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.

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And When I Die

No I’m not talking about my blog, but it is relevant to the podfade. There is so much I want to write about. How thrilled I was about The Hyperfactory achieving their harvest plan and that Derek and Geoffrey are planning on coming back to New Zealand to share their knowledge and help others follow in their successful path. As you know location based services and mobile marketing are amongst my passions.

I would also have liked to talk about the Rex which set foot in New Zealand, just as I was bemoaning the difficulty of Kiwi innovators to capitalise on their ability; again an area that has been of great interest to me. Then of course there is the tentative success of the oil cap on the BP oil well. I have pondered much on Oceanic Dead Zones, whilst the BP accident helps extend them.

Two months ago I was faced with a family crisis. My father in law was told that he had somewhere between 3 days and 2 weeks to live. Life as I know it, pretty much stopped. Our close family was in shock, even though we knew it would come eventually. Before you offer condolences, he is still alive:)

Having developed a taste for tobacco while serving in the air force, 20 years ago he had a laryngectomy as a result of throat cancer. He didn’t take it lying down. He learned to talk again and picked his life up. He became involved with the Lost Chord Club and eventually became President, counselling others through their throat cancer journey. He also visited schools and let children look into his stoma, seeing that he had to breath through a hole in his neck, caused through smoking.

So for most of the last 20 years he was in remission, then the cancer returned and as often is the case 2nd time around, it was not going to be possible to treat it.

So my life and that of my family has changed dramatically for a while and  many of things I have been wanting to do, I haven’t had time for. We spend as much time as we can with him, because once it is over it is totally over.

It strikes me that whilst we all know that from the moment we are born, we can be certain of one thing (I have blogged about people (such as some from Singularity University) are doing everything they can to avoid it) it appears that death is a given for each of us.

So we have been assisting with respite care, trying to help him maintain his dignity as he becomes helpless, and his confusion as to both why he is still alive and what will become of him when he dies. Will there be a place for him in heaven? Is there a heaven? These things worry him. He has never been a religious person, although he was a church choir boy many years back. He worries about his wife and what will become of her after he passes on.

We all worry about each other, how each is going to cope with the end. I wonder how the women of the family cope now, they look after him around 18 hours a day, partly because they want to and partly because there are not many people who understand how to look after someone with a hole in their neck, who can’t talk. If he had a shower and water got into his stoma, he would drown. If his neck valve leaks (and this happens from time to time) when he eats a few spoonfuls of his porridge, the food can leak into his lungs.

Anyway, things aren’t normal right now and no one can tell him what is next tomorrow, let alone for eternity. Two months ago he was told maximum 2 weeks. Two weeks ago we were told “a few days”.  It took us a while to understand what he meant every time he woke up and asked “What’s going on?” We thought he meant Who’s here? or Is someone going to take me to the toilet? But eventually we figured out that he is asking, “Why am I still alive?”

So it seemed appropriate as I wait for my finger nails to toughen up again (for guitar) after washing the bathroom and shower, so I can do my latest Berklee Music assignment and then head back to the rest home after a work out at the gym (down to one a week because I go to the rest home straight from work) that today’s blog be about something more basic than singularity and the latest problems with iPhone 4. Once you break it down, we are just an essence in a body that peaks somewhere between late teens and mid twenties and then starts to die.

Sometimes all that matters is the people that are close to you and can give you comfort, and you them. When you break it down, we are beings in flesh and blood in a temporary home.

Mobile Marketing and LBS

So a couple of night’s ago I was at the NZ Wireless and Broadband’s Forum’s Wireless Wednesday. I was there to pre announce a Location Based Services application development competition. If you have read my Bio, you will be aware that I was a founding member of this organisation in New Zealand and the first elected President. I still remember the day we were working on a name for our monthly get togethers and I came up with Wireless Wednesday. Well the name has stuck and Steve Simms, the current president said that there have now been around 163 of them!

I haven’t been to the Forum for a while because it wasn’t relevant to my current activities, but with this upcoming competition and a new focus on bringing LBS into the real world, things are going to change.

What was really cool for me is that it is around 10 years since the Wireless Data Forum (as we were called then) launched it’s first developers competition for wireless and mobile applications. Even more so was the coincidence that this week’s excellent presentation was made by Ghanum Taylor of The Hyperfactory. The Hyperfactory won that first competition all those years ago. At the time they were an enthusiastic family group, Derek and Geoffrey Handley and a few other people who were equally passionate about the potential of mobile cellular technology.

These guys never wavered from their passion and commitment and I think it is worth a mention that passion imho is the single most important factor in their rise to success. They worked tirelessly and dragged the advertising and direct marketing industries, kicking and screaming into the future.

Just like many other technologies I enjoy, the market has slipped into the mass adopter phase without anyone noticing. If you saw a txt to win coupon on a product, you would simply txt the coupon number to a short code today and think nothing of it. LBS marketing is coming big time.

I’m not going to talk about their campaigns, because they can do it far better than I. Just go to their website and it is full of video’s and campaign success stories.

I didn’t start this blog as a kudos story for The Hyperfactory, but I do think that they can take some credit for helping to change the face of tomorrow’s advertising world. Check out a few of these names and I’ll wager (their first application concept was designed to allow people to bet against each other at sporting events via their mobiles) that you have seen or participated in one of their mobile campaigns:

• Coca Cola
• Nivea
• Adidas
• Vodafone
• Motorola
• Tylenol
• Kellogs
• Jim Beam, and the list goes on.

I’m not big on advertising. Most of the time I don’t pay attention to TVC’s at all, with rare exceptions like the Vodafone commercial where the guy folds up his life and puts it in his pocket (I really like the song and the dobro guitar) or the new Ford adverstisement where all the instruments in the orchestra are made of car parts.

In general, I hardly ever read print ads. I read a book during the TV commercials and these days rarely listen to broadcast radio as I am educating and updating myself in podcasts. Advertising is creeping surrepticiously into podcasts, in fact there are companies specialising in ads for podcats, but they tend to be well targetted which means that I am probably interested in the products, or I can fast forward my iPod anyway.

Anyway, watch this space for news about an exciting new competition in New Zealand for LBS Applications.

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