TAILIEUCHUNG - MOBILE LOCATION BASED SERVICES MARKETING WHITEPAPER

For many marketers, mobile is the Holy Grail for Location Based Marketing. Location Based Marketing promises an unprecedented new way to connect with consumers and deliver highly relevant and targeted messages at a time and place when a consumer is most likely to act on them. The Mobile Marketing Association (MMA) has developed this whitepaper to educate the industry on Location Based Marketing, and to provide a general overview for mobile marketers seeking to understand the potential opportunities for Location Based Services1 (“LBS). The document outlines various Location Based Marketing opportunities and LBS products, along with appropriate measures to ensure a positive end user experience. Additionally, it. | mobile marketing . F ASSOCIATION MOBILE J r marketing ASSOCIATION MOBILE LOCATION BASED SERVICES MARKETING WHITEPAPER October 2011 Mobile Marketing Association 2011 Location Based Services White Paper Page 1 of 20 MOBILE MARKETING ASSOCIATION Table of Contents 1. 2. LOCATION BASED MARKETING 3. CONSUMER UNDERSTANDING AND ADOPTION OF MMA Perspective North America and MMA Perspective Asia MMA Perspective Central and Latin LOCATION BASED MARKETING Types of Location Based Services .8 Types of Location Based Examples of Location Based 4. Business Considerations. 14 Location Based Marketing Approach Considerations in Technology 5. Privacy Considerations Location Identification and Usage. 17 6. Next APPENDIX 1 Glossary of Contributors .20 Mobile Marketing Association 2011 Location Based Services White Paper Page 2 of 20 MOBILE MARKETING ASSOCIATION 1. INTRODUCTION For many marketers mobile is the Holy Grail for Location Based Marketing. Location Based Marketing promises an unprecedented new way to connect with consumers and deliver highly relevant and targeted messages at a time and place when a consumer is most likely to act on them. The Mobile Marketing Association MMA has developed this whitepaper to educate the industry on Location Based Marketing and to provide a general overview for mobile marketers seeking to understand the potential opportunities for Location Based Services1 LBS . The document outlines various Location Based Marketing opportunities and LBS products along with appropriate measures to ensure a positive end user experience. Additionally it includes definitions attributes and examples of Location Based Marketing that are currently being used in the marketplace as well as future use cases all intended to help direct the reader on how location technology may be applied in .

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