Category: Geolocation Technology

Companies in the UAE are being urged to embrace these opportunities to keep up with the competition.

According to the results of TNS research called the Annual Mobile Life Study, geolocation and QR codes may be the most important technologies to be considered for the future of businesses.

The organization that held the study is among the largest custom market research firms in the world.

It determined that location based services, also known as geolocation and LBS, as well as quick response (QR) codes, could hold the key to remaining competitive in the not too distant future, and that many companies in the United Arab Emirates are already taking their first steps in that direction.

The research indicated that geolocation and scannable barcodes are especially important in the UAE.

The reason is that in that country, the penetration of mobile devices currently stands at an estimated 92 percent. Among the users of those devices, 43 percent are currently already using geolocation services. Fifty three percent of consumers in the UAE who aren’t yet using these services have expressed an interest in doing so.

The research went on to examine the behaviors, attitudes, motivations, and responses of consumers. It suggested that 37 percent of geolocation users apply these services for navigating their way around and locating friends. Another 27 percent use LBS to find points of interest that are nearby and as a dedicated GPS alternative.

TNS MENA CEO, Steve Hamilton-Clark explained that geolocation LBS services have finally come of age. Data is now indicating that the same is becoming true for QR codes. The research showed that 19 percent of mobile users are now using them, and that 28 percent have expressed interest in doing so.

Hamilton-Clark explained that “Advanced features such as home control, speech to text, LBS and scanning QR codes hold strong growth potential.” He added that “As more people gain access to smartphone technology, they are eager to use new content and multiple functions as long as they deliver convenience, experience, reassurance, relevance and independence.”

Mobile is a primary entry point for giving consumers the ability to obtain the information and the entertainment that they require. Brands are being advised to consider geolocation and QR codes to ensure that they are taking advantage of the opportunity that they hold.

Mobile marketing expected to reach new heights during the summer

Mobile marketing is expected to go into high gear in the United Kingdom in the coming months. Some 17 million consumers throughout the country will be receiving targeting advertisements throughout their mobile devices as major retailers and telecommunications operators begin working together over the summer. Vodafone, EE, and O2 are the country’s largest telecommunications companies and each has been working with large retail brands to launch new mobile marketing campaigns.

Weve to lead massive mobile marketing push

These three companies have pooled a great deal of data into a single platform that they are calling Weve. This joint venture organization is meant to leverage this consumer data in order to deliver very direct advertisements to very specific demographics. The data used by Weve is comprised of age, gender, mobile device details, and other such information that could determine the type of advertisements a consumer sees.

Weve to bid for mobile advertising space

During the summer, Weve will be bidding on mobile advertising space. The organization is eager to purchase space on various mobile applications and websites, but has a keen interest in mobile games. These games are enjoyed by a vast number of consumers throughout the United Kingdom and constant exposure to these games means constant exposure to mobile marketing. Mobile games may be the best avenue for the organizations marketing endeavors, but they do not encompass Weve’s overall interests in mobile marketing.

Weve receives regulatory approval from EU

Because Weve makes use of data collected from consumers, there have been concerns regarding privacy and how this data is being used or shared with others. In November of last year, the European Union granted regulatory approval to Weve, suggesting that the organization is not using consumer data in any way that could be considered malicious. Moreover, the data collected by Weve is entirely anonymous, with no personal details, apart from age and gender, being accessed by the organization.