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Posted by Thomas Husson on August 3, 2011
Maps and navigation are not yet mainstream, but they are more useful as product features anyway. This means that 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.
However, invisibility will raise privacy and identity fears.
I was not surprised to receive a great deal of feedback from my contacts in Europe regarding my previous post “The Future Of Mobile Is User Context,” where I mentioned that, in the long run, consumers will voluntarily give up privacy in exchange for the benefits of mobile convenience. Several of my European contacts reached out to me directly, saying that consumers would never, ever “bargain” their privacy.
So let me clarify a few points:
Users need to be convinced that they can control their privacy whenever they want, regardless of whether they face a real risk or only think they do.
I would welcome your thoughts — feel free to join in the conversation
For clients wanting to know more about location-aware services, I just published a new report available here.