LBS LATAM 2010

Two events in the LBS industry I’ll attend and why you can’t miss them

LBS LATAM – The First Location Based Services Conference for Latin America in Miami – 09/17 Miami, FL
Metaplaces – How to Monetize Location Data and Services 09/22-23 San Jose CA

Almost a year ago in my first post, I wrote that Location Based Services are the company’s effort to transform geographical positioning information into valuable and relevant data for a customer, to make a profit. Since then I had the opportunity to talk, work and advise leading companies in the industry regarding new products and services in the LBS arena.

LBS are very similar to other businesses in the sense that in order to succeed you need a solid revenue model and a clear value proposition. Sounds simple; but when approaching the LBS market and trying to understand the dynamics of its Value Chain the troubles begin. Many companies are getting this right and are already making profits. Others try to migrate WEB2.0 applications to the mobile world and discover later that in this environment “Free” is an expensive term. No wonder VCs usually look at maps as a feature and not something to build a whole application around.
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Location in a Cloud – a Unique Approach to Provide Location-Related Information and Services

In one of my first posts, I noted that one of the main components of the LBS Value Chain is the ability to acquire and transport a user’s location and give access to that data to many service providers. Getting this information is, in many cases, expensive and presents obstacles to online service providers who would like to develop services based on mobile a user’s location. I was looking for the missing link between the mobile and the web world.

While there are many different approaches (and we might present some of those in the future), Xtify, a company based in New York City, caught my attention. They are creating a cloud of location information where authorized service providers can make available services using the location of their subscribers.

As usual, I was more interested in the business perspective of their operation. The following is a synopsis of my conversation with Josh Rochlin, CEO of Xtify.

I want to thank again Josh for his time and kindness to open up his business for us to learn. I believe many will have much to comment and say.
Follow up.

What is the difference between Xtify and other companies providing similar services?
We are currently the only company that is deriving location persistently from mobile devices and then building business rules around it. We source the location directly from the mobile device, rather than through the wireless carriers. This allows us to make location information available on a persistent and affordable basis.
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LBS technologies – Latin America showcase opportunity at LBS LATAM

LBS LATAM is a conference and exhibition targeted to the Location Based Services industry in Latin America.

The PaTe LBS LATAM is a showcase of new LBS technologies and services open to small and medium companies that develop and provide LBS related products and services throughout the Latin America region.

This opportunity is free of charge. Read more here (Spanish with English translation): http://bdnooz.com/pate-lbs-latam/

LBS LATAM – 1st Location Based Services Conference for Latin America – Miami 09/09

Latin America is one of the most important mobile emergent markets. Frecuencia Events is organizing the first LBS LATAM to be held in Miami – September 09.
As chairman of the event, I’ll happy to provide you more information about the professional aspects of the conference.
Additionally, and as part of the event, I’m looking to put together a technological showcase, featuring small companies developing or providing Location Based Services in Latin America.
For more info please visit LBS LATAM homepage.

Four Marketing Executives on Location Based Technologies

I have the privilege of belonging to MENG, the Marketing Executive Networking Group. MENG is a national network of top-level marketing executives.
Last week I asked four senior marketing executives from the network how Location Based Services and Technologies will affect their practices.
Without more introduction, here are their shots.
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Expert contributor profiles

Bucley Brinkman

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Peter Kemp

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Jonathan Paisner

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Mike Wittenstein

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Location Based Services Value Chain – Part 2

Have you read PART 1? I’ll strongly recommend reading part 1 first.

As mentioned in part 1 the main components in the LBS Value Chain are: the location based service provider or developer (LBS APP), the data carrier (a cellular provider like T-Mobile, AT&T, etc), and the customer.

As Part 3 will talk about Web 2.0 strategies for Location Based Services and particularly for Location Based Social Networking, we need to completely understand every piece of the puzzle. Otherwise your model will be leaking money (pouring in some cases). Moreover understanding the players and trends will allow you to craft long term solid strategies.

A more comprehensive value chain shall include:

Location Based Services complete Value Chain by Claudio Schapsis

MAPS: Most LBS applications utilize maps; therefore their cost shall be added to the equation. The map market can be considered a duopoly dominated by Navteq and Teleatlas.

Consider: those companies were acquired recently by Nokia and TomTom.

Ask: How can they affect your business by controlling the LBS market. Can your application change the map provider easily? Do they cover all the areas you plan to service? Can you grow to other markets (internationally)? Does your international strategy fit your provider’s existing maps? What are their plans of expansion? How are you getting charged? What layers of information are included in that charge? The list of questions doesn’t end here and is closely related on the type of service you are planning to offer.

MAP INTERFACES: If you want to use map providers like Navteq and TeleAtlas you will need to pay a premium price to companies that provide interfaces to those maps – such as Autodesk, Decarta, etc. Your applications can also be based on Google maps (TeleAtlas data) or Microsoft maps (Navteq data) API’s.

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First post – Marketing and the Location Based Services Concept

Back in business school, we learned about “The Marketing Concept” as the total company effort to satisfy customer needs at a profit.

Location based services are booming and as marketing professionals, we have real challenges on how to integrate these new technologies to our tool set together with Wikis, Blogs, Social Networks, Podcasts, etc. Are you ready for new ideas like Location Based Advertising?

From a business perspective, I would define the “Location Based Service concept” as the company’s effort to transform geographical positioning information into valuable and relevant data for a customer, to make a profit.

The Location Based Service concept, like the marketing concept has 3 components

1- Get Geographical positioning information. This can be accomplished in many ways. The obvious way is a GPS device through cellular network, IP address mapping, user input, etc. (will address this in future posts)

2- Transform this data into valuable information. Your kids are calling for a pickup at midnight; would you consider the same situation knowing they are at a friend house or wandering
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