The Future of collective intelligence. Location
Digital & New Media Director
Exec VP, Member of the Nokia Group Exec Board
The definition for location based services at this session was determined to be -”You’re putting out signals, and you want to be rewarded with meaning.”
Location isn’t an end, it’s a means to what really matters; relevancy. The future of location based services is relevancy. I only want to be made aware of products, services and experiences that are relevant to me where I am. Don’t push a $50 salon offer my way, instead push a two for one Belgian beer special as I walk by the liquor store.
The mashing up of group buying/social deals with location based services is coming. How many group buying services do you subscribe to? I subscribe to six and get six separate emails a day letting me know of the daily specials. When is someone going to integrate these specials into a location-based application? Aggregate data makes the power of the check in even more valuable & rewarding. If I’m headed out to dinner and am “pushed” a group deal to a restaurant that meets my past experiences, chances are I’m going to try out that restaurant. If my location-based service knows that I need coffee before 9:00am, why not push a coffee offer at my while I’m travelling? How many of you have searched for a coffee shop when you are travelling?
Think about foursquare mayorships and airline status, they have eerie parallels. Both are achieved & retained based on fear of losing them.
So you still don’t see the value of location based services? Would you be interested in sharing your location if the app would give you real-time traffic light information and it reduced bad traffic patterns? I sure would light less traffic.
Right now location is the new digital divide. There is a part of the population that will never use it. It’s our jobs as digital leaders to find a way to make it useful to this population. Our challenge is to do more interesting and useful things with this location data.
So, are we freaks for using location based services, or are we early adopters? Only you can answer that, but I’m personally gaining utility through location.
I wrote previously on the amazing power of location based services in my SXSW wrap-up.