My ﬁrst check-in was over two years ago. At the height of my usage, I wasnumber 15 in all of New York City. It was a fun little adrenalin game. Today, Icheck-in because I’d like to remember anestablishment or because I’d like toﬁnd my friends at conferences or any major group gatherings. I personallybelieve that location based services can inﬂuence a neighborhood’s economicdevelopment and growth.On the user’s end, I wonder if location based services truly changes behavior byencouraging users to be more social and curious about their surroundings. Doyou explore your neighborhood more or other neighborhoods in your City sincethe availability of Location Based Service? Are you a more conﬁdent travelerbecause you know when you check-in you’ll probably ﬁnd someone familiar at aconference? Or is location based passe?
What Is Location-Based Service?
Location Based Service or LBS is an information source provided through theuse of the mobile network and a smartphone to pinpoint a user’s location andtheir activity within that vicinity. It can be used in a variety of ways. We’ve seenit primarily as a channel of entertainment. The use case is expanding to real-time promotions from national brands and local neighborhood establishments,healthcare, real-estate, research and more!LBS opens a new medium for marketers to promote to prospective customers.This type of promotion is spurred by users through sharing of information withina speciﬁc geographic location and in real-time. For example, while walking downthe street in Soho, New York City I received a push notiﬁcation from my favoritecafe in the area, Ground Support - $1 off on yummy peanut butter jellysandwiches and a cup of freshly brewed cappuccino. Yum! I am likely to makethat quick stop before a work meeting, a shopping spree, an appointment at thesalon or meeting friends for a drink. After checking-in at the cafe, I would benotiﬁed by my LBS service that a friend is nearby, so I should probably let himor her know of this cool deal from Ground Support. After all, sharing is caring.The unique combination of social media, LBS and mobile technologies openedportals to what New York VC,Fred Wilsoncalls “the earned economy.” We earnrewards based on actions of promoting or engaging with a brand, a charity, anevent, a venue, travel, auction, vacation planning ~ almost everything andanything.