Capitalize on location, location, location

As a business traveler steps out of the hotel lobby, he glances up and down the block in hopes of spotting a certain coffee shop. He’s on the way to an important meeting and needs a cup of his favorite brew to start the day right. Since the shop’s familiar logo is not in sight, he taps a few keys on his PDA while waiting to cross the street. In seconds, a map appears on the screen— pinpointing the caffeine hot spot nearest his destination. As the man walks the remaining few blocks, he reviews his schedule for the day. Upon arrival at the coffee shop, he places his order and pays with the PDA that’s still in his hand. As soon as his coffee is ready, he slips the PDA in his pocket, grabs his beverage and heads toward the meeting. With the right support, a customer can remain loyal to “their brand”—even when they’re in unfamiliar territory. Solutions that blend wireless technologies with a locationbased services application open an entirely new set of business opportunities. Knowing the precise location of a wireless user allows companies to design innovative ways to deliver personalized service to customers, as well as enhance their own internal business processes. Delivery organizations can optimize routes and reduce the number of trips for their trucks; emergency response —whether sending repair crews to a possible gas leak or dispatching police officers to a 911 call—can happen faster. But with opportunity comes challenge; businesses must be particularly sensitive to privacy concerns—for employees, suppliers and consumers alike. When clear user benefits exist, wireless applications can be designed to provide the location information needed, while still maintaining the trust of the user. Wireless also promises an entirely new method for conducting commerce. Given the level of convenience— particularly for small payments—mobile commerce may soon rival the traditional credit card. According to Visa International, cash spent worldwide on purchases totaling US$10 or less now amounts to approximately US$1.8 trillion per year.2 With that type of opportunity, wireless services—such as vending machine purchases or parking meter payments—could become commonplace, offering entertainment or convenience to consumers . . . and high-volume revenue streams for service and content providers.