A presentation to the Electronic Business Module at Queen's University Management School, Belfast. The presentation looked at the business applications of geolocation and mobile. Particularly focusing on what is happening out there now.

1. Geolocation and Business
Kenneth Sharp
Triage Hospitality Ltd.

2. Welcome?
• Me
• What
• History
• Users
• Information
• Trends
• Future
• Issues

3. Ken Sharp?
• 23 Years in Tourism & Hospitality
• BA Hotel & Catering Management
• Diploma in Company Direction
• Cornell University Certificates in
Executive management Development
& Executive Leadership
• Chef to VP Sales & Marketing EMEA
• London, Midlands, Indonesia, Massac
husetts, Belfast
• Chaired London eMarketing
Conference

4. My Aim

5. What is it?
What is it?
Geolocation, also called geotagging, is the practice of
associating a digital resource with a physical location.
Location information is typically given in terms of
latitude and longitude coordinates, which can pinpoint
any place on the planet with a high degree of precision.

6. Global Positioning System?
• First made available for
consumers on May 1st 2000
 Using multi-billion dollar
satellites for glorified
treasure hunts

7. Sat Nav?
Sat Nav
I SAID TURN
LEFT NOW!
• Relied on internal map(until recently)

8. GPS Enabled Phones?
For the first time, you and
your location were
connected to the
internet, instead of relying
on the units internal maps.
Contextual
and
Social

9. World 2.0?
The vast information of the web is now tied to PLACE
Through Geolocation and social media anyone can
“see” things that were previously hidden

10. How Does it Work?
• GPS
• Manual
• Browser Request
• IP Address
• Control Plane Location
• GSM Location
• Bluetooth
• RFID
• Wi-Fi

11. Who, What, When, Where & Who?
Used to be
Who are you?
What are you doing?
NOW
Where are You Doing it?
When are You Doing it?
Who are You Doing it With?

12. Data =?
Data
+
Analysis
=
Information
+
Imagination
=
INNOVATION

13. Social Networking?
“A social network service focuses on building online
communities of people who share interests and
activities, or who are interested in exploring the
interests and activities of others. Most social network
services are web based and provide a variety of ways
for users to interact, such as e-mail and instant
messaging services”

14. Social Networking?
“A social network service focuses on building online
communities of people who share interests and
activities, or who are interested in exploring the
interests and activities of others. Most social network
services are web based and provide a variety of ways
for users to interact, such as e-mail and instant
messaging services”

15. 1st TRULY useful Geo App?
+ =
50-60% of all apps sold have a geotagging element.

17. Reviewing v Gaming

18. Which App?
What is it?

20. Which App?

21. Why?

22. Why?

23. Why Not?

24. L
B
S
I
S
S
U
E
S

25. Context.

26. Smartphone Activities

27. Demographics

28. Use
User Demographics
• Young, active contributors to social networks.
• Roughly 62% of smartphone users age 20-29 are aware of location-based
apps, compared with 50% of those age 30-49 and 27% of those age 50-79.
• 99.4% of location-based apps users also use other social networks
• 86% of LBS users say they interact on social networking sites several times per
week, compared with 67% of non-users who interact at that frequency.
• Non-users tend to be female: 65% are.
Frequency of Use
• Daily use of LBS is still low- 19% check in with their favourite geolocation service at
least once a day, compared with 60% who check in with their favourite social site
daily.
• 12% of surveyed LBS users say they no longer use such services, virtually none
have stopped using social networking sites.

29. Information

30. But..
“Information's pretty thin stuff
unless mixed with experience.”
Clarence Day

34. Individual & Company

35. Your Information
• Your Address
• Your Telephone Number
• Your Services
• Your email
• Your website
• Your reviews
Who is entering your data?

36. Who is Entering Your Data?

38. Who is Entering Your Data?

40. Who is reading your data?

41. Who is reading your data?

43. Take Current For a Given
What is it?

44. Layering & Augmented Reality

45. Information

46. Networking

47. Mashups + Geonotes

48. 12 Key Drivers

49. How soon?
How Soon?
2014
http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf

50. The Future
• Location-based Wikipedia
• Mobile check-in for flights,
• Mobile check-in at doctors’ offices,
• Mobile identification,
• Digital, geotagged nightclub stamps
• Bookmarking + push notifications,
• Interactive maps (with QR codes?)
• Combining with NFC and RFID

51. What did the Romans do for us?
• Branding
• Marketing
• Merchandising
• Customer Relationship Management
• Networking
• Publishing
• PR

53. When Push Comes to Shove
• Could you Ignore this?
• You can put it in a Zoo?
– Stake a claim
• You can put it in a Safari Park?
– Engage

54. Search Engine Impact

55. Offline and Online

56. Offline and Online

57. Have a Plan

58. Consistency
• What you do offline do online
• What you do online do offline

59. It is not the technologies fault!

60. Kenneth Sharp
Triage Hospitality Ltd
Real Marketing for Real Businesses
In the Real & Virtual Worlds
Tel: 07720 297279
Email: kennethsharp@triagehospitality.com