Danielle Donnelly provides an overview of Location Based Services, including backgrounds, stats, case studies and use cases.

1. Location-Based Services
September 2010

2. Agenda
• Objective
• What Is A Check-In?
• LBS Adoption
•Landscape
• Vendors
• Double Dutch
• Facebook Places
• Foursquare
• Gowalla
• MyTown
• SCVNGR
• Shopkick
• Looking Ahead
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3. Objective

4. Objective
Provide an overview of the landscape of location based services, in an effort
to socialize knowledge on the burgeoning platforms.
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5. What Is A Check-In?

6. What Is A Check-In?
Social check-ins stem from the traditional idea of
checking-in, i.e. at a hotel or airport, where one
literally announces their arrival.
Mobile social networks have used the same
concept from the early 2000’s to allow individuals
to announce their locations to their select
networks for various purposes—from virtual
incentives to tangible goods.
How it works:
1. A mobile user selects the platform they wish to check-in to (i.e. Foursquare,
Gowalla)
2. The app and phone’s GPS work to locate places nearby the user for them to
check-into.
3. The user selects the place they are at, and has the option to share with their
network within the platform or to outside networks (i.e. Facebook)
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7. Adoption

8. LBS Adoption: Usage
Adamant users of location based technology are being driven by three main
factors:
1. Mapped location of destination
2. Couponing and discounts
3. Reviews
Source: Jwire, Q2 2010 8

9. LBS Adoption: Usage
• At 57%, mobile internet users within the 25 – 34 age range were the most willing to
share their current location to receive more relevant advertising
• At 46%, male mobile internet users were the most willing to share their current location
to receive more relevant advertising versus females at 42%
US Mobile Internet Users Who Are Willing to Share
US Mobile Internet Users Who Are Willing to Their Current Location to Receive More Relevant
Share Their Current Location to Receive Advertising, by Gender, June 2010 (% of
More Relevant Advertising, by Age, June respondents)
2010 (% of respondents)
Source: eMarketer June 2010; n = 2,260 9

10. Landscape

11. LBS Landscape
3.0MM +1MM 390K 2.5MM
Gowalla is a check-
Foursquare is a SCVNGR is a in service where Double Dutch is a
social network, with targeted gaming users discover customizable, white-
a gaming element platform, driving new places, while label, geo-location
built around gaining engagement in stamping their app that allows users
points and badges exchange for real- passport and to connect with their
for sharing your world rewards. collecting digital friends and leave
location. souvenirs. reviews.
TBD 500MM* 3.1MM
Shopkick is the only auto- Facebook Places MyTown is a location-based
check-in app that bridges combines Facebook with social game, akin to
the mobile and physical geo-location check-in monopoly, about buying
space by giving consumers services, allowing users to and owning your favorite
“kickbucks” for simply share their location with real-life stores and
entering a store. their friends. hangouts.
*Note: Based upon total universe of Facebook, but it is unclear as to how many Facebook users are actually using Places. 11

