Location-based services (LBS) apps have proliferated, enabling disruption, differentiation and business expansion, according to Kim Fennel, CEO of location-based services company, deCarta.
"In 2005, Google emerged with a powerful global mapping application programming interface (API) which enabled rapid app development and drove high growth in LBS services deployment," Fennel explains.
"This has always been a good choice for developers, but it's designed for consumer advertising use - not as useful for enterprise, fleet management and telematics. It also has little differentiation and increasingly restrictive licence terms; has fewer API 'dials' for unique use cases; minimal customisation; and Google is getting more restrictive on use cases - you can't use Google search results on a non-Google map, for example."
The latest trend, according to Fennel, is for independent LBS platforms that enable differentiation and flexibility. It also recognises that not one tool fits all needs, and that it's about business decisions that drive technology decision.
"Across multiple market sectors, fleet management, automotive, telematics and consumer mobile/Web, the bar is always rising, as users and developers want more," adds Fennel.
He states that one of the tools being added is designing the driver-centric experience through a connected car platform.
"This design is built around the driving experience, not adapted from the smartphone experience. Local search and content is filtered by the known driving direction, content is integrated into a single app, not split out into multiple apps and advanced navigation and connected services are put in place," says Fennel. "This results in safer, less driver distraction."
An example of the connected car driver-centric application, according to Fennel, would be when searching for a restaurant. The application searches for traffic-enabled routes, shows fuel prices along the route, and displays parking prices as well as availability near destination.
"It also displays the walking distance from the parking lot to destination and allows social media integration to notify friends. This is all integrated in one seamless application, minimising user interaction and improving safety," he says.
Kennel further points out that developers are finding ways to intelligently serve up location-based content where the driver's route can be traced to a particular area at a particular time.
"High relevance mobile location and time content and offers, such as places to sleep for the night or other alternative activities taking place in the area, can then be presented to that driver," he says.
He observes that developers today recognise that the value is in the content and they want control of their data and managing its monetisation. He refers to Yellow Pages SA and social local app, Foursquare, as examples of this.
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