I was talking with someone recently about the Waikato River water that provides some 10% of the drinking water in Auckland. This was approved despite much protest, on the basis that Metrowater would only use it in emergencies. I suspect that Mayor George Wood at the time knew that it would end up being turned on all the time, as part of his deal with his crony mayors.

The water was declared safe by WHO standards, however councillor Joel Cayford, who is now employed by ARC said that it was unsafe. I attended the public meeting where he explained that WHO standards listed a number of quality requirements, but excluded many ingredients such as dioxins, heavy metals, fertiliser and more. In my opinion the meeting wasn’t helped by constant interjections from rent a protester, which didn’t help the cause.

Not long after approval was given by the regional mayors, including the Mayor Bob Harvey of Waitakere who approved it on the condition that Waitakere water would only come from local dams in the rainforest, thus not having to take this water.

What has this got to do with dead zones in the ocean? Well here’s the thing. A lot of the objections against using Waikato river water were because it contains huge amounts of leached chemicals from farms including fertiliser, antibiotics and much more. It appears that these same types of chemicals are flowing from rivers around the world into the sea and several studies are suggesting that the rise in industrial food production is increasing the number of dead zones rapidly.

Oceanic dead zones are areas where the oxygen levels in the water are so low that they kill of almost all forms of marine life. There are now more than 400 oceanic dead zones around the world and they are growing fast.

According to experts, including NASA a major contributor to these dead zones is fertiliser that flows to the ocean from farms both in the form of chemicals leaching from farms and from the animal manure which still contains these chemicals. The nitrogen and phosphorous feeds the algae and phytoplankton, making these plants grow rapidly.

In New Zealand, we have become aware of algal bloom. This is occurring more commonly now both in coastal waters, such as our local Waiheke Island, and also in freshwater lakes, including many in the Waikato, where 10% of our drinking water is coming from.

So what does this mean? We know that fresh water is going to be on of the important issues in the future, both from climate change and from man-made intervention. We know that our oceans are becoming polluted, much of it from man-made waste. We know that the fish stocks are becoming depleted in many parts of the world, due to over fishing, to feed growing nations. But fish are also now seriously at risk from the oceanic dead zones, where oxygen levels are so low that fish and other marine life can’t survive.

We seem to be in danger of creating the ‘unrealistic and unbelievable’ wasted planet that is often depicted on science fiction movies.Am I exaggerating? Well check these examples out:

A dead zone the size of New Jersey of the coast of Oregon and Washington, may be irreversible.

The Mississippi Delta dead zone is one of the smaller ones in the world, only 3,000 square miles. The US Government is investing $320 million to try to slow it down, but as long as the chemicals keep flowing down and farm production is increased, we have a problem.

The Baltic sea apparently contains 7 of the 10 worst oceanic dead zones and it appears that the surrounding countries haven’t been doing much about them. The end result could be the loss of almost all marine life in the area. This map shows how bad it is in places, where the red areas represent areas where the water essentially contains no oxygen.

It appears that the man-made damage to the oceans and lakes in the world could present an even greater problem than global warming and of course one that is compounded by it. If so much water ends up unable to sustain life, how will we survive, especially the poorer areas on the planet, where water is already scarce. The sea’s health is not something we can take for granted, no matter how vast it appears. The attractive colours of algae bloom that we sea coming back each summer in bigger areas, is evidence that we need to change some of our ways, and quickly.

I’ll leave the last word to Joanne from Rocketboom who explains it far more succinctly than I:

I had the opportunity to attend the Time Convention in Auckland, New Zealand today, which was a great opportunity to step out of my normal day and have time to think. I didn’t learn much, but it did remind me about things I know I should be doing, but don’t spend enough time at. I used my Blackberry to take notes which I emailed to myself, as it doesn’t have a notepad or Word application, as my trusty Windows Mobile and Palm handhelds used to.

The final presentation, that I very much enjoyed was from Kevin Billett who, while promoting a 2 day seminar for next week, came up with some thought provoking concepts about taking responsibility for attitudes and accepting experiences that you allow to have control over your life expectations and achievements. This set me to thinking about aspects of my experiences, particularly as a child, that have I have allowed to hold me back in some of my endeavours, but that’s another story.

