moving lbs beyond mobile

LBS Evolution, Berlin, January 2010Moving LBS Beyond Mobile

Gary Gale, Yahoo! Geo Technologies

2

Where should we be in 2010?

DJHuber on Flickr : http://www.flickr.com/photos/dezeneandjoyel/3963203756/

3

This is not your 2010 …

4What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/

5Phasepistol on Flickr : http://www.flickr.com/photos/12377578@N07/2406524180/

stevegarfield on Flickr : http://www.flickr.com/photos/stevegarfield/1270723762//

7A d I q on Flickr : http://www.flickr.com/photos/eshadiq/4255787252/in/pool-73008182@N00

8JoeyPeter on Flickr : http://www.flickr.com/photos/joeypeter/2889411919/

9

10Wireless Ninja on Flickr : http://www.flickr.com/photos/33853848@N04/3378403467/

11

This is your 2010 …

12Patrick Ng on Flickr : http://www.flickr.com/photos/moleskineart/3517295211/

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

• Local search is rapidly growing: 55% volume growth 07-08

• ~15% of all PC search queries are local

• ~45% of all mobile queries are local

Sources: comScore, iConsumer, data.yahoo.com

0

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Jul07

Sep07

Nov07

Jan08

Mar08

May08

Jul08

Sep08

Nov08

ALL LOCATIONS

Yahoo!

Google

Yelp

YPC

CitySearch

Ask

MSN

Local Search Query Volume Is Growing

Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

Local Search Query Volume Is Growing

21.0%Internet

Newspaper

0.4%Radio

0.8%Yellow Pages

4.9%Broadcast TV

8.8%Cable TV

4.3%Magazine

2007-12 Projected Local Ad Spend CAGR

-2.5%

Source: VSS, Borrell Associates

Ad Spend is Moving Online …

Share of Total US Advertising

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Newspaper

Radio

Yellow Pages

Broadcast TV

Internet

Cable TV

Magazine

Mobile

Source: Veronis Suhler Stevenson

… At the Expense of Other Media Sources

18

I’m sorry Dave, I can’t find that place …

19

Technology hurdles …

Tommy on Flickr : http://www.flickr.com/photos/28946649@N02/3790596718/

20Jamison Judd on Flickr : http://www.flickr.com/photos/jamisonjudd/2433102356/

Servers

21

51° 30' 50.0868", 0° 7' 42.8514"

163.1.117.210

20442/6015

#C5243B212

(125 Shaftesbury Avenue, London, UK)

(Oxford, UK)

(Brest, France)

(Wilmington, Delaware, USA)

22Vicchi on Flickr : http://www.flickr.com/photos/vicchi/3741963599/

So many standards to choose fromVertical Towers of Siloed Location Data

A solution …

Aggregate all location sources under the user’s control

25

Fire Eagle

We don’t always say what we mean

Koen Vereeken on Flickr : http://www.flickr.com/photos/koenvereeken/2088902012/

27National Library NZ on The Commons on Flickr : http://www.flickr.com/photos/nationallibrarynz_commons/3326203787/

(Web) surfers; you, me, them

28

The West End

Downtown

The Shops

The High Street

29

The Online WorldFormal, normalised, structured, regular

The Offline World

Informal, eccentric, bizarre, irregular

The Real World“We Are Here”

Who uses official names anyway?

takomabibelot on Flickr : http://www.flickr.com/photos/takomabibelot/234301712/

MOMA NYC

paula moya on Flickr : http://www.flickr.com/photos/40351463@N00/745012335/

Museum of Modern Art, New York

Millennium Wheel

hismith83 on Flickr : http://www.flickr.com/photos/hismith83/200701961/

London Eye

San Francisco

SF Brit on Flickr : http://www.flickr.com/photos/cnbattson/192162591/

City and County of San Francisco

Warning – may cause frustration

paloaltosoftware on Flickr : http://www.flickr.com/photos/paloalto/3038701605/

Thé?a town in Burgundy, France

To?a town in Ibarakiprefecture, Japan

AND?ISO 31660-1 Alpha-3for Andorra

Å?a town in Norland Fylke,Norway

IN?ISO 3166-1 Alpha-2for India

Is?another town in Burgundy, France

IT?ISO 3166-1 Alpha-2 for Italy

You?a town in Yatenga, Burkina Faso

That?a town in Rajasthan, India

Some way to go towards the semantic web …

dullhunk on Flickr : http://www.flickr.com/photos/dullhunk/3525013547/

Hilton, Paris Paris Hilton

Orlando Joe Orlando

London Jack London

Panama Panama Hats

Yorkshire Yorkshire Puddings

Privacy and trust

Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

Wanted: informed and insightful publicity

Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/

44

45

46

47

48http://xkcd.com/596/

Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

The Phone Book

Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/

The Electoral Roll

Museums & Collections on Flickr : http://www.flickr.com/photos/20949561@N04/2372734655/

Cold-call Marketing Databases

Ianjacobs on Flickr : http://www.flickr.com/photos/ianjacobs/466573832/

Mail-shot Marketing Databases

Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/

Whois Information

Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

Opting in

Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/

Tools needed?

docman on Flickr : http://www.flickr.com/photos/docman/36125185/

http://fireeagle.yahoo.net/developer

http://fireeagle.yahoo.net/

Sparrow & Voila!

http://www.mapme.at/

http://apps.facebook.com/on-fire/#

http://wherein.yahooapis.com/v1/

http://developer.yahoo.com/geo/placemaker/

http://isithackday.com/hacks/placemaker/simpletext.php

http://isithackday.com/hacks/placemaker/map.php

http://isithackday.com/hacks/placeearth/

Final thought # 1

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

“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/

Final thought # 2

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

It’s not about where you are …

Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/

… it’s about where you’ve been

Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/

Final thought # 3

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

Jemimahknight on Flickr : http://www.flickr.com/photos/10294984@N08/2747495411/

There comes a point where you realise thatyou’re not on the web,you’re in the web

Not taking notes?

selva on Flickr : http://www.flickr.com/photos/selva/24604141/

LBS Evolution, Berlin, January 2010Moving LBS Beyond Mobile

Gary Gale, Yahoo! Geo Technologies

http://slideshare.net/vicchi

Thanks for Listening

Paul Keleher on Flickr : http://www.flickr.com/photos/pkeleher/1658311814/

www.ygeoblog.com

twitter.com/vicchi

twitter.com/yahoogeo