Location-based Services (LBS) are applications that integrate technology into routine wireless activities such as shopping,
entertainment, and media consumption. Based on a user’s interests, behaviors, and location, they deliver targeted, customized content such as entertainment experiences, mobile-based promotions, loyalty and rewards programs, and opt-in marketing campaigns. Socialight (now on Virgin mobile’s deck), Dodgeball (bought by Google) and Plazes are three services we’ve liked for awhile. New LBS are popping up every day. MizPee is a clever one that helps you find the closest, cleanest public restroom. Mobile Virtual Network Operators (MVNOs) are leading some of the integration of these applications with Helio’s social mapping service (BuddyBeacon on the Samsung Drift) and Boost’s Loopt platform. Even MTV is getting into the game by incorporating LBS into their vMTV virtual world efforts.
LBS-enabled teen social network platforms like Intercasting’s Rabble are going to dramatically change mobile advertising and communications. Since this is an entirely permissions-based application, LBS is really going to take off with location-relevant P2P social interaction. As new mobile SNS apps like VelvetPuffin, Facebook and Myspace Mobile continue to evolve, such features will surely become integral to their success as well.
Google has been very effective at simple SMS commands that deliver highly valuable information. Forget about passing by a Starbucks and getting a coupon, think of how empowering it would be to let the network enable endless personal services. If a network knows where a user is, they just need to say or text a phrase, e.g., gas, hotel, movie, Chinese restaurant, and a menu of proximity-based results would be returned.
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