Adding and or retrieving custom POI data from a personal navigation device is not an easy task if you’ve ever tried it. The Location Nation solution is attempting to change this by allowing users who already own a GPS device to easily grab POI data from a PND using their GPS Connector software and then publish it up to the Location Nation website to either share with friends or a larger web community. You can purchase disk space from Location Nation to upload lots of trip data and even add pictures and other multimedia elements to really give your friends back home a picture of the whole experience.

If you don’t already own your own device Location Nation will also either rent or sell you one. It uses GPS combined w/ access to the GSM cellular network to report back the location of the device for pretty much any situation you may want. If you own a cell phone with built in GPS, LN Mobile is a small application that runs on your phone, which allows you to report location to the Location Nations web servers directly from the phone. This service seems to just be available on Boost at the moment.

The company offers a variety of service plans including 15 and 30 day rental models which include 10 minute reporting updates. So say you’re about to take a cross country trip and think it would be fun to report on your progress to all your friends and family back home, you can rent the device and set up the online community online at locationation.com and invite your friends to follow your progress.

Other service plans appeal to corporate customers and individuals who may want to use the system longer term, either as an emergency beacon device ($12.95 per month) for 30 manual on demand locates up to a $39.95 per month plan for 2 minute updates when the device is in motion.

The hard core GPS users, particularly the geo caching types, will likely find this a great community and valuable software in GPS Connect. The online community aspect will add some additional value where other multi purpose GPS trackers don’t. It will be an interesting company to follow and see what kind of traction they get with the multi/any purpose approach to their devices.

NYC based Foursquare has undoubtedly been the leader in this area and their success seems to be attracting a lot of imitators.

Here are some thoughts on the importance of check ins and the ensuing pile on we’re about to see of folks adding on the feature.

Why Check Ins are interesting: 

•  for retailers, particularly places like restaurant, their regular customers are the bread and butter of their existence and they need to be well taken care of. For years stores have offered reward cards to reward their customers with their loyalty and repeat business. In one respect mobile check in’s are a modern twist on consumers registering their loyalty to a business… customers that 1. check in at a business often and 2. want to tell all their friends all about it, should be treated like gods by those retailers… not only are they reliable repeat customers, but they’re great marketers for the business as well.
• for the consumer and their social network what you say you do on your Facebook updates is one thing, but what you actually do and where you go is sometimes so much more telling and valuable. It adds another dimension to what people know about you, and what you want to tell the world about yourself. Since its driven from the mobile device, information is both timely and relevant to the immediate world around you, making it potentially more valuable than similar web services which are more like a history book than a telephone.
• having a bunch of strangers write out their opinion on various retail establishments is often valuable, but at the end of the day they’re very often nameless, faceless strangers… you may agree with them, or you may not… if enough nameless faceless strangers are all saying the same thing then the odds are that you may feel the same way as everyone else. But with the check ins and comments tied to your social network, you can take into account who is saying what and can factor in that knowledge.

What would make check ins VERY interesting.

• check-ins develop into the click rate for the geoweb. On the web, much of the advertising economy hinges on getting folks to click through and check out a web site, something advertisers are often willing to pay big bucks for. Within the geoweb, a check-in could be a similar proof of performance for mobile advertising, show them an ad for Sonny’s Restaurant on UrbanSpoon and they later check in at Sonny’s for the first time? That can be priced not too much different than a CPC deal.
• analysis of a pattern of check ins, in aggregate over time for predictive analysis and ad targeting. This is already pretty standard stuff on the web with behavioral targeting capabilities and if you like this you’ll also like this functionality. So it would only be natural to extend this to the mobile and geoweb.

Why in the future, check-in’s may not matter so much

• well theoretically you shouldn’t need to have someone press a button on their phone to tell you that they went somewhere. The technology already in place in the U.s. already knows your location without you having to do anything except walk around with your phone on. Folks like Sense Networks already get access to aggregated location data like this from wireless carriers and use it to allow businesses to make better marketing decisions, no check ins required. I do suspect that there could be a line drawn between the self reported locates and those aggregated and anonymous locations, with the former available for more widespread and individually targetable marketing uses.

It will be interesting to see how things progress between the self reported locates provided by check ins and the just plain looking up location and tying them back to a place.

Anyone can make the functionality to allow folks to check in somewhere, that’s not a big deal, what is a big deal is getting people to actually use it and use it a lot, and then how you make use of the information once you have it.

So when I heard about Yelp adding the functionality I checked it out buried in a drop down menu somewhere, my first thought was well that seems pretty useless, what’s the point of me checking in on Yelp, its a restaurant review site for me, and that’s it, no one except me will know I checked in or care.  There was nothing in it for me to check in.  Now if Facebook added the feature, that could be a different matter… it all depends on how they do it and what is in it for me if they do.

