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MEX: Enhancing mobile user experience in a multi-platform world

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May 2009, Manifesto #8: Location data forms an integral part of user experience

Videos





Presentations

Sandy Fershee on Manifesto 8, Day 2 - Location data forms an integral part of user experience

Speakers
  • Sandy Fershee, Founding Partner, Frank First (Profile)
  • Gareth Smith, The Wombile Project (Profile)
Session details

Time Activity Location
16:30:00 1st speaker presentation Main conference room
17:00:00 2nd speaker presentation Main conference room

Manifesto statement
We believe...the potential for location to enrich the mobile user experience increases exponentially as the number of location-aware objects grows. Showing users where they are on a map or personalising data according to location is just the start. The ebb and flow of location data can itself form an integral part of the user experience.

Tags
Location; Mapping; Crowdsourcing; Trust; Layer of enchantment; Geo-tagging

The story
240m GPS-enabled handsets will ship in 2009 according to ABI Research. A further wave of users is also starting to experience location-aware services through initiatives like Google's cellular location API, which brings positioning to legacy devices without integrated GPS.
Users around the world are becoming increasingly familiar with seeing their position on a map, accessing driving directions and finding nearby shops and services. The latest mobile phones can even track sporting activities and share geo-tagged photos with social networking communities.
The potential richness of these services grows exponentially as the number of location-aware devices increases to saturation point.
Game developers are experimenting with location abstraction techniques which allow the location of unknown objects and people to become an integral part of the virtual environment. Mapping is become open and local through crowd sourcing initiatives which put communities in charge of of their own cartography.
Location is shifting from a contextual informant of the mobile experience to an experience in itself.

To get you thinking...
  • How do we simplify the process of embedding location aware features in the user experience?
  • Is location awareness best employed as a contextual informant to personalise the user experience or does it have greater potential to create a new category of data around which experiences can be built?
  • Will a generational shift be required before customers feel comfortable sharing their location as part of their mobile user experience or can trust issues be resolved by providing sufficiently compelling services?
Stat Spots
  • 21.20%: Shipments of GPS chipsets will grow at a CAGR of 21.2% in the 5 year period 2008 - 2013. 2009 will see 25% growth, despite predictions of a downturn in the wider semiconductor market. Demand is being driven by the growing popularity of location-based services on mobile devices. | (Source: IMS)
  • 240m: Approximately 240m GPS-enabled mobile phones will ship in 2009, up 6.4% from 2008. | (Source: ABI Research)
  • 90.00%: 9 out of 10 smartphones will have embedded GPS functionality by 2014, up from 3 in 10 in 2008. | (Source: ABI Research)
  • 1 in 2: 50% of Nokia handsets will have integrated GPS by 2010 - 2012 according to statements made by the Michael Halbherr, head of location-based activities at Nokia in a Reuters interview. | (Source: Reuters)

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Buy the MEX Report from 2nd/3rd December 2009

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Watch videos from MEX, May 2009 		Services
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Marek Pawlowski
t: +44 7767 622957
e: mp@pmn.co.uk
tw: @marekpawlowski
tw#: #mex10

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