Location Based Services (LBS) are services that takes users' geographical location into consideration based on technology which identifies this location. Several technologies enable identifying a cellular phone's location data: GPS; cellular antennas, WI-FI hotspots and IP (Internet Protocol) addresses), enable, in various ways to create a map of the area in which the portable device is located and identify its precise location. For cellular companies, identifying location data enables them to provide users with service that includes not only calls, text-messaging and internet browsing but also Location Based Services and focused advertisement.
In recent years, the widespread use of Smartphones along with the development of location tracking technologies have led to the emergence of Location Based Services (LBS) and have created a huge market for new application in the field of providing relevant data to users. LBS utilizes the users' location to provide them with service that addresses their needs at the given time, from maps and transportation services, restaurant searches, social media, points of interest, etc.
Location-based applications are useful for both users and various advertisers
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Navigation applications: We all know of Waze, but there are many other navigation applications that serve specific purposes such as apps that locate specific services products/services, navigating through tourist areas, etc. Hereby are some examples:
Waze: navigation services for cellular with communal properties; enables users to navigate via GPS and view traffic reports uploaded by its user community.
Google Maps: uses location services and utilizes the GPS feature built in to any cellular device. Thus, one can navigate from one point to another using the Google Maps application without connecting to the internet.
Recommendations and data according to location: locations and professional services
Yelp: a popular application among US citizens which utilizes LBS and enables locating tens of types of businesses from banks to hotels to nearby theatres. A quick search for business type or name, displaying their location on a map, read customer reviews, etc. are all available without connecting to the internet.
Yellow Pages Local Search: an application that enables reaching any professional we seek based exclusively on satellite network and your device's GPS. This app provides users high value with no need for internet connection.
Location-based dating and social networks:
Tinder: a location-based cellular application. It enables to users to communicate if they find each other appealing; this app is mostly used for romantic purposes.
Security applications: applications for personal security, such as apps that call rescue forces or those that serve users when wishing to navigate quickly to a destination.
Reporty: an app that informs us when we are in danger, this app utilizes the video camera in the device's GPS receiver's video camera. Thus, the app quickly transmits detailed data regarding the users' location and the type of problem with which they are dealing. It is connected to various rescue services and can also define friends/family that will get a message of an emergency if one indeed occurs.
The future is here!
Unlike current services which are merely location-based, the future will feature services based on data such preferences, age, intention, etc. By collecting browsing data from various digital channels, the users' intentions can be immediately analyzed and integrated with their historical data. They can then be provided highly available service and make much of the information accessible using Location Based Services.
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