12. Platform Overviews &
Case Studies

13. Double Dutch: Overview
• DoubleDutch provides companies a platform
to create a branded geo-location application
through their white label product.
• Brand’s can create custom and closed-
community city guides, conference activities
and an enterprise socializing application, to
allow users to engage in a familiar platform,
with a branded feel.
• DoubleDutch is currently the only
customizable geo-location platform built for
brands and companies.
• The growing smartphone penetration has
allowed DoubleDutch to utilize these location-
aware devices to create customized engage
and extend communities.
Operating Systems: iPhone
Facebook/Twitter Publishing : Yes/Yes
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14. DoubleDutch: Case Study—GQ
• GQ provided their readers and mobile
users a chance to engage with their
content about the top bars and nightclubs
in cities.
• Using the DoubleDutch white label
product, GQ was able bring reviews and
photos of many of the top bars and
nightclubs of various Australian cities.
• Utilizing the geo-location functionality GQ
and DoubleDutch were able to create a
city-guide and gaming experience.
• Users were able to:
• Discover new bars
• Challenge their friends for badges
and ―mogul status‖
• Keep track of favorite locations and
V.I.P. treatment
• Post reviews and photos of venues
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15. Facebook Places: Overview
• Allows Facebook users to share which location they are currently
at with their friends
• Facebook users can share their location, and see if any of their
friends are checked-in nearby, allowing them to connect with them
easily.
• Places is currently only available in the United States, native to the
iPhone platform and also accessible by visiting touch.facebook.com.
• When users check-in at a location, they can tag their friends in
their updates.
•A ―Places Page‖ shows a map of where your location is, a list of
users who are currently checked in (if any), as well as a Friend
Activity stream of other friends who have visited the Place in the
past.
• Fan Appz has just announced that it has integrated its platform
with Facebook Places, giving brands "a powerful and easy way to
create highly relevant offers based on a customer's offline
activities."
Operating Systems: iPhone, touch.facebook.com
Facebook /Twitter Publishing : Yes/No
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16. Foursquare: Overview
• Location based social networking service
• Positioned primarily as a social utility and city guide
• Users "checks in" to locations
• Invite friends along
• Leave tips glued to GPS coordinates
• Compete for digital rewards in the form of
badges or titles (i.e. mayorship–the user who
checks in the most at a venue)
• Users can track the history of where they've been
and who they've been there with
• Integration into Facebook Places
• As of August 2010, there were over 15,000 venues
experimenting with Special Offers on Foursquare.
Operating Systems: iPhone, Blackberry, Android, Palm
Facebook /Twitter Publishing : Yes/Yes
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17. Foursquare: Case Study—Bravo
• Bravo and Foursquare offered users ―badges
and special prizes‖ when viewers visited more
than 500 Bravo locations.
• The locations were matched with select Bravo
shows , bringing the characters and places of
The Real Housewives, Top Chef, Shear Genius
and others to life in the real world.
• After checking-in viewers and Foursquare
users were able to then leave content and Tips
behind, like the best meal at a Top Chef’s
restaurant.
• The execution was unique and pioneering by
providing supplementary interactions with TV
show characters, through locations.
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18. Gowalla: Overview
• A travel game that lets users stamp digital
passports at places they visit, find virtual
objects in real-world places (i.e. a scavenger
hunt), and follow trip itineraries in new cities.
• Users check into places in order to stamp
their passport and collect digital goodies
• User can connect with friends, while
sharing places and photos from locations
they’ve visited
• Users can discover virtual items left around
the world like digital souvenirs, with many
redeemable for real-world rewards such as
apparel, movie tickets, gadgets and more.
• Integration into Facebook Places
Operating Systems: iPhone, Blackberry, Android, Palm
Facebook/Twitter Publishing Yes/Yes
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19. Gowalla: Case Study—National Geographic
• National Geographic partnered with Gowalla to
create Nat Geo's "Gowalla Passport" offering 15
city walking tours.
• The themed trips—from Washington D.C. Arts &
Culture to Paris Along the Seine—brings Gowalla
users on a trip to discover the sites and scenes of
cities.
• Users can see who has checked-in to each of the
locations on the trip, who has completed the full trip
and any photos that have been left behind .
• Once a user visits every spot on the tour they
earn a special National Geographic digital pin.
• Through Gowalla Trips, National Geographic is
able to extend their brand’s digital travel
experiences to people on the go and inspire them
to explore and discover the places around them in
a deeper, more meaningful way.
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20. My Town: Overview
• MyTown uses GPS features to check-in at real-
world locations to unlock rewards.
• Players can buy and upgrade shops, enjoying
MyTown ownership of their favorite real-life places.
• Users can also collect rent when other people
check-in to their shops.
• The more a place is frequented, the more it raises
a user’s shops’ value and rent.
• Players can also use power-ups to unlock more
locations to buy.
• The Product Check-in allows players to directly
interact with products in a fun and rewarding
manner.
Operating Systems: iPhone
Facebook/Twitter Publishing : Yes/Yes
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21. My Town: Case Study—H&M
• H&M partnered with MyTown to showcase its collection of
denim and blue garments, called the Blues, in an effort to
bring together elements of the real world and digital world.
• MyTown players who checked-in at a shopping centre or
other locations in a city where an H&M store was located
near-by, were prompted to unlock H&M virtual Blue items.
• The unlocked items provided in-game points, while also
generating awareness of H&M and encouraging users to
visit a nearby store to purchase pieces they liked.
• H&M delivered 10.6 million branded impressions to mobile
users checking into venues in MyTown
• 700,000 MyTown players checked into game locations near
H&M stores and earned points they could use to acquire
branded items.
• H&M is further expanding their integration into MyTown
with Denim Days and virtual goods.
• Players can scan the bar code of their favorite H&M
items to unlock branded items packed with points and
virtual cash.
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22. SCVNGR: Overview
• Complete SCVNGR challenges to earn points, where
earned points can be redeemed for rewards
• Challenges are interactive, including taking a picture
and ―social check-ins,‖ where users have to bump their
phones together to check-in at the same place.
• Once enough points have been collected, SCVNGR
will display a message instructing the cashier on how
users can redeem their reward.
• SCVNGR is giving away free QR codes decals to
retailers, free of charge—and has recently integrated
with Facebook Places, where challenges activity will
remain as a normal activity feed update, however
―Social Check-ins‖ will be tied to Facebook Places and
Place Pages.
Operating Systems: iPhone, Android
Facebook/Twitter Publishing: Yes/Yes
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23. SCVNGR: Case Study—AT&T
• AT&T partnered with SCVNGR to promote the
launch of the new Samsung Captivate
• Across the Midwest 50 AT&T stores will be
offering rewards for earning SCVNGR points
• if users earn two SCVNGR points, they will
receive a free gift card for a ring tone
• If they earn five points, they will receive
20% off accessories
• If users earn 15 points at a store they get
$50 off the price of the Samsung Captivate
• The reward is retroactive, so players can buy the
phone, download SCVNGR, complete challenges
and get $50 back after the fact.
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24. Shopkick: Overview
• Bridges the mobile and the physical retail world by allowing location-
based and personalized POS relationship marketing on a scalable
platform
• Provides offers and rewards simply for walking into a store—auto-check-
in
• This doesn’t use GPS (or even WiFi triangulation), instead this is a
custom hardware plus app system Shopkick created and installs in
partner stores—meaning no fake check-ins.
• Allows for accurate detection of when a consumer enters into a store
• Scalable rewards based upon number of visits
• Personalized offers and product interactions (i.e. loyalty card
programs across retailers)
• Instant redemption
• Marketing costs are performance based, on a cost per action and cost
per visit
• Allows users to share their location just with the store and not with other
people, and is making inroads with a broader demographic
Operating Systems: iPhone, Android
Facebook/Twitter Publishing : Yes/TBD
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25. Shopkick: Case Study—Best Buy
• Shopkick and Best Buy teamed up to
allow the location app to detect whenever
a user enters a Best Buy store.
• Shopkick users are able to redeem
kickbucks as Best Buy certificates—
redeemable for free music or Gift Cards to
Best Buy.
• Best Buy and Shopkick are letting users
scan items with their phones to get deals,
and ―kickbucks.‖
•In order to give extra rewards to
customers Best Buy has integrated
Shopkick into their point of sale system, to
easily process the redemption offers
available to customers.
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26. Looking Ahead

