In the Right Place, at the Right Time

In the Right Place,
at the Right Time
The Future of LBS in the Mobile World

Tal Avneri
Shani Avnet

 What is LBS (Location Based Service)
Agenda and who are the main players?

 Current State:
Scenarios and User Experience

 The Next Step:
The Secret of Context

 Show Me the Money:
Contextual Commerce
Advertisement vs. Valued Service

All rights reserved © 2012, Telmap

LBS definition
 A Location Based Service (LBS) is a software application for a
(connected) mobile device that requires knowledge about
where the mobile device is located.
 Location Based Service components:

Content Provider
Mobile
Device

Network
Positioning Software
Component Application
(GPS)

All rights reserved © 2012, Telmap www.telmap.com

What is LBS?
 LBS has been around since 2000, but it was mostly used in a
subscription based business model.
 The release of Apple’s 3G iPhone and Google’s LBS-Enabled
Android has allowed developers to introduce millions of
consumers to LBS.


What is LBS?
 [Wiki] Today the question about LBS (Location Based Services)
is not what they are inside of, but rather what they are not an
active part of, and the answer is very little.

 Recent Statistic:
74% of US smartphone owners use location-based services,
and 18% “check in” to locations
PEW RESEARCH CENTER , May 2012


What is LBS?

Where are ?

For Where is the View map of Navigate to
Example: nearest ATM? my location a location


Main Categories & Players
 Navigation
• Google
• Nokia / Microsoft
• Apple
• Tom-Tom, Navigon, Telenav, Telmap, Waze, iGo, Go-Go, G-maps,
and many many more
 Social & Location
• Foursquare
• Facebook
• Dating applications – Cupid.com, Match.com, iDate, etc.
• Photos - Instagram, Flickr
 Location Content
• Yelp
• Yellow Pages
• Lonely Planet, TripAdvisor, Michelin, Zagat, Rest, etc.

Main Categories & Players
 Products & Services
• McDonald's, Starbucks, Real-Estate (Airbnb, Yad2), Parking, Rent a Bike/Car,
Taxi Service, Coupons and Marketing Deals, etc.
 Sport and Training
• Nike, Endomondo, MapMyRUN, etc.
 Tracking
• Enterprise applications to track cars, salesman etc.
• Family Finder, GPS Tracking
• Google Latitude (failed)


Applications use your location

 Applications are asking for
permission to use location – to
the point of abuse!


Scenarios

Shani wants to meet her brother in a
coffee shop close to his workplace

Motti who is now in Herzliya, wants to
know when to leave for his next meeting
in Ramat-Gan


Scenarios

Yariv is looking for a good restaurant for
dinner, wants to book a table and it would
be very helpful for him to find parking
near the restaurant

Orly wants to know which of her friends
are now at the park with the kids, and
she wants suggestions on some afternoon
activities with kids.


Scenarios

Adi is planning a trip to Barcelona with
Tal, she wants to mark interesting places
and plan routes from the hotel to these
places.

Oded wants to know who’s already at the
party, how to get there and when he
arrives, he wants to check in.


Scenarios

Do we have one app that can do all that?

So what are we doing?


Current State: Yariv – Scenario #1

 Yariv goes to Rest, and
is looking for a
restaurant
 Finds a restaurant and
is looking on the map
 Wants to book a table
 Remembers the
address?
 Goes to his navigator
 Find the restaurant’s
address
 Finds parking near the
place
 Navigates to the
parking place

Current State: Yariv – Scenario #1b

 Yariv goes to Zagat, and
is looking for a
restaurant
 Finds a restaurant and
is looking on the map
 Remembers the
address?
 Looks up parking info
near the place
 Books a table


Current State: Adi – Scenario #2

 Adi is using Google Maps
 She is marking places in Barcelona, and wants to transfer them to her
mobile
 Adi checks
the routes
between her
hotel and the
places she
found
 Adi sends the
route to her
friend Tal


Current State: Oded – Scenario #3

 Oded checks who’s
attending a party which is a
Facebook event
 He checks for check-ins
 He clicks on Get directions
on the Event page
 Google maps opens and he
navigates to the party
 When he arrives, he opens
Facebook to check in


The Challenge

 Current State
• The flows described often work, but not always.
• Applications are starting to work together, integration is the game
(for example, Apple and Yelp)
• In order to do each of these flows, you should be a techy, geek, have a
smartphone with at least 25 different applications installed on it,
understand the different interactions and behaviors of multiple apps –
an advanced user (not to try on your parents!)
 Technological Challenges
• Aggregation
• GPS is not active all the time
• Multi Platform
• Single Sign On

The UI Challenge

 In a world of simplicity, these applications are vast, with
massive amount of features and data, and we want to have
even more
• LBS – is on the go! Sometimes the device is mounted in the car
and not being held close to the user as in other applications
• Maps contain a lot of information in different levels – Roads,
POI’s, text, traffic information, public transportation, and much
more
• Maps are spatial information and not linear, thus hard for many
users (maps anxiety)
• LBS UI gestures are limited due to Maps using swipe (pan), zoom
(pinch) and rotate


