Location Based Applications and Trust

I just read a blog by Kevin Pomfret, Executive Director of the Centre for Spatial Law and Policy, about the decision of Craigslist to pull it’s Adult Services section after finding out that people had been using it for prostitution and trafficking of women and girls. He suggested that people developing geolocation applications needed to also consider privacy of users in the same way.

I totally agree. Already there are many anecdotal stories of people using Facebook and other stories to target empty homes. One story in Mail Online called Facebook a shopping list for burglars. It went on to suggest that insurance companies might increase the risk profile of clients who have social networking accounts.

Now of course we have Facebook Places, which starts by checking the city your IP Address is based in and then invites you to let it know exactly where you are. There are bound to be loads of Facebook applications for mobile that will use the GPS in your phone to check exactly where you are. Great for stalkers who want to find you and for others who want to know where you aren’t and such as when you are not at home.

For more on this, check out my blog on Who’s Looking at you on Facebook?

Now don’t get me wrong, I am totally into location based services. I just want to make sure that people understand what they are getting into when they start using them. An application I really like is foursquare. It has rewards for people who use it such as points and badges. You can see where your ‘friends’ are, which is great if you want to catch up with them. I recommend if you do that, you make sure you actually know and trust your ‘friends’.

As foursquare starts to work towards monetizing, a good thing to do for application developers:) they are now selling advertising and encouraging locations to offer deals based on proximity. For example, if you become Mayor of a location you can get special deals. If you are Mayor of Auckland Airport for example, you can get free entry into the Koru Lounge. The cool thing about that is that the advertiser doesn’t have to know who you are and has no way of knowing who you are unless you tell them.

That’s one of the places I want to go with proximity based marketing. I would like to see Happy Hour applications and be offered deals based on product segments I’m interested in, at times when I am not only in proximity, but also when I am open to an offer. Offer me a 2 for 1 deal at a bar on a Friday evening, but not on a Monday morning. Give me the ability and an incentive to invite my friends, but I don’t want the advertiser to to have access to my friends details unless they want to provide them.

Opting in and informed consent is crucial for location based marketing. There is a Code of Practice for Direct Marketing in most countries. Proximity Based Marketing is even more important and for applications to become accepted, we need to be able to trust that our privacy and security is protected. This is particularly important for children and young adults who could easily be targeted by dangerous criminals.

Informed consent is a key issue here. Most people don’t read End User License Agreements. Do you know the rights you have bestowed on Microsoft when you open Microsoft Office? Did you read them, or did you just tick the box and start using it. In the Windows 7 EULA it says “b. Use of Information. Microsoft may use the computer information, accelerator information,
search suggestions information, error reports, and Malware reports to improve our software and services. We may also share it with others, such as hardware and software vendors.”

If you use any application, especially a location based application, you need to clearly understand what privacy it allows you and what your potential risks are. More on this in the future. In the meantime, the onus is on the application developers to protect the interests of the users if they want to encourage them to use their applications.

When The Hyperfactory started in mobile marketing, they got together with advertising agencies and other interested parties and formed a wireless marketing association. One of the first things the association did was to form a voluntary code of practice. I believe the same thing needs to happen for location based applications and quickly.

On Twitter and Business

If you have or know teenagers, you will know that they spend a lot of time on the internet and particularly in the area of social networking. The most popular applications they use are Bebo, Facebook and MySpace. They aren’t just doing it on their PC’s at home, school or work, they are doing it on their mobiles. You might be surprised to know that in most countries in the developed world, including New Zealand, Facebook and Bebo represent close to half of all mobile data traffic. It is big and no one saw it coming.

Now people using social networking are no longer just Generation Y, it goes through all the generations, especially with professional social networking applications such as LinkedIn (go there and look for Luigi Cappel and you’ll find my account) where professional build a network where they can discuss business issues, look for staff or for jobs and generally communicate with like minded people around the world.

In the last few years the term Generation X has once again emerged. Generation X is generally agreed to as being the later group of Baby Boomers who challenged all the beliefs and philosophies of their elders. Instead of ‘we are doing this because it’s the way we always did it, or the way our parents did’ they tried new ways of doing everything.

These people grew up with the advent of the computer and are very comfortable with the Internet and various forms of Information and Communications Technology (ICT). Yet when marketers are trying to sell new product, they often focus on the Generation Y who perhaps traditionally were the ones who rushed to the record store to get the new albums and wanted to wear the latest fashions. Now of course fewer of them by CD’s when they can download or copy music, mostly without paying for it. In today’s economy they are also more likely to be tempted by sales and even if they didn’t need something, they might still buy it if the deal sounds good.

