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Location Based Services

Location Based Services

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Published by Digital Lab
A white paper focused on the driving factors and future implications of location based services and associated mobile innovation. This paper is presented by The Digital Lab and written by Keith Pinney, Channel Planning Directory for AIM Proximity in Auckland, New Zealand.
A white paper focused on the driving factors and future implications of location based services and associated mobile innovation. This paper is presented by The Digital Lab and written by Keith Pinney, Channel Planning Directory for AIM Proximity in Auckland, New Zealand.

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Published by: Digital Lab on Aug 05, 2010
Copyright:Attribution Non-commercial


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Prepared by Keith Pinney
Location Based Services
For some, it might be hard (or impossible) tocast your mind back to 1979, even more difcultto remember the TPS-L2, or as it later becameknown in 20th century parlance; the ‘Walkman’.From that moment in time, and well before theconcept and ubiquity of the home computer(much less the portable PC or mobile phone), adizzying array of devices surged into the publicconsciousness and onto and into the heads of tensof millions of people all over the globe.Music had moved quite literally out of the pubs,clubs, bedrooms and living rooms and for many,the soundtracks to their lives were created, edited,compiled and shared around on the (now not so)portable media formerly known as the ‘compactcassette’. Later superseded by the Compact Disc,Mini Discs and the rest as they say is history.Indeed many people wouldhave rst heard the term‘Home Computer’ whilelistening to Kraftwerk’s 1981electronic masterpiece LP(Long Player for those notof that generation), ‘Computer World’, portendinga future where we would be forever tethered totechnology and data. All while wandering aroundtown or sitting on the subway.(Interesting to note that much of the lyrical contentcentered around the privacy of information andhow it would be shared)One could argue that this was the rst real momentin history where people and technology wereconnected to content they could control on themove (bar the car radio), and at a price most couldend up affording. Today, that unit has now been universally replacedby our new best friend the portable digital musicplayer along with a plethora of other portabledevices. Our personal hardware now seamlesslyintegrates with the internet experience, connectingand sharing content with cameras, video, gaming, TV and hundreds of thousands of applications.We now indeed seem to be living Kraftwerk’s visionof the anywhere, anytime always connected worldin the 21st century, albeit from our pockets. The impact of this constant connection to content,services, networks and each other, whether athome, or wherever we may be, has placed sharpfocus on what the potential is for our belovedhandsets. And it is very much, just the beginning.In a recent report published by Morgan Stanley,there is an interesting insight that states we areentering the ‘5th Cycle of computing’, that of themobile internet which points to the enormousupswing in app usage and content consumption. This is clearly reected in leading markets with ahigh adoption of smart phone technology and withincreasingly cheaper access to greater bandwidth.In fact, when compared to regular ‘feature phone’shipments, in North America at least, smartphonesales look set to eclipse these regular handsetsin 2011. Add to that the fact that 550 million of these GPSenabled devices are forecast to be sold around theworld by 2012, and it’s not hard to see there is avery interesting story emerging.
Location Based Services
Much of this initially of course can be attributedto Apple’s introduction of the iPhone in 2007, andthe subsequent ‘Techgeist’ of other manufacturersinnovating around the model and in every case,looking to improve it.Rapidly, Google and its Android platform arelooking to assail this position. Most recently statingthe objective of entering the music distributionmarketplace, Apple’s hallowed ground. Watch thatspace in the coming months, as this will be sure tobe a mobile play.Interestingly enough, even in Japan where it can’tbe disputed the birth of the mobile internet trulyhad it’s genesis with NTT’s DoCoMo in 1999, Apple handsets have taken almost no time inestablishing a prominent position (although in 4thplace at the time of writing with handset salesbehind other Japanese manufacturers).So, when you add the ability of these handsets(and the rapidly emerging ‘tablet world’) to handlethe delivery of a vast galaxy of up to the secondcontent, services and personal networking, to theincreasing trend of Telcos offering at packet rates. You have the backbone of why location basedservices are fast becoming the latest, greateststory in this space.It is also very much linked to the desire bynetworks to grow ARPU and where there will besure to be a new battleground as we head toward4G and beyond.In essence then,
a new context has emergedfor advertisers, marketers, content creators,business owners, visitors or just simplebystanders
all linked to the real and virtual worlds,on the go.
Some notable pundits havecalled Location Based Servicesthe ‘Epicenter’ of mobileinnovation, so here goes.

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