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What will it take for mobile location to find itself ? Andrew Grill, Mobile Advertising Evangelist London Geo/Mobile Developers Meetup Group – 27 November 2008

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Introduction www.London-Calling.org.uk

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What we’ll cover in just 10 minutes <ul><li>Why the Starbucks example will never happen </li></ul><ul><li>What Advertisers want </li></ul><ul><li>Location’s place in the mobile advertising value chain </li></ul><ul><li>What’s here and now & what’s next </li></ul>

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Let’s kill off the “Starbucks Example” <ul><li>Assume the following campaign </li></ul><ul><li>50,000 opt-in users </li></ul><ul><li>2 week campaign (Mon-Fri) = 10 days </li></ul><ul><li>8 hour window (8am – 4pm) </li></ul><ul><li>Check location every 5 minutes by operator cell-ID </li></ul><ul><li>Assume £0.10 per poll </li></ul><ul><li>What would this cost? </li></ul>

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The cost breakdown… <ul><li>50,000 users </li></ul><ul><li>10 days </li></ul><ul><li>8 hours </li></ul><ul><li>12 polls/hr </li></ul><ul><li>£0.10 per poll </li></ul><ul><li>£ 4.8m </li></ul>ALMOST 5 MILLION Pounds!

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The Mobile Advertising Value Chain Advertisers / Brands Marketing Agencies & Media Buyers Enablers Content Providers Aggregators Device Makers Wireless Operators Subscribers Traditional Promotional Channels Advertisers need… Measurability <ul><li>Ability to track consumer engagement by counting clicks vs. displays </li></ul>Targeting <ul><li>Aggregated and specific customer information (e.g. age, gender, segment, lifestyle) </li></ul>Relevance <ul><li>Ads must be conveyed to the precise target in the right context … </li></ul>Location <ul><li>Information on the consumer location to increase relevance of ads </li></ul>

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Mobile operators don’t have all the data advertisers need <ul><li>eg Vodafone Australia mobile advertising brochure </li></ul><ul><li>Gender </li></ul><ul><li>Phone type </li></ul><ul><li>Postcode </li></ul><ul><li>Segmentation </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Spending pattern </li></ul><ul><li>Credit worthiness </li></ul><ul><li>Location?? </li></ul>

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Mobile advertising today

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We must ask the user’s permission and preference Dynamic location information can enhance the user experience

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Mobile LBS Landscape <ul><li>Significant uptake by consumer of location services – driven by: </li></ul><ul><ul><li>Device capabilities (larger - sharper displays , 3G data rates & GPS) </li></ul></ul><ul><ul><li>Quality content (maps, POI, navigation engines) </li></ul></ul><ul><ul><li>Attractive data tariffs (but not everywhere) </li></ul></ul><ul><li>Current focus around navigation & search </li></ul><ul><li>Future growth expected in location based advertising & social networking </li></ul>

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Mobile LBS Landscape <ul><li>The industry can’t wait any longer for operators to provide cell-ID data to 3 rd parties – Google, Nokia, Skyhook Wireless are doing it themselves </li></ul><ul><li>Advertisers need cross network and cross country coverage </li></ul><ul><li>Google Gears Geolocation API should help level the playing field </li></ul><ul><li>We need it for Symbian and not just Windows mobile! </li></ul>

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What does this all mean for location based advertising? <ul><li>Technically possible to provide a location capability </li></ul><ul><li>Until advertisers can use location with scale and ease it will be niche </li></ul><ul><li>Consumers starting to use GPS and operator independent location services and understand the benefits </li></ul><ul><li>Developers have a choice for LBS feeds (Google vs operators) </li></ul><ul><li>Flat rate data plans driving usage </li></ul><ul><li>Location can become advertising inventory </li></ul>

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Google Maps – now with sponsored links www.google.com/gmm

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WiFi location – Skyhook Wireless www.skyhookwireless.com

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“ Location Broking” with Fire Eagle from Yahoo! www.fireeagle.com

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Blogloc – post your location on a blog www.blogloc.com

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Shozu + Flickr = geotagged photos m.shozu.com www.flickr.com

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Rummble – location based social networking <ul><li>Free to consumer </li></ul><ul><li>Ad / sponsor funded </li></ul><ul><li>Timely, trusted, personalised content </li></ul>www.rummble.com

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Locatik – location based social networking www.locatik.com

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New Friend View service from Nokia Consumers first need to understand the benefits of a location service friendview.nokia.com

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Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill