Technology - Location-Based Services (LBS)
By Ninad Dalal
Location-based services are services where knowledge of the end users’ location is used to provide “relevant, timely, and engaging content and information.” There are a few different methods of retrieving this information. Cell tower triangulation is used for low resolution tracking, whereas higher resolution tracking can involve GPS and other systems. This information can then be used to provide users with specific services and data to make their experience a better one.
Opportunities
The users’ needs and activities constantly change depending on their location. Once the infrastructure is in place, a lot of different services can be offered. Examples of such services could be GPS/navigation information, targeted commercials and event notifications (e.g. in shopping malls or commercial streets), specialized services like golf or fishing assistants, and so on. The service should be worth compromising the users’ location to be effective and useful.
Challenges
The biggest challenge is obtaining accurate location information. This is tough to do currently due to the limited infrastructure setup. Only a handful of phones come equipped with GPS, and not all carriers support it—even then, tracking location indoors can be quite difficult due. Privacy is another issue, where users might feel reluctant to give away their location information. This could also be seen as intrusive—for example, if users are bombarded with commercials and sale notifications every time they drive by a mall.
Further Research Areas
Can there be cheaper, faster alternatives to GPS and similar methods? How can such services be personalized so that it offers users an incentive to sign up for them?