|By Kevin Benedict||
|April 8, 2014 12:30 PM EDT||
IBM has recently invested $1.1 billion USD into Location Based Services (LBS) and Application Programming Interface (APIs). The investment was in the development of BlueMix, a cloud-based service, that when combined with Pitney Bowes' API programs, allow businesses to collect data on consumers based on their location and geography.
GPS-enabled smartphones are introducing a whole new precision to LBS. No longer are companies needing to triangulate between cellular towers to get a general location, when GPS data can identify the exact business location. This enables location, business type, company name and more to be added to time and date. Patterns of life can start to be recognized and marketing and promotional campaigns created based upon these findings.
In addition to smartphones, the IoT (Internet of Things) enables equipment, supplies, materials, vehicles, trailers, etc., to all be located on a map in real-time. We will talk more about this in another article.
It is my analysis that investments into business intelligence and meaning-making based on LBS is a requirement going forward for many industries. When user locations are recorded and studied by a cloud-based business intelligence system and strategies adjusted based upon the meaning-making of this data, then you can start delivering competitive advantages.
Benefits of Location-Based Services for companies...
- Companies are able to study consumer habits based on geography
- Companies can adjust business practices based on consumer locations
- Marketers can advertise based on precise locations
- Consumers can participate in location-based coupons and daily deals
Some additional notes from my recent research on the LBS market:
Facebook and Google dominate the market share of LBS - controlling 46% according to a recent Berg Insight report. As long as Facebook and Google continue to purchase companies like Instagram they will continue to dominate.
According to the same report the LBS market will grow at a 16% CAGR through 2018 and Facebook and Google will continue to control roughly half the market share throughout those years.
Heineken has been using Foursquare to allow beer drinkers to check-in when purchasing Heineken beverages. This mobile campaign is aimed at engaging consumers and building brand loyalty by offering the chance to win sports memorabilia as incentives for checking-in when drinking Heineken products.
Facebook's Instagram is threatening the future of Foursquare by experimenting with a new, in-house location-based check-in function in place of Foursequare's service. Foursquare's major clients are currently Flicker, Vine, Instagram, Pinterest, and Path. If Instagram and their 200 million users switch to an in-house check-in service and replace Foursquare this would dramatically reduce Foursquare's market share in the location-services market.
Kevin Benedict Senior Analyst, Digital Transformation Cognizant View my profile on LinkedIn Learn about mobile strategies at MobileEnterpriseStrategies.com Follow me on Twitter @krbenedict Browse the Mobile Solution Directory Join the Linkedin Group Strategic Enterprise Mobility Join the Google+ Community Mobile Enterprise Strategies
***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.
Oct. 23, 2016 07:30 PM EDT Reads: 2,057
Oct. 23, 2016 07:00 PM EDT Reads: 1,237
Oct. 23, 2016 07:00 PM EDT Reads: 4,537
Oct. 23, 2016 06:45 PM EDT Reads: 1,002
Oct. 23, 2016 05:30 PM EDT Reads: 823
Oct. 23, 2016 05:00 PM EDT Reads: 740
Oct. 23, 2016 04:30 PM EDT Reads: 1,318
Oct. 23, 2016 04:30 PM EDT Reads: 802
Oct. 23, 2016 04:15 PM EDT Reads: 1,473
Oct. 23, 2016 03:30 PM EDT Reads: 1,475
Oct. 23, 2016 03:30 PM EDT Reads: 1,525
Oct. 23, 2016 03:00 PM EDT Reads: 34,038
Oct. 23, 2016 02:15 PM EDT Reads: 1,322
Oct. 23, 2016 02:00 PM EDT Reads: 4,457
Oct. 23, 2016 01:00 PM EDT Reads: 1,784
Oct. 23, 2016 12:45 PM EDT Reads: 976
Oct. 23, 2016 12:00 PM EDT Reads: 8,356
Oct. 23, 2016 11:30 AM EDT Reads: 11,331
Oct. 23, 2016 11:00 AM EDT Reads: 946
Oct. 23, 2016 10:30 AM EDT Reads: 1,471