He raised a topic that has interested me for many years, which is the effect that people’s expectations or opinions about other people, influence them in many ways.

There are countless examples. John’s Hopkins researchers recently found that many physicians had negative attitudes to patients with obesity problems, which negatively affected these patients to the extent that their problems worsened.

There have been many studies that show that a teacher’s expectations of their students, irrespective of any basis on which those expectations were founded, had a significant impact on their results. I recall being told, although I can’t site the source, of a university study that proved this point. If you know of the study, please share it with me.

A group of students of equal ability were split into two groups. The teachers were told that one group was of above average capability and the other were below average potential. The groups were taught the same lessons by the same teachers. Their results were consistent with the information the teachers had been given, those who they said were above average, performed above average and the others under performed.

The world of elite sport is often built around belief that people of the right proportions can become medal winning athletes, even if they have never participated in that sport before. Sir Steve Redgrave has selected people based on height, with a view to having them represent their country in the 2012 Olympics. For rowing, the expectation is that tall people have powerful levers suited to the sport. One would not think that this alone could not be enough, but combine that with the positive expectation that they will become medal winners and history has proven that this can work.

The same occurs in gymnastics, where girls are headhunted at an early age based on being short and enjoying sport. I’ve seen from personal experience that girls who are told they can do things, outperform girls of similar strength and flexibility who are told that they aren’t good enough. What I saw was the same thing, girls over whom coaches had high expectations performed confidently, had less injuries and ended up on elite squads.

Psychology 101 has always featured nature and nurture. In any country where people are to some degree living in communities featuring high proportions of particular minority ethnic groups, there is a tendancy for them to be poorly represented in professions and overly represented in menial work. Students’ expectations in these areas are low, often fostered by teachers who have low expectations of their wards.

I won’t go on with this topic. I would appreciate your opinions and experience. Have you seen this happen first hand?

First of all I must apologise for the Blogfade. Over the last few weeks I’ve bought a new house and sold my own one which has caused a lot of stress and taken a lot of my time. Assuming that my sale goes through tomorrow, I wil be moving this weekend and life will get back to normal.

I’ve been busy on a lot of projects lately, one of which has been working on developing channels for GeoVector’s World Surfer product.

Worldsurfer is a location based application that runs on iPhone 3GS and Android mobiles which incorporate both GPS and Compass, which opens up a whole new world of possibilities.I have to say that even though the G1 I’m using currently is 1st generation Android, the combination of GPS and Compass is remarkably accurate. I suspect it is also using cell tower triangulation. It has my street address exactly correct even though I am inside my lounge, whereas my old phone using just Vodafone cell towers had my kitchen in one suburb and my lounge in another and I assure you my house is not that big.

The concept for this solution is that it provides for Location Based ‘Channels’ which allow you to search for Points of Interest based on your present location. A Channel is typically a category of POI (Points of Interest).

On the G1 that I am using at the moment I have the New Zealand channels that are currently available here. The first is GeoSmart, for whom I am the Sales & Marketing Manager.

GeoSmart is the company providing API’s, web services and web maps behind many leading web sites in NZ and services in many other countries. The best known site is AA Maps, which also now features real time traffic covering all of New Zealand. The GeoSmart Channel on Worldsurfer for NZ includes a nationwide set of categories and subcategories currently covering Accomodation,  Banks and ATM’s, Entertainment, Parks and Gardens, Pubs Taverns and Bars, Restaurants, Takeaway Food and Public Toilets.

You can set it to only look in a band in the direction you are pointing your phone or in a 360 degree radius from your current location and it will locate POI up to 5 miles / 8km away. So in effect you can look for a Japanese Restaurant in the direction you are currently travelling. When you select one, the compass will point you in the direction of that venue and show a running distance calculation as you travel towards it.

You then have the option to call them for a reservation with one touch of the screen, get turn by turn directions and a map to guide you, mark the location for future reference, check Flickr, YouTube or Google for more information about the location.

World Surfer is as it sounds an international product and will automatically open the options available for the country you are in. Some are subscription channels whilst others are available free of charge.

