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The Era of Location-As-Platform Has Arrived

2010. 11. 30Ahn ByungIk(biahn99@gmail.com)

@LBSAHN

user centrality

community orientation

operator-centricpositioning

self-referencingsingle-target

reactive

proactivity degreeproactive

device-centricpositioning

cross-referencingmulti-target

content-oriented application-oriented

LBS Evolution

Source: Dr. Sumi Helal, University of Florida

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Progression of LBS

Tim

e L

ine

2002

2005

2008

2011

2012

Source: Location Based Services by QUALCOMM, 2008

4

5

LBS Services – Offered Today(LBS1.0)

Source: Location Based Services by QUALCOMM, 2008

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LBS Services – Up and Coming(LBS2.0)

Source: Location Based Services by QUALCOMM, 2008

Social Location Service!

8

SeeOn Principle! User Participation Venue/Data

Collaborative Tip/Near By Info.

Collective Intelligence Community/Social Graph

Fun Captain/Cap/Level

Customer Oriented User Centrality

9

> S

ee O

n

1

2

3

4

10

> B

eco

me C

apta

in

11

> U

nlo

ck C

aps

12

> D

eals

& O

ffers

13

> S

ync

to S

NS

14

> A

hem

15

> B

ubble

SeeOn Strategic Approach

Source: Ogilvy, The Executive’s Guide, 2010

Strategize

위치정보는 Privacy 가 아닌 Fun

Location-As-Platform

Locational Proximity + Social Property

User Participation 를 통핚 가치 형성

Open & Mash Up(Sync to SNS)

Open API : Provider & 3rd Party

Location based Target MKTG tools

고객에게는 좀더 많은 혜택과 이익

Build

Venue/Data/Near by Info./Tip

Social Graph/Social Relations/Social Property

User Participation을 통핚 정보 생성, 수정

Social Graph를 통핚 정보의 공유

Sync to SNS

Incentivize

Captain Specials

Frequency-based Specials

See-On Offers

Cap Specials

SeeOn Supporters

Creator Specials

Level Specials

Socialize

Brands in SeeOn

Social Network을 통핚 새로운 가치 창조

CRS: Corporate Social Responsibility

21

SeeOn Users

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

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Location Based Social Marketing SNS

Visit Network Buying Network

Influence Person MKTG

Location Based SNS

Place visit Network Buying Network

Opinion Leader extraction

Sample Networking OL extraction

SLS N

Buying N

Source :서울대 경영대 김진교

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Location Based MKTG (Ex)

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SeeOn Statistics

50%

18%

11%

6%

5%5%

5%

Capital Area

강남구

중구

송파구

영등포구

관악구

구로구

동대문구

73%

6%

5%5%

5%2%

1%1%

1% 1%

Nation Wide서울

부산

대구

인천

경기

대전

광주

제주

전라

기타(경상, 충청, 강원)

• 위치공개는 스마트폰 사용자가 집중되어 있는 주된 대도시 위주• 놀이 및 먹을거리 문화가 집중된 활동 지역에서 공개 비율 높음.

25

23%

18%

14%12%

11%

10%

6%3% 3%

카테고리별 위치 공개

거주/기업/기관/의료/종교

세계음식

교육/문화

한국음식

교통/여행

쇼핑/편의

나이트라이프

레저/스포츠

아웃도어

순위 장소

1 카페/커피숍

2 지하철역

3 아파트

4 회사

5 대학교

6 병원/의원/응급실

7 피자

8 빌딩

9 은행

10 대형마트

11 초등학교

12 맥주/호프

13 영화관

14 백화점

15 소주

16 고등학교

17 읷본음식/초밥

18 교회

19 삼겹살/목살

20 베이커리/제과점

[핚국읶의 위치 공개 장소]

SeeOn Statistics

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SeeOn Platform

Provider Users

SeeOn Open Platform

Service/MKTG

Data/Info.

Analysis DataSocial Relations

Connection

Incentive

Fun/Incentive

Social Graph Context Content MiningContact

Data Repository

Sharing

User Centrality

Service Platform

Open I/F

Social Location