Location Matters_PDF 2

8/2/2019 Location Matters_PDF 2

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Location MattersThe 3 Big Questions


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I work here.


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The basics Location matters For us or against us Elements of location The Effect on Experience


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Location is a matter forbillboards.


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One that allows an advertiser to send

advertisements or other information to amobile device based on its physical

location.

Location Based Services


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1,000,000,000 Check-ins


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Perhaps, weve missed thepoint.


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We spend all this time thinking about cities interms of their local details, their restaurants and

museums and weather. I had this hunch that there

was something more, that every city was alsoshaped by a set of hidden laws.

Geoffrey West, Theoretical Physicist


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People's movements appeared to follow amathematical pattern. The scientists said that,

with enough information about past movements,

they could forecast someone's futurewhereabouts with 93.6% accuracy.

The pattern held true whether people stayed close

to home or traveled widely, and wasn't affected bythe phone user's age or gender.

Robert Lee Holtz


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3X as many smartphonesare being activated every minute

around the world than there are babiesbeing born


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22% of smartphone ownershave changed their mind in the store

due to their mobile phone.Google Ipsos Study of Hong Kong Smartphone Users, September 2011


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Question #1Are we removing a barrier or getting

someone to stick around?


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Location issomething to overcome.


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The obstacle of location.


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Location issomething to celebrate.


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Consumers are telling us that they prize drama overutility, scarcity over ubiquity, novelty over the

guaranteed sameness of the national brand. They

want brands that are porous to the world, that

integrate with the world. They are prepared toembrace brands that take a little more effort,

especially if that effort rewards them with something

that is exciting and rare.

Grant McCracken, Anthropologist


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Question #2What elements of location matter

most?


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If only location was so simple.Location isnt a single variable, but a

combination of several factors.

Place Proximity Time Context

Digital Exhaust


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PlaceAltering the experience

based upon your physicallocation


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SF Park


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Tesco


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The Fun Theory


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Proximity

Altering the experience by includingthose around you.


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Communities and Networks.Communities present easier entry points for

advertisers, often more so than friend networks.

Graph via Abhinav Singh


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Proximity has power the biggest influences

on your behavior turnout to be where you

are and whom you are

with.Yakob and Gehrt,

MDC Partners,kbs&p


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Blendr is a social networking experience unlike anyother. Using your mobile devices location-based

technology, you can connect with others nearby withsimilar interests, hobbies, profession and much more.

Discover the world around you: make friends, and

build connections and explore your surroundings.Blendr makes it easy to take that first step.


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Grindr


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FriendThem


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Neighborgoods


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Whip Car


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TimeAltering the experience

based on when youre there.


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Explore 9/11


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Museum of London // Street Museum


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Audi Frustration Index


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Google Flu Trends

C


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ContextAltering the experience by

playing with the environment.


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Indifference for the people we create things for and

the reality of their daily lives is not just foolish, it'swrong.

Dieter Rams


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Joshua Bell


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RecipePad


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TabbedOut


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RunPee

Di it l E h t


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Digital ExhaustAltering the experience by

making data visible.


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Tidy Street


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Bundle


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DontEat.at


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The BrandBranding helps people make quick,

easy, intuitive and confident purchase

decisions. Without thinking about themthat much. Or worrying about the

price. Or the quality. Or thecompetitive offers that might be

available. Martin Weigel


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No one is going to pick up your product and try it ifthey don't want to buy into the experience.

Stanley Hainsworth, Founder, Tether Inc.


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The Difficulty of

Doing


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The truth isnt the truth until people believe you, andthey cant believe you if they dont know what youre

saying, and they cant know what youre saying if they

dont listen to you, and they wont listen to you if yourenot interesting, and you wont be interesting unless you

say things imaginatively, originally, freshly.Bill Bernbach


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Because that's what we need to add to so many things,to give them that extra necessary magic. A pretending

layer. So it's not just a useful or beautiful or functional

object - it's got some little nod to who we're pretendingto be when we're using it.

Russell Davies


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The Framing Layer


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Nokia Drive Time


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Zombies Run


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Finding purpose."I think many people assume, wrongly, that acompany exists simply to make money. While this isan important result of a company'sexistence, we

have to go deeper and find the real reasons for ourbeing.

David Packard


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Ask yourselfthis:

What cause are youa credible voice for?

What a brand feels is

important

How a brand talks

How a

brand acts

What a brand rallies thecommunity around

Why a brand does it


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What isyour

purpose?

Unique Mobile Opportunity

Where amI?

Why do Icare?


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"You learn to like the excitement of mild, ongoingrisk takingSometimes it works, sometimes it

doesn't, but it's the creation of possibility.Brad Blanton, Founder of Radical Honesty

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Location Matters_PDF 2