Global Positioning System Reference
In-Depth Information
experience can ensue). There is a view that the future of shopping will converge
with entertainment and Whereness could have an important role.
The market for location-based advertising would include organizations
already operating on-line commerce and particularly those in sectors involving
customers who are out and about, including:
•
Shops and markets;
•
Hotels and restaurants;
•
Garages;
•
Holiday and tourist facilities;
•
Museums and outdoor cultural venues;
•
Shopping mall owners and operators;
•
Main street retailers;
•
Sporting facilities;
•
Airports and other transport hubs;
•
Beaches and seaside areas.
The benefits are extended opportunities to target customers at the location of
need or desire, where buying decisions will be enhanced by a desire to reduce
stress and time wasted (often present when traveling or in unfamiliar
surroundings). There could be a reduction in manual selling processes and
increased automation concerning traditional printed or visual advertisements
within facilities.
Weaknesses are, however, a potential resistance from customers if they feel
the advertiser is intruding into their experiences or privacy. The reduction in
scope for human to human interactions may impact negatively in some selling
opportunities. Wireless technology may be subject to interference and poor
performance in crowded indoor areas.
Positioning performance of around 10m accuracy with minute-by-minute
updates is needed, with high security and low latency. There is huge potential to
leverage the investments in RFID technology, currently used in the supply chain
and for theft prevention, in a new way. Tagged objects on sale can react with
customers and be part of an interactive experience. The tag readers embedded
within the infrastructure could thus track customers and provide part of the
Whereness service.
4.8
Personal Guidance
Guiding people is a service for people who are about to travel or who are traveling
and also for people visiting a facility. It has synergy with the applications in ITS
but is more general since people may or may not be using vehicles. ITS tends to
focus on vehicles rather than the people in them. A wide range of devices can be
