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Location Based Services and Agencies

Now that the Awards are over, at least for a few months,  I’m hoping to have a little more time for blogging.

I have been talking to a number of agencies over the last 3-4 years about LBS. I don’t know whether it was me or that the bright lights in this agency space seem to all go offshore, often within the same company before we get to do anything together. Companies like The Hyperfactory have been doing some cool things on the edge of LBS, but it seems that all their cool stories these days are also overseas. It was great to see them enter the awards this year, though and they have a Finalist Award to add to their trophy room which must be bursting at the seams.

The types of LBS applications are very wide and we could have had many more categories in the awards. The thing is that location is simply what it sounds like. It is about where you are and what you are doing wherever you are. It could be about having a pizza delivered to you on the beach, or about catching the bus to Get Somewhere. It could be about going on a treasure hunt or finding a bar or cafe nearby afterwards. Location is ubiquitous, just as your mobile phone is. You are always somewhere. If your phone knows where you are, then it can help you find things, places and people. It can help you be entertained, help you with your sport or hobby, provide you with localised information, the list is infinite.

So back to Agencies. LBS adds another vehicle to incorporate into Marketing and Advertising Campaigns. It gives them the opportunity to come up with fun and compelling ways for brands to interact with consumers and other customers at the time and place that has the most relevance. Traditional forms of advertising are very often scattergun and rely on high levels of repetition to realise a call to action. Traditional Direct Marketing (DM) considers 5-7% response to be a good result. In my book that says that over 90% of the DM spend is wasted. Why is that? Because most people are not open to buy or looking for their products at the time they are ‘exposed’ to the promotion. In addition to that, most people are smart enough to look for what they want, when they want it. They will then either check out their favourite stores or use Google to find the products they want.

The other huge resource that people use is Word of Mouth Marketing, which these days means talking to people close to them, or just as likely today, to use Social Networking sites to ask the opinion of their ‘friends’.

So what can agencies do? They can come up with campaigns or solutions that are relevant to people’s interests at the time and place that is relevant to them. The time and place to tell someone about the great new winter fashion that is in their favourite clothing store, is when they are entering the mall. The time to tell people about the new Stephen King book is when they are near the bookshop.I’m going to talk a lot more about these concepts in the coming days and weeks, so why not subscribe to this blog with your favourite RSS aggregation app  like iGoogle.Just to put things straight, LBS is not something that will replace other forms of marketing, it will augment the campaigns, reinforcing the messages and making them relevant and encourage an immediate call to action. It is an enabler and a tool that will help brands fine tune their target marketing and improve its effectiveness.

I will also explain in future blogs how the tools and data that GeoSmart Maps has, can facilitate the creation of the applications or features of LBS from a laymans persepctive. I’m not a developer, but what I do understand very well is what each tool does and how it can be implemented to achieve the results you want. So if you want to know more, watch this space, bookmark it or get yourself an RSS Reader.

Also, do feel free to comment or ask questions.

A PAcked Room of LBS Enthusiasts at the Location Innovation Awards

March 25, 2009 Posted by | Agencies, awards, competition, competitions, geosmart, gps, lbs, lbs games, location innovation awards, maps, Marketing, new zealand, proximity based marketing, social networking, viral marketing, web maps | , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment

The 2009 Location Innovation Awards Get Somewhere

Pretty soon you will be able to find out which bus to catch, get turn by turn walking directions to the bus stop, be told to walk a little faster so you won’t miss it and be able to pay for your bus ticket, all on your mobile phone. These concepts won Auckland University Student, Matt Weston a trip to the Where 2.0 Conference in San Jose in May this year as winner of the Grand Prize of the Inaugural GeoSmart Location Innovation Awards with his mobile phone application called Get Somewhere.

On Wednesday night a packed house attended the GeoSmart 2009 Location Innovation Awards Prize Giving event at Sale St in Auckland to celebrate the beginning of a new era in Kiwi ingenuity and to find out that LBS is going to change the way many of us interact with the world around us, with location aware mobile phones.

