- Geolocation apps are the long-anticipated next frontier in mobile technology.
- The ability to identify a customer’s location at key times and to push a communication towards them in near-to-real time opens sales opportunities previously untapped.
- Companies which engage in location-based communication with their customers face technology issues, from integration of data systems to operating in a real-time environment.
- Obstacles, such as privacy and security concerns still exist to a widespread adoption of the geolocation services in marketing.
- Data integration with the existing CRM systems is of primary importance, for geolocation apps to become truly business-critical.
- Best practice examples such as Starbucks, whose apps wirelessly detect the location of remote devices, such as tablets or smartphones, and collect large amounts of data about their owner.
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