Back to Generation X. These people are now in the late 30’s and older. They probably have a home and a mortgage, are settled with a good income and despite the economy still have some spending power. So, here’s a thought from left field. There is a social network , Twitter, which has been quietly growing to a point now where there are an estimated 6 million users and around 55 million messages sent a month. It is said to be growing at a rate of up to 2,000 users a day.

So what is Twitter and why should I care. Twitter is a social network where you make friends, or in the case of Twitter, you ‘Follow’ people. You post messages, called tweets, from your internet connected PC or from your mobile phone’s browser. The messages are restricted to 140 characters including spaces, so you have to be very smart with your choice of words. It started with and its main focus was a social one, and the idea was that you entered what you were doing at the time, for example, ‘Having an ice cream at Milford Beach’. This is still a major use and many people only ‘Tweet’ amongst their real friends. I often see Tweets from friends saying things like “I’m heading down to Ponsonby for a coffee, anyone else in the neighbourhood?’

There are also social gatherings, for example a few weeks ago I attended the ‘Twestival’ in Auckland, raising funds for Charity Water, but that’s another story. Let’s keep it simple. Twitter is free, its easy to use and there are lots of applications you can get for free that allow you organise your Tweets. I use Tweetdeck and Twitbin depending on what I am doing at the time.

Twitter is now being used by lots of different organisations around the world. It is used by companies, manufacturers, news media and even government departments such as the Victoria Police. If you are able to come up with reasons why people would follow you, you have a free medium to make them aware of special deals and offers, events or anything else that you think they would be interested in.

Here are some examples. A bar could promote a Happy Hour Deal by posting a message. A coffee chain could send out electronic coupons as Twitter messages, offering a free muffin with coffee for the next hour. A women’s clothing chain could announce a special deal on end of season fashions, or announce the exciting next season fashions are in store. A bike shop could post special deals around a racing event, or perhaps send brief updates of the Tour de France. The messages are anything that you think your customers or prospects would find of interest and be happy to read.

The thing with Twitter is that it is not intrusive. It’s not like a text message that beeps and wakes you up in the night or embarrasses you in a meeting or at the theatre. You have to open up your browser on your phone, or a website on your PC to receive the ‘Tweets’. You can follow who you like and if you don’t want to see them anymore, you can stop ‘following’ them with ease.

So who is doing this already? Find out for yourself. If you go to http://www.twitter.com you will find an option called Find People. Click on this and then select the option box at the top called Find On Twitter. I had a go and here are some of the results I got. I entered ‘shoes’. I got back 91 results. There were generic shoe stores, golf shoes, wedding shoes, custom soles. But when I entered ‘Shoes NZ’ or Shoes New Zealand there were none. I can think of some iconic shoe retailers who could jump into this spot.

So who can you find promoting product on Twitter. Here are a few names that you can look up and follow to see what they are doing and remember it’s free! Vodafone and Telecom, Adidas, Starbucks, McDonalds Cincinnati are doing a great job of promoting new products and deals, Borders Books, The Car Shop, Pro Guitar Shop, Sisters Gift Shop, Alpine Ski Shop, just entering shop I found over 200 shops who are already using Twitter around the world. Now to be fair, only some of them are actively using Twitter for marketing, but that is normal and it is still a relatively new concept, but Twitter has gained 6 million users in less than 3 years, so you would have to say they are onto something and if you are smart, you could be one of the first to really make something of it.

If you look around, you will find retailers who have got it together. For example http://twitter.com/fluevog is a shoe shop. They offer electronic coupons, they have links to pages where they tell you in Twitter about a new product and provide a link to a web page where you can see them. They have only been using Twitter for a short time, only sent out 17 messages and they already have almost 500 followers!

Just as a footnote, even if you are a bricks and mortar retailer and don’t do much on the Internet, you might want to think again. For example if you have identified your target market, especially if you are a speciality retailer, then Twitter could open up a whole new area of opportunity for international sales. There must be loads of opportunities to export product, especially Kiwiana to individual customers.

Twitter is very viral in its approach and if you find people who like your kind of products, and you offer them information and deals in your Twitter messages, the word will get out and their followers can become yours.

One final, final word. Like anything, Twitter as a social network. Blogging environment requires consistency. People won’t follow you if you only send a couple of messages a week. They also don’t want to receive a hundred a day, you need to find a balance, but the main thing is that you provide something that they are pleased that they read.

So here’s a free service that you can get results from if you are smart, for an investment of 5-10 minutes a day. It can create a loyal following and grow a viral network for your business. One other thing I forgot to mention, there is also Twitpic http://twitpic.com/ , which allows you to post photos with your Tweets, again for free, so now you can even show followers pictures of your store, the friendly faces inside or your new products, oh and I did mention that this is all free didn’t I?