Other channels available in New Zealand currently are Google, Zenbu, Wikipedia (which looks for information by location, based on pointing your mobile), Starbucks, and Vodafone Stores. I am currently working on developing many more channels for NZ. There are other exciting projects on the way, but if I tell you what they are, I’d be in big trouble, so watch this space.

As a footnote, I’ve said before that I would like to create an application called Where’s My Car, because everyone has a story of not being able to remember where they parked their car. I often see people in shopping mall car parks, at rugby matches and other spots wandering up and down trying to figure out where their cars are. When I got this Android phone (on loan) I found an application called CarDar Light.

This application lets you ‘mark’ the location of your car as you park it and will then guide you, even inside a car park, to your car. You can enter the level number or colour of the floor as an assist, but after that you will never lose your car again.

For a demonstration of WorldSurfer check out the YouTube video below:

Another step of the future which pretty much dates back to the original Star Trek TV programmes has become not only reality, but is becoming mainstream. Now to get the company to buy me that iPhone 3GS!

OK, we were only ahead of Australia by a couple of hours, but we need everything we can get. Maybe we should give some iPhones to the All Blacks to help them find the try line in the TriNations and Bledisloe on Saturday, but that’s another story. As another aside, when I wrote TriNations, my spell checker suggested ‘urinations’. We’ll let that one be too.

So this morning I got a phone call letting me know that TomTom Car Navigation is now available with GeoSmart maps, for New Zealand in the iTunes Apps Store. This is awesome news. We’ve had some routing applications available in New Zealand, but nothing with any real accuracy. Also the other apps required that you download data frequently, which means additional cost to your Telco, whereas the iPhone application has all of the maps and Points of Interest you need on the device.

The application requires OS3.0 but as I understand it, as long as you have the OS version, you can run the application on any iPhone as well as iPod Touch if you purchase the TomTom Car Kit. Neither helps me as I only have an iPod Classic and a Blackberry, but I hope to remedy that situation soon.

The car kit itself seems very cool and I hope to get the chance to try one. The car kit includes the new TomTom mount, which I really like. It also incorporates a speaker and a microphone as well as an external GPS antenna which means that you don’t have to buy the very latest iPhone with GPS and Compass (although that would be my pick right now) if you already have an iPhone or iPod Touch. The car kit also charges the iPhone when it is in the cradle.

Now the debate has begun in earnest. Why buy the iPhone App and Car Kit, when for the same price you can buy a dedicated PND (Portable Navigation Device) for the same price or maybe even less? This is a similar question to the one I get frequently, which is, what navigation unit or brand is the best? My answer is that ‘best’ is subjective. Different brands and different models currently have different features and the feature set is part of the argument that defines what is best for you.

TomTom and Navman both have new product ranges and different features relating to the user interface, functionality etc. Both brands in New Zealand have GeoSmart Maps (and if you don’t know by now, I work for GeoSmart) which are the most accurate for New Zealand. Why is not relevant for today’s blog. For example Navman now has AA Traffic and TomTom has IQ Routes (which are not the same concept, just an example).

Perhaps part of the answer is how often you travel. As I’ve said in previous blogs. your mobile is your ubiquitous device. You always have it with you. I always have car navigation in my car, but if I’m out of town (without my car) I don’t always take it with me.

The TomTom iPhone Car Kit solves another problem because you can use it as a hands free kit for your mobile. From 1 November, driving and talking on a handheld mobile will become illegal. You will either have to use a hands free kit of some sort or not use your phone at all in the car. I have stopped accepting or making any calls in the car, although I might accept important calls if I had a hands free kit. There is always a tension and anxiety around not answering calls on your mobile. People expect to be able to reach you, which causes an unpleasant feeling for both parties. So here’s a nice solution for your car.

So back to the application, this is essentially the same application as the one residing on the normal PND devices carried by your favourite consumer electronics stores. One cute thing is that on iPhone you can orient your phone to landscape or portrait and it will automatically adapt itself.

The nature of car navigation is changing and like most new technologies it is becoming increasingly difficult to predict what will happen in the near future. LBS on mobile is a given and if you search through my blogs, you will find several about mobile applications, car navigation on mobile will become common place and of course there are many situations where you would like guidance while walking, exercising, travelling in a taxi or on public transport. These are often scenarios where you want to travel light, but wouldn’t go without your mobile.