27. Cultural Normalization
• The idea of geo-location check-ins is
beginning to be seen as reasonable by Users by service (millions)
mainstream consumers.
600
• Venture capitalists have poured $115 million
into location start-ups since last year. 500
• The next shift will be to actual usage of geo-
location services by a large portion of the 400
mainstream.
• The launch of Facebook Places was a huge 300
milestone; through this, a massive number of
people were introduced to the idea of social
check-ins,. Facebook’s effort also stands as 200
an endorsement of the concept.
• As a result of the launch of Facebook Places 100
and their integration with the platform,
Foursquare has seen a significant increase in
daily new users compared to the average.
0
Foursquare MyTown Facebook
(3 mm) (3.1 mm) (500 mm)
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28. Different Services For Different Needs
• In the geo-location space you’ll see a
few prominent services aligning with
different consumer needs.
• For gaining the social benefits of sharing
your location with friends, Foursquare or
Facebook Places will likely become the
widely-adopted service.
• For incentives and loyalty programs,
something like Shopkick is a good model,
though it’s way too early to make a clear
judgment on that particular service.
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29. Expanded Scope of Check-ins
• Check-in services such as Shopkick and Miso have
already entered the product and entertainment spaces.
• Swipely is a service that allows users to share their credit
card purchases, offering automated insight into their lives for
friends and family.
• Miso allows users to check-in to television shows they are
watching; points and badges are awarded and a check-in
can be a launching point for a conversation about the show,
via a commenting system.
• Hot Potato is based on a similar concept, but allows users
to check-in to literally anything they want.
• As the space evolves, content-based rewards will be
increasingly prevalent due to two factors:
• Digital content is becoming more widely available
and more easily distributed.
• Entertainment check-ins, which are a natural fit, will
likely gain mainstream.
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30. Appendix

31. Additional LBS Platforms
4.0MM 2.0MM 2.2MM 3.0MM
Find friends, go Local business Location based
reviews and tips with social Latitude allows
places, rate them
coupons and recommendation users to see their
and get rewarded
comprehensive service with reward friends locations and
with instant friend
restaurant reviews based programs. share their own.
meet-up and retail
discounts. and ratings guide.
Initial mass Check-ins are simply a Initial mass Very utilitarian in
adoption, but feature on Yelp. adoption, but nature and offers no
minimal activity on Potential down the road minimal activity on brand integration or
platform. if integration into FB platform. gaming opportunities.
Places.
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