Social LocationTransforming Location as a Ego Digital battleRafael Siqueira - CTO

• It’s a merging between Apontador and MapLink(Jun, 2008)

• Founded 2000

• Investors: Unicoba, JAG and Takaoka

• Headquarters: São Paulo and Curitiba

• 110 employees

apontador company

apontador.com local search

maplink.com.br maps and traffic

imobilien.com.br real estate

Google Analytics

Apontador10.0 millions unique visitors

MapLink3.0 millions unique vistors

Alexa.comApontador – 60º website in traffic in Brasil

ComScoreApontador & MapLink – 20º internet group in Brazil

user traffic

comScore

Matthew Honan, Wired Magazine, January 2009

“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.”

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?”

Some say that Augmented Reality will do for mobile what satellite imagery did for maps

"Maps aren't just for driving directions. They are a way that humans understand their planet”

location has taken off …

Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

location-based online advertising location-based iPhone apps

community mapping gps-enabled phoneslocation device sales

geolocation in the smartphones

location is a game changer for social networks.

passive

participatory

real-time

what have you been up to?

where are you? can I join?

what are you doing right now?

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connecting people, locals and informations around you

app developers now regularly incorporate game mechanics and reinforce

desired behavior through rewards, incentives and virtual goods

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act1: how to turn the real world into a game

checking in

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foursquare badges are "silly, but people dig them”

“

act2: how do you use softwareto change behavior

the check-in is kinda boring, what´s interesting is what happens next"

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act3: turning digital candy intoreal world rewards

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act3: turning digital candy intoreal world rewards

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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.

2009.3.11

foursquare

foursquare

gowalla

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mytown

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twitter places

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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

ovimaps

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ovimaps on facebook

waze

A mass of drivers that automatically and constantly update other drivers, actively and passively in real time about the roads and driving conditions

Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

privacy and trust

Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/

wanted: informed and insightful publicity

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Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

http://l.yimg.com/g/images/spaceball.gif

we are watching you

Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/

phone book

Credit Cards on Flickr : http://www.flickr.com/photos/k9ine/177671367/sizes/o/

credit cards

Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/

mail-shot marketing databases

whois information

Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/opting in

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M- CouponsAdvertising

Event & Movie TicketingRestaurant & Hotel Reservations

Mobile Wallet

Driving& WalkingDirections

Yellow & White Pages

Event, Movie,Restaurant,

Hotel,Pub,ATM

Multimedia Messaging ServiceInformation sharingPrivate / Public / GroupMobile Notes

M-ViteBuddy FinderM-ClassifiedsI’m FreeDate Finder

MapsTraffic ServicesTransit

Emergency Services,Finder,Flight Finder

Buy It

Find It

Share It

Route It

GamingShopping

CustomizedFinder

offering a full suite of integrated viral applications

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Apontador Frete Apontador Rodoviário Apontador Postos

apontador apps

apontador local

all platforms

movement intelligence

Confidential51

online data is easy to get, what about real world!!!

nowadays

LBS data = checkIn @ placeno 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

behavior target

Trending Maps

how people move in the space, in the time and in the weather

local search with real time metrics

KnownLocation

Time

location and time relevant

content

context

high relevance: mobile content and offers can be presented to that driver

user recommendationcollective intelligence

use a “recommendation” metaphor based on:

- user profile/preferences

- location

- driving context(e.g. speed, traffic congestion,

next upcoming maneuver)

targeted offer

local interest

(pre-set search)

Virtual billboard

“if you ask me, ‘what’s the UI in five years?’ it’s a pair of glasses.”

Tim O’Reilly

the future

Flickr: Jamais Cascio

social augmented reality

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?

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

thoughts

geolocation in the smartphones

“we can make the internet workbetter by making it understandhow we talk in the real world”

Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/

It’s not about where you are …Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/

… it’s about where you’ve beenJrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/

Bill Gates

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.”

Confidential

apontador 2000

Confidential

apontador 2010

apontador – hyperlocal content

Mapping & RoutesTurn by Turn NavigationCorridor Search

Proximity SearchTraffic ManagerLocation Advertising

www.apontador.com.br

rafael@apontador.com

twitter.com/rafaelsiqueira

twitter.com/apontador

thanks for listening