If you had asked me last year, where car navigation is going, I would have told you about ADAS (Advanced Driver Assistance Systems), for which R&D has been funded by the European Governments. This was to develop systems that would reduce accidents in a number of ways, including monitoring vehicles positions in relation to the lane markings on roads, legal driving speeds, speed and distance of vehicles in front and behind you and much more. Many of the innovations for this are being developed and in some cases launched by brands as far apart as BMW and Nissan.

This system was originally going to be made mandatory in all new cars sold in Europe from 2012 and if this was still the case, it could have meant significantly reduced demand for PND’s. When I was in The Netherlands earlier this year, I was advised that the date had been dropped and the European Union were having a rethink on the subject, and particularly their ongoing commitment to funding it. They determined that it would take more than 10 years before the majority of vehicles in Europe would have this system in place and therefore the deadline wouldn’t have any immediate impact. A cynic would say that this would mean that current politicians would not get any credit within their career to justify spending time on it.

So now we have (I reiterate I haven’t tried it yet) a new system which will provide an all but identical experience to a PND on your iPhone. Of course TomTom isn’t the only mobile product available, but it is the first one being commercially sold in New Zealand. The new Android phones also have GPS and Compass and of course there are some very good Windows Mobile applications as well such as iGO8. Will there be a move away from PND’s? I doubt it, at least in the near future. Navman will certainly be hoping not.

There will be a camp that says a PND is the best device at being a PND. They said the same about PDA’s, but SmartPhones are now viable devices, even though I still have to reboot my new Blackberry Bold at least a couple of times a week. The future is going to be interesting. There are phone companies such as Nokia who showed their intention by purchasing Navteq and are planning converged devices that combine a mobile with car navigation. There are PND manufacturers who are going to be putting SIM Card slots into their car navigation devices.

The market will decide what the best is and the answer to all questions will be yes:)

I’ll leave the last word for today to TomTom.

I love the way Japan and Korea are developing robotics. I used to say that the Japanese were great engineers but not that great at innovating, I think that perhaps those thoughts should be banished to the dim past.

I’ve written a few blogs on robotics, such as about the plans in Korea to have a domestic robot in every household between 2015 and 2020, ironically I mentioned HAL9000 from 2001 A Space Oddysey in that blog.

The latest innovation greeting the media this week has been the new Japanese Robot suit from Cyberdine, also called HAL, but this one is a robotic prosthesis. HAL stands for Hybrid Assistive Limb and uses the faint nerve impulses when your brain tries to control weak or damaged limbs.

This technology has been under development for several years, but it looks like it is ready or the market, as demonstrated in this video taken recently in a Japanese hospital.

What seems remarkable to me is that this robot will soon be available for purchase in Japan for a little over US$4,000! This means that these devices will be accessible for less than the cost of an average surgery and could perhaps be of major assistance to people on waiting lists for hip replacement or other limb operations.

One of the great features is that the exosceleton, if I can call it that, supports its own weight, so isn’t an extra burden on the person wearing it. This offers people with disabilities an amazing opportunty to live and do ordinary, but also extraodinary things. For example during testing 2 years ago, Seiji Uchida, a quadraplegic was able was able to climb a mountain on the back of a climber using a HAL suit.

Of course this brings in the Six Million Dollar Man question. If this is what disabled people can do, what could able bodied people achieve with one of these?

Of course the military have been working on projects like these for a long time. DARPA have for several years been working on exoskeletons that can help people carry more weight, run faster and of course have much more strength when needed.

Other scenarios where these could be used would be in civil emergencies such as earthquake rescue, where immediate strength could speed the release of people trapped under rubble.

The immediate opportunity is to alleviate suffering of people with injuries or issues such as arthritis, but there are likely to be lots of people queuing up for the opportunity to become super people, or perhaps super heroes, or of course super criminals, but I don’t want to go there.

Day to day operations of emergency services could also benefit from this technology. In the hands of fire services, police, paramedics and others, this technology could be brilliant.

