9. lbs-ii lbs2.0 mobile computing lecture18706e4950b721d... · solomo 에서의 commerce 61 ......
TRANSCRIPT
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Location Based Service
LBS Concept
LBS Market & Biz
LDT
LBS Platform
LBS Standards & Law
LBS Case
LBS 2.0
SN-LBS
SeeOn/4Square/Gowalla
Future of LBS
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Current Popular Features Have Deep Consumer Roots
Source: Location Based Services by QUALCOMM, 2008
4
Global LBS Market Trends
Source: Location Based Services by QUALCOMM, 2008
5
Location Technology Improvements
Source: Location Based Services by QUALCOMM, 2008
6
Consumer Experience
Source: Location Based Services by QUALCOMM, 2008
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Progression of LBS
Tim
e L
ine
2002
2005
2008
2010
2012
Source: Location Based Services by QUALCOMM, 2008
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Services – Offered Today
Source: Location Based Services by QUALCOMM, 2008
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Services – Up and Coming
Source: Location Based Services by QUALCOMM, 2008
1996 2000 2004 2008 2012
Key technologies & activities
FCC passed E-911 mandate
Deadline phase 1 of E-911
Deadline phase 2 of E-911
First handset Supporting Java Location API
Mass market penetration of GPS-capable mobiles
Launch of Galileo
Intro- duction of Android handset
First commercial WLAN fingerprinting systems
Emergence of RFID
First GPS capable iPhone
LBS features and supporting services
Introduction of 3G networks
Introduction of finder LBSs •Restaurants •Filling stations •ATMs •…
Google launches GoogleMaps
First Child tracking services
First location-based Mobile gaming
GPS works indoors
Integration of location data into social network services
Location-based dating
First commercial Proactive LBSs
Emergence of common middleware for proactive, cross-referencing, and multi-target LBSs
Application-oriented LBSs
New middleware features for spam avoidance and privacy preservation
Merging of outdoor and indoor LBS applications
LBS Evolution
Source: Dr. Sumi Helal, University of Florida
user centrality
community orientation
operator-centric positioning
self-referencing single-target
reactive
proactivity degree proactive
device-centric positioning
cross-referencing multi-target
content-oriented application-oriented
LBS Evolution
Source: Dr. Sumi Helal, University of Florida
LBS 1.0
Content-Centric
Current LBSs are content-oriented and lack the logic necessary for user interactivity (no user models captured in the service)
Content could be boring! And has limited impact as compared to interactions
Content-centricity was not by choice, it was more of a constraint. Downloading content was what is available, and was challenging enough (e.g. WAP performance)
Source: Dr. Sumi Helal, University of Florida
LBS 1.0
Precision of the Localization subsystem
Cellular triangulation useful for some applications but inadequate for others.
On-board GPS (e.g., Assisted GPS) offers better accuracy, but does not work indoor.
“Locate nearest Pizza place!” era of LBS
Does not need accuracy
Outdoor!
Source: Dr. Sumi Helal, University of Florida
LBS 1.0
Telecom-centric
Localization data owned by Telco; location based information provided by telco; telco partners with other content providers (such as Verizon and Microsoft MSN – never took off, even with a massive publicity campaign).
The centricity and encumbrance by telecom proved to be non-scalable and actually an impedance to the much-anticipated proliferation of the elegant LBS concept
Source: Dr. Sumi Helal, University of Florida
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The First Fix: From Content to Applications
Redefining LBS to be a framework not an application.
As an application, LBS, gets a location, passes it to an authoritative server (@telco), and then delivers back location relevant information to the target. This is one application – very limiting.
As a framework, LBS gets a location, passes it to servers owned or provided by participating businesses (small, medium, large, from any industry imaginable), and then delivers back location relevant services (applications) to the target. This is unlimited number of applications. This is very flexible and exciting!
Source: Dr. Sumi Helal, University of Florida
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The Second Fix: Enable Indoor Localization
More investment in indoor localization technology.
Standardizations
Solve Privacy issues
Bluetooth Example: Through the creation of a new “Legalized Snooping” profile Snoop protocol
Pay customer to snoop
Access to customer profile
On the fly tailored applications
Other possibilities: Ultra wideband, or even licensed frequencies.