GeoSmart Sales & Marketing Manager, Luigi Cappel presented research and examples from Europe and the UK and said, “If your mobile is aware of its location, all sorts of wonderful applications can enrich your life. We were looking for some new Kiwi icons to showcase Kiwi inventiveness for this new industry segment, and I believe we found a number of them. Matt Weston also took out the Category Award for Proximity Based Marketing with Get Somewhere.”

“Other category winners included agency TBWA\WHYBIN TEQUILA\ who won the Location Based Games Category with Adipush, a sports motivation application which appears destined for adoption in a number of countries around the world only weeks after its conception. They also took away the Social Networking Category with Facebook Carpool Tree, which combines social networking with viral marketing in a concept that has every likelihood of achieving what other carpool concepts have missed. The application was extremely well conceived and will give TBWA\WHYBIN TEQUILA\ and their clients an edge in a time when traditional marketing media such as TVC’s, Radio and Print Advertising are dwindling. The Agencies that understand the concepts of associating brands with mobile LBS stand to achieve CTR’s and response rates unheard of in traditional marketing.”

The other major winner was Neil McCallum with House-Mouse in the AA Maps Widget Category. An application that is designed to put the search for appropriate Real Estate back in the hands of the buyer who can find the properties they are looking for based on their criteria as well as optimising the route and getting printable turn by turn directions to take with them. “While the application was designed to print the directions from the AA Maps web site,” said McCallum. “The next logical step would of course be to have the directions and route maps along with other relevant information sent directly to your mobile.”

GeoSmart General Manager, Phil Allen said, “We have been so thrilled with the high calibre of entries and support from the industry, that we have already committed to running this competition again in 2009-2010. “

March 19, 2009 Posted by | AA Maps, awards, carbon footprint, competition, competitions, driving directions, geosmart, gps, lbs, lbs games, location innovation awards, maps, new zealand, proximity based marketing, route optimisation, social networking, tomtom, Uncategorized, university | , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Deadline Extended for the Location Innovation Awards

A number of people have told me that they have not quite completed their entries into the Location Innovation Awards. We want as many entries as possible so we have decided to extend the deadline to Monday 23 February at 5P.M. so if you left it to the last minute and still want a chance at some of those great prizes, get stuck in this week and over the weekend and you still have a great chance to be recognised.

If you haven’t seen them, we have a number of blogs full of ideas including LBS Games, Social Communities, Friend or Buddy Finders, Proximity Based Marketing, and Marketing campaigns for products such as V or ice cream, or summer concerts in parks in conjunction with radio stations.

Wouldn’t you like to be able to help shape the future and know that you played a part in the way technology has been used?

February 17, 2009 Posted by | awards, competition, competitions, geosmart, lbs, lbs games, location innovation awards, proximity based marketing, social networking, Uncategorized | , , , , , , , , , , , | Leave a comment

Location Innovation and Navball

How do you combine LBS technology with GPS and mobile phones with a gaming environment that is fun, educational and gives you plenty of exercise? That’s one of the questions we have for Kiwis who enter the GeoSmart Location Innovation Awards.

29 people have entered the awards so far and we know of several more people who are working on projects. A lot of interest has come from universities and we all know that university students love coming up with ideas for fun things to do. The Auckland City Flashmob Group already has 487 members who have signed up through their Facebook page.

In this blog I am going to give you some examples of applications that might gove you ideas on applications to create yourselves. One that I really like as a concept is Navball which comes from Amsterdam. The Netherlands are of course a nation of football fans and it makes a lot of sense to combine their love of the round ball game with GPS and LBS technology to come up with something that is fun, fast, competitive and very Generation Y.

The concept is that you have two teams of 11 players, just like you would in a game of soccer and they compete to kick a virtual ball into a virtual goal. The playground is a set of predefined streets, unknown to the players before they hit the field. The players off course have soccer strips so that they are recognisable from the general public and won’t cause concern for pedestrians as they go about their business.