This morning for the 2nd time in 2 weeks my NZ Herald wasn’t delivered. This happened a couple of times previously with the Sunday Herald which was actually the one I used to enjoy the most. After the 2nd time I cancelled it. Two weeks ago when my Saturday Herald didn’t turn up, I tried to call them and got a voice message saying that I had called outside of working hours. I thought to myself that perhaps reading hours might disappear as well and this morning I told them that 3 strikes and they could say goodbye to my subscription.

This is one of the reasons why newspapers are on the way out. Not only are they reliant on people who really don’t want to go out on wet cold dark winter mornings, but a printed newspaper is becoming so inefficient.

I get headline tweets from the NZ Herald along with 1,648 other people, with links to the stories I want to read. Online I can see the headlines and major stories on their homepage and then I can see the headlines for each section and go straight to the stories that interest me. The Herald is only one publication I subscribe to on Twitter, there are several news services that flick past me on the side of my browser using Twitbin which is a Firefox plugin.

I also use iGoogle for my RSS feed. This gives me the latest news on all the topics I want to keep up to date on. That includes lots of streams around topics such as GPS, LBS, Psychology, Music and much more. It updates itself automatically all day and I can see which stories I have read in case my memory fails me.

Twitter of course is also a great vehicle for getting the latest news about anything. It told me that there was an earthquake in LA just as I boarded a plane there, although it turned out to be inconsequential. It told me what was going on in Iran and even if you can’t spell swine flu you’ll find out what’s happening to real people like Izzy who just found out her brother has it.  If you could spell it correctly you’ll find out what is happening, which famous people have just caught it and more than you’ll ever want to know.

I started off saying that newspapers are closing and you probably thought I was exaggerating didn’t you. Well think again. Here are a few examples.

• The Seattle Post-Intelligencer closed over 146 years and is considering continuing online.
• Colorado’s oldest newspaper The Rocky Mountain Times has run out of time.
• Michigan’s Ann Arbor News has closed after 174 years.

Of course there are also stories around the world talking about job cuts in the newspaper industry like this one in the Guardian.

This doesn’t mean, of course that we don’t want news. Of course we do, but we have new vehicles that are far more efficient, we now have a choice, in fact we’re spoiled for it. Did you wait for news about Michael Jackson’s death to appear in the newspaper? Of course not, it was on every TV news channel and you got it up to date. By the time the newspapers came out, the stories that were in it, such as him not being dead, but only in a coma, had long since been refuted.

The big problem for the print media companies, is that they don’t know how, or if they can monetise the online media. There are of course ways that they can do this, but they have to switch their thinking, which is so enrenched in ‘this is the way we’ve always done it’ that many of them won’t be doing it at all in the future. Sounds a lot like the recording industry doesn’t it?

This morning I was reading a column in the Sunday Herald by radio talkshow host Kerre Woodham saying that SwineFlu is a load of hogwash. Half an hour ago I was at the checkout at my local Foodtown and overheard a girl saying that she was told not to go to school next week at Westlake College (On Auckland’s North Shore) as there had been a confirmed case of SwineFlu at the school.  She said that initially only year 12 girls were told to stay away, but that she since been told that the whole school is to be closed for a week. The fact that she was working at a checkout at the supermarket suggests that as well as spreading the news, she could also of course be spreading the virus.

I have said all along that, the people who are saying that because bird flu turned out to be a non event, this one will too, are going to get a rude awakening. This thing is spreading quickly, with a rise of 65% in the last 24 hours to 71 confirmed cases, while many more are expected to be confirmed in coming days as the NZ Police College has closed for a week and 41 tourists in the South Island town of Hokitika have also been confirmed.

One question being asked is whether employers should pay their staff if the company closes its doors during a quarantine. The answer appears to be no, other than normal holiday pay conditions. If it turns out to be as serious as is suggested, this could be a major concern. The biggest concern though is people who are sick but go to work anyway, because they can’t financially afford to miss work.

Perhaps the answer is obvious, but what should you do if one of your family members with whom  you live is ill and could have Swine Flu?Does the whole family have to stay home, or do they only stay home if the person is confirmed to have the virus, which takes 72 hours after the swab.

