LBS Evolution, Berlin, January 2010Moving LBS Beyond Mobile

Gary Gale, Yahoo! Geo Technologies

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Where should we be in 2010?

DJHuber on Flickr : http://www.flickr.com/photos/dezeneandjoyel/3963203756/

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This is not your 2010 …

4What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/

5Phasepistol on Flickr : http://www.flickr.com/photos/12377578@N07/2406524180/

stevegarfield on Flickr : http://www.flickr.com/photos/stevegarfield/1270723762//

7A d I q on Flickr : http://www.flickr.com/photos/eshadiq/4255787252/in/pool-73008182@N00

8JoeyPeter on Flickr : http://www.flickr.com/photos/joeypeter/2889411919/

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10Wireless Ninja on Flickr : http://www.flickr.com/photos/33853848@N04/3378403467/

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This is your 2010 …

12Patrick Ng on Flickr : http://www.flickr.com/photos/moleskineart/3517295211/

Location has taken off …

Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

Location-Based Online Advertising Location-Based IPhone Apps

Community Mapping GPS-Enabled PhonesLocation Device Sales

• Local search is rapidly growing: 55% volume growth 07-08

• ~15% of all PC search queries are local

• ~45% of all mobile queries are local

Sources: comScore, iConsumer, data.yahoo.com

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Jul07

Sep07

Nov07

Jan08

Mar08

May08

Jul08

Sep08

Nov08

ALL LOCATIONS

Yahoo!

Google

Yelp

YPC

CitySearch

Ask

MSN

Local Search Query Volume Is Growing

Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”

Local Search Query Volume Is Growing

21.0%Internet

Newspaper

0.4%Radio

0.8%Yellow Pages

4.9%Broadcast TV

8.8%Cable TV

4.3%Magazine

2007-12 Projected Local Ad Spend CAGR

-2.5%

Source: VSS, Borrell Associates

Ad Spend is Moving Online …

Share of Total US Advertising

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Newspaper

Radio

Yellow Pages

Broadcast TV

Internet

Cable TV

Magazine

Mobile

Source: Veronis Suhler Stevenson

… At the Expense of Other Media Sources

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I’m sorry Dave, I can’t find that place …

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Technology hurdles …

Tommy on Flickr : http://www.flickr.com/photos/28946649@N02/3790596718/

20Jamison Judd on Flickr : http://www.flickr.com/photos/jamisonjudd/2433102356/

Servers

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51° 30' 50.0868", 0° 7' 42.8514"

163.1.117.210

20442/6015

#C5243B212

(125 Shaftesbury Avenue, London, UK)

(Oxford, UK)

(Brest, France)

(Wilmington, Delaware, USA)

22Vicchi on Flickr : http://www.flickr.com/photos/vicchi/3741963599/

So many standards to choose fromVertical Towers of Siloed Location Data

A solution …

Aggregate all location sources under the user’s control

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Fire Eagle

We don’t always say what we mean

Koen Vereeken on Flickr : http://www.flickr.com/photos/koenvereeken/2088902012/

27National Library NZ on The Commons on Flickr : http://www.flickr.com/photos/nationallibrarynz_commons/3326203787/

(Web) surfers; you, me, them

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The West End

Downtown

The Shops

The High Street

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The Online WorldFormal, normalised, structured, regular

The Offline World

Informal, eccentric, bizarre, irregular

The Real World“We Are Here”

Who uses official names anyway?

takomabibelot on Flickr : http://www.flickr.com/photos/takomabibelot/234301712/

MOMA NYC

paula moya on Flickr : http://www.flickr.com/photos/40351463@N00/745012335/

Museum of Modern Art, New York

Millennium Wheel

hismith83 on Flickr : http://www.flickr.com/photos/hismith83/200701961/

London Eye

San Francisco

SF Brit on Flickr : http://www.flickr.com/photos/cnbattson/192162591/

City and County of San Francisco

Warning – may cause frustration

paloaltosoftware on Flickr : http://www.flickr.com/photos/paloalto/3038701605/

Thé?a town in Burgundy, France

To?a town in Ibarakiprefecture, Japan

AND?ISO 31660-1 Alpha-3for Andorra

Å?a town in Norland Fylke,Norway

IN?ISO 3166-1 Alpha-2for India

Is?another town in Burgundy, France

IT?ISO 3166-1 Alpha-2 for Italy

You?a town in Yatenga, Burkina Faso

That?a town in Rajasthan, India

Some way to go towards the semantic web …

dullhunk on Flickr : http://www.flickr.com/photos/dullhunk/3525013547/

Hilton, Paris Paris Hilton

Orlando Joe Orlando

London Jack London

Panama Panama Hats

Yorkshire Yorkshire Puddings

Privacy and trust

Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/

Wanted: informed and insightful publicity

Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/

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48http://xkcd.com/596/

Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

The Phone Book

Herzogbr on Flickr : http://www.flickr.com/photos/herzogbr/2783660249/

The Electoral Roll

Museums & Collections on Flickr : http://www.flickr.com/photos/20949561@N04/2372734655/

Cold-call Marketing Databases

Ianjacobs on Flickr : http://www.flickr.com/photos/ianjacobs/466573832/

Mail-shot Marketing Databases

Gwynhafyr on Flickr : http://www.flickr.com/photos/gwynhafyr/3459273879/

Whois Information

Opting outProvia 17 on Flickr : http://www.flickr.com/photos/59287279@N00/3000233643/

Opting in

Opacity on Flickr : http://www.flickr.com/photos/opacity/4183985730/

Tools needed?

docman on Flickr : http://www.flickr.com/photos/docman/36125185/

http://fireeagle.yahoo.net/developer

http://fireeagle.yahoo.net/

Sparrow & Voila!

http://www.mapme.at/

http://apps.facebook.com/on-fire/#

http://wherein.yahooapis.com/v1/

http://developer.yahoo.com/geo/placemaker/

http://isithackday.com/hacks/placemaker/simpletext.php

http://isithackday.com/hacks/placemaker/map.php

http://isithackday.com/hacks/placeearth/

Final thought # 1

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

“we can make the internet workbetter by making it understandhow we talk in the real world”

Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/

Final thought # 2

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

It’s not about where you are …

Alwaysordinary on Flickr : http://www.flickr.com/photos/sempre_ordinario/3492703820/

… it’s about where you’ve been

Jrusbatch on Flickr : http://www.flickr.com/photos/jrusbatch/3626348821/

Final thought # 3

Ian on Flickr : http://www.flickr.com/photos/ianaberle/4185095125/

Jemimahknight on Flickr : http://www.flickr.com/photos/10294984@N08/2747495411/

There comes a point where you realise thatyou’re not on the web,you’re in the web

Not taking notes?

selva on Flickr : http://www.flickr.com/photos/selva/24604141/

LBS Evolution, Berlin, January 2010Moving LBS Beyond Mobile

Gary Gale, Yahoo! Geo Technologies

http://slideshare.net/vicchi

Thanks for Listening

Paul Keleher on Flickr : http://www.flickr.com/photos/pkeleher/1658311814/

www.ygeoblog.com

twitter.com/vicchi

twitter.com/yahoogeo