A while back I wrote a post titled “The Gap Scenario.” In it I outlined one (of many) scenarios that I imagined would become pretty commonplace as location based services, search, and social merged into a retail setting.
Today’s news (Business Insider) that publisher Daily Candy has created an Android app that sends users articles when they are near “current local happenings” such as designer sales, spas, and concerts got me thinking about this scenario once again.
The app monitors where you might be in the background, then matches content, and one must assume, eventually, offers. It works only in New York for now, but more cities are expected.
As I laid out in my original post (and my 2005 book), location aware services are not yet a cultural habit, in particular ambient ones. But it won’t be long before we assume that our public presence is, in effect, a search, one for which we will expect a response from any number of potential respondents.
What I find interesting is that the first innovators in this space are publishers, for the most part, rather than marketers. I’m not certain that this will stand. As many of you know from reading my thoughts here, I’m convinced that all marketers are now publishers, and the best ones will figure out how to add value in the context of ambient location aware scenarios. Platforms (like Google, Twitter, Facebook, Yelp) will be key mediators, but I’m not sure what we understand to be traditional publishers (like Daily Candy) can hold this ground. We’ll see….