The School of Mobile Vol. 2 - The Detail
NearLBS - This is the use of proximity or local-based technologies such as Bluetooth to connect
a user with their surroundings. This is par�cularly useful indoors, in places with limited mobile
network coverage and in closed environments such as a fun park.
Local, loca�on-enabled search - We have covered mobile search elsewhere in this report, but it
is important to highlight the poten�al of combining mobile search and LBS. Currently 15-20% of
queries through Yahoo! oneSearch are local and this percentage is growing. (Source: Gary Gale,
Yahoo!, Mashup Event March 2009). This therefore indicates a strong demand for these types of
services. There is lots of money to be made here and travel companies stand to benefit.
LBS in the travel space
There are numerous ways to imagine loca�on services being used, including:
• Loca�on based adver�sing where you are pushed relevant, targeted ads based on a users
loca�on and context
• Loca�ng friends, restaurants, entertainment venues that are close to the user
• The ability to use on-foot turn-by-turn naviga�on, reques�ng a nearby business or service
depending on the profile that you select
• Social media integrated with loca�on
• Tracking individuals who are travelling to target them with offers, look a�er their wellbeing and
offer 24/7 customer service and support to footloose travellers
Content is s�ll king and now context is key. The ability to offer tailored content and services
depending on context means that you can change what you offer depending on the �me of day,
weather etc. When combined with loca�on, this is very powerful.
The best way to think about these types of LBS offerings is how they can enhance your core
business offerings and allow you to deepen your rela�onships with your customers as well as
offering the opportunity to generate ancillary revenue through affiliate partners. Some LBS
applica�ons incorporate advanced speech recogni�on technologies to make using LBS as painless
and as engaging as possible.
Ways that consumers want to use loca�on based services in a travel context:
• The ability to lookup addresses and details in a local context
• Finding local points of interest through loca�on-aware apps
• The ability to find and plot a route to a par�cular loca�on via GPS
• Hotel/Restaurant/Airport/A�rac�ons search linked to booking engines where appropriate
• The ability to find and contact rental car outlets within a local vicinity
• Loca�on based adver�sing that no�fies and sends relevant deals to a user from local
businesses and retail outlets.
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