LBS development status quo

1. A hundred flowers blossom at home and abroad

LBS is considered as a killer business in the mobile field, which is generally favored by the industry, and many companies have tried this field. At the beginning of 2111, startups such as Handan. com, Fanzhuan Sifang and Jiebian emerged one after another. Portal companies such as Netease, Tencent and Sina also invested in the research and development of LBS, and even traditional communication manufacturers such as China Mobile began to test LBS.

2. The technology is mature and the business model is unclear

The technical threshold of p>LBS is low and the operation is simple and effective. It is not purposeful and sticky, and LBS only appears as a tool in a product. Through LBS, you can quickly locate your position on the map, and find the content you are interested in at this position

3. Users and businesses are accepting that LBS is widely paving the way < P > A mature LBS industrial chain needs the perfect fit of users, LBS providers and businesses. The proportion of smart phones in China is still low, especially the accurate GPS positioning that LBS generally needs now. Nowadays, people who play LBS are fanatical mobile phone players or high-end users, accounting for a low proportion of the whole mobile phone users, and their activity is not very high.

LBS mode analysis

1. Check-In mode: Foursqauare is the main mode, and there are some similar services abroad, such as Gowalla and Whrrl, while in China, there are dozens of shops, such as playing around, roadside, driving, having more fun and where to wait.

The basic characteristics of this mode are as follows:

1) Users need to Check-In actively to record their location

2) Encourage users to Check-In through points, medals and lords to satisfy users' vanity

3) Provide preferential or discounted rewards to users who have obtained specific points or medals through cooperation with merchants. At the same time, it is also the marketing of merchant brands.

4) It binds users' other social tools to share users' geographical location information synchronously.

5) It encourages users to evaluate places (shops, restaurants, etc.) to produce high-quality content.

The biggest challenge of this model is to cultivate the habit that users will Check-In every place. And its business model is also obvious, which can well carry out various forms of marketing and promotion for merchants or brands. At present, the more active roadside network in China cooperates with various concerts, exhibitions and other cultural activities, and gradually promotes and penetrates to young people and accumulates users.

2. Monopoly game mode: Mytown is the representative of foreign countries, and 16Fun is the domestic one. The theme is dance academy, which allows users to use mobile phones to buy virtual real estate and props in real geographical locations, and conduct consumption and interaction to truly integrate reality and virtuality. In terms of business model, we can not only learn from the joint merchant marketing of Check-In model, but also provide value-added services and product placement advertisements similar to Second Life.

3. Life service type

1. Search for peripheral life services: the mode of combining comment websites or life information websites with geographical location services represents public comment websites and discount kings in Taiwan Province. The main experience lies in the practical characteristics of tools, but the problem lies in the accumulation and coverage of information needs to be wider.

2. Combination with tourism: Tourism has obvious mobile characteristics and geographical attributes, and the combination of LBS and tourism is very suitable. Sharing strategies and experiences reflects a certain social nature, which is represented by the play network.

3. membership card and ticketing mode: realize one card system, bundle the information of various membership cards, and at the same time, the electronic membership card can record consumption habits and information, which fully makes users feel the simple form and a large number of preferential information aggregation. The representatives are Mokard(M card) in China and Eventbee with ticketing type. These mobile Internet applications are gradually infiltrating into all aspects of life services, making our life more convenient and fashionable.

4. Social category

1. Place to make friends, instant messaging: Different users build user keys because they are in the same geographical location at the same time, and the representative is to make friends.

2. small community based on geographical location: small community based on geographical location, which represents trivial matters

5. business category

2. preferential information push service: Getvowza provides users with preferential information push service based on geographical location, and its profit model is to share benefits through cooperation with offline merchants.

3. In-store mode: ShopKick attracts users to designated shopping malls, and gives them virtual points that can be converted into goods or gift certificates after completing the specified behavior.