social location: from here to ubiquity

Company Confidential

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Social Location: From Here to Ubiquity

© 2011 Nokia | Public | Social Location: From Here to Ubiquity


Social Networks and Location

2 © 2011 Nokia | Public | Social Location: From Here to Ubiquity

It is not just about check-ins

• 750M Facebook users

• 10M+ 4SQ users

• 1/2 of Twitter users access the service “on the go” via mobile phone

• 28% of cell owners use phones to get directions or recommendations based on their current location.

55% of smartphone owners use their phones to get location based directions or recommendations, while geosocial services and location-tagging features are less popular (US, Pew Internet 2011)

• Maps usage and map integration with emails and blogging platforms…is already HUGE


Know these names?


Sohu Jiepang Digu

Kaixin001 RenRen Sina


Behaviors Driving Social Location


Discover new opportunities and what’s relevant around me

Spend time together and share tasks

Coordinate life & create events and experiences together

Create, tell and share media-rich stories and memories privately

Collaborating Storytelling

Discovering Being together

Location


Positive User Reactions


pe w i n t er n e t .o r g Page 2

65% of online adults use social networking sites, and most describe their experiences in positive terms.

Two-thirds of adult internet users (65%) now say they use a social networking site like MySpace,

Facebook or LinkedIn, up fr om 61% one year ag o. Th at ’s mo r e than do uble the pe rcentage that reported

social networking site usage in 2008 (29%). And for the first time in Pew Internet surveys it means that

half of all adults (50%) use social networking sites. The pace with which new users have flocked to social

networking sites has been staggering; when we first asked about social networking sites in February of

2005, just 8% of internet users – or 5% of all adults – said they used them.

When we as ke d SNS us e rs to describe their ex periences using the sites, here’s what they sa i d:

Only email and search engines are used more frequently than social networking tools.

Looking at usage on a typical day, 43% of online adults use social networking, up from 38% a year ago

and j

u

s t 13% in 2008. Ou t of al l the “daily” online activities that we as k ab out, only email (which 61% of

internet users access on a typical day) and search engines (which 59% use on a typical day) are used

more frequently than social networking tools.1

1 See “Search and email still top the list of most popular online activities,” available at:

http://pewinternet.org/Reports/2011/Search-and-email.aspx

Source: Pew Internet, June 2011


Check-in to venues; earn badges and rewards

Today’s Social Mobile Users:


Locate friends nearby

Trace a route on a map and create/share geo-fencing information

Get merchant offers, coupons, and deals

Share with social and location-based networks

Get local reviews, recommendations, and suggestions


But the Social Location Market is Cluttered


And the experience is fragmented


Social Location: Emerging Trends…


Check-ins

Location Tagging

Geo-Tracing

Geo-Fencing

Geo-Tagged Photos

Map Blogging


Check-ins: Current Trends


Foursquare is the clear winner for now

• Check-ins are becoming a standard feature for all social location services, but the draw of them is still tied to rewards programs (local deals, discounts, etc.).

• Foursquare is still king (with over 10 million users executing 3 million check-ins per day)

• Foursquare didn’t stop there. They’re making check-ins more context relevant. They recently released the ability to check into events, not just a place. Checking into a SF Giants game is more informative than just “AT&T Park”.

• Trend is further support by Facebook effectively “phasing out” Places (considered one of the main competitors to Foursquare).

• However, check-ins seems only viable for targeted offers (e.g. local deals) to drive in-store leads and product trials. Many “daily deals” services have been killed, but local deals remain, because those have more relevance.


Location Tagging : Current Trends


• Facebook enabled location tagging to any updates (e.g. comments, photos), even without a GPS. In other words, you can add location info at any point in time (even regardless of whether you’re actually nearby), even after visiting the location and posting the photo hours later.

•Quora adds location tagging to Topics. the site now includes location-tagging for relevant questions. This way, when users are asking about certain landmarks, tourist spots or even restaurants, bars and cafes to visit, one can simply drop a pin on an onscreen map. Aside from just tagging locations, this will also let Quora tie together topics based on location. This will be useful when traveling, or as a city/location guide.


Location Tagging: Use Case


How can Location help revive “dormant” relationships?

• Over 31% of Facebook

friends cannot be classified into these categories.

However, only 7% of

Facebook friends are people users have never met in person, and only 3% are people who have met only one time.