Traffic.com Offers Solutions to Traffic Problems Highlighted in Texas Transportation Institute Study

Web Site, Toll-Free Hotline, and Mobile Alerting Solutions

CNN Money

WAYNE, Pa., Sept. 19 /PRNewswire-FirstCall/ — Traffic.com, a NAVTEQ company , and a leading provider of personalized traffic information, provides information to help drivers avoid the worsening traffic conditions reported in yesterday’s Texas Transportation Institute (TTI) 2007 Urban Mobility Report. Traffic.com offers free, convenient solutions that equip drivers with the information they need to get where they’re going faster.

According to the TTI report, 4.2 billion hours are spent stuck in traffic each year in the U.S., wasting 2.9 billion gallons of fuel at a cost of $78 billion. Traffic has gotten worse, affecting more of the day, and becoming more unpredictable. With morning and evening rush hours lasting as long as 3 hours in large U.S. urban areas, a reliable and immediate source of current roadway conditions is imperative for drivers. On-demand, real-time updates as well as scheduled alerts have become a necessity for on-the-go drivers.

“Free commuter solutions offered by Traffic.com keep drivers more informed and better able to plan routes to avoid traffic congestion,” explained John MacLeod, Executive Vice President of NAVTEQ, “and we’ve packaged that information so it is at people’s fingertips, wherever they may be.”

Traffic.com’s free Web site and personalized alerting solutions give users comprehensive city-wide information as well as detailed traffic condition information.

For free real-time traffic information on-demand, drivers across the country can:

   Call Traffic.com's free traffic hotline at 1-866-MY-TRAFC (1-866-698-7232)

    Text a city code or saved MyTraffic drive name to TRAFC (87232)

    Access Traffic.com mobile Web site at http://mobi.traffic.com, via Web-enabled cell phone or mobile device browser

I am a little familiar with such things having worked for a leading cable network targeting kids and the various marketing to kids self regulation policies and the Children’s Online Privacy and Protection Act (aka COPPA).

First the APIs currently available are for “Dynamic Search” which is a bit of a misnomer if you ask me. The “Dynamic” mostly just means that the results from the “search” are relevant to your location… so as your location changes so will the subsequent results from the “search” request. The “search” is not really a search as much as a filtering of the data from a single predefined database so as to only show data relevant to your location.

There is a widget type feature that allows a DashApp to be discovered and added directly to a Dash Navigation device directly from any website, rather than having to go through the MyDash service. Sure to be a popular viral marketing feature for app builders.

A limited number of HTML tags are also supported to allow application developers to control some of the look and feel of their data within the Dash device.
While all results are seemingly related to the users’ geographic location, results can be sorted by a variety of values not limited to distance, including by title, time/date, price and rating.

Elements of a response can include details such as title, description, time, phone, lat/long, street address, city, state, zip, distance from the user, price and rating.

It also seems that DASH is rightfully being quite judicious with the amount of data that it lets DashApps use, 5k per query it seems. At that rate I suppose they can allow users a fairly large amount of use, before they really start to eat into that pool of GPRS data.

The initial DashApps made available with the launch of the APIs include straightforward POI lookup services including real estate listing from Coldwell Banker and speed trap data from Trapster. Trapster includes the capability for device owners to report/submit new speed traps directly from their device. The weather service from WeatherBug and the BackTrax applications are less location sensitive but more dynamic. WeatherBug provides up to date weather condition and forecasts in your area, while BackTrax lets users look up the name of the last three songs played on all the radio stations in your area. The final inaugural application is called myFUNABOL calendar which allow you to import electronic calendars from places like outlook into the device.

This is undoubtedly a huge step in the right direction, and is a mere trickle of the types of location aware information I think we can expect to see turn into a tidal wave in the not too distant future. Despite the widely reported problems the Dash devices have in terms of size and poor basic GPS performance, it certainly makes me want to run out plop down my $399, at least until the Nuvifone hits shelves. I certainly hope Garmin has been watching DASH carefully and has been taking notes.

So to those not in that industry here is the best I can do in summarizing what’s going on here.

The amount of display ad inventory available online is absolutely massive… far more than the supply of advertising dollars chasing it… so the price someone is willing to pay to serve any old advertisement to a random Internet user is pretty negligible. Meanwhile, the internet advertising industry long ago went down the path of selling itself as a data intensive, highly measurable and result oriented medium… and for better or worse is generally stuck with that description.

So… the name of the game nowadays is to not just serve anyone on the Internet any old ad and call it a day, but to serve a very specific group of people, sometimes a very specific ad, and measure what happened afterwards to see if it ‘worked’ in terms of driving clicks or purchases… rinsing and repeating until one gets the desired result or gives up and tries for a new result instead.  The more highly correlated a given piece of information is with some desired activity like a click or purchase, the more valuable it is.

