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Location, location, location? Wrong, wrong, wrong

In real estate, you will have heard, there are only three rules: location, location and location.

In the emerging industry of mobile commerce, we hear the same argument. Much is made of the potential of location-based services (or LBS, in its inevitable acronymisation). The most profitable models for the delivery of mobile commerce services, say the experts, will be based on where users find themselves. Ergo, the most successful services should be the likes of:
IBM’s vision of LBSTraveller services – business travellers wanting information on the destination where they’ve just arrived;

Entertainment information – users going out to movies or a meal wanting information on what is in the area where they find themselves;

Route information – directions on getting where you want to go from where you are;

Emergency services – alerting rescue, medical or police services on the location of someone in distress (for more examples, See IBM’s vision of LBS).

Aside from the last – which is more usually the province of public authorities rather than of commercial services – the problem with this vision is that much of it doesn’t make sense. Oh yes, it makes perfect sense from a technological perspective. This is what the technology can do, so why shouldn’t it be part of the promise?

Even academics are arguing that mobile commerce is dependent on Location on the one hand, and on Time on the other. In short, where users are, and when they are there.

But it is wrong, wrong, wrong. Keep reading →

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Posted in the category: Strategy, Technology, Trends

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The Big Change is a business strategy blog and newsletter published by Arthur Goldstuck, managing director of World Wide Worx, a leading technology research organisation based in Johannesburg, South Africa.

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