The Focus on Locus: Symposium on Location Based Services - Columbia University
When: Friday, July 11, 2008
Where: 301 Uris Hall, Columbia Business School, 116th & Broadway, New York, NY
Hosted by: Columbia Institute of Tele-Information (CITI)
Session 1: Mobile Operators, Device Vendors & Mobile Developers
TeleNav - Hassan Wahla: Sr. Director of Business Development - [Presentation] - [Video]
Is 2008 finally the
year of LBS?
This presentation gives TeleNav's perspective on why has it taken so long for
location based services to become popular, the challenges the industry has
faced along the way, the current state of location based services, and future
Qualcomm - Frederic Servais: Product Manager, Location Products & Services - [Presentation] - [Video]
The Qualcomm presentation will explore
from a global perspective four success factors driving (or impinging) the rapid
proliferation of location-based services, including technology, regulatory, service, and
"Why consumer location is hard": As more mobile
devices include location capabilities, we are learning that consumers have very different
requirements than governmental or industrial users. In order to carriers and application
developers to be successful selling location services, these demanding requirements need to
be met. What are they and how can they be addressed?
The future of mobile social networks and dating:
This presentation explores how mobile phones enabling user location and proximity awareness
will change & expand the heuristics of human interaction. In particular, it considers the
way people will interact with their personal networks and how the dynamics of new
relationships formation will be altered and augmented.
Panel 1 - [Video]
Moderator: Henning Schulzrinne: Columbia
University - Professor of Computer Science and Department Chair
Session 2: Public Policy & Consumer Protection
describes the LBS Best Practices CTIA recently adopted and frames these
approaches against a range of LBS services currently being provided to the
public in the U.S.
Privacy: Challenges and Opportunities: Location based services present substantial privacy
challenges for users and service providers. While locational privacy implicates some of the
same questions that arise in non-locational privacy contexts, insufficient privacy
safeguards in the LBS space can expose users to a different class of threats, including the
threat of physical violence. Service providers have the opportunity to build strong privacy
protections into location based services, thus reducing privacy risks to consumers and
increasing consumer confidence in LBS products.
Privacy Innovation: Loopt takes a fact-based, user-centric, and cooperative approach to drive privacy innovation and develop leading practices. It also means making privacy and security top company priorities, and focus areas that permeate throughout the organization – from product development to marketing to quality assurance and engineering.
Panel 2 - [Video]
Moderator: Eli Noam: Columbia University - Professor of Finance & Economics; Director, Columbia Institute for Tele-Information
Session 3: Advertising/Marketing Players
Mobile Marketing Key
Trends: This presentation will provide an overview of key consumer adoption trends on mobile
devices - not only nascent LBSs, but all key trends - from mobile browsing & text messaging
to 3G & smart phone penetration rates. More importantly, beyond simply providing an overview
of key trends, this presentation will review the challenges and opportunities these market
place developments are creating as advertisers and marketers look to move their budgets onto
the mobile platform.
1020 Placecast - Blair Swedeen: VP - [Presentation] - [Video]
reviews Placecast's approach to place-based advertising which leverages not just where
someone is (proximity), but also rich data about that location at that time that makes it
meaningful to the person viewing the ad.
Ogilvy Interactive - Ben Ezrick: Senior Strategist - [Presentation] - [Video]
Multiplatform Location Based
Marketing. Location based services have been developing at a steady pace on multiple
platforms, and now allow marketers to reach consumers with more relevant and useful
messaging. LBS will continue to change the way Madison Avenue communicates with consumers on
television screens, mobile phones and the net.
LBS Mobile Marketing – With the advancement of mobile phones and the popularity of LBS it is a natural progression for the two to merge - giving mobile marketing an incredible opportunity to expand and utilize location based services. This presentation will illustrate three core ways LBS and mobile marketing fit together using Slifter case studies.
Session 4: Web & Social Networking Providers & Content/Dataset Providers
Technology Status and Directions: The technical underpinnings of location services continue
to evolve at a rapid pace, in some cases inhibiting adoption, and in others supporting the
adoption of rich new user experiences. We'll examine some of the interesting changes
happening in the LBS value chain, and discuss their market impact.
Remember when most
"social networks" were local?
Surprise, surprise! Though digital communication has made it just as easy
to connect with somebody in the African desert as it is to connect with
somebody across the street, local, real-world interaction remains important.
When I want to find someone who shares my love of biking or my frustration at
the poor state of repair city streets are in, to hear about the best
Japanese restaurant in the neighborhood or to find someone to date, the people
who live and work near me - who share my location - are most important.
This presentation examines how LBS extends and transforms social networking and
Web 2.0 people-centric services. A swath of sites and services that deal
with collaboration and interaction between people have developed independent of
location considerations. The realization that access to these services can
increasingly occur from location-aware mobile devices as people go about their
daily routines will help drive the transformation of offerings and business
Next Generation Location: 3D and Immersive Maps: As the
web shifts from links and text to immersive and interactive sites, location and maps in
particularly are moving in that direction also. 3D maps (Google Earth, Microsoft Virtual
Earth, UpNext) and streetviews (Google Streetview, Everyscape) are bringing users into
locations and making it possible to explore visually.
Columbia Institute for Tele-Information
(CITI) - Christopher Loh: Visiting Scholar - [Presentation]
This presentation offers concluding remarks and ties up many of the conference themes.
Panel 4 - [Video]
Moderator: Brian Knapp: Loopt - Chief Privacy Officer, Vice President, Corporate Affairs