Local and mobile technologies are already deeply integrated, with location data and mobile apps transforming industries like retail, food, travel, and entertainment. New technologies like beacons will make mobile experiences even more personalized and context-aware. While these combinations open opportunities, they also raise questions about data use and how mobile may empower or influence individuals and societies.

1. Local and mobile - a match
made in heaven?
Speakers Gilli Goodman - Google, Matt Hunt - Apadmi and
Dan ‘Mobile Marketing’ Sodergren

2. Thanks to

3. Dan Sodergren: that’s me…
• Awarding winning ex agency owner,
previous #sascon speaker, Dan
Sodergren is a dynamic, social and
mobile marketing specialist.
• As a consultant, Dan has worked with
social, mobile and gaming clients
ranging from start-ups to companies
like O2 in topics as varied as
gamifaction, geo location,
augmented reality, PPC, RTB and
back again.
• At present he works primarily
with Manchester taxi booking
comparison app Justaxi.
• Where he has reduced their CPA by
85%, increased downloads by 400%
and bookings by 900% in just three
months.

4. Very Proud To Be Here.

5. You might know me from…

6. But…I am not famous…

7. I do not work for ….

8. Nor do I have a multi award winning team.
Tweet out about the event using #fasterclass2014

9. I am a little bit like…

10. Or a more like…

11. But what I do is…. Teach people but...

12. Only really last minute asked by….

13. So is Mobile and Location a good match?

14. More like…
i.e. very,
very,
good
together.

15. Or even…

16. Why?
• Like all good relationships they have:
• A lot in common.
• Shared values.
• A bit of difference.
• A dominate partner.
• One that stays still.
• The other one does all the moving about.
• I will leave this here.

17. Main areas of partnering?
• Social Media
• Ninety-one percent of searchers say they use Facebook to find local businesses
online.
• Click to Call
• 66 percent of small- to medium-sized businesses rate phone calls as a good source
for leads.
• Geofenced Advertising
• Advertisers can reach and deliver content that is completely tailored and
customized to a specific audience in a specific region, where it really counts.
• Technology now allows advertisers to use the power of the GPS to ensure their
ads are targeted, specific and relevant to consumers.
• Well Duhhhhh….

18. So they love each other…

19. BUT where are we going with this?
Geo Location, Local, Hyper Local.
• It is more than you might at first think.
• “We imagined a future where your smartphone would behave as a sixth
sense to a user, a world in which mobile will become a context aware
device, capable of interpreting your behaviour and ‘automagically’
understanding what you need.”
• FILIP MAERTENS founder, Jini, promotional video
• “Postmates works like a remote control for your city. You press a button
and [in] under an hour the item that you so desire is in your hands.”
• BASTIAN LEHMANN: CEO of Postmates

20. Are we not there already?
The “Kreme Brule” guy in America..

21. We are already localising.

22. Even radio will go Geo Local… with help.
Apple is purportedly on the verge of
enthusiastically embracing local
advertising as a means to drive new
revenue growth and opportunities
for iTunes Radio.
Amir Efrati of The Information
reported Friday that it’s “In a move
that strikes at the heart of Pandora’s
advertising business, iTunes Radio is
expected to enable locally targeted
advertising later this year”.

23. What would they think?

24. Is it really any different?

25. Yes – more than we will ever know…

26. “Geo location” is more than JUST localising…

27. It mixes with TIME to create a “culture.”
Location is a culture.
It’s deeper than you think at first glance.

28. Back to basics…

29. So who goes first.
• The “usual” mobile
culprits.
• Retail
• Food
• Travel
Mobile is now the dominant research tool as more than one-
third of shoppers now claim to use mobile exclusively.

30. Retail.
E- tailing, M-tailing, show rooming, show boating..

31. Retail.

33. Geo fencing started YEARS ago…
• The North Face Geo fencing.
• And.. Customers have
responded well to this type of
mobile marketing.
• 79% report they have
increased their visits to the
store once they started
receiving reminders.
• 65% made a purchase as a
result of the reminder.

35. A bit more modern…. How local are you?
This is Local
on Steroids.

36. What you looking at?

37. Localised around your home
More than 5 million downloads in the first 3 months, of which 30% are new users

38. Food
Mobile is where the mouth is…

39. The Quick Mac app is notable for combining a variety of
services, including ordering, payments, offers, push
notifications and geolocation.
And it’s name
which is what I
love about it.

40. BK “checkin” good… With Foursquare / Visa.

41. Worthy of a mention. Waze…
• Branded pins appear for locations along the
driver’s route, with users given the option to
rerouted.
• When a driver is stopped, a screen “takeover” may
push a relevant offer.
• The point being.
• Offers tailored to the route / favourite route.
• But also tailored around contextual factors like
time and origin/destination and weather.
• Waze’s “temporal interest graph” that shows city
specific patterns. It’s B2B as well as B2C.
• Segmenting users based on behaviour: e.g.,
classifying users who routinely drive to airports or
as frequent business travellers etc.

42. Nothing new… as a concept
But… Now on your
phone

43. Or…

44. Soon we won’t even crash / drive ;)

45. But for now we also have…
• What sets it apart: As anyone who is
too lazy to even pick up the phone and
order pizza knows, Domino’s app is
revolutionary in its simplicity.
• With "pizza profiles,” the app stores
your order and information, which
speeds up and simplifies the process of
ordering your pizza.
• Domino’s also recently made it possible
to order pizza using your car, pairing the
app with Ford’s Sync AppLink system.

