From my talk at the She Says event "Right Here Right Now: Location Based Services" hosted by Euro RSCG on November 30, 2011

1. HOW TO DESIGN FOR LOCATION
30 November 2011
http://images.fastcompany.com/upload/United-States-Big.jpg

2. Hi
I’m @farrahbostic
I run The Difference Engine
These are a just a few thought starters &
provocations to challenge what you think
you know about LBS...
And get you thinking about how to design with it

3. WHAT’S ALL THE FUSS ABOUT?
http://theappwhisperer.com/2010/09/15/got-your-iphone-4-yet/

4. A Location-Based Service (LBS) is an information
or entertainment service, accessible with mobile
devices through the mobile network and utilizing the
ability to make use of the geographical position of
the mobile device.
http://en.wikipedia.org/wiki/Location-based_service

5. VENN DIAGRAM
Location GPS/GSM
based MOBILE enabled
services devices

6. BUT THERE ARE 3 THINGS
WE GET WRONG ABOUT MOBILE

7. 1. MOBILE ≠ PHONES
“Gartner says smartphone sales grew more
Phones are the conduit than 50% [in Q12010], accounting for 19%
of worldwide device sales compared to the
second quarter of 2009”
Electronics Weekly, 2010 “Within 5 years the number of users
To the internet accessing the Net from mobile devices
will surpass the number who access it
from PCs”
Morgan Stanley, 2010
To content
“High-speed broadband Internet access, now in 63.5% of homes, has created a
better user experience for watching online videos and nearly a quarter of
households have smartphones, enabling consumers to “place shift” and watch
video wherever they are.... While mobile online video viewing is still fairly
limited, year over year growth is notable at 51.2%”
Nielsen, 2010
“By 2013, video will occupy an
estimated 66% of mobile traffic”
Cisco, 2010
They’re expensive phones,
but cheap computers

8. MOBILE = CULTURE

9. I'm here
because of
Dongbangshingi
INVOLVED

10. CREATIVE

11. CONNECTED

12. ACTIVE

13. 2.
Mobile ≠ Technology

14. MOBILE IS MANY DEVICES
It’s smartphones
And dumbphones
And tablets
And wifi enabled, internet-connected cameras, media players,
e-readers, etc.

15. AND LOCATION-BASED SERVICES
ARE NOT JUST FOURSQUARE & GOOGLE MAPS

16. EVEN WIFI ONLY DEVICES CAN USE LBS

17. FROM TRACKING DEVICES TO
TRACKING MOVEMENTS & CRISES
Need
Mobile based data
entry and input in
austere conditions
Capability
SMS input as well as
smartphone and data-
enabled support.

18. 3.
Mobile ≠ White Guys

19. YOU DON’T HAVE TO BE RICH
• 39%of 18-29 year olds earning less than $30,000 per year
own a smartphone (on par with the national average).
• Just 8% have no cell phone at all.

20. YOU DON’T HAVE TO BE WHITE
African-Americans and Latinos are more likely than whites to
use their cell phones for non-voice applications such as using
the internet, playing games, or accessing multimedia content.
44% of black and Latino adults are smartphone owners,
compared with 30% of whites.

21. YOU DON’T HAVE TO BE A MAN
40% of all US women own Smartphones
Of younger (15-24) American women, 55% own Smartphones,
leading the world in adoption

22. YOU DON’T HAVE TO BE “UNATTACHED”
32% of US Moms owned a
smartphone in 2010 v. 20% in
2009
32% say they used the Mobile
Internet once a week in 2010 v.
20% in 2009
And mobile phones are in use at
home, as well as on the go - an
ever-present part of moms’ lives
Source Sept. 2010 Millennial Media’s SMART report

23. SO WHAT DO YOU DO?

24. A FEW GUIDELINES
Design for utility - offering people something they really want
or need (or will).
Design for responsiveness - knowing there is no one standard
OS or device.
Design for where people are - connecting your experience to
the nearby and tangible, but also knowing where the signal is.
Design for sharing - but understand not everything is public.

25. A FEW EXAMPLES
AND YES, THERE ARE QR CODES

26. GIVE DIRECTIONS
http://www.moma.org/interactives/exhibitions/2011/talktome/objects/146366/

27. SEND A WARNING
http://fffff.at/qr-stenciler-and-qr-hobo-codes/

28. ENHANCE THE ENVIRONMENT

29. SOLVE A PROBLEM
http://www.telegraph.co.uk/technology/mobile-phones/8601147/Tesco-builds-virtual-shops-for-Korean-commuters.html

30. CONNECT PEOPLE WITH OBJECTS
NFC - near field communication -
could soon influence how we engage
with credit or debit card payments,
travel, check-ins, medical alerts, and so
on.
Ultimately, NFC (through RFID tags)
delivers on the notion of an “internet
of things” by tagging objects you can
connect to via a mobile device.
http://www.touchanote.com/ http://www.springwise.com/entertainment/london-museum-visits-enhanced-nfc-technology/

31. FOSTER PLAY
“Augmented reality when
applied to the body is this
amazing place where the
aesthetics and evolution
intersect, and the authors
of this new soft biology are
a handful of engineers and
computer programmers as
flawed as the users
controlled by their
interfaces.”
http://www.digicult.it/digimag/article.asp?id=1880

32. THANK YOU.