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For B2C Marketing Professionals

Mobile Location Becomes Invisible

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

August 3, 2011

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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.

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Table of Contents

  • Location Will Be Embedded In Mobile Products
  • Richer Data Will Drive Context-Based Experiences
  • RECOMMENDATIONS

  • Think Context, Not Just Location
  • WHAT IT MEANS

  • Beyond Mobile, A New Gold Mine For Consumer Behavior Predictability
  • Supplemental Material
  • Related Research Documents

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