Table Of ContentManagement for Professionals
Gerrit Heinemann
Christian Gaiser
Social
Local
Mobile
The Future of
Location-based Services
Management for Professionals
Moreinformationaboutthisseriesat
http://www.springer.com/series/10101
Gerrit Heinemann (cid:129) Christian Gaiser
Social – Local – Mobile
The Future of Location-based Services
GerritHeinemann ChristianGaiser
eWebResearchCenter ChiefExecutiveOfficer(CEO)
NiederrheinUniversity BonialInternationalGmbH
Mo¨nchengladbach Berlin
Germany Germany
TranslationfromGermanlanguageedition:
SoLoMo–Always-onimHandel
byGerritHeinemann
Copyright#SpringerFachmedienWiesbaden2014
SpringerFachmedienWiesbadenisapartofSpringerScience+BusinessMedia
AllRightsReserved
ISSN2192-8096 ISSN2192-810X(electronic)
ISBN978-3-662-43963-0 ISBN978-3-662-43964-7(eBook)
DOI10.1007/978-3-662-43964-7
SpringerHeidelbergNewYorkDordrechtLondon
LibraryofCongressControlNumber:2014953248
#Springer-VerlagBerlinHeidelberg2015
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Preface
Mobile Internet and smartphones enable communication anywhere and anytime.
Furthermore,incombinationwithsocialmedia,theycreateanewkindofinterac-
tion and revolutionize buying behavior, as users increasingly share information
abouttheirwhereaboutsandlocaloffers.Thisexchangeisnolongertime-delayed,
but shared in real time via the network. The social network, in conjunction with
mobiledevices,isacompanionforalllifesituationsandalltopics,whichchanges
thedefinitionofprivacybymakingpartofourlivespublic.Virtualidentitiesserve
asameansofself-expressionandarebecomingessential,particularlyforyounger
Internet users – termed “digital natives.” “People are happy to share information
about themselves with others,” says Mark Zuckerberg. In this respect, the use of
social media can no longer be viewed in isolation. Social media are increasingly
usedincombinationwithlocalizationandlocation-basedservices(LBS)aswellas
mobile Internet usage. Such interaction forms the basis for “SoLoMo synergies,”
whichresultfromsocial,local,andmobile(SoLoMo)networkingandgiveriseto
new opportunities for marketing efficiency. Given that the number of intensive
usersofsmartphonesandmobileInternetissettogrowdynamicallyinthenextfew
years,SoLoMonetworkingmightwellincreasetothesameextent.Asoftheendof
July2013,46%oftheresidentialpopulationinGermanyalreadyusesasmartphone
–accordingtoarecentsurveybykaufDA,whichwillbediscussedindetailinthis
book. The number of smartphone users in Germany exceeded the threshold of
40millionatthestartof2014.
The SoLoMo phenomenon is also fueled by the fact that users want to stay
constantlyinformedonline. The same applies today to“smart natives,” for whom
permanentaccesstothedigitaldatastreamisnormal.Theydemandmobileoffers,
which theycan continuouslykeep uptodateandsharewiththeir network.Inthis
regard, local real-time offers with geotargeting, increasing response speeds, real-
timeinformation,andaugmentedrealitycreateinterestingmobileaddedvaluefor
SoLoMousers.Addedvalueisundoubtedlyprovidedbyonlinebuyingandmobile
shopping,whichisconvenientandvaried,andcanbecarriedout24h,regardlessof
location.Mostcustomerscannolongerimagineaworldwithoutonlineshopping.
Thisisexactlywhybrick-and-mortarretailingshouldnotgetleftbehind,especially
sincetheInternethasbecomeacentralpartofmanypeople’slives.Consumersdo
notwanttobuyeverythingonline,nordotheywanttoforegotheadvantagesofthe
online channel just because they also visit shops. Some companies therefore let
v
vi Preface
theircustomersshopinparallelandtiethemtothebrick-and-mortarstorethrough
location-basedservices.Location-basedservices(LBS)aremobileserviceswhich
access localized and situation-based data. These services are becoming largely
important, particularly in terms of the situational adequacy of mobile commerce
offers.Theyalsohaveahugeimpactonexistingcommercialandretailstructures,
since the mobile Internet – in combination with LBS – has become a disruptive
technology,whichisredefiningcommerceasawhole.
The “Potential for Location-based services” study, conducted by the eWeb
Research Center at Niederrhein University of Applied Sciences (Germany) in
collaboration with kaufDA/Bonial International Group, the global provider of
location-based advertising services, and in cooperation with the Edelman agency
untilSeptember2013,providedtheimpetusforthisbook.Ourprimaryaimwasto
buildabridgebetweentheoryandpracticeandcreateauser-friendlydesign.LBS
specialistsintheBonialInternationalGroup–atinternationallocationsintheUSA,
Germany, France, Russia, and Spain – observed that retailers have identified the
explosivenatureofincreasingmobileInternetusagefortheirownstoreandwantto
developabetterunderstandinginordertorespondwithappropriatemeasures.This
bookisintendedtohelpclosetheinformationgap.TheongoingDelphistudyonthe
subjectofthe“FutureofCommerce,”whichisbeingconductedundertheauspices
of eBay GmbH Deutschland and APCO Worldwide, was also a source of encour-
agementandsupport.