• In Pew Internet Report’s latest sample, the average Facebook user has 229 Facebook friends

• They reported that their friends list contains:

− 22% people from high school

− 12% extended family

− 10% coworkers

− 9% college friends

− 8% immediate family

− 7% people from voluntary groups


Could Location Tagging become a default on all sharing actions across all touch points and communication modes?

Location Tagging: What’s the Future?



Proximity-based Services


• Service providers in this space consider themselves social networks for

small groups, but users can keep these groups to just families, private

circles, or a mix. Primary purpose is to enable users to see each other’s

location, connect, and communicate using proximity-based features.

• Minimum core features offered in this space are:

− Group and/or private messaging

− Ability to see each other locations

− Share content based on proximity

• The business model for the majority of service providers is "free”


Family Tracking/Map Security


• Service providers in this space define their solutions as family security and "peace

of mind". Primary purpose is to locate family members' whereabouts via mobile

phone GPS or cellular triangulation, auto check-in notifications, and locate lost or

stolen devices

• Minimum core features offered in this space are:

− Tracking a phone’s location either by A-GPS or cell-phone tower triangulation in real time

− See a map (on your phone or a computer) that shows a family member’s location and

landmarks users define

− Automatic emails or text messages to get location updates

− Track a stolen phone

• The business model for the majority of service providers is subscription-based

(e.g. monthly fees)


» Think of the market (and opportunity) differently. It is not only about check-ins.

» Location (and its use) is already incredibly pervasive

» Location is a key attribute of most objects and activities. Different users (and therefore businesses) will use it differently

» Think about emerging markets

Conclusion



@sylvaingrande Have a look at: http://pewinternet.org/~/media//Files/Reports/2011/PIP%20-%20Social%20networking%20sites%20and%20our%20lives.pdf

http://pewinternet.org/~/media//Files/Reports/2011/PIP-SNS-Update-2011.pdf

http://pewinternet.org/~/media//Files/Reports/2011/Twitter%20Update%202011.pdf

http://techcrunch.com/2011/09/16/the-new-social-network-whos-nearby-not-who-you-know/

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Thank you


http://pewinternet.org/~/media/Files/Reports/2011/PIP - Social networking sites and our lives.pdf





http://pewinternet.org/~/media/Files/Reports/2011/PIP-SNS-Update-2011.pdf









http://pewinternet.org/~/media/Files/Reports/2011/Twitter Update 2011.pdf

























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Addendum



Check-Ins : What’s the Future


Check-ins 2.0 is All About Context

• Gowalla, up until recently a check-in competitor, recently revealed plans to revamp the check-in model and focus primarily on story-telling and “social” guides. You can still check in, but this is meant as a way to discover your friends location as it relates to yours.

• Could this be the start of Check-In2.0? Checkins moving from static “I am here” stamps to a more complete sharing experience?



Safety & security, connecting & relevancy are all key consumer need states for both mobility & discovery.

Discovery Mobility

Connected to my Journey Connected to my Location Connected to the World

Knowledge

Practical, rational information that helps me navigate the world more easily. I feel comfortable, confident & capable of making wise decisions because I have all the information

I need at my fingertips. Whether I’m in familiar or unfamiliar territory, there are no nasty surprises. I feel good when I can share information to help others.

Enrichment Feeling inspired & excited through discovery of the world around me. I can broaden

my horizons & know more by re-discovering the familiar & stumbling upon the new. I share my discoveries through my social connections & feel proud that others are

impressed by my expertise.

Time The events & activities in my life are

seamlessly co-ordinated. I feel efficient & productive because my time is maximized. I’m in complete control of my schedules, whether

planned or spontaneous, through having access to the most up-to-date & accurate

information.

Safety & Security Because I’m fully informed (with the right & best information), and because I’m connected (to my journey, my location or the world), I

never feel like I’m out of my depth or in unfamiliar territory. I feel in control.

Connecting I can connect to the important things in my life, anytime, anywhere. I never have to feel alone as I can easily manage my ‘tribes’, co-

ordinate with others & strengthen social relationships, providing me with a sense of belonging & well-being.

NEW 2011 NEED STATE: RELEVANCY

I can make the world my own by cutting out the clutter. The information I receive is streamlined according to my needs, behaviors & preferences, so, I get more by receiving less. I feel understood & supported because I get highly relevant, personal information which

enables me to do things more quickly & easily.