And if you want to follow me, you will find me at http://twitter.com/BluesBro.

While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course https://luigicappel.wordpress.com.

Thanks so much for your support:)

The GeoSmart Location Innovation Awards

During the day I work for GeoSmart Maps Ltd, a subsidiary of the NZ Automobile Association.

We have just launched the Location Innovation Awards. I’m hoping that if you are in New Zealand you will join in the fun and get your thinking juices flowing.

The background is that we know that LBS (Location Based Services) will become commonly used technology in 4-5 years and people will participate as if they have been doing it all their lives. GeoSmart has the tools to facilitate this type of technology now, so we have launched a competition to get people to develop concepts today.

There are four categories which are explained on the website (which went live today) and they have the potential to have a significant impact on people’s lives.

For example:

Imagine you are a tourist hopping off the plane at Queenstown Airport and as you head to the luggage conveyor area you see a billboard with a promotion offering you amazing deals on various local attractions. If you text ‘Queenstown Live’ to a short code, you will have $20 deducted from your account and will be offered a range of services at huge discounts. When you get to the main town pier in Queenstown you get a text message saying that if you get down to the ticket office within the next 10 minutes you can enjoy the 4P.M. jet boat experience for only $25, a saving of $70. Without the promotion, the jet boat might go out half empty. This way they sell more seats and make a profit on the trip and the tourist gets a great deal.

Or

You are a member of a jogging club on Facebook. You are in Nelson  on business and decide to stay over for the weekend. You are interested in finding a jogging buddy to go for a run with. Through an application on your phone or a map application on Facebook, you are able to locate someone to go for a run with who is also in the area.

The story we have sent to the media today is as follows:

Bringing the future forward with the Location Innovation Awards

In the near future, location based applications will be commonplace, with electronic coupons being sent to your mobile because you are near a service you have opted-in for such as a Happy Hour deal for the bar you are walking past, or a promotion from your favourite fashion retailer (with whom you have signed up and given your colour, style and size preferences) which knows that you are in the mall.

GeoSmart Maps Ltd wants to bring that future forward to 2009 and has established a competition to encourage people to come up with concepts in 4 categories, being Social Networking, Proximity Based Marketing, LBS Games and widgets for the AA MAPS website. There are prizes for each category and the overall winner will also win a trip to San Jose in the USA to attend the Where 2.0 Conference in May 2009.

The competition isn’t pitched just at developers, a proof of concept demonstration would be great, but a great concept document has just as much chance of winning great prizes from a list of sponsors including Geekzone, Tomizone, Sony Ericsson, TomTom, Vodafone new Zealand and the NZ Automobile Association.

The judging criteria are documented in the entry packs and on the official website at http://www.locationinnovation.co.nz. The judges themselves are well qualified and represent GeoSmart, Massey University, Geekzone and the Wireless and Broadband Forum.

The competition runs from 16 October 2008 and entries are to be in by 16 February 2009. The Awards will be presented at the annual Wireless and Broadband Forum Convergence 2009 event at the Alinghi Base in Auckland’s Viaduct Basin.

The future of Personal Computing Part Two

This is a follow on from my blog last week about a day in my life of personal computing in 2013.

So I’ve had breakfast and I go to my PC to check email and messages. My wireless network at home now consists of a variety of devices and networks linked together. These include my Entertainment Server which links to various TV’s around the house, the Sky Dish, cable TV, media audio players and recorders, HD radio tuner as well as the Toshiba Fenininity Server which allows us to control and monitor the stove, dishwasher, washing machine and dryer, climate control, breadmaker and a host of other appliances not to mention the HVS climate control.

I also have the latest Kindle which lets all of us read our personalised news. It aggregates the top stories from mother Herald as well as other papers and magazines of interest so we all get the version we want. Scared the hell out of me the other day when I opened my wife’s logon by accident and all I saw was stories about TV and filmstars and their failed marriages and getting their 23rd adopted child out of Afghanistan which is the new Darfur. But then that is the beauty of it that we all get MeNews and not what someone else wants us to read.

I’m still into social networking in a big way, but have a number of portals that manage and aggregate each of my networks. I check my Music Portal which manages all the sites where I showcase my music. Now I can load my new songs, video’s, blogs and gig calendar onto one site and it updates the 127 sites I feature on in one hit, according to each sites unique specification.

So it’s time to go. I leave the house and activate the alarm which sends a signal to my iPhone to say the system is now armed and hop in the car. I drop the iPhone onto the little tray beside my seat and as I put the key into the ignition and my seat and steering wheel adjust itself to my preferred positions, my phone announces itself to the Wireless CANBUS so that it has access to the entertainment system.

