What is Location Based Services?

Location Based Services (LBS) marketing uses the location of a mobile user to deliver information specific to their geography. The location of the mobile phone can be identfied through any mobile connection, e.g. SMS, WAP/ Mobile Web, voice calling or GPS where installed.
It is permission-based, so mobile users must make a request for a location service before their position can be identified. With the exception of GPS, the location is gathered from the nearest base stations, identifying the mobile users anywhere from 20-100 metres, which depends on the distance of the base stations.

Examples of Location Based Services Usage

LBS has been used for information such as parcel and vehicle tracking, or entertainment services, e.g. personalised weather or city guides. It offers excellent opportunities for marketers in terms of sending highly targeted campaigns or for advertising funded content.

One of the best known example is Tfl’s Cabwise service (Transport for London) in UK. When the word “HOME” is sent to a shortcode number (60835), it identifies the nearest licensed taxi service using location information. They charge 35p per message.

For more information about Tfl’s Cabwise service, you can visit:
http://www.tfl.gov.uk/tfl/gettingaround/taxisandminicabs/taxis/default.aspx

TVC of Cabwise:

An other UK example of ad funded service is Manchester United’s launched Travel FC Campaign. This campaign gives a range of travel and local data for their ground around the time of a match. It offeres live traffic information, live CCTV images, live bus & rail information and also accident and incident information. Advertising on Travel FC is localized and focus. It can connect with a local audience and send specific event advertising to targeted customers.

For more information on Travel FC campaign, please go to:
http://www.travelfc.co.uk/home.aspx

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Tags: GPS, Internet Marketing & SEO, LBS, Location based service, mobile ad, Mobile Marketing, SMS, WAP