Location Based Services – Big Brother or Big Business?

A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilising the geographical position of the mobile device. (Source Wikipedia.org)

LBS Services have been with us for some time now but with technological advances and the increasing cross over between location technology and social networking sites. Where are we going, and what can LBS Services offer us as Developers and Consumers?

THE DEVELOPER
With approximately 45 million people with Mobile Phones in the UK (Source Wikipedia) and new devices that are location aware, this brings good news and opportunities for LBS developers, giving them the opportunity to work on scalable applications with cutting edge technologies and ideas - a very exciting time.

Applications are now being developed independently of carriers – a long awaited event in the eyes of many of our technical friends. Companies such as Google are pushing forward with development and with the Open Source O/S such as Android and Symbian, more opportunities for Development should appear.

We have seen an increase in the demand to partner and work with companies looking for team members with Mobile solutions experience. Skills include: Device and knowledge of the Mobile Architecture. Platform knowledge such as Symbian O/S, Windows Mobile, Nokia, Ericsson platforms, Microsoft SQL Server and SQL Mobile, C, C++, C# .NET, Microsoft Silverlight, JAVA ME, API Development, Ruby on Rails and Communication/Network Protocols such as WCDMA, GSM and 3G HSDPA, BlueTooth, GPS and Location Based Services experience, RFID, Localization and Infrared.

THE CONSUMER
As consumers we are being offered highly personalized services. One of the most powerful ways to personalise mobile services is based on location.

Its all about time; 'The Now', Tomorrow and the future.

More increasingly we want to know where people are, what they are doing and what they plan to do. We are also more demanding with regards to our location and what is going on around us. With the aid of location enabled devices and the internet, we are becoming more interactive with each others lives and location.

The technologies not only allow us to track friends and business partners through Social Networking channels such as such as; Buddy Finder, Twitter, LinkedIn and Facebook, but they also help us in new locations with pertinent information regarding where we are (GPS, GIS) what to do and where to go (point and find technologies for example will use positioning so at the click of a button we are advised of a restaurant menu, or perhaps where the local pharmacy is located and even suggest a suitable medication for an ailment).

Tracking - a wide category that could track vehicles and fleets to the movement of shoppers through a busy shopping centre for Tend analysis. As a user we could use tracking (Using predetermined information) to be notified of a sale for example in a clothes shop near our current location.

Other uses for LBS include Emergency Services and our Personal Security. Technologies such as KidSpotter (www.kidspotter.com - a location based device minimising the stressful 4 hour average time a child is lost in a theme park to a mere 5 minutes is a great example of how we can use LBS to our advantage)

TRUST AND SHARING OUR INFORMATION
Issues have been raised by the consumer regarding personal security. For most of us privacy is an important issue, as is trust.

We are no longer on the Web we are "in the Web".

The key to LBS for any user is for the company to offer us a benefit. To build trust and transparency and to give us full control over the information we provide. As someone with a keen interest in the area of communications and mobile technology, and more importantly a consumer, my view is that privacy issues, all though very important, should not let us stand in the way of such wonderful technology that offers so many benefits.

The type of information we would need to provide has been in the domain a long time before now; Gary Gale of Yahoo commented at a recent Mash Up event - "Location Aware" run by Ogilvy in Canary Wharf when he said "People make an informed choice when they share their information" and Andrew Scott of Rummble went on to comment "This data issue is no different from other areas over the last 15 years."

IN SUMMARY
Yes, location Based Services do ring alarm bells with some consumers, perhaps not wanting people to track their movements or to give away too much personal information.

Questions this raises are -

• Do we gain enough benefit from these technologies in return for the personal information we give away?
• Will people use location based services or will they stay in most peoples minds as "just a map on a phone?"

I personally feel the advantages are so much more than this but I would very much welcome your thoughts and comments!

Please feel free to contact us on  01932 245500.