Location SmartBrief: Business Game Changer

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November 21, 2012

Location in the Language of Business

Location Ecosystem

How GIS technology can prevent illness
GIS mapping technology can help Australia go beyond treating illnesses to preventing them, Esri Australia health specialist Craig Sandy said. Speaking recently at the spatial@gov conference in Canberra, Sandy said GIS can identify areas where health might be affected by environmental dangers or lifestyle choices so resources can be used wisely. "We need to spend more time identifying areas where people are most likely to be unhealthy so we can target spending and resources there and prevent some types of illness from occurring in the first place," Sandy said. SpatialSource.com.au (Australia) (11/20)

Industry Applications

Calif. set to launch geoportal in January
California will launch its new geoportal in January, giving the public direct access to GIS information. Businesses can use the information to find the best location for stores based on demographics, income and other data. The government can use the information to locate flood plains and provide information to residents. GovTech.com (11/14)

Google integrates retail locations into mobile game
Google is testing a mobile game, looking for indications that such efforts can lead players to visit retail locations. Google has tested the integration of communications for brands such as Jamba Juice, PopChips, Hint, Zipcar and Chrome Bags Store within the Ingress game, which will run on Android devices and incorporate physical locations and use Google Maps, GPS locating, and possibly Google's Project Glass virtual-reality eyeglasses. MediaPost Communications/Online Media Daily (11/21)

RFID technology helps Promedon improve shipping accuracy
Medical implant and prostheses maker Promedon is using RFID technology in its warehouse in Chile to improve shipping accuracy and efficiency. Passive ultrahigh-frequency RFID tags are attached to the products during production and are read when they enter the warehouse. The system has reduced packaging and shipping time from one hour to 15 minutes. RFID Journal (11/16)

Business Strategy and Planning

Marketers can use IP geolocation to zero in on customers
IP geolocation can help marketers cut through the clutter and deliver relevant ads to potential customers, Kate Owen writes. By targeting "clusters of similarity," IP intelligence can identify customers with similar habits and focus on where they shop and vacation to better target ad campaigns. "These extra IP-based data parameters provide even more pinpointed targeting options to build immediate connections with online users," Owen concludes. eConsultancy.com (11/16)

Auto shoppers said to embrace mobile searches, not apps
While 15% of mobile consumers are using their smartphones and tablet computers to conduct auto searches, less than 1% are using applications, according to a study by Telmetrics and xAd. "Automotive mobile marketers should recognize auto searchers’ preference for mobile websites over apps," said Bill Dinan of Telmetrics, while adding, "Also, understanding the role of location -– specifically the importance of local driving distance -– is essential to harnessing the 65% undecided mobile auto audience and their purchasing power." MediaPost Communications/Marketing Daily (11/13)

Industry Association News

Happy Thanksgiving
For those celebrating Thanksgiving in the U.S., we at LBx Journal and SmartBrief wish you a happy holiday.

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