Rafael Siqueira is the CTO of Apontador, a company founded in 2000 that provides location-based services through its websites like Apontador.com and MapLink.com.br. Apontador has over 110 employees with headquarters in São Paulo and Curitiba. The company has seen significant growth, with its sites receiving millions of unique visitors each month. The document discusses the increasing importance of location data and services on mobile devices and the future of using location history and collective intelligence to provide personalized recommendations and targeted content to users. It envisions a future where social augmented reality and understanding people's real-world interactions can improve internet services and experiences.

1. Social Location Transforming Location as a Ego Digital battle Rafael Siqueira - CTO

3. Founded 2000

4. Investors: Unicoba, JAG and Takaoka

5. Headquarters: São Paulo and Curitiba

7. maplink.com.brmapsandtraffic

8. imobilien.com.brreal estate

9. user traffic Apontador10.0 millions uniquevisitors MapLink3.0 millions uniquevistors Alexa.comApontador – 60ºwebsite in traffic in Brasil ComScoreApontador & MapLink–20ºinternet groupin Brazil Google Analytics

10. comScore

11. “millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity. ...simply put, location changes everything.” Matthew Honan, Wired Magazine, January 2009

12. Quotes “People want to talk about Places” The future of local referrals lies not in reviews and ratings from semi anonymous individuals, but rather in trusted recommendations from people I know 55% of all SMSs ask "Where are you?” "Maps aren't just for driving directions. They are a way that humans understand their planet” Some say that Augmented Reality will do for mobile what satellite imagery did for maps

13. location has taken off … location-based online advertising location-based iPhoneapps gps-enabled phones community mapping location device sales Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

14. geolocation in the smartphones

15. location is a game changer for social networks. what have you been up to? passive what are you doing right now? real-time where are you? can I join? participatory

16. connecting people, locals and informationsaround you 13

17. app developers now regularly incorporate game mechanics and reinforce desired behavior through rewards, incentives and virtual goods 14

19. 16 act1: how to turnthereal world into agame

20. checking in

21. 18 act2: how do you use software to changebehavior the check-in is kinda boring, what´s interesting is what happens next" foursquare badges are "silly, but people dig them” “

22. 19 act3: turning digital candyinto real world rewards

23. 20 act3: turning digital candyinto real world rewards

24. 21 free prize inside inspiringunexpectedjourneys. connectingwith friends. redirecting travel plans and rewarding adventure. Capturing and sharing life experiences inrealtime. Making people smile.

25. foursquare 2009.3.11

26. foursquare

29. gowalla

30. 27 mytown

31. 28 twitter places

32. 29 ovimaps Ovi Maps are now completely free and becoming very popular. Since their launch on January 19, they've been averaging nearly 100,000 downloads per day. Ovi Maps: 7 million downloads of Ovi Maps 3 so far

33. 30 ovimaps on facebook

34. waze A mass of drivers that automatically and constantly update other drivers, actively and passively in real time about the roads and driving conditions

35. privacyandtrust Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

36. wanted: informed and insightful publicity Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/

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40. http://l.yimg.com/g/images/spaceball.gif we are watchingyou Opting out Provia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

41. phone book Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/

42. creditcards Credit Cards on Flickr : http://www.flickr.com/photos/k9ine/177671367/sizes/o/

43. mail-shot marketing databases Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/

44. whoisinformation

45. opting in Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/

49. 46 offering a full suite of integrated viral applications Route It Share It Find It Buy It Multimedia Messaging Service Information sharing Private / Public / Group Mobile Notes MapsTraffic Services Transit Driving & Walking Directions M-Vite Buddy Finder M-Classifieds I’m Free Date Finder Yellow & White Pages Customized Finder Event & Movie Ticketing Restaurant & Hotel Reservations Event, Movie, Restaurant, Hotel, Pub, ATM Emergency Services, Finder, Flight Finder Mobile Wallet M- Coupons Advertising Gaming Shopping

50. 47

51. apontadorapps Apontador Rodoviário Apontador Postos Apontador Frete

52. apontadorlocal

53. allplatforms

54. movementintelligence Confidential online data is easy to get, what about real world!!! nowadays LBS data =checkIn@ place no personalization, no targeting future store LBS data over space, time and weather location history for understanding & personalization estimate age and profile of each user anonymous automated personalized recommendation 51

55. behaviortarget

56. TrendingMaps

57. local search withreal time metrics how people move in the space, in the time and in the weather

58. context Known Location Time high relevance: mobile content and offers can be presented to that driver location and time relevant content

59. user recommendation collectiveintelligence use a “recommendation” metaphor based on: - user profile/preferences - location - driving context(e.g. speed, traffic congestion, next upcoming maneuver) local interest (pre-set search) targeted offer Virtual billboard

60. the future “if you ask me, ‘what’s the UI in five years?’ it’s a pair of glasses.” Tim O’Reilly

61. Flickr: Jamais Cascio

62. social augmented reality

63. social augmented reality the knowledge of joining a crowd and knowing: who do I know here? where do I know them from? who should I get to know? who here is single? are there any naked pictures of them on the internet?

64. thoughts Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

65. geolocation in the smartphones

66. “we can make the internet work better by making it understand how we talk in the real world” Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/

67. It’s not about where you are … Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/

68. … it’s about where you’ve been Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/

69. Famous Quote “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.” Bill Gates

70. apontador 2000 Confidential

71. apontador 2010 Confidential

72. apontador–hyperlocalcontent Mapping & Routes Turn by Turn Navigation Corridor Search Proximity Search Traffic Manager Location Advertising

73. thanks for listening www.apontador.com.br rafael@apontador.com twitter.com/rafaelsiqueira twitter.com/apontador