Source: Dr. Sumi Helal, University of Florida
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The Third Fix Alter LBS Business Model
Telco to sell and profit from basic services only (data pipe, SMS pipe, ..and perhaps application pipe in the future). Telco no longer define LBS.
Empower small, medium and large size businesses to transact LBS directly with end users.
Any business should be allowed to participate and offer LBS. A business should be able to develop “LBSlets” using simple LBS development kits.
Businesses can host their own LBSs either directly or through a web hosting service.
User to own and sell his/her LBS user profile.
Source: Dr. Sumi Helal, University of Florida
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Context of use of an LBS
Source: METIS Seminar, 2007
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스마트폰 사용자들의 주요 활동
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Location Proximity + Social Graph 위치기반 SNS
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Location
App Store : 34% Android Market : 28% Mash Up Contents : 39%
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LBS Evolution
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Opportunity of LBS
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• Mobile location-based services to more than $12.7 billion by 2014, according to Juniper Research - Sales of Apps - Mobile Ad tied with apps • One of every 5 searches is location related
The Social Media Universe is Expanding
15MM+ users
135MM+ users
51MM+ users
15MM+ users
62MM+ users
232MM+ monthly active users
115MM+ subscribers
20MM+ blogs
6MM+ users
800 MM+ monthly active users
230MM+ users 2MM+ users
500K+ users
800MM+ monthly users visit site
Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn
100K+ users
2MM+ users
2MM+ users
1.5MM+ users
Source: Estebancontreras, The State of Social Media Marketing in 2012
NEXT SNS? Facebook, Twitter …
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Check-In Services
(LBSNS : Location based SNS)
The Times : 2010 년 이후에는 아마도 체크인(Check in)이 웹에서 가장 많이 사용되는 단어가 될 것!
RWW(ReadWriteWeb) : ‘위치’가 플랫폼이 되는 시대가 도래했다.(The Era of Location-As-Platform Has Arrived)”
페이스북(Facebook)과 트위터가 사용자가 무엇을 하고 있는지(what you’re doing)에 관심을 쏟고 있는 동안, 체크인 서비스는 사용자가 어디서 무엇을 하고 있는지(where you’re doing it)와 사용자가 체크인하는 것에 대해 어떻게 보상을 다르게 할 것인지에 대해 주목!
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LBSNS : Print(Check-In)
27 스페인-알타미라 동굴 벽화
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LBSNS : Gamification(Battle Ground)
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LBSNS : Near Communications(SNS)
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Gamification
FUN
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Foursquare?
공놀이 중에 사각형 코트를 그려서 공을 튕기고 받는 놀이가 바로 Four Square라고 합니다.
포스퀘어(Foursquare)는 구글이 2005년에 인수한(지금은 유명무실한) 소셜네트워킹서비스(SNS)인 닷지볼(Dodgeball)창업자 Dennis Crowley가 구글에서 다시 나와서 2009년 3월에 창업해서 만든 서비스로, SNS와 위치정보가 결합된 서비스
이 서비스는 특정 장소에 활발한 활동을 하는 사람에게 시장(mayor)의 지위를 부여하고 활동에 대한 보상차원에서 뱃지를 부여하는 등 소셜 게임(Social Game)의 요소까지 포함
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Gowalla
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Gowalla
포스퀘어와 비교적 흡사
Trip은 체크인한 곳의 연결된 개념 투어
Stamp는 포스퀘어의 히스토리 개념
Passport 는 마이페이지
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SeeOn
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3,600,000 People use SeeOn Service
Story & Place
42 Ahem, Bubble, View, Sync to SNS
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SeeOn Concept – May, 2010
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SeeOn - July, 2010
Social Graph – 지인 vs 비(非)지인
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F
F
f
f f
A
A
A
F : friend relationships f : following relationships A: region relationships
: People
: POI
f
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Socialization Gamification
Gratification
Social Graph
Sharing
Connectivity
Fun
Interactive
(Collaborate)
Location Aware
Special Offers
Discount
Commerce
User Participation
Venue/Info/Photo
Collaborative Tip/Near By
Info./Review
Collective Intelligence Reputation
Fun Captain/Cap/Level
Incentive Special Offers/Discount
SeeOn Principle!
