Perhaps it’s a technology that isn’t given much thought on the consumer level, but mobile location platform is in use more often than you think. Primarily driven by public safety, mobile location offers the ability to know what's around you, where you and your loved ones are, and to navigate to any destination. What analysis from Berg Insight tells us about this technology is that the market is poised to reach €275M, or approximately $378M USD by 2018.
Up until now, law enforcement and safety agencies have used mobile location platforms the most. The market is shifting its focus from public to mobile operators, as mobile location platforms can assist greatly when it comes to fraud management, secure authentication and marketing.
“Supporting a diverse set of indoor location services and use-cases ranging from emergency call location to navigation, shopping and analytics require different approaches,” said André Malm, Senior Analyst, Berg Insight in a statement. “The different needs of each market segment in terms of handset support, location performance and business models have led to multiple parallel development efforts by several categories of companies.”
For retailers, knowing where customers are can help to better engage customers with mobile marketing campaigns that can increase store traffic and optimize revenues. Higher education institutions can keep campuses safe and connected while healthcare professionals to detect fraud before claims are even paid.
Location-based marketing can boost presence by delivering the right message at the right time to make it more personal, resulting in more success.
According to Forbes, 63 percent of all smartphone owners admit they use their devices to go online, and 21 percent of consumers say they primarily use smartphones for Internet access. With all of that Internet access, even 2014 has the potential to be location-centric.
Despite this positive spin, location data is a sensitive topic in some circles, particularly where privacy is concerned. The recent news about the NSA is that the agency is tracking the location and movements of hundreds of millions of cellphones outside the United States in an effort to find suspicious travel patterns or coordinated activities by intelligence targets, according to secret documents leaked by former NSA contractor Edward J. Snowden.
The NSA collects mobile location data under an executive order issued by the Reagan White House in 1981, reported The Hill.