Join

Enter Details

Comment on stories, receive email newsletters & alerts.

@
This is your permanent identity for Gizmodo, Kotaku, Lifehacker and Business Insider Australia
Your email must be valid for account activation
Minimum of 8 standard keyboard characters

Subscribe

Great discounts, competitions and special offers from our partners.
Email newsletters aren't ready to go out just yet, but will contain a brief summary of our top stories, news alerts, plus details of competitions and reader events.
Having issues creating your account? Contact Support

Forgotten Password

Enter Details


Back to log in

How Location-Based Services Are Transforming The Mobile Industry

The possibilities for location-based services on mobile go beyond consumer-facing apps like FourSquare and Shopkick.

With over 770 million GPS-enabled smartphones, location data has begun to permeate the entire mobile space. It’s powering advertisements, and many other services — from weather to travel apps.

In a recent report from BI Intelligence on location-based data, we analyse the opportunities emerging from this new local-mobile paradigm, examine how location-enabled mobile ads have generated excitement, look at how location-based feature have boosted engagement for apps, explain how local data can connect hundreds of thousands of small and medium-sized businesses to the mobile economy, and demystify some of the underlying technologies and privacy issues.

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Here’s an overview of a few ways location-based data is transforming the mobile ecosystem:

  • Location-enabled mobile ads: have generated excitement for their effectiveness and the impressive prices they command. The simple fact of a user being physically close to a business, within two miles or so, gives a significant lift to click-through rates on mobile banner ads. Many mobile ad trading platforms are reporting triple-digit increases in location-enabled impressions. However, it turns out some of the underlying location data is unreliable.
  • Location-based features: have turned out to be great for boosting engagement on apps. Facebook, Google, Yelp, Instagram, Groupon, Twitter and dozens of other popular apps offer location-enabled features. These mobile properties, and many others, have moved beyond the “check-in” concept, which in any case never really caught on with users. They may still offer the ability to “check-in,” but are also trying to be more imaginative with location-based notifications and location-aware services.
  • Local data based search: can connect hundreds of thousands of small and medium-sized businesses to the mobile economy. Google highlights the “local mobile consumer,” in its ad sales material, and touts statistics that show a third of mobile searches have local intent, and that 94% of smartphone users have searched for local information. In a Google survey, 76% of the respondents said they would like businesses’ location or operating hours, and 61% said they would like to be able to “Click to call” the business.

In full, the report:

  • analyses the opportunities emerging from this new local-mobile paradigm
  • Examines how location-enabled mobile ads have generated excitement
  • Looks at how location-based feature have boosted engagement for apps
  • Explains how local data can connect hundreds of thousands of small and medium-sized businesses to the mobile economy, via mobile search and other strategies
  • Demystifies some of the underlying technologies and privacy issues.

To access BI Intelligence’s full reports on The Big Potential Of Mobile And Local, sign up for a free trial subscription here.

Follow Business Insider Australia on Facebook, Twitter, and LinkedIn