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• The app was released first in August 2010 for Android devices and then in January 2011 for iOS devices

• Group messaging and social geo-location for a user’s inner circle.

• Neer enables users to create a “geo-fence” around user defined places. When a user enters or exits one of these zones, a geo-alert automatically updates their inner circle to the change via text or email. It enables members of the inner circle to passively know one another’s whereabouts without the need to text or call.

• In order to receive updates from Neer, both parties must already have one other’s contact information stored in their phone address books along with having the app installed.

• Users have the option to register to share their location with their Inner Circle. User can choose which locations to share and who to share the information with.

• The app is available for free from the Apple iTunes App Store and the Anroid Market.

Neer



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• Launched in March 2010

• Proximity/location-based social network

• Combines group messaging with location proximity and media sharing

• Users can create “spaces”, which are visible by others within the app in the same physical place.

• These spaces essentially serve as “mini-social networks”, where people can chat and share links, videos, images, music and more in real-time.

• Users can also make these networks completely private, or join neighborhood proximity chat with people in vicinity of one another

• Ability for space “hosts” to use the spaces as their “digital venues”, to connect with guests as they come in, to lead discussions, and to serve up content during their time there

• Free mobile app for Android and iOS

LoKast



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• Launched in early 2011

• Location-based social network

• GPS Check-in

• Share geo-tagged photos and status with friends on Facebook/twitter and nearby users

• Share information, places and opinions

• Rate and favorite any status update and any place

• Simultaneously share status update, check-in, opinion (rating, comment, favorite, etc) with other social networks, such as Facebook, Twitter

• Follow nearby people and see what they are doing, where they are and who they are with

• Free mobile app for iOS and Android

NearbyFeed



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• Launched in 2009

• Proximity-based social network and sharing

• Combines group messaging with location proximity and media sharing

• Become friends on Facebook, Twitter, and LinkedIn; compare mutual friends

• Share location, contacts, calendar events, links, videos, images, and music in real-time.

• Chatting (or any other interaction) can only occur when the recipient accepts the “bump”.

• Free mobile app for Android and iOS

• 7 million active users across 25 million total installs on Android and iOS devices (as of 01/07/11)

Bump



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• Launched in April 2009

• Primary feature enables tracking a phone’s location either by A-GPS or cell-phone tower triangulation in real time

• See a map (on your phone or a computer) that shows a family member’s location and landmarks users define (e.g. like child’s school, parks, etc.)

• Built on technology by LocationLabs, which specializes in location-based APIs that allows developers to tap into into Operators’ cellular network infrastructure to provide location data

• Subscription-based business model ($9.95 per month for 2 family members or $14.99 for 5 family members).

• Other features include automatic emails or text messages to get location updates, track a stolen phone

• Any post-paid FamilyMap phone can be located with AT&T FamilyMap

• “Parent” application for iOS devices (3.0 and above). Other devices can use mobile browser

AT&T FamilyMap



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• Launched in April 2006

• Primary feature enables tracking a phone’s location either by A-GPS or cell-phone tower triangulation in real time


• Built on technology by LocationLabs, which specializes in location-based APIs that allows developers to tap into Operators’ cellular network infrastructure to provide location data

• Subscription-based business model ($5 per month for 4 family members).


• “Parent” application or Android devices (3.0 and above). Other devices can use mobile browser.

Sprint Family Locator



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• Launched in September 2009

• Primary feature enables tracking a phone’s location using A-GPS in real time


• Provides user the option to receive turn-by-turn driving direction to family member’s location using VZ navigator.

• Receive arrival & departure updates for each family member (Verizon exclusive) – set up a perimeter that alerts user if a family m ember enters or leaves a specific location

• Create scheduled location updates for each family member

• Subscription-based business model ($9.99 per month for unlimited family members).


• “Parent” application on Android devices (3.0 and above). Other devices can use mobile browser.


Verizon Family Locator


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• Launched in 2009

• Recorded One Million Users in 10 Weeks (total users is 3 mil)

• Primary feature enables tracking a phone’s location using GPS, cell-phone tower triangulation and WiFi data in real time, even across different carriers within the same household


• Notification of threats might be around (e.g. sex offenders)

• Powered with cross-carrier location data from LOC-AID Technologies, the world’s first and largest Location-as-a-Service (LaaS) company

• Freemium and Premium business model


• “Parent” application on iOS and Android devices. Other devices can use mobile browser.

Life360


social location: from here to ubiquity

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