Google Knows Location Matters

The Chief Location Officer welcomes Google to the world of physical search. Couple the acquisition of Waze with the launch of three location service APIs earlier this month and it’s clear that the tech giant understands that in today’s mobile society, it’s all about Location, Location, Location. And if you’re not integrating location into your business you’re going to get left behind.

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It’s not just Google. Global electronics company Phillips announced that it's partnering with Apple on a smart LED light bulb that features location technologies – specifically Geofencing.  Its “Hue” lighting system will allows users to control wireless-enabled LED light bulbs inside their homes from an iOS app.  Most interesting of all is how Philips is using the geofencing technology, making the bulbs beacons and allowing lights to turn on or off depending on the location of an individual.

While location technology has been around for a while, increased adoption, integration and promotion of its uses and benefits is taking the technology mainstream. And smart companies are realizing the commercial gains. From location-based mobile marketing and advertising, to fraud prevention and asset tracking, companies are increasing ROI and reducing costs by using location.

Barriers to adoption are also being broken down. When you can take real ROI case studies like the recent Geofencing pilot Locaid ran with Alliance Data and couple that information with the fact that companies like Google and Phillips are investing heavily in the technology, then you've got a pretty compelling argument to take to the board.

I've said it before and I'll say it again - Location Matters. Google knows it. Do you?