UI Solutions

 Integration with Ultra-Local content providers


UI Solutions

 Integration between applications


UI Solutions

 Seamless transition between platforms
• Web App to continue the flow from email
• One identity to hold “My Places” and Personal Data


UI Solutions

 Simple flows kept simple
• Home , Work are the most used navigation destination (smart defaults)
• Auto complete, Voice Recognition
• Hierarchy of information – displaying most used info & actions first
• Shortcuts to most frequent actions
• Shortcuts using gestures



 What is Context?
The ability to use personal info in the right place,
at the right time, creates the context
• User’s Location
• Time and Date sensitive
• User’s routines from navigation/location
• Who is the user? User’s personal info from apps like Facebook –
gender, kids?, interests
• User’s Friends
• User’s Search history
• Learn the usage


 Location is not enough…
Relevancy is the new game

 “It's really hard to design products by focus groups. A lot
of times, people don't know what they want until you
show it to them” (Steve Jobs)


The Plan

 Seamless move between:
• Software - web, app, desktop, TV
• Device - mobile, laptop, ultrabook, tablet
• Environments - home, work, outside, car, plane

 Aggregation of information from content
providers, social networks - public and personal
(my friends)

 Identity + Cloud based personal information

Dream Scenarios: Shani

Shani wants to meet her brother in a coffee shop close
to his workplace
 She opens up her LBS software
 Says/Writes “coffee near my brother’s work”
 The SW will offer her results including coupons &
reviews
 She chooses a coffee shop
 Sends an invite to her brother
 As she is driving to the coffee shop, the SW, which
knows she does not have parking in this area, will
search for parking in the background and tell her: “I
have an available parking space just near the coffee
shop, it is discounted too. Do you want me to reserve
that for you?”

Dream Scenarios: Motti

Motti who is now in Herzliya, wants to know when to
leave for his next meeting in Ramat-Gan

 Motti is in the office when he gets an alert “you should
leave in 5 minutes for your next meeting, ETA is 14:25”
Push Vs. Pull:
 Motti checks his calendar, sees the meeting details,
including the ETA, based on traffic.
 When he gets in the car, he gets an alert on his mobile
phone, clicking it, opens his navigation app directing him
to his meeting.


Dream Scenarios: Orly

Orly wants to know which of her friends are now at
the park with the kids, and she wants
suggestions on some afternoon activities with
kids.

 Orly is in the office. On Wednesdays she leaves at 3PM to
pick up the kids.
 On her way to the kindergarten, the application tells her
that some of her friends are at the playground nearby
and asks if she wants to do something with the kids
today?
 When her answer is “yes”, the application suggests the
children’s play that is playing at the library near Orly’s
house, 2 of her friends are going there as well.


Dream Scenarios: Adi

Adi is planning a trip to Barcelona with Tal, she
wants to mark interesting places and plan routes
from the hotel to these places.

 Adi is using the web to find places. Each place she finds and
marks is immediately on her mobile device, ready to help
her navigate
 The app suggests to Adi places according to her choices
(people who chose this are also interested in…) and
according to past searches
 The app shows Adi reviews, discounts and allows her to
book a table/room/ticket from within the location details
to save her time and trouble
 Adi can share this route with her friends and get
comments

Discovery

 What I really want is discovery, not search. I can already
search and find things. That aspect of information science is
complete. Discovery tools help me find things by pushing their
prominence up, according to what appears to be a good fit for
me. Discovery tools are the opposite of search. Discovery with
location makes going someplace new a better experience.
Pete Mancini


Where are ?

Where is the View map of Navigate to
nearest ATM? my location a location


Not only Location Based Services

Individual Based Services
Location

Where Time

Search
Who History

Interests Tastes Routines
Personal &
&
Info Preferences
Passions


Banners

Simple Banners

Search related Banners – by tag words

Location and Search related Banners

Location, Time and Search related Banners


Ads in Navigation App

When Searching While Navigating Upon arriving at
Sponsored ads in the Relevant banners Destination
results screen appear on screen, Relevant offers nearby
requesting a detour

Context: Who is the individual?
(Schedule, Search history, Preferences)


Ads in Navigation App

 Ads should have a clear value – discount, special offer, etc.
 When an ad with value is presented to the user, in the
right time and location – the user will perceive it as a
service
• A user drives to a destination, the app offers him parking
just near his destination with 50% discount – 25% of the
users are willing to pay for such a service
• A user searches for a restaurant, the app offers him a nice
restaurant, he can book a table and get free desert. This is a
service for the user and money for the app.


To Conclude…

Individual Based Services
Location

Where Time

Search
Who History

Interests Tastes Routines
Personal &
&
Info Preferences
Passions


Thank You!
Tal Avneri tal.avneri@telmap.com

Shani Avnet shani.avnet@telmap.com

In the Right Place, at the Right Time

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