LBSfix.com

a reflection on the past 4 months of LBS

I was reflecting this week on some major moves by key players in the mobile LBS sector.  Let’s go back a few months.  TeleNav, on the back of distribution deals with Sprint and ATT file for an IPO.  Next, Networks in Motion sells to TCS for $175M.  Coincidently and or simultaneously Google announces their free Map and Nav product on Android. Impeccable timing if you are not a fan of TeleNav.  A few months later Nokia announces free Nav on all of their devices.  

 

A few weeks at MWC in Barcelona we hear from Google that there are 60k new Android devices activating every day (without any growth that will be 21.9 million in 2010), a formidable base of users for free nav.  Next we hear that Nokia’s #s are equally impressive boasting 1 million new users in 1 week.  We also hear news that Garmin along with Asus are releasing an Android powered Nuvi phone.  Wonder if that one will have the free nav feature enabled???  One of the key takeaways is that the OEMs see tremendous value in LBS and have taken strong positions in their utilization of the feature as a differentiator. 

 

A quite announcement comes out of Apple that they are restricting mobile location based ads.  Without specifics from Cupertino, the web was awash in ideas of what this could mean.  As I shared with Dan Butcher at Mobile Marketer, I think this is about preservation of user experience.  I think it is also a very real recognition of the value that location ads to mobile advertising.  Game and app developers must think the same thing as they are all chomping at the bit to add location ads.  As with the nav example above, this move by Apple signifies the value of location with respect to a major economic category, mobile advertising. 

 

Pretty funny post from MG Siegler on TechCrunch gave a comical view into how users of FourSquares check in feature can leave themselves exposed to a ravenous group of twitter scouring burglars.   This was based on a new site called pleaserobme.com.  BTW, disregard my check in from Logan Airport this am.  I am standing guard, barricaded in my house with loaded shotgun and second amendment in hand.  The take away here is that location is sensitive information and should be in total control of the user.  If you do not want someone to know where you are, don’t tell them.  I think it is pretty simple. 

 

So, what does all of this mean?  How are these stories connected?  Like retail, it’s location location location.   But it is also money, money money.  LBS and LBA (Location Based Advertising) are clearly on their way to becoming significant sources of revenue for a lot of companies.

Helio's Buddy Beacon

As previously blogged, Helio recently launched a buddy finder application called Buddy Beacon.  The app was developed by Walt Doyle and the crew at uLocate.  I asked Walt the significance of this launch and he said that he "is excited to see the continued momentum in the wireless LBS space.”   I am too.

Check out the latest Helio commercial that features Buddy Beacon - link here on You Tube.

Sprint Launches local search with Microsoft

Sprint and Microsoft announced today that they are offering Sprint Nextel cell phone subscribers access to Microsoft's Windows Live search platform via their wireless handsets.  Available on the main WAP deck of the subscribers handset, the search experience allows users to search for local listings as well as other information available on the WAP deck such as ring tones, wall papers, news, weather, sports, etc.

Users will have to enter their ZIP code to get local information, but the news reports indicate that the service will become location enabled utilizing GPS capabilities on the mobile phones.  It would make searching for Pizza or a Starbucks really easy when you are on the road.  From the joint release - "The location-based offering available today from Sprint and Microsoft requires users to input their location by entering their ZIP code, address, or city and state. Future versions of the service are planned to enable consumers to give permission to automatically locate them and show the nearest businesses that match their search."

The economics of the deal hinge on Microsoft's ability to sell advertising in the search results.  The companies will share in the advertising revenue.  The service will be free to Sprint Nextel users that have a data plan.  An interesting quote from Sprint on this deal, from a Reuters article - "It's probably one of the largest opportunities in wireless data services today," said John Styers, general manager of mobile advertising for Sprint Nextel.

This announcement comes on the heals of other carrier/local search deals.  Medio locked up Telus and Verizon, InfoSpace is running Cingulars search, and JumpTap will power search at Alltel.

Boost launches LBS game with Loopt

Boost, a subsidiary of Sprint Nextel, in partnership with Loopt, just released an LBS game called Connect with the Dots.  The premise is that users (users must be within 50 miles of New York City) who download the loopt application and register for the game will receive an invitation to a new location every day.  Users must use their Boost handset with GPS to find the location of a boost/loopt friend and rush to their location to win a prize. 

This sounds like friend finder meets scavenger hunt.  The game/contest runs from today through the end of the year.  Prizes will range in value from $25 - $250, and include jewelery, sporting goods, tickets, etc. 

loopt is a ca based start up that calls their friend finder application "social mapping". 

