What are the location-based services and its types?

Author: Jasson Davis

Known as LBS in short, location-based services enable serving target personas based on their location. The geolocation information builds on the audience data marketers are aware of, to send exclusive messages, advertisements, and product coordinates to enrich the experience.

The system utilizes geospatial technology, transmission media, and the Internet to recommend and guide end-users in real-time. Mapsted’s indoor location-based system is the juggernaut of all rivaling solutions that use real-time data for guiding user journeys.

The different components that make up the LBS are –

  • Locating software

  • Location-specific content engine

  • Mobile network to enable device communication

Location-based services: How do they work?

To demystify the principles behind indoor localization systems, first, let's take a look at different types of location-based technologies in use today.

Cell phone signals

During base transceiver station operation, network signals containing a unique device ID are received from the user's device. It reveals users’ location as well as their interests.

GPS

GPS signals are used as a backup method of geolocating mobile targets. It is more reliable in the absence of a service network because the majority of user equipment includes built-in GPS receivers, but the accuracy suffers in dead zones.

Bluetooth beacons and Wi-Fi

Short-range positioning technologies such as Bluetooth beacons and Wi-Fi overcome the disadvantages of GPS technology, enabling real-time positioning within a couple of meters. These are the various location-based technologies at work in the market.

Using search categorization to resolve localization cruxes

When these technologies are combined, they can precisely geolocate users. However, in a real-world scenario, all system components may not be operational at the same time. When a user's equipment is missing one or more features, accuracy issues resurface.

Localization experts weigh in on location-based services, which use the mobile app for push-based operations and the content engine for pull-based functions.

In simple words, categorizing users' location-based searches allows the personalization of experience without requiring too much information up front.

Location-based services: Types and features

For those new to geofencing, there are a few different kinds of location-based services that you should know about.

  • Mapping and Navigation services: Optimizes indoor routes, displays points of interest, and provides turn-by-turn directions to guide shoppers to their preferred destinations.

  • Tracking Services: Measures footfall and orientation data by tracking user equipment signals.

  • Information Services: Displays local search results and curates content for relevant queries.

  • Apps: Provides P2P communication and contextual ads based on user behavior.

A look at the 6 location-based service trends

The adoption of location-based services spurred a new-age revolution. Let's look at what's driving the change across industries.

  1. Host-based GPS revolution on smartphones
The explosion in smartphone sales has accelerated the incorporation of location-based technology into low-cost sensor-laden phones that rely on cheap data. It allowed for more data points to be tracked without interfering with people's routines.
  1. A twofold increase in IoT investments
Investments began to pour in as a result of the widespread use of location-based services. It was a huge win for IoT businesses and investors who anticipated the proliferation.
  1. Increase in smartphone usage

The average mobile phone uptime has risen to 34%. Customers spend 70% of their online time on social media. This highlights the enormous potential within arms reach.

  1. The dawn of townhall apps

As location-based services began taking over the corporate social landscape, businesses began developing townhall apps to replace social media for their employees.

  1. Rise of the wearable and smart devices

Wearables demand in India has reached an all-time high of 26%, and location-based services will continue to use user data to curate consumer-centric content.

  1. An amalgamation of social media and location-based searches

Location-based services will play an important role in providing a multidimensional experience for social media users by leveraging psychographic data.

Summary

It's not the first time sectors have felt the need for indoor localization systems, but with each passing day, it's becoming increasingly difficult to imagine a world without location-based technology. Location-based services are pushing new limits, from tracking assets in real-time to navigating people to their target destination. To avoid becoming obsolete, it is imperative to review the trend and choose the smarter way to do things.