Google Maps + Triangulation = More Local, Location-Based, Targeted Ad-Serving Space

Google’s yet again expanding it’s reach, and providing even more space for the company to expand it’s local advertising business. Google has always offered innovative new services and technology for free, which consumers flock to, but what most don’t understand is that Google will profit greatly by eliminating the price tag. Services such as Gmail and YouTube, get an unbelievable amount of users because not only is it completely free to join and use, but it’s simply better than any other competing service (in my opinion.) Google then serves it’s ever-popular relevant advertising alongside content to turn it’s profit. It’s a win-win situation that Google does very very well.

It’s no secret that Google is wanting to expand into the mobile arena. It’s apparent with the roll out of mobile version of most of it’s most popular products and services. The newest feature is the use of cellular tower triangulation via mobile Google Maps. What this does is open up their mobile advertising reach to location-based, highly targeted, mobile users. Since they now know where you are, they can easily and effectively serve up local advertisements when you look up directions, or businesses. These highly targeted ads are much more likely to get a high CTR for Google’s paying advertisers, which has been the name of the game since the beginning!

Why Can’t the Wireless Networks Just OPEN it Up Already?

When we all go out and buy new televisions, we enjoy the fact that we pay for the TV itself, and don’t have to worry about being binded to a certain programming network (cable, satellite, etc…) It should be the same when we buy our cell phones. If all wireless providers open up their networks, and adapt the same technology, this might become a reality.

We could then shop for the perfect cell phone, and then choose which network we prefer to service the new phone. The wireless networks could then offer any and all phones available in their stores, profiting even more, while the consumer isn’t locked into any one network that carries the certain phone they’d like to have.

The technology most likely to be adapted is the SIM card, which is much more widely used worldwide. If you’d ever want to change your network, simply switch out the SIM card, and you’re ready to go. Phones could even accommodate both GSM, and CDMA technology, to be even more versatile.

Manufacturers currently produce several different versions of their phones to accommodate all the different networks. They need a GSM model for AT&T and T-Mobile, both with different branding, and colors, as well as CDMA versions and branding differences for Sprint and Verizon. If they could focus on building one model, very well, it would cut costs, and make more available to any and everyone.

Utilizing Cellular Tower Triangulation for Mobile Coupons & Much More…

The mobile version of Google maps is now offering the ability for people to find their position down to one to two meters accuracy, plotted on a map to better facilitate directions and finding nearby businesses. It’s great for people with phones that don’t feature GPS, even though it’s not as accurate. After doing some more research on the subject of using triangulation techniques to find the position of mobile phones, I quickly found it to be yet another technology that’s heavily underutilized. Mobile networks have been using triangulation for some time now to locate it’s users and provide information for law enforcement, and emergency services, but it’s obviously open to other uses with Google implementing the technology for their maps service.

Triangulation is defined by whatis.com as;

“…..a process by which the location of a radio transmitter can be determined by measuring either the radial distance, or the direction, of the received signal from two or three different points….”

Basically, every cell phone is constantly pinging radio frequencies to nearby towers, saying “here I am, send me a signal..” By tracking these pings sent to different cell towers, you can effectively track the position of a mobile phone to within 3-9 feet. This also means, that you can effectively track the position of anyone with a cell phone.

It made me think of some other uses for this technology, and I found some interesting methods other companies are using to implement triangulation. A company called Path Intelligence is using the technology to track consumers in malls and populated shopping centers to help the owners better understand the flow of shoppers, and where they spend the most time. The company installs small transmitters at different point in the shopping centers that continually track the position of shopper’s mobile phones. The transmitters then send this information back to a central system that analyzes the data and produces interactive maps and reports.

Triangulation could also be used in location-based marketing very effectively. Businesses and events could install transmitters that sense the pings from nearby cellphones, and send SMS/MMS messages and bluetooth connection requests that include event announcements, discounts, coupons, and more. This extreme targeting could be a powerful marketing tool. Imagine walking down the street of a massive city you’ve never visited before, looking for an interesting place to eat. A hidden jewel of a restaurant could sense your proximity, and dispatch a text message that includes coupons, and a menu.