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SeeOn HOT Place
SeeOn
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Yelp NASDAQ Market Cap : 1.6B$ Monthly Visit Users : 70M - 총 리뷰수 : 2,500만개 (2012년 4월 기준)
· 러셀시몬스, 제러미소토펠만 - 최초의 사용자 리뷰기반 서비스 · “엘리트” 등급을 부여하여 충성 고객 생성 · “체크인”서비스와 “옐프딜”과 같은 소셜커머스서비스 도입
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Yelp
2004년 PayPal 출신들에 의해 창업
현재 직원수 200명
LBS 기반 서비스 중 가장 인지도가 높음
장소(레스토랑,바,커피숍 등)에 대한 비즈니스 평가 및 리뷰 서비스
2009년 약 3천만달러 수익 2010년 약 5천만달러 수익
가장 인지도가 높다고함
2009년말 구글이 5억달러 인수 제안 했으나 거절한 것으로 알려져 있음
총 $56M 펀딩 받음
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Local Commerce
http://www.youtube.com/watch?v=ImNEWcg0d80
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브랜드 마케팅의 고민
커뮤니케이션 매체의 다양성
기존 미디어 : 투자대비 효과 미비
고객 관리 중요성
충성도 높은 고객 확대
SNS 마케팅?
소셜커머스?
스마트폰/모바일 활용?
블로그, 검색광고, SNS 등 시도
--> 전달력 부족
--> 고객들도 광고인줄 인식
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LBSNS 마케팅
SoLoMo: 즉각적이고 실질적인 On&Off-line 결합
Serendipity & Loyalty
사용자 입장에서 방문가능한 실질 가능한 혜택으로 거부반응이 적음
확산(SNS 내외부 SNS 통한 WOM)
타깃 마케팅 :비용 대비 고효율
새로운 고객 발굴하고 지속적인 소통이 가능
브랜드 경험하고 그 경험이 지속적으로 소셜그라프를 통해 전파 가능
실제 생활과 밀접한 정보 전달 가능
Gamification : 지속적인 참여 유도
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Coverage
Exposure
Contact
Experience
Serendipity
Empathy
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Commerce with LBSNS Platform
• “Check-in Special” - Discounts for Checkins
• “Captain Special” – Checkin Royalty
• “Stamp” - Daily Checkins
• Creating Event-Specific Places
• Places Leaders Boards
• Listing, Coupons
• Near by Events
• Admin. Supports
• Statistics Reports
• User’s Review
• Like(follow)
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Korea eCommerce Market : 24B$ SoLoMo Market : 8B$(E)
SoLoMo Market
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LBS + Social Services Future
• Urbanspoon, CauseWorld, AroundMe, Moximity, Where, Limbo!, Gypsii, CitySense, Mobiluck, Plazes, Google Latitute, iPling …
해외:4square/Gowalla/Yelp …
국내:SeeOn/I’mIn …
Twitter : GEO API 인수
FB : Location Services 접목 강화, 고왈라인수
Google Latitude
위치정보 = 모바일에서 가장 중요한 자산
Social Property 와 Locational Proximity 결합
Mobile Context 기반 Social Service 강화
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SoLoMo 에서의 Commerce
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오픈마켓, 정보중심
Longtail
이성적,합리적
On-Line
소셜미디어
개인맞춤형
감성적, 즉시성
On-Line +Off-Line
투명성(실시간)
소셜커머스
개인맞춤형광고
Location/Local
신뢰마케팅
E-commerce (Commerce 2.0)
Smart-commerce (Commerce 3.0)
LBS + Commerce
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Location-Based Services - Enable real-time physical retail / service
opportunities
Transparent Pricing - Instant local + online price comparison could
disrupt retailers
Discounted Offers - Deep discounts drive foot traffic to local retailers
Immediate Gratification - OTA (over-the-air) instant digital product +
content delivery
Mobile Revolutionizing Commerce
Source - 2011 “Top Mobile Internet Trend” by Mary Meeker
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Real-Time Social Features Accelerating Mobile Usage Growth
Location + Sharing Communication + Sharing
Mobile - Built in Friend Connectivity, Share, Virality
Source - 2011 “Top Mobile Internet Trend” by Mary Meeker
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