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

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

• 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?

• 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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