Forrester

Why Read This Report

eBay's recent acquisition of Where and Groupon's acquisition of Whrrl show how two Internet pure players looking to develop mobile transactions plan to integrate new location-based features into their mobile product and services portfolios. Indeed, location is no longer a service, like maps or navigation, but is increasingly an enabler of new product experiences. Consumer product strategists should think beyond location alone but should couple this feature — which will be increasingly accurate, particularly indoors — with other data sources, such as user context and past behaviors.