I just read a story about an application in the US which I posted on our Facebook Page about an alarm company which is providing an application for people who use their home alarm systems, which uses geofences (a line around an area, such as your property) drawn with a mouse on a map to send a notification to people’s mobiles when they have left home, but haven’t set the alarm.
Of course the first thing I thought of was why didn’t someone in New Zealand think of that. The answer is probably that alarm and security companies in New Zealand are probably too focussed on BAU (Business As Usual) although I’d love to be proved wrong.
Of course GeoSmart has the technology to enable a solution like this. It would be easy to do and could be a huge value add to the purchase of a home burglar alarm. I’d probably go a step further and enable the possibility of arming the alarm remotely when you realise you have dones this and you have already left, or the ability to disarm it if you have someone at home that doesn’t have the code and has just set the alarm off.
I had previously thought that the security industry could use our BIonaMAP application as well, but have focussed on industries where we already have client demand. As you can see on the web page above, BIonaMAP allows you to see your customer locations on a map and run queries from your business data and view it on a map. This could include:
- Show all customers on a map who have a particular type of alarm
- Show all customers whose alarm needs a preventative maintenance visit
- Show all customers who hasn’t ad a visit or sales call within a certain period of time
- Show all customers in an area by the number of security guard visits
- Show scheduled visits by security guard run on different nights of the week, different staff in different colours
- Show results of sales calls including yes, no, maybe or by competitor brand
- Show domestic clients by demographic
- Find new clients by demographic statistics e.g. household income right down to street addresses within a mesh block
As an example, this picture illustrates using BIonaMAP to find areas where the people have lived in their homes for between 5 and 9 years AND have a household income of over $80,000 p.a. which could possibly be a good target market to purchase monitored home burglar alarms. BIonaMAP can even provide street addresses for the houses within those shaded areas.
Following on from my last blog Adding Location to Loyalty Cards, an area that I feel is really important is game mechanics. One of the problems with loyalty cards is that they are inherently boring and there are lots of them. We live in a world of constant distraction and we want instant gratification. However that gratification doesn’t have to be a free air ticket or turbo food processor with Ginzu knives. It can be as simple as points or recognition and applications today need to evolve as the public become more tech savvy on their mobiles.
What is game mechanics and how is it relevant? Playing games is part of who we human animals are. Games are a natural part of entertainment and education, whether it is a child doing its first jigsaw puzzle, or the All Blacks heading into a rugby match at that international world competition for a cup. Yes, ultimately no matter how passionate we are about success, Graham Henry and the NZRFU themselves said “It’s just a game.”
Games are immensely popular and computer and mobile offers massive revenue potential. Gartner predicts that the global video game industry on its own will generate revenues of over US$112 billion by 2015. That doesn’t even take into consideration mobile. Application developers have been all over Facebook, now on Google+ and on devices such as iPhone, iPad and Android and now developers of smart location based games and marketing applications are heading the same way.
Developers are looking to use our interest and passion for playing games to influence the behaviour of consumers and it is working. One obvious area is in the retail, travel, tourism, attraction, hospitality and entertainment industries. Of course as I have outlined in many recent blogs, loyalty is a key aspect that all of these industries are looking for, or in other words, profitable repeat business.
So what aspects should a loyalty application include. A major one is achievements. I’ve talked about reward and that rewards don’t have to be tangible items. A reward can be points such as the points used by Foursquare when you check into a location. They also have badges and mayorships which are either the reward itself or their may be special deals or offers made to those people who come in regularly. The new Tap City game allows you to earn virtual dollars for checking in. One of the great things about group loyalty operations is the ability to cross market, for example using a passport concept where the more locations you check in to, the more rewards you get.
The appointment dynamic is extremely powerful. This is where you want people to do something at either a predetermined time or an ad hoc time. For example a restaurant that is always quiet between 3PM and 5PM on a particular day of the week might offer incentives within the application to get more business at that time of day. The concept I like the most, is pushing deals when you have inventory you want to use in a hurry. An example might be the special of the day in a restaurant where you haven’t sold as much as you catered for. The classic story I often use of a jet boat that is going out in 20 minutes with 5 empty seats. This is a perfect opportunity to push a deal to people who are close by and have opted in to be offered deals. The cost differential between having 4 or 9 passengers is negligible but the fun and entertainment factor of 9 people screaming as the boat does a 360 degree spin is significantly greater for all, including the 4 who paid full price. There is also a potential dynamic of more people seeing them having fun and therefore wanting to have a go themselves. The same could apply to any attraction, like the luges in Auckland and Queenstown.
I can come up with a hundred concepts for different types of locations for cafe’s, restaurants, attractions, theatres, travel, accommodation, entertainment, retail, sport, tourism and so can you.
I will continue this blog next week with more thoughts on game mechanics or gamification that you might like to consider in your location based application. Remember, GeoSmart has all the data and tools you ned to make these ideas possible and whilst we don’t develop these sorts of applications ourselves, we have many partners who are keen to assist you if you want to take advantage of the opportunities now possible because of the large number of people using location aware mobiles. The question is how much extra business would you like?
Maybe you would like to join the discussion and leave a comment of your own to add to the mix?
A couple of weeks ago our Sales & Marketing Manager, Luigi Cappel had the privilege of presenting to a group of ICT professionals at the Mercure Hotel hosted by Sead I.T. People. The presentation in the series of Sead Latest in IT Seminar was on Mobile Marketing.
The audience came from a wide range of industries and were encouraged to remember the passion that encouraged them to join the industry as innovators in their companies, showing them how to use technology to grow their companies, solving business problems, improving efficiencies and increasing productivity and profit.
Covering topics including the latest Gartner Hype Cycle predictions, Location and Proximity Based Marketing, Check In Marketing, Mobile Computing, QR Codes, Business Intelligence using maps and the hot topic of the use of personal devices in a corporate market, there was something in it for everyone. Case studies illustrated not only practical use of technology, but professional processes to ensure that projects were well designed for success.
The presentation outlined the ongoing chasm between people in the ICT profession and their colleagues when it came to understanding and use of new technologies, particularly mobile and location based. Luigi encouraged the audience ranging from consultants to CIO’s to consider how they can educate and encourage their companies to understand the new technologies and how they fit into their business frameworks. There are great opportunities for IT people to be welcomed back into the boardroom by working closely with the management team to show them how to implement and benefit from new technologies, safely and securely.
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