The Technology Stig

Ever since devices became ‘Location Aware’ ,there has been talk of Location Based Services(LBS) becoming the next big thing.A basic LBS app working on cellphones and through the GSM triangulation method was first introduced in japan by DoCoMo. It’s been 8 yrs since then  and although LBS has found a lot of uptake in the enterprise segment. I am still waiting for LBS to be the next Big Thing for retail consumers. My first brush with LBS was about 3 yrs ago ,when my team  had to work with an OEM in the far east to integrate our application with their device(with in built GPS) ,running their Map Software.At that point in time it was one of the very few smartphones to have an in built GPS module.Although the phone and our  app customized for that specific phone did not take off, i was of the view that with time and better penetration of the GPS enabled smartphones ,LBS will find acceptance in the retail consumer world.

The problem with LBS is that inherently it is a pretty invasive service.People value their privacy and are generally edgy about reavealing their location to everybody without having too much control over it.People tend to be ok with revealing their location in anonymity.This is the reason why Google Maps is more successfull than Google Lattitude.When people use Google Maps on their GPS enabled phones, their cell tower id is transmitted along with their GPS location ,while requesting for a map.This data is then processed which enables Google to let people,using non-GPS phones to know their approximate location on Google Maps.Google Lattitude is a slight extenstion to Google Maps where people can enable their buddies to see their location on Google Maps.There hasn’t been a serious uptake of Google Lattitude because it has the ability to invade privacy.

So what does the future hold for Location Based Services.Not Bright..but with a slight modification might just pull through.Location Aware Applications will do well and have a better chance of sustaining themselves in the retail world. In this case the service is reactive as opposed to being pro-active.A user can query for any information and along with the query he passes his location information, with the assumption that the information returned will be customized taking into account his current location….So what kind of applications are we looking at.

An Application which provides  traffic details and suggest  routes  a user can take to avoid traffic and  get to his destination.Another application could be one that provides information on public transport utilities based on the user’s location.In a nutshell,any application that will provide a user with information, which he is likely to use on a regular basis, will do well.In conclusion,the quality of the content provided will, in the end decide the future of the service.If the content is useful and something that the user will use often, the service will do well