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Location-based services (LBS) are mobile services that use position-based data to provide the end user with selective information or other types of services.
A distinction is made between reactive and proactive services. With reactive services, the user has to explicitly request the service (e.g. parking lot finder), whereas a proactive service reacts to certain events (e.g. entering a defined zone).
From a marketing perspective, a key objective is to send relevant information or advertisement to a mobile device at a specific location. An example: If a customer enters a shopping center and uses the mobile app of the mall, promotions, special offers or coupons from selected shops can be sent to him, based on his previous visits and purchases.
Well designed and implemented, this marketing tool is worthwhile for everyone involved: the customer receives useful information and personalized treatment, while the stores win new customers and strengthen their ties to existing customers. Location marketing is diverse and suitable for a wide variety of industries such as retail, shopping centers, trade fairs, airports, railway stations and hotels to name but a few.
The non-commercial use can also be relevant for the customer. This includes, for example, sending current data to a Point of Interest (POI), displaying information in museums or adding an additional layer complexity to an augmented reality application.
There are many applications that can help you improve your business model. For example, indoor asset tracking or employee-centric applications.
In the following sections you will find some specific applications of LBS and the benefits for your company.
Indoor position determination is an important point for retail, as it helps customers find their way in large facilities, proving them with turn-by-turn directions. But other places, such as airports, public buildings and railway stations are also suitable of this technology.
Let us examine some applications beyond simple wayfinding:
Let a customer create a shopping list and show them the most efficient way to all their products.
Measure visitors flow and track objects (such as shopping carts) to analyze and optimize different sections of the facility.
Location based advertising based on previous behaviors.
Fast checkout, as goods don't need to be unloaded anymore.
Users can scan a product and get information right away. They will always see the total amount of their shopping cart on their app.
Although the last two points don't directly come from indoor navigation, they can be easily integrated within the mobile app once the rest of the infrastructure is already deployed, thus making them a valid point while considering to invest.
Measuring Visitors Flow
In many facilities, it's useful to know where the visitors are at any given point. One could create a heat map, highlighting the most frequented spaces – which, for example, enables dynamical resource allocation: an alert is defined when certain amount of people stays at a certain point in the building. Then, specific actions, such as an unscheduled cleaning, may be triggered.
The marketing department will without a doubt also find this information very valuable.
Employee apps are a complete separate field of application, using the same underlying technology. In complex buildings, it can be advantageous to know the position of employees. For example, where the security staff members are as an alarm goes off. Some other possibilities are booking conference rooms, managing the workplace's use, navigate the building while seeing its blueprint, etc.
Tracking of Assets
In large, industrial buildings, it could be very useful to track the position of machinery, such as robots or vehicles; or goods, such as pallets or wares. The surveilled object is equipped with its own beacon, thus transmitting its location continuously. When an object leaves certain area, then an alarm can be triggered – this is known as geofencing. Hospitals or sport clubs could also find benefit in these applications in many ways.
Delivering a true VIP experience
In some business, the so-called "whale-buyers" may constitute a significant part of the revenue. As a VIP person moves through the facility, alerts can be triggered to, for example, offer them ballet-parking, get them a personal assistant, greet them by name on a display, or have their favorite coffee ready. This is very useful in retail, but also in hotels, special events and even public buildings housing high-profile individuals.
Insert your idea here!
At the end of the day, your business' specific requirements and needs will determine exactly what the application should do with the enabling power of constantly knowing a device's position. Each new project is different than the previous one, and that's why we offer a fully personalized solution. Get in contact with our sales team for further guidance at firstname.lastname@example.org.