Each player is equipped with a Nokia N95 which is GPS enabled. The players are shown where the ‘ball’ is and the location of the first ‘goal’. They have to form a line in the shape of an arrow in order to be able to identify the direction the ball will be kicked. The game lasts for 45 minutes and the winner is obviously the team which has achieved the most goals.

The play can be followed on a Google Maps mashup which allows viewers to monitor a scoreboard and see the locations of each of the 22 players as they make their way around the course, which is the streets of Amsterdam.

Here is a promotional video of the game being played in Amsterdam.

Navball is the brainchild of The Saints mobile software, one of many innovative Dutch developers. Another application they have launched which would be great fun for both tourists and locals is Get Lost in Rotterdam. It’s sort of like a treasure hunt, except that it is simply about finding new places and having fun. It is designed such that it could be played in any city in the world.

You send a free txt message to a short code and can then download the application which has 15 consecutive instructions. I watched a video demonstration on the website, which went like this:

1. Get on the tram heading for the city centre and get off at the 5th stop.

2. Take the first Metro (subway) entrance and go one stop.

3. Follow the first dog you see for (x) time and then turn left

4. Catch the first available bus. etc

There are lots of prizes for people who send in photos from their journey and the game will run on many different brands and models of phone that have Java capability.

These games are entertaining, fun, involve adventure and exercise. I don’t know if they allow you to track the people or their trail on a map website like AA Maps, but that would obviously add some more fu, not only to the players but to others.

So there are a couple of cool examples of LBS Games. What do you think you could come up with? You can enter to win prizes with your idea at www.locationinnovation.co.nz. If it’s really good, you could be heading for a free trip to the USA to the Where 2.0 conference in May next year!

December 4, 2008 Posted by | AA Maps, awards, competition, competitions, geosmart, gps, lbs, lbs games, location innovation awards, maps, new zealand, satnav, Uncategorized, university, web maps | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Entries are racing in for the Location Innovation Awards

The Awards haven’t been running for 2 weeks yet and already 16 people have entered, which is wonderful. There are 3 student entries so far and the entries range from Auckland to Wellington, so no sign of anything from the South Island as yet. We did have someone wanting to enter from the USA but unfortunately they are not Kiwi’s and have never been to New Zealand.

Also interesting that entries seem to be fairly equal amongst the 4 categories of Social Networking, LBS Games, Proximity Based Marketing and Widgets for the AA Maps web site.

Hopefully we will see many more entries over coming days.

October 16, 2008 Posted by | competitions, gps, lbs, lbs games, location innovation awards, maps, new zealand, proximity based marketing, social networking, web maps | , , , , , , , | Leave a comment

GeoSmart Launches the Location Innovation Awards

At GeoSmart we believe that Location Based Services applications (LBS) on mobile phones and converged devices will be commonplace in 4-5 years time. We want to bring the future forward by challenging people to develop concepts around this space with the Location Innovation Awards. The overall winner will enjoy a trip to San Jose in California to attend the Where 2.0 Conference in May 2009.

There are four categories that may be entered. These are Social Networking, Proximity Based Marketing, LBS Games, and Widgets for the AA Maps web site. Our sponsors includeThe Wireless and Broadband Forum, Massey University, Tomizone, Sony Ericsson, TomTom, Geekzone, MyMobile Magazine and Vodafone New Zealand who have contributed wonderful prizes.

The competition launched on 6 October 2008 and entries must be in by 16 February 2009 which gives participants ample time to come up with their concepts.

A forum on Geekzone for the competition has been set up so that peple who need assistance or want to throw ideas around can do so. There will also be regular updates on the GeoSmart WordPress blog .

October 5, 2008 Posted by | gps, lbs, location innovation awards, new zealand, tomtom, web maps | , , , , , , , , , , , , , , , , , , , | Leave a comment