I tell my integrated GPS navigation unit to take me to ‘the office’ select the podcast I want to listen to from those that are just audio as I don’t want to get pinged by the distraction laws and get on the road. As I near the top of Chartwell Drive, my podcast pauses (I used to hate missing stuff when the old system just muted the sound) and the nav tells me that there is a serious traffic incident on High Rd that it has picked up on TMC and would I like to route around it. I say yes, and it seemlessly takes me on down Diana drive and I arrive at work right on time.

As I wait at a set of lights I check the Buddy feature on my GPS and see an image of my wife’s car crawling along Bush Rd on her way to work. Her unit beeps to alert her that I have checked her location and she sends me a smart message back by tapping on the SMS keyboard on her nav unit which uses Bluetooth to send the message via her phone. Her car and system is a bit older than mine. 2009.

When I get to work my phone opens the carpark grill and after I have parked the car, it unlocks the door into the building and then into my office. I fire up my  Touchbook which has just been upgraded to Vista (“WE” like to be cautious about our computer network and go to the machine in the kitchen for a perfectly fluffy flat white.

As I have done forever, I start my day with email. My touchscreen notebook is now running Windows Vista Touch and although Microsoft has announced their new OS I will be using this one for another couple of years until our IT Department is comfortable that it is reasonably robust, especially given that it took 3 years to get most of the kinks out of Vista and for a while they went back to offering Windows XP again as an option in the 2nd half of 2009.

One thing that we have now universally adopted is Unified Communications. All my voicemail whether it comes from my landline, mobile or email is now waiting for me in my Inbox and with my iPhone or my notebook.

My days haven’t changed much. Probably the only major difference is that I do now use video on a lot of my phone calls so I can see the person I am talking to. This has saved me a lot of wasted travel time given the disaster that is Auckland’s roads today. They have started building the Auckland Harbour Tunnel, but it will be a couple more years before it opens for buses and T3 (cars with at least 3 peple in them) let alone ordinary traffic. So many meetings have been replaced by necessity with vidphone calls. Of course I can also do this on my iPhone 6, but unless I’m doing it over the Wireless LAN (and we still don’t have one in the office) the costs are prohibitive.

At lunch time I quite often walk to the Subway for some exercise and of course their food has the Heart Tick. On my way, I check out their menu on my iPhone and wonder if the food will look as good as the picture. I specify exactly what time I will get there. On the way back I get the phone to play me some Utterz messages from friends while I’m walking.

On the way home I drive past a bar and get a Speights Mates message saying there is a Happy Hour Running and sending me an eCoupon to get 2 for one in the next half hour and prompting me to hit the forward button to send the same coupon to any of my personal Speight’s Mates who are within a 2km vicinity to come and join me for an after work beer. I love location based marketing and decide it is only right to support people who have invested in this technology given that I helped to develop it. Isn’t that called the fruits of your labour? Yes. I know hops aren’t strictly fruit.

Before dinner, I go to my home studio and record a lead track on my Gibson LP Guitar onto my 8 track TASCAM for my latest song, nothing has changed there really, call me old fashioned. I still have my music on loads of web sites and while I’ve sold some songs, I haven’t scored a number one hit yet.

I bought the new Internet TV Aggregation Server last year and replaced my MySky. Now that I have cable for internet as well as TV, I can cherry pick and watch exactly what I want when I want and am no longer subject to the whims of SKy TV. Yes, I still subscribe to Sky Sports Channel because they have exclusive rights for many events that NZ teams compete in such as All Blacks Rugby and do support NZ sport better than anything else, especially the biased commentators, although I wuldn’t have a problem if Murray Mexted got some new material, but the rest is pretty much free. I don’t have to watch ads although many programs have very overt displays of product i the story.

I finally got an 80″ TV, the largest my wife would let me buy, and that wasn’t easy. Sometimes we have multple screens running so that we can watch different things at once and have adapted to that. We tried the VR glasses from the new Nintendo, but they are very antisocial. Awesome for 3D movies tough! Home entertainment is now awesome. No more channels full of reruns of programs we have already seen umpteen times, I never have to sit through another show of Friends again! Now I can see exactly what I want when I want, subject to agreement in the house of course and we all have to compromise sometimes,

Along with cable came free international calling to anywhere in the world for a modest flat fee, so I don’t use Skype much anymore. Finally a little music from iLike at the end of the day. I kept my CD’s and vinyl as souvenirs, but for a flat fee of $10 a month to our ISP, the house can access and download unlimited music from almost all record companies in MPEG 9 which is great quality at 960kbit/s.

Not a lot has changed in 5 years, but life is certtainly a little easier than it used to be.

While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course https://luigicappel.wordpress.com.

Thanks so much for your support:)