The document discusses how location data from smartphones is transforming social interactions and commerce. It notes that smartphones now know users' locations and can share that over the internet. This allows merging location data with online databases to find out what is nearby. Location is changing everything. Examples discussed include location-based advertising, apps, maps, and social networks. The document envisions a future where augmented reality overlays useful location-based information about people and places on a user's view of the real world.

1. Social
Loca)on
Transforming
Loca.on
as
a
Ego
Digital
ba4le
Rafael
Siqueira
-­‐
CTO

2. “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.” !
Ma4hew
Honan,
Wired
Magazine,
January
2009

3. 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 !

4. location has taken off …!
loca%on-­‐based
online
adver%sing
loca%on-­‐based
iPhone
apps
community
mapping
loca%on
device
sales
gps-­‐enabled
phones
Source:
Borrell
Associates,
May
2008
“What
Local
Media
Sites
Earn
–
Annual
Report.”

5. geolocation in the smartphones!

6. location is a game changer for social networks.!
what have you been up to?!
passive
what are you doing right now?!
real-­‐)me
where are you? can I join?!
par)cipatory

7. connecting people, locals and informations around you!
7

8. app developers now regularly
incorporate game mechanics and
reinforce desired behavior through
rewards, incentives and virtual
goods!
8

10. act1: how to turn the real world !
into a game!
10

11. checking in!

12. act2: how do you use software!
to change behavior!
the check-in is kinda boring, what´s
interesting is what happens next"!
foursquare badges are "silly, but
people dig them”!
12
“!

13. act3: turning digital candy into!
real world rewards!
13

14. act3: turning digital candy into!
real world rewards!
14

15. free prize inside!
inspiring unexpected journeys.!
connecting with friends.!
redirecting travel plans and
rewarding adventure.!
Capturing and sharing life
experiences in realtime.!
Making people smile.!
15

16. foursquare!
2009.3.11

17. foursquare!

20. gowalla!

21. mytown!
21

22. twitter places!
22

23. 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!
23

24. ovimaps on facebook!
24

25. privacy and trust!
Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

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

27. 27

28. 28

29. 29

30. hBp://l.yimg.com/g/images/spaceball.gif
we are watching you!
Op)ng
out
Provia
17
on
Flickr
:
hBp://www.flickr.com/photos/59287279@N00/3000233643/

31. phone book!
Herzogbr
on
Flickr
:
hBp://www.flickr.com/photos/herzogbr/2783660249/

32. credit cards!
Credit
Cards
on
Flickr
:
hBp://www.flickr.com/photos/k9ine/177671367/sizes/o/

33. mail-shot marketing databases!
Gwynhafyr
on
Flickr
:
hBp://www.flickr.com/photos/gwynhafyr/3459273879/

34. whois information!

35. opting in!
Opacity
on
Flickr
:
hBp://www.flickr.com/photos/opacity/4183985730/

39. show me the money!
39

40. offering a full suite of !
integrated viral applications!
Maps Multimedia Messaging Service
Traffic Services Information sharing
Transit Private / Public / Group
Driving Mobile Notes
& Walking
Directions
M-Vite
Buddy Finder
Route It M-Classifieds
I’m Free
Yellow Date Finder
& White Share It
Pages
Customized
Finder Event & Movie
Event, Find It Ticketing
Movie, Restaurant & Hotel
Restaurant, Buy It Reservations
Hotel,
Pub,
Emergency
ATM Mobile
Services,
Finder, Wallet
Flight
Finder Gaming M- Coupons
Shopping Advertising
40

41. 41

42. apontador local!

43. movement intelligence!
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!
Confidential
43

44. behavior target!

45. local search with real time metrics!
how
people
move
in
the
space,
in
the
)me
and
in
the
weather

46. context!
high relevance: mobile
content and offers can be
presented to that driver!
location and
Known
time relevant
Loca%on
content!
Time

47. user recommendation!
collective intelligence!
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!

48. the future!
“if you ask me, ʻwhatʼs the UI
in five years?ʼ itʼs a pair of
glasses.”!
Tim OʼReilly!

49. Flickr:
Jamais
Cascio

50. social
augmented
reality

51. 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?!

52. thoughts!
Ian
on
Flickr
:
hBp://www.flickr.com/photos/ianaberle/4185095125/

53. geolocation in the smartphones!

54. “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/

55. Itʼs not about where you are …!
Alwaysordinary
on
Flickr
:
hBp://www.flickr.com/photos/sempre_ordinario/3492703820/

56. … itʼs about where youʼve been!
Jrusbatch
on
Flickr
:
hBp://www.flickr.com/photos/jrusbatch/3626348821/

57. 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!

58. 58
What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/

59. apontador 2000!
Confidential
59

60. apontador 2010!
Confidential
60

61. apontador – hyperlocal content!
Mapping
&
Routes
Proximity
Search
Turn
by
Turn
Naviga%on
Traffic
Manager
Corridor
Search
Loca%on
Adver%sing

62. Thanks for Listening!
www.apontador.com.br
twiBer.com/rafaelsiqueira
twiBer.com/apontador