World News: Location revolutionising 3rd screen, but where are the mobile LBS application profits?

World News:  Location revolutionising 3rd screen, but where are the mobile LBS application profits?

The mobile phone, or 3rd screen, is the most personal consumer electronics device, and its potential is only just beginning to be tapped.

Location based services (LBS) can help fulfil this potential by connecting users with the information they need, when and where they need it. Now you can find the must-have LBS applications at Mobile Location Enabled Services 2007, Novi, Michigan, USA on May 23.

The mobile phone industry is set for a shakedown in 2007. IMS Research predicts that 300 million devices will be GPS-enabled by 2010. As more GPS chipsets become embedded in mobile phones, the growth of applications and services offering the benefits of location to consumers is rapidly on the increase. 2007 promises to mark the dawn of compelling LBS on mobile phones.

Since the 1999 FCC E911 rule mandating GPS capabilities be installed on mobile devices, manufacturers and networks have developed the infrastructures and technologies to deliver Quality of Service and accurate fixes for personal safety.

In 2006, major US wireless carriers, including Sprint and Cingular (AT&T) proved that their network infrastructures are fully operational and able to deliver location enabled services to their subscribers.

Brian Varano, from LBS platform provider Trueposition agrees: “Location based services are key drivers for network operators to unlock hidden network revenue, since they improve the capabilities of the mobile phone and strengthen the relationship that people have with their mobiles.”

Locking onto the bond between an individual and his mobile phone has long been the desire of application providers, inspiring the recent growth of mobile LBS applications. Innovative developers now offer bespoke mobile applications that deliver Internet-type search functionalities, community and social networking facilities, and personal navigation.

But the “3rd screen” has its obstacles, challenges and problems. Screen size has been a substantial barrier for application developers to fulfil user expectations. Mobile navigation and mobile searches need to be contextually aware of their surroundings and play to the phones strengths and not weaknesses.

Neal Karasic from bespoke mobile search company, Jumptap, insists that only “a combination of behavioural, demographic and location targeting ensures the most relevant results for our wireless operator customers and their subscribers.”

By incorporating location with demographic and behavioural algorithms, the mobile 3rd screen becomes an ideal way to target people and a new marketing channel.

“If we thought that targeting based on billing zip code was great, imagine targeting someone who's near a particular store or event and sending out a relevant message,” says Maurice Moore, from mobile marketing company, Enpocket.

But along with the growth of applications and marketing possibilities come countless privacy concerns and fears that consumers will be bombarded with endless adverts. Buddy finding and family locators offer great benefits for friends and worried parents, but will “opt in” requirements satisfy consumer hesitancy?

Location is revolutionising mobile applications with exciting trends, developments, concerns and fears – one of these being: What will people pay for? Navigation with valuable Points of Interest or will they want free services in exchange for 3rd party targeted marketing messages?

These issues, as well as how to deliver technical accuracy, how to create must-have applications that comply with legal obligations and how to offer better security will be discussed in depth at Telematics Update’s Mobile Location Enabled Services 2007 conference, in Novi Michigan, USA on May 23, 2007.

The Rock Financial Showplace in Novi will host this exciting conference, with twenty speakers from across the mobile location ecosystem including: Sprint, Cingular, Motorola, Symbian, Trueposition, Jumptap, Enpocket and Autodesk.

The one-day event is organised in co-location with the massive annual Telematics Detroit 2007 Show – the largest annual wireless and automotive conference and exhibition.

To download a copy of the conference brochure, visit

Leave a comment

Your email address will not be published. Required fields are marked *