GPS-enabled smartphones have made location the cornerstone of the mobile experience. Location powers popular smartphone apps such as Foursquare, shopkick, and Yelp; overall, navigation and mapping apps are the third-most-used category of smartphone apps, ranking higher than gaming, news, and shopping. Yet, as important as location is, its dependence on satellite-based positioning systems prevents it from playing a significant role indoors -- where we spend up to 90% of our lives.
As I discuss in my new report, Next In Tech: Indoor Positioning, indoor positioning technologies are rapidly changing this situation by enabling users, venue owners, and app developers to determine a person's (or object's) position inside buildings. The impact of this change will be profound:
Make the physical world searchable down to the object level. By geotagging objects (through manual tagging or low cost tracking beacons), indoor positioning will make it possible to search for products and objects in the physical world as easily as we can on the Internet.
Provide a new platform for in-store shopper engagement and experiences. Indoor positioning will not only help shoppers with tasks such as locating products on shelves, calling for assistance, and accessing in-store services but will also enable retailers to engage shoppers in real time as they shop.
Digitize the call for help. Requesting help in venues will soon go digital, as indoor positioning will enable the help to come to you rather than you going to the help.
Unlike Ovi a couple of years ago, this brand will speak for itself. This is all about interaction with places around you, about context. Thanks to a best-of-breed product experience, Nokia is well positioned to deliver the most differentiated location experience.
During “Mapplegate” at the launch of iOS 6, my colleague Ted Schadler explained why it was a strategic imperative for Apple to do its own maps. However, at that time, most consumers and observers were comparing only Apple and Google Maps. The harsh reality was that Nokia couldn’t leverage its strength in the location-based space without an umbrella brand like “here.”
Make no mistake: This is not “HERE by Nokia” or any other form of sub-brand. This is an independent brand. Why? Because the opportunity is bigger than just Nokia.
This is about addressing different types of connected devices — not just mobile phones but also tablets, connected cars, and wearables. As such, “HERE” could play a pivotal role in helping Nokia leverage tomorrow’s new mobile form factors.