46. A small thing about Starbucks… the poster
child for geo location and the cliché BUT…
• Ten million customers use the Starbucks app in the US alone, averaging
five million mobile transactions per week, and 14% of all sales.
• Starbucks’ 9% revenue growth across global markets has been largely
attributed to the Starbucks app and loyalty program
• The "Tweet-a-Coffee" program, which facilitates sending merchandise of
monetary value to a friend via Twitter, uses a social network to mimic the
functionality of M-Pesa, the text messaging payment system popular in
Africa. Says.. CEO Howard Schultz, earning call, fiscal fourth-quarter 2013
• "I would just add one thing; that is the sense [that] what we are
establishing is the Starbucks currency."

47. Chipotle probably the new Starbucks… ;)
• Chipotle plans to invest $10 million in improving its technology
network and its already popular app, the company announced last
week.
• What sets it apart: Chipotle's current app allows you to cut the line
by ordering ahead of time.
• Chipotle’s updated app would be similar to that currently in use at
Starbucks to allow customers to make mobile payments from their
phones.
• In the fourth quarter, the company reportedly was able to process
six more transactions per hour during its peak lunch rush and five
more transactions per hour during the dinner peak.

48. Chipotle: their app and game (legendary)

49. Harris and Hoole. Coffee in Tesco’s.
• Put it on my tab.
• Their new app gives users the ability to load
prepaid amounts of money onto their account.
• Customers will be able to set a ‘my usual’ order
they can place and pay for as they enter the shop,
meaning they needn’t use their phone or any
other kind of payment when they reach the
counter.
• Harris+Hoole has not only invested in the app, but
a retrofit of their branches with a new till system
designed to facilitate the mobile payment
function.
• “We’ve already had over 100,000 check-ins at our
36 shops since the app launched in August 2013,
and we’re really excited about this next stage.”

50. Entertainment
Now that’s what I call clever.

51. Entertainment
• The six-week marketing campaign, developed
by Proxama, uses NFC (Near Field Communication)
and QR codes on in-store point-of-sale displays in
selected branches of UK retailer Game.
• Inspired by the game itself, the competitions asks
players to use their smartphones to decrypt a
message, leading to entry into a prize draw.
• The campaign uses Proxama’s TapPoint software
as the underlying platform, providing Ubisoft with
valuable feedback about the competition’s success.
• It’s the feedback data loop which is the clever bit.

52. Augment all realities..

53. Travel
My personal favourite. What’s yours?

54. Poster child time – KLM…
• BUT… Location-based social listening
• Qantas is now trialling Local Measure to help it monitor social media
conversations by passengers sitting inside its airport lounges,
regardless of whether the user mentions Qantas by name.
• The Local Measure tool will pick up social media conversations in a
specific location
• But only if the consumer has chosen to share their location by turning
on geo-location in Twitter or checking into a service such as
Foursquare or Facebook Places.

55. Reacting in seconds – in local – on mobile.

56. Great or too much?

57. Nice touch.

58. 1st class and then some…
• Virgin Atlantic’s use of Google Glass
headsets, as well as Sony smart
watches worn by its Heathrow
lounge staff, are part of a six-week
experiment that began last month.
• Airlines are now harnessing data
about premium-class travellers in a
quest to provide an ever more
personal service.
• A little scary. But perhaps nice.

59. This probably isn’t Local. But I like the idea.

60. And this IS Local. And personalised too.

61. Local but not so local…

62. Now that’s local.
Use code VIP101.

63. Still on transport… What about paying….
Without leaving your car…. Scary.

64. Things are about to get really weird.

65. Hyper local…

66. You see Mobile WAS about the Me, the Me,
right now.

68. But soon - it’s all going to be about the (i)
iBeacon
• In Education
• An app called BeHere aimed at teachers uses the iBeacon technology to recognize
students and automatically take attendance as they enter the classroom.
• In Dating
• A dating app called Mingleton uses iBeacon technology to help you connect only
with people in your immediate vicinity.
• In Home Electronics
• An app called Launch Here (formerly Placed) turns your iPhone into the smartest
personal assistant that you’ll have at home. The app responds instantly to your
environment, allowing you to launch other supported apps.

69. Your own personalised butler….

70. Apple is not the only fruit. Android is coming.

71. But it’s all about the tech….

72. iOS 8 may just change it all (no heckling)
• Apple’s own comparison between
yesterday’s iOS 8 announcement
and the 2008 launch of the App
Store is an apt one.
• That was the first time the iPhone
was opened to third-party
developers, and it transformed the
device into a digital Swiss army
knife with an app for every
situation, and a must-have for
techies and grannies alike.
• With iOS 8, Apple seems to be
making a similar play for users’
health and homes.

73. Can you see it coming…'Extensibility'

74. Your Mobile is now Your Genie:
“You aint never had a friend like me….”

75. Insert picture of iPhone
DISCRETE, PORTABLE, ALWAYS CONNECTED
MEMORY
KNOWLEDGE
INFORMATION
DATA CAPTURE
NAVIGATION
IT WILL BE MORE

78. Social Augmented Reality

79. BUT… Who really
becomes empowered?

80. Who also becomes empowered?

81. What’s the
real cost?

82. You only notice the tanks when they are
rolling down the streets.

83. You have to think a little.

84. At Justaxi…we support the taxi ecosystem.
Use code VIP101.

85. It’s a bit like…
Is it really progress at any cost / at all?

86. Are mobile
technologists…
The new scientists
of the 80’s?

87. In the end…
This is all powered by tech and mobile / local.

88. The question is really….

89. Local and mobile - a match
made in heaven?
The answers is they are already married.
What we have to think is …. What will the children be like?

90. So my three things to think about where…
•1. Location is deeper than you think.
• It’s the cultural expression of now.
•2. The web was WE, Mobile is ME…
•The new world is I…Beacons.
•3. What we do with this is what counts.
• It’s all data for someone / somewhere.