WewouldliketoexpressourthankstoMs.SarahStevensforactivelysupporting
usintheconceptualdesign,evaluation,anddocumentationofthestudy.Wearealso
grateful to the Edelman agency, and in particular to Ms. Susanne Richardsen, for
theirconstructiveanduncomplicatedcooperation.
Mo¨nchengladbach,Germany GerritHeinemann
Chicago,USA/Berlin,Germany ChristianGaiser
List of Abbreviations
2G 2ndGeneration
2.5G 2.5thGeneration
3D Three-Dimensional
3G 3rdGeneration
3.5G 3.5thGeneration
Fig. Figure
Admin Administration
AGB(“GTC”) GeneralTermsandConditions
AGOF GermanOnlineResearchConsortium
API ApplicationProgrammingInterface
App Application
ARM AdvancedRISCMachine
Asw Absatzwirtschaft(marketingjournal)
BITKOM German Federal Association for Information Technology,
TelecommunicationsandNewMedia
Bn. Billion
B2C Business-to-Consumer
B2B Business-to-Business
BVH GermanE-CommerceandDistanceSellingTradeAssociation
CAGR CumulatedAverageGrowthRate
CATI Computer-AssistedTelephoneInterviewing
CBC CustomerBuyingCycle
CCRP Customer-to-CustomerReferencePoints
CEO ChiefExecutiveOfficer
CGA Consumer-GeneratedAdvertising
CGC Consumer-GeneratedContent
CIC CustomerInteractionCenter
CM CategoryManagement
CNC CostsNewCustomer
Comp Company
CPI CostperInterest
CPC CostperClick
CRM CustomerRelationshipManagement
vii
viii ListofAbbreviations
Disc Discount
DMB DigitalMultimediaBroadcasting
DIY Do-It-Yourself
DSL DigitalSubscriberLine
DVB DigitalVideoBroadcasting
e expected
E-/e- electronic
EAN EuropeanArticleNumber
EAV ElectronicAddedValues
EBIT EarningsBeforeInterestandTaxes
EBITDA EarningBeforeInterest,Taxes,DepreciationandAmortization
EC ElectronicCash
ECC E-CommerceCenter
ECR EfficientConsumerResponse
EDGE EnhancedDataRatesforGSMEvolution
EHI EHIRetailInstitute
etal. etalii
etc. etcetera
e.V. IncorporatedAssociation
FAZ FrankfurterAllgemeineZeitung(newspaper)
F Following(etseq.)
Ff FollowingPages(etseqq.)
GfK. Gesellschaft fu¨r Konsumforschung (consumer research
company)
GmbH LimitedLiabilityCompany
GPRS GeneralPacketRadioService
GPS GlobalPositioningSystem
GSM GlobalSystemforMobileCommunications
P/L ProfitandLossStatement
HMWVL Hessian Ministry of Economic Affairs, Transport and Regional
Development
ed. Editor
HSDPA High-SpeedDownlinkPacketAccess
HSPA+ High-SpeedPacketAccess+
HSUPA High-SpeedUplinkPacketAccess
HTML HyperTextMarkupLanguage
http HypertextTransferProtocol
ifH InstituteforCommercialResearch
IEEE InstituteofElectricalandElectronicsEngineers
IMS IPMultimediaSubsystem
incl. Inclusive/Including
IPS In-PlanSwitching
IPTV InternetProtocolTelevision
ISDN IntegratedServicesDigitalNetwork
IT InformationTechnology
ListofAbbreviations ix
IVR InteractiveVoiceResponse
KB Kilobyte
kBit/s KilobitperSecond
LBS Location-BasedServices
Log Logistics
LTE Long-TermEvolution
m Mobile
m Million
M(“m-”) Mobile
MAV MobileAddedValues
MAC MediaAccessControl
Max Maximum
MB Megabyte
Mln. Millions
MMS MultimediaMessagingService
MP3 MovingPicture3
NGMN NextGenerationMobileNetworks
NFC NearFieldCommunication
N Number/NumberofCases
No. Number
OHA OpenHandsetAlliance
OS OperatingSystem
PAN PersonalAreaNetwork
PC PersonalComputer
PDA PersonalDigitalAssistant
PDF PortableDocumentFormat
PIN PersonalIdentificationNumber
POI PointofInterest
P&L Profit&Loss
POS PointofSale
QR QuickResponse
RFID RadioFrequencyIdentificationSystem
ROI ReturnonInvestment
ROPO ResearchOnline–PurchaseOffline
RP RheinischePost(newspaper)
Pg Page
Sec Seconds
SKU StockKeepingUnit
SMS ShortMessageService
Hr Hour
SSID ServiceSetIdentifier
SU ServiceUnits
TIFF TaggedImageFileFormat
TV Television
UMTS UniversalMobileTelecommunicationsSystem
