Trends Report

Mobile Location Becomes Invisible

No Longer A Service, Location Will Be Embedded In Mobile Products

August 3rd, 2011
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
J. P. Gownder , Seth Fowler , Annie E. Corbett , Andia Vokshi

Summary

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.

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