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Slides from a speech to the Software Association of Oregon on November 10, 2010 at the Multnomah Athletic Club. --- There’s a message from your future and it’s telling you to remember to pick up milk. What will you learn: 1. Why developers of apps should look at what users want to do now, as well as what users want to do in their future. 2. Why social apps should try to mirror real–world relationships 3. Why sharing should be about who you share with as well as how long you want the information to be available. 4. Why developers should think about making apps "ambient” and require less user interaction Amber Case and her partner Aaron Parecki are the founders of GeoLoqi. GeoLoqi is a private, real-time mobile and web platform for secure location data, with features such as Geonotes, proximal notification, and sharing real-time GPS maps with friends. Geoloqi has been covered in the Willamette Week and Oregon Business. It has been presented at eComm, Open Source Bridge, Show and Tell PDX and Research Club under the alias Non-Visual Augmented Reality with SMS and GPS.
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Remember the Milk
Location-based Apps and the Marketplace
Amber CaseAaron Parecki
November 10, 2010
GPS Is Moving Beyond Smartphone
s• GPS hardware in phones is on the
rise• Almost all phones will have GPS
capability by 2014• Worldwide shipments of GPS-
enabled GSM/WCDMA handsets increased 92% in 2009(Berg Insight).
• LBS have had slow adoption in the past due to GPS hardware not being available in most phones.
Location-Based Apps Growing in
Smart Phones and Beyond
• A 2010 Juniper research suggests that location-based mobile apps and services could take in over $12.5 billion by 2014.
• Due to a surge in application storefronts and engagement by users of mobile apps.
• Opportunity for advertisers and mobile app publishers.
Current Market• 4% of online
adults use location-based applications.
• Still concerns over giving away location.
• Many based on trendy gimmicks and gaming strategies.
• Market far from mature.
Location-based services market ready for takeoff
• Technology is affordable and increasingly ubiquitous
• Very interesting space for investors
• Advertisers ready to embrace the technology
• Marketplace and storefronts fully developed
• Current apps have high visibility and engagement
Foursquare• Manually check in to
venues• Broadcast your location to
your friends on the network
• See notes people have left at locations
• Become the “mayor” if you checked in to a venue the most times
Gowalla• Very nicely designed• Manual checkins like
Foursquare• Leave virtual items at
venues and pick up things other people have left
Google Latitude• Tracks your exact
position in the background
• Shows your location and your friends’ locations on a map
• Once you allow a connection, your friend can always see your location
• No manual checkins or venues
EchoEcho• Request a friend to tell
you where they are• You can choose to
reply with your location or not
slideshare.net/padday/the-real-life-social-network-v2@padday UX at Google
Temporal Relationships
• Relationships for a limited time• Meeting a client – 30 minutes before the
meeting• Carpooling to work – every day from 8-9am• Even with friends, their location is not
always relevant to me
Source: slideshare.net/padday/the-real-life-social-network-v2
Maintaining one’s privacy should be a top priority
these redundant messages can be
eliminated if you know where someone is.
Push Service:• User receives information as a result of his
whereabouts without having to actively request it.
• The information may be sent to the user with prior consent (e.g., a subscription-based alert system) or without prior consent (e.g., an advertising welcome message sent to the user upon entering a new town).
Pull Service:• In contrast to a push services, a user
actively uses an application and requests information from the network.
• This information may be location- enhanced (e.g., where to find the nearest hotel).
the interface disappears
actions are reduced queries are eliminated
a successful interface makes itself invisible
Good technology works for you instead of
against you
The best technology gets out of your way so you can live your life
Flickr: GenoDM
Transit: Case is in San Francisco, California
proximal address notification
your phone becomes a remote control for reality.Flickr: Public Domain
Photos
LBS Business Models
• Shoot where the duck will be, not where the duck is
• Search was overlooked at the beginning, is now enormous market
• Design and ease of use win
• Partnerships, advertising, being a platform for location, acquisition
Flickr: nathamanath
Success in the LBS Market
• Improving user experience and design is key
• Just like mobile apps didn’t take off before Apple, location apps won’t take off until someone does it right
• Provide trade-offs for users so they feel safe in providing information