In the last hour or so, WHO has announced that we now have a Pandemic, the first in 41 years as infections have climbed over 30,000 people. As I said in my previous blog, many people still have their heads in the sand, thinking it won’t happen to them, but pretty much everyone I know is aware of people close to them who either have N1H1, or have been asked to quarantine themselves just in case.

WHO Chief Margaret Chan made the announcement a short while ago saying that “Swine Flu is unstoppable.” She also went on to say that it has progressed so far that it is no longer possible to follow the track of the virus and htat the statistics only reflect the data from countries who have good tracking measures in place.

This takes me back to my prvious blog where I asked if you were prepared. It is now quite likely that you may have to be quarantined and if this is the case, your whole family may find itself in this situation. I meet and shake hands with a lot of people every day, my wife works in a retirement village and my daughter is a school teacher. Between us, the chances of getting exposed become much higher.

Just to put this into perspective, the last time WHO declared a pandemic, the Hong Kong Flu, 41 years ago, around 1 million people died.

Now I’m not trying to say the sky is falling, but I am saying you need to consider what it means to be prepared. If you have a little more food in the cupboards  and don’t need it, cool, have a non swine flu party when its all over. Make sure you wash your hands regularly after contact with other people, you can buy handy little bottles of hand cleaner that doesn’t require water. 

A final reminder for you, who are thinking, I’m young and healthy, it’s the elderly people who get killed with these viruses. Think again, the majority of deaths with Swine Flu have been aged 30-50 years old.

I should have seen this one coming from a mile away. While a lot of people still have their heads in the sand, the New Zealand Government have made Swine Flu a notifiable disease. In itself, that just makes sense, but in fact according to a NZ Herald story this morning, this means that they have authority to demand that people isolate themselves at home, or face fines or mandatory isolation in hospital or worse. 

There are many things to start thinking now, even if you still think it won’t happen to you. If you are isolated at home, do you have everything you need for at least a week? Will this mean that your family that lives with you or your flatmates will also have to stay home too? After all they will be at a higher risk of also getting infected. So if your whole house is quarantined, how do you get your basic supplies like bread and milk?

If pundits are right and it effects up to 60% of the population, or even only 10% are isolated, what happens to business? Grocery stores and other retailers who are in spittle distance of their customers will be at high risk because they are dealing with large volumes of people all day.

The schools represent a high risk, they have always helped spread illnesses, if one child has the measles, flu or any other contagious disease, it is a given that several others will also get it.

If people disobey the isolation requirements, then there are even greater risks, because this group will very likely carry the virus, so I have no problem with the mandate. However, the risk of people not obeying the rules is also high. In today’s economy, people don’t want to risk losing their jobs and many will continue to work because they need the money. In my office for example, staff get 5 days of sick leave a year, which is pretty easy to bite into if you have a flu or cold. There are people who will therefore have no sick leave, or not enough available and don’t want to use their holidays, but can’t afford to be sick without leave, so for as long as they can, they will continue to work.

Schools have been given detailed instructions on what to do in the case of an outbreak, including hygiene instructions, but in my opinion, most businesses are thinking that Bird Flu went nowhere and Swine Flu will do the same, so they aren’t taking precautions and they don’t have contingency plans should a large group of staff fall ill. The air conditioning systems will do a good job of spreading the virus, and some businesses may have to cease trading for several weeks, because while the illness might be gone in 7 days or so, people won’t be considerate enough to all catch the Swine Flu at the same time. 

Of course they could go to a Swine Flu Party. What sort of idiots would do something like that? Well it appears they are, using the same rationale that moms use when their friends children have chicken pox, “Let’s get it over with now”. The problem with Swine Flu is that unlike traditional flu, the virus has no respect for age or health and is capable of killing people of all ages and of course the domino effect would hasten the spread of this nasty illness. 

The new powers aren’t just a NZ initiative however, the same is occuring around the world, in Australia, Mexico of course and most other countries are now drafting legislation that will help them try to fight this problem.

So, are you ready? Do you still think it won’t happen to you, your friends or family, or perhaps your work mates? How prepared are you?

In a previous blog I talked about how brands such as Subway could use Location Based Services (LBS) to promote their products to school students as a next step from their service where you can text your order through to the store. Location (x3) used to be the mantra of the retail industry, especially when consumers didn’t move far from their homes or work area. Of course today people are far more mobile.

