Monetizing geographic information became all the rage in 2011. Once geographic information meant maps. Clever systems were developed – geographic information systems or GIS – to store and allow analysis and visualization of geographic data. Mobile – smartphones and portable tablets – have broadened both the interest and potential of location for making money. The geo tag has been prep-ended to an increasing number of words; geo-marketing, geo-advertising, geo-social. A slew of new, so called, location based service (LBS) companies have appeared; Foursquare, Yelp. All take advantage of the portability of mobile devices and the built in GPS, enabling the use of geolocation.

This article looks at mobile location apps, and discusses some opportunities for companies to build their own custom location apps.

Mobile Location Apps – Check-In

Check-in is hot at the minute. Pull out your smartphone, fire up your foursquare app and check-in as you enter your favourite store. Presto you might become mayor or get a discount on a purchase. Gathering user data in this way, has the business community excited. Knowing a users current location, allows for interaction at the point of purchase. Maybe pushing coupons or suggestions for purchases.

But the check-in can be used far more broadly than for mobile consumer marketing. Any mobile user or worker can use check-in apps. These types of mobile apps will become crucial in keeping track of mobile workers. They will also allow mobile workers to dynamically report work related information; work completed, parts required, voice records or images of work related information. A check-in application will not only find current location and what is nearby, but allow immediate input of data.

Mobile Location Apps – B to C Marketing

Sitting under the marketing umbrella is now geo-marketing or location-based marketing. This is a part of the rapidly expanding world of mobile consumer marketing. Services such as Foursquare encourage consumer loyalty, driven by discounts and status. Stores can build campaigns using Foursquare. Groupon offer digital coupons. They are partnering with LBS focused companies like Foursquare, as part of the discount offering. Consumer oriented companies can build campaigns using these various location based services (LBS).

Many other ideas revolve around opt-in models with auto-checkin – as against manual check-in – and text message push through SMS and MMS. Proximity marketing is geo targeted advertising using push technology.

Location based service and geolocation services are rapidly evolving. Many companies are entering the fray. As we will discuss, many of the LBS companies have opened their API’s. Meaning developers can now interact with core data. This thus allows the development of custom location based solutions. Now it is possible to pass a location to Foursquare or SimpleGeo and get back venues within a certain distance of this location. Near a point one can now conduct a venue search to find and display trending locations, find and display friends’ tips, and show how many venues match a particular criteria the user has been to.

As a company, we have been increasingly tapping into these rich API’s to build custom location based applications.

Mobile Location Apps – Geo-Social Marketing (Who or What is near Me)

Facebook and Twitter were pioneers of social networking, with mobile they have started extending their reach to include geo-social marketing. Geo-social networking allows users to interact relative to their current locations. Thus you can search for users in your network who are nearby, or by venue. For business this means potential group messaging and ad targeting. Users can share likes, maybe meet at a specified location. At every step of their interaction there is the potential for mobile marketing and advertising.

Twitter now allow geo-tagged tweets. They have also opened their API for developers. Twitter is a public broadcasting system. A public message is much more relevant when you know who, what, when, AND where. There are numerous websites and applications that search specific cities to find local tweets. A tweet that is geo-tagged to that location will appear in that search. In this way, tweets can be broadcast-ed to a small region. Beyond search tweets can be used to maybe track the status and location of a package. Or perhaps offer store information or discounts.

Geo-social networking offers the opportunity to tie who is near me with what is near me. Influencing group behaviour is a new addition to the marketers arsenal.

Mobile Location Apps – B to B Marketing

Much of the current focus has been on B2C location marketing. But B2B location marketing offers huge potential opportunities. Both for internal organisation and community, and building external business relations. We’ve discussed some of the benefits of the check-in for mobile workers. Encouraging check-in at promotional events and tradeshows has the potential to help customer interaction and follow up. Internal communication can be improved by social and geo-social networking tools. Helping management and employees achieve stronger internal relations, and improve the internal flow of information. Tweets can be used quick snapshots of company information. Sales teams can help track performance and evolving sales cycles in real-time.

Business travellers will be key users of mobile location services. Businesses can use various tactics to engage these users. Hotel chains have started welcoming visitors to the city where they will be staying. This has helped with brand reinforcement.

Mobile GIS

Maps and geospatial analysis, will always be an important part of the location mix. The ability to visualize the location of a friend, a store, map out a route. Analysis sits in the geographic information systems (GIS) or geospatial services world. As a company we have historically been focused in this area. GIS remains separated from the new location based services. At some point there will be integration. Where the power of GIS is brought to bear on location based data. What does this mean? At some point the huge amounts of data being gathered by LBS companies will be stored in spatially aware systems like a GIS. Allowing both the analysis and visualisation, via maps and charts, of this data. GIS will help plan and organise location based marketing campaigns. It will help analyse and visualize the campaign both during and after the event. WebMapSolutions are currently actively working with mobile GIS and applying these tools to location based services.

Mobile Location Apps in 2012

Mobile location apps will receive increasing publicity in 2012. Opportunities abound to provide innovative mobile solutions to both consumers and enterprises.

Location-as-a-service and SoLoMo are becoming popular services. Ryan Kim of GIGAOM stated in 2011:

“We’re still a ways off from our prediction that every mobile app will have location integration. But we’re seeing that potential reality take shape more and more”

Kim talks at length about location-as-a-service whereby providers create the tools necessary for developers to weave location into their apps. We’ve already mentioned Foursquare and SimpleGeo. But Location Labs (geofencing), Xtify (smart notifications), Skyhook (hybrid Wi-Fi, GPS and cell-tower technology), Loc-Aid (location-based service aggregator) can be added to the list.

Elsewhere there is talk that 2012 is going to be The Year of SoLoMo (Social, local, and mobile). As Margaret Mastrogiacomo of HeBS Digital puts it:

“Social speaks to what we do as human beings and how we share our travel experiences, mobile speaks to our “always on-the-go” nature, and local speaks to the need for information from our immediate environment.”

“Instead of researching attractions during a hotel stay, mobile applications will detect a traveller’s location, what they are looking for, provide directions, push specials based on geo location, and even allow guests to share their experiences in real time. SoLoMo will ultimately provide more customer service solutions to enhance the travel experience”

We see two key opportunities in 2012 with regards mobile location apps. The first is the maturing of the business to consumer market. Beginning to link consumer profiles to location, time of day for example. As Margaret Mastrogiacomo says:

“Imagine serving a mobile ad or coupon promoting your onsite restaurant’s happy hour from 6-8 to a business traveller located within 5 miles of your hotel with a particular interest in dining and entertainment”

The second is the growth of business to business mobile location apps. Enterprises remain cautious over the adoption of mobile. The various app stores have yet to properly cater to the enterprise. Mobile apps which include location will become increasingly more important to the enterprise. Field workers will be the first to benefit from enterprise mobile adoption. But mobile location apps will, in 2012, start to become essential to the organisation and operation of many more businesses.

We would be interested in your feedback. Are you building mobile location apps? Is your company planning to have developed a mobile location app in 2012? Contact us

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