1. Anil Bilgihan
Cihan Cobanoglu
Melih Madanoglu
Copyrighted © 2008.

3. GPS devices support the main purpose of

navigation with additional tools that can
◦ suggest nearby business services,
◦ provide traffic, gas price and weather updates, and
◦ offer an array of travel information.
• From this perspective, GPS have the
potential to be an important
information and marketing tool for
the travelling public.
Copyrighted © 2008.

4. Copyrighted © 2008.
GPS as a Marketing Tool

5. Earth-circling satellites

Ground-based stations

Receiver manufacturers

Copyrighted © 2008.

6. Copyrighted © 2008.

7. As well as the layout and names of streets,

the maps include some buildings, such as
restaurants, hotels, train stations, museums
and shopping centers.
You can add your own points of interest as

you find them.

8. Zagat ratings

Google Review ratings


9. Navteq supplies data for Garmin products,

Teleatlas supplies map data to TomTom.

12. http://www.gps-data-

team.com/corporate_customers.html
They provide GPS listing service

franchise, small, medium or large size
business.

13. By listing your business location in POI you

make it easier for your customers to find you.
They provide business location details as a

points-of-interest database for Garmin,
Magellan, Navman, Route 66, TomTom,
Nokia, Destinator, etc.

14. Every bit of exposure is worth its weight in

gold!
You can directly add your business into

Google’s online Local Business Centre, free of
charge.

16. Trekking applications

 Navigation and information services
 Public transportation information
services
 City guides
 Point of interest information (POI)
services
 Mobile yellow pages
Copyrighted © 2008.

17. Premium location listings

19. When a consumer enters area near
restaurant at 12:00 p.m., send a lunch
coupon for a hamburger, discounted
meal, etc.

20. Restaurant reviews/ratings by customers.

Wine listings for fine dining customers.

Posting your menu and pricing on GPS

devices
“Low-fat, low carb” menu listings.

Matching user profiles with types of food

they prefer.

21. The worldwide LBS revenues in 2009 will be

US$5500M. Study estimates revenues from
North America to be US$3000M in 2009 and
US$8500M cumulative in the period 2006-
2009.
Agile (2007)

Copyrighted © 2008.

23. To explore the current and potential use of

the GPS as a marketing tool from the
consumers’ perspective.
To provides a snapshot of consumer

perceptions.
Copyrighted © 2008.
GPS as a Marketing Tool

24. What is the level of GPS usage and usage type

in the last 12 months by consumers?
What are the reasons for not using a GPS

device in the last 12 months?
What are the perceived benefits and impact of

GPS by consumers?
What are the purposes of GPS use?

What is the impact of GPS on the business

patronage?
Copyrighted © 2008.
GPS as a Marketing Tool

25. The sample was selected randomly from a national

database of consumers in the United States of
America. The sample was stratified based on state
population.
A total of 1,000 consumers who had email

addresses were randomly selected for this study.
Out of 1,000 surveys sent, 201 complete responses

were obtained for a 20.1% response rate.
Copyrighted © 2008.

26. Copyrighted © 2008.

27. %
I rented/borrowed a 22.3%
It is in my car (built-in) 9.5%
I own a dashboard (portable) 48.0%
I own a telephone- with 7.4%
Other 12.8%
Copyrighted © 2008.
GPS as a Marketing Tool

28. %
Not needed 46.8%
Expensive 32.3%
Do not own yet 16.1%
Other(Please specify) 4.8%
N=62
Copyrighted © 2008.
GPS as a Marketing Tool

29. Statements Mean
is useful 1.40
Receiving advertisement in my would annoy me 1.41
makes my life easier 1.53
saves me time 1.67
reduces stress 1.78
I feel safer with a 1.83
I rely on my 2.13
I would like my to suggest touristic attractions to me 2.53
1=Strongly Agree 4=Strongly Disagree

30. I travel more because of a GPS 2.66
My GPS helps me plan my vacation 2.66
I am dependent on my GPS 2.68
I would like my GPS to provide me user reviews 2.79
about businesses
I would feel comfortable receiving coupons from my 2.95
GPS nearby businesses while using my
I talk to my GPS (i.e. Good job Jack) 3.06
I name my GPS (i.e. Jack, Jill) 3.10
I can not drive without a GPS 3.44
1=Strongly Agree 4=Strongly Disagree

31. I used my GPS to: %
Find directions to the places I travel 87.1%
Find a restaurant 47.5%
Find a hotel 26.7%
Find a gas station 30.7%
Find touristic attractions 26.7%
Find a bank 15.8%
Plan my travels 29.7%
Other 23.8%
N=101
Copyrighted © 2008.
GPS as a Marketing Tool

32. 1 time 2 3 4 5 or None
times times times more
times
% % % % % %
A restaurant 17.9 13.1 14.3 4.8 14.3 35.7
A hotel 21.0 9.9 8.6 1.2 9.9 49.4
A gas station 10.5 7.9 9.2 1.3 9.2 61.8
Touristic 12.7 12.7 7.6 3.8 10.1 53.2
attractions
A bank 8.5 5.6 1.4 1.4 2.8 80.3
Other 8.9 4.4 2.2 31.1 53.3
Copyrighted © 2008.
GPS as a Marketing Tool

34. Bluetooth/3G based “beaming” coupons into

Bluetooth servers in your restaurant.
Tracking coupon use by customers.

Wireless restaurant reservations.

Wireless seating arrangements.

“Can we get the bill, please?” beaming

“Buy 10 meals, get one free” tracking.


35. Thank you

Anil Bilgihan

Dr. Cihan Cobanoglu

(302) 831 4881

cihan@udel.edu

Copyrighted © 2008.
GPS as a Marketing Tool