Adoption of Location Technologies in Mobile Apps
One emerging trend within the mobile application development sphere, in Australia and beyond has been the introduction of new location-based technologies into modern mobile apps. The aim of which has been to capitalize on the amount of data that is today stored within a typical consumers mobile device. Location based technologies come in many forms. At a base level there are the various hardware, and associated tracking components: GPS, cell tower triangulation, altimeters, the traditional compass. These are often combined by location technology providers together with Bluetooth, Wifi, NFC and other communication standards.
Most modern mobile phones have all of these components embedded, and more, and using software embedded within a mobile app it is now possible to query the data generated by these sensors in real-time. A location aware mobile app leveraging this information can combine detailed location coordinates (often down to 1 or 2 meters) with other software based information such as that contained within Social profiles or stored within a local CRM database. All, of this data combined enables companies operating such applications to push messages and offers to customers that are highly targeted and personal. This inevitably drives higher conversion rates and ROI for the companies deploying these advanced mobile apps.
One interesting example of where this technology is being employed today is the banking sector. Most of us, here in Australia have at least one mobile banking app installed on our phones, and at least one credit card alongside it. Using location aware technology embedded within some of these mobile apps banks are now able to send targeted offers from selected retail partners to consumers while they may be in the vicinity of these retailers. A typical strategy may be for Bank A to generate a promotional message to one of its card holders for a free hamburger should they opt to purchase a specific meal set from a partnering restaurant chain. This alert would be sent only to customers on approach to the given retailer, with the promotion being dynamically generated based on specific consumers preferences. Such targeted marketing ensures high take up of offers and can be tracked back to actual spending data from associated consumer credit cards enabling banks to capture real ROI from digital marketing activities. This recent development in mobile app technology is still very much in its infancy but adoption rates are beginning to pick up and you can bet that the capabilities of today will evolve very quickly over the next few years.