Location based services (LBS) is an information service that has a wide exposure in social networking which can be accessed through mobile devices. This uses the information on geographical position of the mobile device. LBS can be used in various areas such as health, banking, entertainment, education, work, personal life, weather, postal and vehicular tracking, mobile commerce etc. this service can be cited as an example for telecommunication convergence.
The LBS provides lots of information on social events in a city, helps to navigate to an address, warning on traffic jams, advertisements, nearby restaurants, services and other venues.
When analysing the involvement of LBS in an organisation, we have to consider the prestigious consumer needs and availability of the company’s products and services to the users. Thus while developing a marketing strategy, the company usually considers certain points such as:
Services to avoid consumer confusions, i.e., to deal with customer queries easily and adequately on time.
Clear opt-in instructions should be provided. The prospectus of the company is explained quickly and clearly to the consumers as well as the ways to opt into the location based marketing program.
Consumer expectation to be explained, to avoid unpleasant surprises of target consumers.
To make it worth-while, by rewarding the customers for their trouble.
Now LBS is emerging as an important aspect of mobile marketing for B to B companies. Even though surveys and social media marketing are vital aspects in marketing, LBS provide more benefits to the marketers.
While considering the benefits of LBS to a company, there are several benefits received by the company such as:
LBS help the company to reach wider audience, which in turn generate profits.
Improves the business networking.
Creates social connection.
Helps to analyse competition.
Generation of new clients.
For instance, when two small companies enter into a relationship of mutual benefit by partnership upon LBS, they can form a network of companies, which helps to open several areas for bigger profits of the whole concerned companies. The location based advertising (LBA) in mobile focusses on a variety of aspects in