LBS Overview and the current situation of domestic lbs

LBS overview

LBS (Location Based service, location-based Services) is the location information of mobile terminals obtained through wireless network or external positioning (GPS) of telecom operators in GIS (Geographic information System, Geographic information System) with the support of a value-added service

LBS Status Quo

Blossom at home and abroad

LBS is considered to be a killer business in the mobile field, which is widely favored by the industry, and many companies are testing water in this field. In foreign countries, founded in March 2009, Foursquare is the originator of lbs, only in a year with 1 million of the user base, and even rumors to be Yahoo to 100 million U.S. dollars to buy

The domestic lbs market has hot hair hot, at the beginning of 2010, handle nets, play turn quartet, street and other startups have sprung up, NetEase, Tencent, Sina and other portals have put into the research and development of lbs, even China Mobile and other traditional communications manufacturers have begun to test the water lbs. In terms of investment, as with many successful foreign products, can also be a considerable investment

Mature technology, business model is not clear

lbs relative to other mobile internet products, the technical threshold is relatively low, simple and effective operation, now some smart phones using GPS positioning can be reached within 10 meters of precision, so you can accurately locate a business, a building, this in the era of base station positioning is unthinkable

LBS is generally used only as a tool in a product because of its lack of purpose and stickiness. Through lbs, users can quickly locate their location on a map without searching or looking for something they are interested in.

Users and businesses in the acceptance of lbs in the broad paving

A mature lbs industry chain needs the perfect fit of "user-lbs provider-merchant". Compared with developed countries, the domestic intelligent machine proportion is still low, especially the precise GPS positioning that lbs now generally needs. Now play lbs, are more enthusiastic mobile phone players or high-end users, and for ordinary users, lbs is just a concept, listen to others say, they have never seen, for businesses, group buying is really brought me a large number of users, and this gadget can be useful?

(LBS mode analysis is part of the quote from Http://www.seo9go.com/post/LBS and groupon.html)

Analysis of LBS model

There are about four categories:

I. Leisure and entertainment type

1. Sign in (Check-In) mode: Mainly to Foursquare mainly, there are some foreign similar services Gowalla, WHRRL, and the domestic is: play around the quartet, the street, open, more fun, where dozens of.

The basic features of the model are as follows:

1 users need to actively sign in (Check-In) to record their location

2 through points, medals and lords and other honors to motivate users to Check-In, to meet the user's sense of vanity

3 by cooperating with the merchant, the user who obtains the specific points or medals can be rewarded with discount or discounts, and also the marketing of the merchant brand.

4 other social tools that bind users to share their geographic information

5 by encouraging users to evaluate locations (stores, restaurants, etc.) to produce quality content

The biggest challenge of the model is to train users to sign in (Check-In) every place they go to (xi*2). And its business model is also more obvious, can be very good for the merchant or brand for various forms of marketing and promotion. and domestic more active street side network at present stage more with all kinds of concerts, exhibitions and other literary activities, slowly to the young people to promote and infiltrate, accumulate users.

2. Monopoly Game mode: foreign representative is mytown, domestic is 16Fun. The theme is the game life, can let the user use the mobile phone to purchase the real location the fictitious real estate and the prop, and carries on the consumption and the interaction and so on the reality and the fictitious real fusion one kind of pattern. The characteristics of this model is more interesting, more playful and interactive, more viscous than the check-in mode, but because of the need for real estate and other locations for virtualization design, development costs are high, and because of the region too strong lead to cover speed is not likely to be very fast. In the business model, in addition to the check-in model of joint business marketing, but also to provide value-added services, and similar to the Second Life (Second lives) of the implantation of advertising.

Second, the Life service type

1. The surrounding Life Services search: to comment on the network or the life of information types of sites and geographical services combined with the model, on behalf of the public comments network, Taiwan's "Discount King" and so on. The main experience lies in the practical characteristics of tools, the problem is that the accumulation of information and coverage needs to be more extensive.

2. Integration with tourism: tourism has obvious mobility and geographical attributes, and the combination of lbs and tourism is very relevant. Share the introduction and experience reflects a certain social nature, the representative is a play network.

3. Membership card and Ticketing mode: To achieve a card system, bundled with a variety of membership card information, at the same time the electronic membership card can record consumption (xi*2) and information, full use of the user feel the simple form and a large number of preferential information aggregation. Representative is the domestic "Mokard (M card)", and ticket type of Eventbee. These mobile internet applications are slowly permeating all aspects of life services, making our lives more convenient and stylish.

Third, the social type

1. Place friends, instant Messaging: Different users at the same time in the same location to build the user key, the representative is a round friend.

2. Small geographically based communities: small, geographically based communities, represented by "Trifles"

Iv. Business Type

1. lbs+ Group Purchase: Both have regional characteristics, but group buying has its differences, how to combine? The American Grouptabs brings us new imaginations: Grouptabs users to local signings, such as a bar, After arrival use Grouptabs's mobile phone application for check in. When the number of check in is reached, all users who have checked in can get a discount or discount.