For more on the game/contest check out the Boost site here.

telus uses openwave to power location services

Early this month I noted that Telus had launched Kid Finder and Mobile Naviagtaiton applications.  It appears that Telus is running these services on Openwave's Location Manager platform.  The companies announced the partnership last week.  Telus is using the Openwave Location Manager to power their LBS serices. 

From the press release:

"Openwave Location Manager gathers a subscriber's location from multiple available sources and delivers encrypted data to the Kid Find service, allowing parents to locate their children in real-time from both the web and their TELUS mobile phone. Similarly, the TELUS Navigator service leverages location information to allow subscribers to use their handset to plan their route ahead, search for destinations from over 1.5 million points of interest and get results according to their preferred mode of travel. "

Autodesk signs up jumptap

Must be the week for mobile local search deals.  Earlier this week, Jumptap and Autodesk announced a strategic alliance that will provide jumptap with access to Autodesks LocationLogic platform to deliver location enable searchs via wireless handsets.

Synopsis from the press release:

JumpTap, a pioneer in the development of innovative mobile search technology, will use the Autodesk LocationLogic platform to offer real-time geoservices such as maps, driving directions and points of interest in order to address the need associated with a user's mobile search results. The location awareness of JumpTap's mobile search service is a true differentiator for mobile operators and a greatly enhanced experience for mobile users.

go2 Secures Financing and Forms Strategic Alliance with Geosign Corporation

Lee Hancock, CEO of go2 announced an alliance deal with Geosign Corporation that will provide go2 with access to content from Geosign to build out go2s content network, as well as $13million in funding.  This deal comes on the heals of two other strategic moves by go2, 1, a deal announced last month with Enpocket(blogged about here), and a deal announced in August with Yahoo.

go2 is well known for their ubiquitous mobile local search wap site @ www.go2.com.  Their properties also include an LBS based mobile local search app called go2 mGuide.

Cingular locates Telenav

Looks like a busy week for the guys at TeleNav.  As noted in an earlier post today, TeleNav last week launched the GPS Navigator service on SouthernLINC.  Today they announced a launch on Cingular. It looks like the service is limited to a number of smart phones, some with embedded GPS, and others that will require bluetooth GPS receivers. The feature sets looks the same as you would find on Sprint Nextel and other carriers.  The TeleNav site (select Cingular as your carrier) lists the service as being available on the Moto SLVR and RAZR, however these devices were not mentioned in the press release.

Looks like good news for the LBS industry that Cingular is getting into the mix.  Maybe they are sick of seeing all of the VZ Navigator ads on TV.

Congrats to HP and the rest of the guys at TeleNav.

Dan

TeleNav navigates for Southernlinc

Last week, TeleNav and SouthernLINC announced a partnership to offer SouthernLINC subscribers access to TeleNav's GPS Navigator.  For sale at $9.99 per month, the app features:

Voice and on-screen directions – As you drive, you will get up-to-the minute guidance from an easily understood human voice.  Receive automatic re-routing directions if you miss a turn. Users can also preview their routes before they begin driving and specify preferences including highways and streets.

Biz Finder – Find businesses and services, including ATMs, restaurants, hotels, parking lots and shopping malls.  Then easily navigate to them with the click of a button. Biz Finder also allows users to quickly look up and call the phone number for a business, saving money on unnecessary 411 directory calls.

Fuel Finder – Save money by finding the lowest gas prices within a five-mile or wider radius.

Full color maps (available on select phones) – See colorful maps of specific GPS locations and pan and zoom the map to view the surrounding streets.

Easy destination entry – TeleNav GPS Navigator provides three methods for address entry – preplan your trips on www.telenav.com, type in your destinations directly into your phone using the keypad, or dictate your destination using TeleNav’s unique voice recognition address input system.

Automatic map updates – Never worry about updating new map information or having to pay for updates – TeleNav provides this to its customers automatically and at no additional charge.

Spot Marker – Easily find your car wherever you park it, such as in a large parking lot or on an unfamiliar downtown street.

My Favorites – Save as many addresses as you want for easy access.

Language preference – Choose English, Spanish, Mandarin, Russian, Cantonese, Vietnamese, French or Portuguese.

24x7 Customer Service – Get live help from TeleNav’s trained support staff - on any day and at any time.

Your TV knows where you are, and I am not talking about the couch.

Yesterday, Rosum Corp announced the release of a new TV/GPS hybrid location technology. Dubbed The Rosum TV+GPS Hybrid Positioning Module (HPM), the module "integrates TV and A-GPS ranging information so that any combination of three or more TV towers and GPS satellites can be used for positioning...Further, the HPM provides altitude information to enable reliable indoor and outdoor 3D positioning."

Sounds like this could solve alot of the problems that we face with mobile GPS units in urban canyon environments.