So some folks are making tens of millions of dollars doing very little more than going to an open advertising exchange and buying low cost impressions generated by people they know, and then adding in the information they have on those folks in order to more effectively target ads in a game of information arbitrage.

The vast majority of folks are focusing on the part of the equation around WHO will be shown what ad… which can be things like people who shopped online for flat screen tvs in the past 30 days, or people who checked an online stock portfolio in the past 24 hours, or someone who just read reviews of new cars on an auto oriented site.

A great recent example of this is a company called Magnetic (http://www.magnetic.is) which just raised $5 million in funding some top VCs, and a company that PaidContent thinks could be part of the next big wave in online advertising.  What Magnetic  does is provides advertising re targeting data off of searches conducted at one’s site. So not only can site owners continue to run a Google AdSense for search program directly on their own site, but let’s say you’re running a car blog and someone searches for “Ford Mustang” on your site and later heads over to  somewhere like cnn.com to read about the disaster in the Gulf.  Ordinarily there is no way to know that a reader on cnn.com reading about the disaster in the Gulf may be interested in a Ford Mustang, but using a system like Magnetic allows CNN to directly get this information and try to use it to charge more for their ads, or alternatively ad buyers for someone like Ford may not even concern themselves with specific sites and instead simply buy people who have searched for their brand or products wherever they may go across the web, through purchases of ‘individual cookies’ via blind advertising inventory exchanges. 

Another similar example is aCerno which was recently acquired by Akamai for $95 million. aCerno uses consumer shopping data gathered from a co-operative of approximately 550 major e-commerce sites, to re target advertisements across the web based on their online shopping behavior. 

The key words to keep in mind about where the industry stands today is terms like “shopped online”, “checked an online portfolio”, “read an auto site”… notice one thing in common here… all these behaviors are taking place in front of a computer screen. But what about the vast majority (95%) of the times when all those folks walked into a Best Buy store, Fidelity retail brokerage or stepped foot onto a Ford auto lot to do their commerce the old fashioned way offline?

There is no reason why this game of information arbitrage needs to be limited to purely online behaviors, or to the traditional browser of the PC based Internet.

Is a guy who spent three and a half hours sitting in Yankee Stadium four separate times last month probably a better prospect to buy Yankee hats, mugs, and jerseys gear than the general public? You betcha. 

Is a user who spent 45 minutes at a local Ford dealer lot last Saturday, potentially someone in the market for a car with higher than average intent to purchase a Ford vehicle? Probably.

So you have to think that it won’t be long before all of that algorithmic, arbitraging media trading that we’re seeing online these days begins to bleed over into the world of offline meets online, using location data at the center, in fact it’s nearly here.

Now this could very easily turn into another rah-rah post about why mobile social applications like Foursquare, Gowalla, Loopt and MyTown are going to take over the world… they get you to fork over information about your whereabouts and that information can be digital adverting gold.

But I am not sure I am ready to concede that this is something for mobile social networks to own…  do you really need a user to push a button to tell you where they are in order to get that location information? Per a recent L.A. Times article, the latest Apple iPhone terms and conditions changed to include a section related to LBS where they declare that “Apple and our partners and licensees may collect, use, and share precise location data, including the real-time geographic location of your Apple computer or device” and the article also makes note of Google’s similar geo data collection policies for Android Phones. 

For at least a few years now companies like Sense Networks and Placecast  have been working with large volumes of aggregated location data, collected from a variety of places, in an attempt to unlock the value contained within a long history of geospatial locates.  So there are obviously other ways to get at this raw data and make it valuable beyond the self reported (and self serving?) check in, which after all is just a small snapshot of activity of a few million users at best. But how valuable is a string of user locates as stand alone data?

In the current online world, tracking a search query or information from a web page to turn it around for re targeting purposes is relatively straightforward since everything already exists digitally. But when someone goes SOMEPLACE in the real world now, the digital documentation about that place is currently pretty weak…  so going to a position in space at some point needs to get digitally mapped back to the vast reservoir of digitized knowledge that we have about that space.

Folks like Localeze have started us down this path by making business listings more rich versus the dry name, address and phone numbers of the days of the yellowpages, but they’re coming at it from a perspective of web and local search.

Meanwhile an interesting new company called PlaceIQ is coming at it from the perspective of painting a better contextual picture of the places people visit. In the same way that ContextWeb tries to understand the context of the content on a webpage to serve a better ad, PlaceIQ is looking to better understand the context of a place to serve a more relevant mobile ad to folks at that location, not based on the content within a mobile site or app, but on the geographic space surrounding the customer at that time.  Taking it a step further PlaceIQ, similar to companies like Magnetic and aCerno,  will look to extend that knowledge of place to using information about historical presence at places to better target advertising via re targeting… like a mobile ad for a Derek Jeter jersey targeted to someone who attended a game in Yankee stadium a few days earlier.

