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 Ultra-Connected Socio-Economic Location-Enabled Enterprise By Robert Syputa, Senior Analyst and Partner Contact the author at robert@maravedis-bwa.com |
Mobile devices have become instruments for enhanced communication for individuals and organizations. A vision has emerged for revenue development from LBS, location based services, which primarily extends the Internet search and advertising model to location-aware localized advertising and transactions. Although much is yet to be made of this opportunity, the concept for industry development of LBS falls far short of what is possible, as ICT enables ultra-connectivity:
Mobile computing and broadband communications creates a new environment upon which more involved and fluid business models can be developed that go far beyond the simple model of the Internet. The Internet has shown how rapidly new businesses can be developed that are not based on bricks and mortar, and that take advantage of buyer evaluation and web user directed advertising. However, these are primarily devoid of immediacy and situation awareness. Social networking has shown how social interaction can fuel viral adoption of web-sharing, blogs, and social networking sites. However, social networks continue to struggle to generate economic revenues. Towards Socio-Economic Mobile Frameworks We purposely will not focus on individual company or group efforts, such as Google’s social applications framework, to list foundational elements that enable socio-economic mobile networking. These can be explored in a more thorough analysis. Much work is being done in complimentary areas including cloud ICT/computing), open source and applications platforms, mobile transactions processing, and converged wireless and wired IP network infrastructure (the network is the computer):
Open applications development environments that take advantage of broadband communications coupled with media, location, voice, and web capabilities tied to the user across multiple device interfaces, are rapidly emerging. The core functions will develop into social-network framework widgets, applications and web-enabled portals. Perhaps new terms will evolve to describe the rich, higher level socio-economic framework developments. Just as new forms of business, such as Amazon, eBay, and Google, have sprung from the relatively simple capabilities of the early Internet, new business models that extend or create new enterprise and social involvement and government organizations will inevitably result. The current concept of mobile advertising adheres to the antiquated notion that individual users can be prompted into purchasing goods and services based on a static media model, differentiated only by being personalized and location-based. In fact, the most successful web-based marketing examples already show that the user-group involved decision process has revolutionized retail and some areas of wholesale and professional sales. It becomes delusional to think of mobile advertising as delivering up relatively static content tied only by location and user profiling. Product and service evaluation, cross-referencing and referrals placed as framework developments in applications, including social networking apps, will become the way forward that makes the static ad content model pale in effectiveness. For references and further comments, see: For more information you can contact the author at robert@maravedis-bwa.com |
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