferences!- location!

- driving context (e.g. speed, traffic congestion,

next upcoming maneuver)!

targeted offer!

local interest!(pre-set search)!

Virtual billboard!

“if you ask me, ʻwhatʼs the UI in five years?ʼ itʼs a pair of

glasses.”!Tim OʼReilly!

the future!

Flickr:  Jamais  Cascio  

social  augmented  reality  

social augmented reality!the knowledge of joining a crowd and knowing:!•  who do I know here?!•  where do I know them from?!•  who should I get to know?!•  who here is single?!•  are there any naked pictures of them on the

internet?!

Ian  on  Flickr  :  hBp://www.flickr.com/photos/ianaberle/4185095125/  

thoughts!

geolocation in the smartphones!

“we can make the internet work!better by making it understand!how we talk in the real world”!

Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/

Itʼs not about where you are …!Alwaysordinary  on  Flickr  :  hBp://www.flickr.com/photos/sempre_ordinario/3492703820/  

… itʼs about where youʼve been!Jrusbatch  on  Flickr  :  hBp://www.flickr.com/photos/jrusbatch/3626348821/  

Bill Gates!

Famous Quote!

“We always overestimate the change !that will occur in the next two years and !underestimate the change that will occur !in the next ten.”!

58 What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/

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apontador 2000!

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apontador 2010!

apontador – hyperlocal content!

Mapping  &  Routes  Turn  by  Turn  Naviga%on  Corridor  Search  

Proximity  Search  Traffic  Manager  Loca%on  Adver%sing  

www.apontador.com.br  

twiBer.com/rafaelsiqueira  

twiBer.com/apontador  

Thanks for Listening!