Why Social Media Should Welcome Location-Based Services

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At the MIT Media Lab, Aharony is developing an open-source LBS platform that lets users communicate directly from one computerized device to another, such as through Bluetooth technology, without having to go over a wireless network or be logged on to the Internet. "The majority of [existing] apps are very centralized—they remain Internet-based, and the controls are with the company," he says.

Ad Intrusion: Treading a Fine Line

Marketers that hope to capitalize on a person's whereabouts will need to learn how to send relevant pitches without going overboard or becoming a nuisance. "This has great benefits if it gives us what we need when we want it, but keep in mind that commercial interests are seldom in harmony with our personal interests," says UCLA Internet researcher Brad Fidler.

To be relevant, marketers will need to know a person's tastes and interests as well as location, experts say. "Location is not everything," says Linner. "If you're hanging out near Times Square, it doesn't mean you want to eat there. But if we know that you like Spanish food, then we could suggest a place that's on your route. The real value lies in providing better suggestions." Some consumers will need incentives, such as free or subsidized phones or calling plans, in exchange for the intrusion of ads and other marketing messages.

When it comes to existing sites, I find Brightkite and Aka Aki the most user-friendly for both beginners and savvy socialites. I found it quite easy to integrate them with my existing mobile devices, and it helped that some of my friends were already using the services.

Another factor was connectivity on the go. For example, Aka Aki's mobile version incorporates a combination of Bluetooth, GPS, and Wi-Fi technology to find users within specific areas and alert you via text if someone you know is nearby. Brightkite has also made it convenient to stay in touch on the go via text and e-mail, and I especially love the way I can send location-tagged pictures from my LG mobile phone. It's the feature I use the most since I love taking pictures. Brightkite also automatically sends my pics to Twitter.

Brightkite and Aka Aki also win because they look like finished products, and they pay attention to design details. Loopt, Pelago (Whrrl), and regional players such as Moximity are too gimmicky for my taste. Whichever services prevail, they're very likely coming to a phone or computer near you before long, and chances are they will radically change the way you communicate and how friends and marketers alike stay in touch with you.

Zeledon is a former research analyst at International Data Group in San Francisco. He is currently researching the growth of the financial social Web and runs a digital consulting firm, Virtualista.

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