1. Location Based Services Marketing June 2011

2. Agenda Defining Location Based Services History Tour Future Thinking Examples Integrating with the Customer Journey Top 10 Tips

3. Defining Location Based Services Marketing A location-based service (LBS) is an information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device (wikipedia 2011) Optimising the relationship between people and places to provide an added value experience

4. History Tour Mobile Networks Mobile Networks and GPS Mobile Networks, GPS, WiFi Mobile Networks, GPS, WiFi, Bluetooth The Cloud

5. Future Thinking Device independence Add value to the location experience Turn information into interpretation Build upon the customer journey Monetise the moment

6. Future Thinking Focus on Experience not Technology Data Collection and Exploitation –Behaviour –Location –Preferences –Privacy Customer Intimacy and Lifetime Value

7. Examples

10. Integrating with the Customer Journey

11. Top Ten Tips 1.Ensure your services are accessible to your customers 2.Create the customer journey 3.Collect, interpret and analyse the data 4.Future-proof with a presence on all the social networks 5.A/B Testing to measure effectiveness 6.Watch the competition and other market sectors 7.Promote the service in digital and real worlds 8.Add value not complexity or features 9.Continually seek 1% improvements in the customer journey 10.Monetise the moment

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