IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
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Transcript of IMRS 2010 | Rafael Siqueira | Social Location - Geolocalização
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Social LocationTransforming Location as a Ego Digital battleRafael Siqueira - CTO
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• 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
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apontador.com local search
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maplink.com.br maps and traffic
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imobilien.com.br real estate
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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
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comScore
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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.”
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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”
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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
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geolocation in the smartphones
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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
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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
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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.
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2009.3.11
foursquare
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foursquare
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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
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waze
A mass of drivers that automatically and constantly update other drivers, actively and passively in real time about the roads and driving conditions
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Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/
privacy and trust
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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
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Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/
phone book
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Credit Cards on Flickr : http://www.flickr.com/photos/k9ine/177671367/sizes/o/
credit cards
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Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/
mail-shot marketing databases
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whois information
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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
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apontador local
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all platforms
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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
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behavior target
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Trending Maps
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how people move in the space, in the time and in the weather
local search with real time metrics
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KnownLocation
Time
location and time relevant
content
context
high relevance: mobile content and offers can be presented to that driver
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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
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“if you ask me, ‘what’s the UI in five years?’ it’s a pair of glasses.”
Tim O’Reilly
the future
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Flickr: Jamais Cascio
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social augmented reality
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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?
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Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/
thoughts
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geolocation in the smartphones
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“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/
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It’s not about where you are …Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/
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… it’s about where you’ve beenJrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/
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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.”
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Confidential
apontador 2000
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Confidential
apontador 2010
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apontador – hyperlocal content
Mapping & RoutesTurn by Turn NavigationCorridor Search
Proximity SearchTraffic ManagerLocation Advertising
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www.apontador.com.br
twitter.com/rafaelsiqueira
twitter.com/apontador
thanks for listening