Twitter and GPS will have a major impact. Advertising first.re
Monday, August 24th, 2009The problem with launching a location-enabled service is that there are hundreds of other services already out there. The early adopter user base is spread all over these services and it makes it hard for any to gain traction and critical mass. The other problem is that each application has a fixed use as defined and programmed by the developer which means it may not hit the target requirement.
I’ve always said that Twitter needs out-of-band GPS information in order to make tweets more relevant to the user and to be able to filter out countries or events when needed and the announcement from Twitter last week that they are working on it literally kept me awake the other night as I thought about the scenarios that would form.
There are two great things about Twitter that make this announcement very interesting. First is that Twitter has millions of users. It’s well established and well past the critical mass needed to keep it going. Secondly, Twitter won’t be making the apps themselves. Just as before, apps will be developed by third parties that dream up cool ideas meaning you can switch between clients and features without losing your data or history. This makes is quite unique and as far as I’m concerned, lines Twitter up to be the #1 location based service within a very very short time.
Clearly there are security and privacy issues to be dealt with. One hopes that Twitter puts strong guidelines in place and that application developers will consider them but ignoring that for a minute, just think about what’s going to happen.
Location means mobility and GPS. Of course you’ll be able to take advantage of location data on your desktop or laptop but the smartphone and mobile internet operating systems are where the action is going to really happen and are really going to be fun. Smartphones with GPS will be able to add location information and show local information either as a separate search or highlighted in the normal stream as you move through different areas. PC’s will fall behind here.
A few ideas…
- Viewing historical location information
- Viewing live local information
- Friend Radar
- Local Events
- Local advertising
One area where geo-enabled tweets will take off immediately is local advertising. Imagine you are tuned into a local stream of everything going on, which I imagine a lot of people are going to do. It only takes one geo-enabled tweet from an advertiser to appear on your stream. ‘Big Mac available half price for the next 30 minutes’ or ‘Happy Hour just started at Coopers’ or ‘Tracy is bored. Wanna meet round the corner?’ is a message you’re going to see a lot. Companies with large numbers of outlets are going to be banging out location-based twitters in huge numbers. Many times more than they did previously! Accounts with _us or _uk at the end will be common too as the advertisers try and hide the big amount of advertising going out!
Unfortunately, the rewards in this area are going to be big and application developers and advertisers will jump on it very quickly. I really hope it doesnt damage the Twitter / Geo ecosystem before it becomes really useful. Having a high-rate account option on Twitter to transport this information is a must-have. This could be an important revenue stream for Twitter while providing an easy way to control the information.
Friend Radar is one to watch although having a blanket on/off location service is going to be difficult. Google Latitude sorted this problem out early with per-friend sharing. Again, it depends on how the applications develop. Sub-accounts or groups (as per Friendfeed) could be a way to deal with it. Joining with Google is another option!
Events and information will take off quickly and it would be great to see busses and trains tweeting their location in real time. Weather agencies need to get up to speed on this too. It’s not only very interesting for many people to know the weather, it’s a very very simple way to save lives. Road traffic information is a good application too and I can’t wait for the first 3G and twitter-enabled navigation application. Nokia are in a good position to be able to do this on Maemo very quickly.
The possibilities are endless and with such a head start and open ecosystem it’s possible that twitter becomes the de-facto channel for sharing ANY geo data. In my opinion, Twitter have just positioned themselves as an important layer for the Internet. Early players will stand to gain a lot.
