The ability of consumer electronics to sense location has no doubt opened the doors to a new dimension of mobile services that include navigation, local search, contextual social connectivity, and mobile advertising/marketing. And consumers have clearly iterated a preference to have these services delivered through their mobile devices, as evidenced by sharp declines in personal navigation device businesses over the past two years. But the vast opportunities of this new dimension come with an equally vast array of technological, safety, privacy and marketing issues, among others, that must be evaluated and addressed. In this session, leaders from different groups invested in the future of location technologies - from the device side to content developers to mobile marketers - will discuss the importance of location capabilities in mobile devices for evolving the consumer’s relationship to and affinity for their brands. Panelists will illustrate examples of value-added consumer use cases and discuss how marketers and application developers must prioritize the development of contextually relevant, sticky services to drive mobile advertising growth.
9th–13th March 2012