I have frequently spoken about the value of PR as being far superior to advertising, which is a major problem for advertisers themselves. With Tivo, MySky and other services we can avoid TVC’s and with more and more people going online for their news, the advertising in print gets less views. The key point I make though is that people don’t trust advertising. In my Geosmart Blog, I wrote about the impact of this and the need to find different ways to deal with this.

Earlier this year in Amsterdam I spoke to a number of people who are developing expertise in the areas of social networking’ LBS and proximity based marketing and a common thread to this was in fact trust.

The marketers tell us that if the guys wear Lynx hygiene products, the girls will come running. In a previous blog, Why Do People Still Smoke? I showed a video of a doctor expousing the benefits of smoking. It’s no wonder that marketers and sales people are often looked at as shiny shoed spin doctors.

In 2006 Gallup asked pollsters to rate the values and ethics of a number of industry groups. Advertisers scored 11% on the high trust scale. Harris did a similar poll the same year and found that in contrast 66% of people trusted the ordinary man or woman in the street.

Amongst the changes that are happening in many areas these days are consumer advocates. Because people don’t trust advertising, and in many cases with good cause, they are turning to other consumers for advice. When I went to Jamaica a couple of years ago, I used Travelocity to read reviews from people who stayed at various resorts and used their feedback to book my stay and was pleased to find everything as I expected. As a consequence, I also used them to make my booking.

If 66% of consumers are happy to trust the man in the street, then what if we could give them access to their peers. This is of course where social networking comes in. Typically in a social networking environment, whether it is Twitter, LinkedIn, Facebook, MySpace, doesn’t matter, we end up developing online relationships (and real ones) with people that we associate with, that share our values and interests.

Mobile phones now offer a vehicle to extend the social networks into location. People now meet up in different parts of the world as a consequence of their location. I can use a number of applications to ask people in my network about local shops, accomodation or anything else. If I’m in LAX  for 6 hours waiting for a connecting flight, I can go onto Twitter on my mobile and see if any of my friends are nearby, or ask them what’s worth seeing, where is a good place for a coffee or a meal etc. I will then get their recommendation based on their local knowledge or experience. I can trust their feedback.

So I was talking about Proximity Based Marketing. If consumer advocacy is the most reliable form of marketing, there is an opportunity for brands to harness this. Off course the codicil is that they have to provide a great product or service because otherwise the mention will be poor and they need to be consistent.

One concept I’ve considered is a loyalty program around a hospitality brand, it could be a chain of bars, cafes or any other organisation. They could have a program whereby you got rewards for bringing other people to their establishment. For example, use a social network around their brand (a starting point could be as simple as a Facebook Fan Page) and then use your mobile to see which of your friends are in the neighbourhood. You could have an impromptu meet up at Starbucks and have the ability to send your friends an electronic coupon on their mobile, together with turn by turn directions and a map, to show them how to get there.

I’ve blogged previously about distressed inventory and Proximity Based Marketing. Imagine you go to the Cirque du Soleil and book via your ticket agency who is also a social networking site, such as EventFinder. A few hours before the show you get a TXT message offering you a deal if you can entice some other people to come along. You then use the location part of their application on your mobile to see where your friends are (as I do with Google Latitude) and send them a message with an electronic coupon to join you at the show, with a 40% discount.

A number of popular web portals, such as AA Maps, Wises, Google, allow you to rate / review businesses or locations on their portal. Wouldn’t it be good if you could access this data on your mobile in real time? But it would be even better if you can link a real time recommendation from a ‘friend’ to a location based service. Where’s a good place to get a coffee at Miami Beach? A friend replies with a name of a cafe, which automatically gets linked to their geocode (location coordinates) and as your mobile knows where you are, it can then request and display turn by turn directions and the map. The friend then adds, “If you can get there for 2PM I’ll meet you there.”

All the pieces are already in place and Beta sites are starting to pop up, offering these sorts of services. GeoSmart can provide the tools and data required for New Zealand and are already working with parties to support better maps and Location Based Service for New Zealand. Perhaps you should start thinking about how you can use location and consumer advocacy to drive forward your business.

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