2. Preferential Information Push service: Getyowza provides the user with the preferential information Push service based on the geographical position, the Getyowza profit pattern is realizes the benefit by the cooperation with the offline merchant.

In-store mode: Shopkick attracts users to designated shopping malls, completes the specified behavior and gives them virtual points that can be exchanged for goods or gift certificates.

(End of quote)

The nature of lbs "S"

"There is a big difference between Chinese and foreign lbs user behavior, and China's commercial behavior is more." Foreign users are really going to do sign in and sign in, because they think this is what I want to do, I have such a medal, I feel very good, not sign in order to want something. Domestic users to sign in a few times, and then sign in later must get what. "--gypsii global Vice President and Asia Pacific President Jeff Lin.

After a brief climax, Check-in began to drop rapidly (wen*1), lbs, the first half of LB, although simple and effective, but no stickiness, more people also realize that "where I am" and other messages have no substantive effect. Now, each LBS has launched its own characteristics of "S", mainly in the following ways involving the LBS field

lbs as an adjunct to its own business

This is a big market, and the investment is very small, so any company with a certain size will try to enter this field. And the most insurance method, is still using its own business to do the signboard, using lbs to better serve their products, a very typical example is the public comment network

There is a class of game companies, the location of the integration in the game, increased the game, such as the following Google Maps and Pacman game combined with the new play

Starting from lbs

LBS itself technology and cost is very low, so entrepreneurial difficulty is relatively low, there are several models can achieve better results

1. Small game type. With the game strategy to make up for the lack of stickiness, and mobile games and lbs existing users have a larger overlap, the game as a viscous protection, and then continue to explore other business models, sign in reward badges are simple game strategy

2. Integrate resource type. Typical applications are group buying +lbs, because of the stickiness of the group buying site, users are easy to accept from other channels to get the information, and buy information the same there are discount information, coupons and so on

Solutions for Traditional Industries

In the field of contention on the network, but often unusually deserted in the traditional industry, and many traditional business is just suitable for lbs play a role

1. Public transport, rental management. Taxis have GPS navigation and so on, but the existing conditions have not been very good use, not to mention the bus, many places still adopt a very traditional way of management, inefficient, high error rate. Use lbs to realize the monitoring of the vehicle position on the bus, automatically announce the station, arrange and add the car, use lbs to realize the monitor and dispatch, accident alarm, and even realize the smart taxi with the mobile terminal.

2. Traditional freight management. In addition to the monitoring of freight cars, can also be based on line congestion situation of scheduling, dangerous road to remind, alarm, etc., but also through the background data processing, to find the best time and route, improve freight efficiency

3. Advertising business. The most efficient advertising and accurate advertising, in addition to the content, LBS can also be achieved by location, if users subscribe to such ads, the effect of this ad can be doubled

4. Logistics industry. Most of the existing logistics industry is also using to increase the number of people to achieve "express", send-company-pick-up, in the trip to the company to get information waste a lot of time. such as Express company can launch an app, to achieve in the app on the booking, send a reminder, as well as in the delivery of intelligent terminals, to achieve the nearest pick-up, efficiency will undoubtedly improve a lot of

The localization innovation of lbs

Compared with foreign countries in the domestic intelligent machine share, positioning accuracy, the mainstream crowd and user behavior purposes are different, simply copying foreign models in the domestic will encounter bottlenecks-a group of taste after the cold, there is a great market potential, if properly excavated, will bring no small benefits, such as widely favored lbs+sns+ Game mode

Android moves to civilians with lbs

LBS compared to other products, there is a threshold for smart machines, and lbs to have a good precision even to the support of GPs, Android smartphone is undoubtedly the best carrier of lbs. In the future, the application market with the premise of the intelligent machine will be led by the internet giant and the terminal hardware Shanglai, and the existing hardware business or platform to seek cooperation, not only can occupy the "most suitable" users, but also bring them good development

How to form advantage in lbs field?

There is not much competition in this area, because there is a general lack of a suitable "S", so will be a lot of people crowded together, looks like a bunch of people in the fight for a piece of cake. Similar to the group purchase site, users in the group purchase site focus on products and services, lbs early advantage will focus on "S", has its own accumulation of enterprises in this area has the advantage, can get out of this crowded area ahead of time, and other entrepreneurial companies, only rely on their own ideas and long-term vision, to win the development

Just as the industry is generally not optimistic about Facebook and Groupon into China, as these have a lot in the country, its own technical advantages are not obvious, if no longer capital advantage, and Home-grown entrepreneurial companies no difference

For these potential customers, they are most concerned about how LBS can bring real benefits, followed by branding and technology. One thing is perhaps a lot of people have overlooked-the customer experience, group buying site Although the user experience is good, but the customer experience is not good, how to help customers reach the optimal solution, will be a good way to show off the head of the foot

The analysis is not deep enough, pat.

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