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World Mobile Market
United States Mobile Stats
United States Mobile Stats
United States Mobile Stats
Smartphone and Feature Phone Service Penetration3 Month Avg. Ending Mar. 2011 Total U.S. Mobile Subscribers Ages 13+Source: comScore MobiLens
% of Mobile Phone Users
Feature Phone
SmartPhone
Used Browser 19.1% 82.3%
Used App** 15.9% 85.0%
Saw Ad on Web/In App 5.0% 27.5%
Responded to SMS Ad 3.5% 7.7%
**Except native games
76.8 million people in the US owned smart phones during the three months ending in May 2011.
Local Mobile StatsLocal Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.
•95% of smartphone users have looked for local information•88% of these users take action within a day, indicating these are immediate information needs
•77% have contacted a business, with 61% calling and 59% visiting the local business
Demo• MMS Demo• MSFT TAG Demo
MMS DemoText FRESH to 53626.
53626
FRESH
Microsoft TAG DemoSnap the TAG to explore starbucks.build.mobi
Web Mobile Web Optimized
Services Page
Lead Generation Page
About Page
July 14, 2011
Jonathan DeLongEVP Product Marketing
Wha
t is
Loca
tion?
Cloud Based Location
Management
Location Acquisitionand Distribution
A Burden
A Liability
Proximity
Static Place lat/lng
Revenue?
3-W
ays
for L
ocati
on: A
His
tory
Device Determined Location (Early Mobile Applications)
• -----Relies heavily on GPS
• -----Usually a ‘Conversation or Call’ between an Application and the Mobile Phone SDK
• -----Cost can be ‘free’, but GPS use does have battery effects
• -----Fulltime, real-time, polling & tracking is not possible with GPS alone
• -----User or Application Initiated Check-In is often required for location interactivity.
• -----Fulltime monitoring for Geo Fence entries based on device movement is impossible
Hybrid Location Acquisition & Cloud Management (Now & The Future)
• -----Treats the device as a sensor to detect GPS, Wi-Fi, Cell ID, +++, per battery management rules
• -----Data is sent to ‘Location Cloud’ for clean up, processing, accuracy, and distribution
• -----Enable real-time polling & tracking at about 10 minute intervals on most devices
• -----No network burden for carriers, but requires the deployment of a mobile client.
• -----Finally! Geo Fencing rules and location based offers can become pervasive
Network Provided Location (The Old Way)
• -----Requires ‘Network’ call: leverages hardware deployed on towers and in carrier infrastructure
• -----Influenced by early E911 legislation investments that carriers wanted to monetize
• -----Carriers sell locations or “location look-ups” on a cost per call basis
• -----Location aggregators are used by carriers to sell locations: ex. LOC-AID
• -----Systems do not support real-time polling& tracking
Network tracks location of device (smartphones, tablets, and emerging devices)
Cross-device communications
Simple integration into solutions
Full suite of tools to automate triggered events
Wide range of parameters for triggers including geocontextual, personalized data, sensor data, etc.
Actions – SMS, MMS, Push, content delivery, etc.
Context Management Contextual Interactivity3 Enable contextual aware element Intelligent Location Determination:
- Highly accurate indoor and outdoor : 3-10m accuracy
Combines all types of sensor inputs to determine contextual data
Determining Context 21
3ContextualInteractivity &Communication
Tracking
Actions
Content
2ManagingContext
1DetermineContext
Sensor data
INPUTSAMPLE OUTPUT
End-
to-E
nd L
ocati
on V
alue
High Accuracy Relevant Value
Real time Polling & Tracking
Easy Geo-Fencing
Auto
mati
on is
Key
Past Privacy Examples• CC Online• FB Photos
A single platform to deliver core enterprise location services enabling automated interaction and communication between all types of devices.
Cros
s Ve
rtica
l Loc
ation
Ena
blem
ent
Logistics• Wi-Fi as a new location input• Asset tracking, automated
notifications• Monitor driver speed,
automated alerts• Workforce tracking
Geo-fencing Proximity
LocationOther Device Sensor(speed, accelerometer, etc.)
Message delivery
Media Delivery
Location History
Device Triggering
Communication into 3rd Party Systems
Financial• Proximity based security • Credit card fraud protection• Workforce management
Marketing• Automated geo-relevant
coupon delivery• Mobile campaign
management• Indoor proximity use case
Healthcare• Indoor location accuracy• Automated geo-relevant
notification• Connected doctors and patients
Location APIs
• About
• Team
• Speakers
• Hosts•
Sponsors
Join us for the 2nd meet up!
September 15, 20116pm
345 Chapala St.
Topic: Learn How To Integrate Mobile Strategies Into Your Marketing Efforts
For More Santa Barbara Mobile Info:Web: meetup.com/Santa-Barbara-Mobile/
Twitter: @sb_mobile
For Speaker’s Info:Gideon Rubin
Twitter: @gideonrubinLinkedIn: linkedin.com/in/gideonrubin
Lorrie ThomasTwitter: @webtherapist
LinkedIn: linkedin.com/in/lorriethomas
Jonathan DeLongLinkedIn: linkedin.com/in/jonathanbdelong
For More Lenco Mobile USA Info:Web: lencomobileusa.com
Facebook: facebook.com/lencomobileusaTwitter: @lencomobileusa
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