Location SmartBrief: Business Game Changer

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January 2, 2013

Location in the Language of Business

Location Ecosystem

Maps may decide who rules mobile's future
Advanced location-based services linked to maps are at the forefront of mobile technology and could play a critical role in which corporate behemoth emerges on top, Rolfe Winkler writes. Apple's disastrous mapping application reinforced Google's sizable lead in the arena, and Google is expected to release a sophisticated predictive tool to provide wireless-device users with information before they even request it, Winkler writes. The Wall Street Journal (12/30)

Industry Applications

How GIS technology is helping a county in Md.
GIS technology is proving to be a useful tool for the government of Calvert County, Md. The county launched its GIS initiative about a decade ago, and now the technology has "become a tool people use daily," said GIS Coordinator Kathleen O'Brien. Among other things, GIS technology is used by first responders when they need to locate emergencies, and the public can access interactive topography maps. The Bay Net (Hollywood, Md.) (12/19)

Puffs focuses on cold weather ills in Weather Channel app campaign
The Puffs brand of tissues from Procter & Gamble is running a targeted campaign in The Weather Channel iPhone application, focusing on the issue of winter colds. The copy in the ads is customized by user location and instructs how to use Puffs to deal with the symptoms of colds. "The location-based targeting within Weather.com allowed us to not only drive awareness of Puffs but to do it in a meaningful, relevant way," said Laura Dressman, communications manager for Puffs. Mobile Marketer (12/28)

Newspaper uses location data to craft gun story
The Journal News of White Plains, N.Y., created an interactive map of gun permit holders in two New York counties. The story has caused some outrage as gun owners say the map puts them in danger. Similar studies, however, have shown that counties with more concealed-carry permits had fewer burglaries. Boston Herald/The Associated Press (12/26)

Business Strategy and Planning

Why location data will be a gold mine to marketers in 2013
Location-based technology on smartphones will be a boon to marketers in 2013, Neal Leavitt writes. Marketers can target ads and offer instant discounts to customers who "check in" at specific locations. Marketing tech firm Tabbedout caters to users who don't like to broadcast their location by offering applications that allow users search businesses by ZIP code. iMedia Connection (12/26)

Businesses face a choice when it comes to GPS tech
"Carrier-certified" GPS devices might be the best choice for business and personal use, Jonny Williamson writes. The certification means the device meets the standards of the Federal Communications Commission and other certifying boards. Devices that aren't certified still might meet the standards, but they can be blocked from using some networks. "Certification also eliminates any risk of problems when a company wants to integrate GPS devices system-wide," Williamson concludes. Manufacturing Digital (12/28)

SmartQuote

Birds sing after a storm; why shouldn't people feel as free to delight in whatever remains to them."

--Rose Kennedy,
American philanthropist

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