Just knowing that a person is at a given latitude and longitude alone may turn out to be about as useful as knowing someone is on the web… and from an advertisers point of view, pretty low value. But if that latitude and longitude can be resolved to a place, and a ton of other information assigned to that place, then a new rich dataset for targeting and re targeting across the mobile and geoweb will evolve with location and presence at its center.

It seems that the folk that have found this most useful so far are governments and energy companies.  According to the Metacarta site, there are millions of government documents of which over 70% contain significant geographic references.

I can see how this would be quite valuable for the folks in homeland security who could now potentially  connect the dots where a CIA agent writes up a report about a suspicious character on Mott street and another agency transcribes a phone conversation between bad guys referencing a business at a nearby location adjacent to Mott street.  It’s information that may not have been connected in the past if it weren’t for the previously unseen geographic/proximity link.  

The other category where Metacarta operates is in digital publishing, particularly around news content and this is the area I was interested in poking at a bit more. AOL’s Patch product has been getting a ton of press, Yahoo just plunked down $100 million for Associated Content, and other start ups like Outside.in are all operating in some shape or form in the area of hyper local content creation or aggregation.

Creating or aggregating all of that content for a hyper local audience of what may be just a few thousand people seems like an awful lot of work. So let’s look at some numbers…

Having worked with Associated Content before I suspect that its reasonable to get a 500 word article produced for $30, and let’s say that the article is about something happening in the town of Mamaronek, New York  a small bedroom community of NYC  with a population of 18,752 (at least as of the last census). So using some oversimplified math… in order to break even on the expense of creating the article assuming un limited advertiser demand for Mamaronek eyeballs at $15 CPM, the article would need to attract 2,000 views, assuming 1 ad per page, or 1,000 views assuming 2 ads per page… or approximately 10.6 or 5.3% of the town population respectively.

Now seeing that Quantcast estimates the domestic use of Google.com at around 157 million monthly unique out of a total population of 307 million people or about 51%, it seems a tad aggressive to assume that one publisher could get 10% of a local population engaged in their content… although just for the heck of it I looked up the circulation of my hometown newspaper the Gainesville Sun which has a circulation of around 45k against a population of around 125k or over 1/3 of the population, so maybe its not so crazy!

You can kinda see where the Excel  commandos may be getting excited, saying something like “if we can establish Patch as the next generation local newspaper and get 1/3 of the population reading the site and get articles produced at $30 a pop, we’ll be rich!”

But here are a few potential glitches to that plan. For one, as the barrier to creating local content is lowered, unlike in the traditional newspaper world, the number of competitive neighborhood sites will  be more significant, so getting 1/3 of the population to read your website like the Gainesville Sun has accomplished in Gainesville, will be much more challenging… outside.in will be right there challenging Patch  for the local eyeballs with a network of other local bloggers. 

Second and probably more importantly, is the advertising demand and pricing question.  Ad networks are awash in inventory, and geo targeting is just a simple check box away, so the eyeballs are already available at CPMs in the low single digits.  While small local businesses will be sold directly and the vast majority have never heard of advertising.com, I am not sure you can expect them to pay large “local content adjacency” premiums over the long run.

A quick perusal through the Patch job listings shows a lot of emphasis on the business directories business, so it seems that AOL may be trying to hedge their bets even further against the premium display CPM ad business  and trying to cast a wide net capturing ad dollars previously headed for local premium display, classified, and yellow pages.  Then there is the whole behavioral/re targeting opportunities when folks from the local sites show up later elsewhere on an aol property and upgrade the value of that inventory as well.

You can start to see where this local content begins to look like a valuable opportunity once you can get the production costs low enough and local ad sales folks in place… it all makes sense on a spreadsheet at least.

While there were few direct answers here, the read between the lines answer seemed to be that “we’re not sure but we’re experimenting with a bunch of different things”… premium services add-on’s seemed to be a popular option. But it was also clear that regular old banner ads just didn’t seem to be cutting it, bringing in maybe just a handful of dimes per thousand… which when combined with a respectable, but not overwhelming, audience of a few hundred thousand users, wouldn’t amount to much. One of the speakers did throw out that with some of the geo targeting qualifiers, they saw CPMs jump into the few dollars range. Overall it sounded like some of the core economics around the costs of location dips and maps made it challenging to make it work on the pure low network advertising cpm’s model, so CPMs needed to make it into the dollars to make it work.

The moderator of the panel Claudio Schapsis keeps a running tab on all the new location based social networks popping up, and its getting to be quite long these days. Not surprising some of these guys are coming to the realization that it will become tougher and tougher to compete and grow as a stand alone consumer destination, and are instead switching gears to help bring the goodness of location awareness to people who already have large existing networks.