Apple pushes further in mapping and location technology (AAPL)

BI Intelligence

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Apple is working hard to build up its location-based and mapping data, according to Bloomberg.

The company plans to use drones and new “indoor navigation features” that will help make Maps more accurate and robust, which will help it to catch up to mapping-data leader, Google.

• Apple is planning to use drones to gain a more granular view of things like street signs, road changes, and construction. The information could then be used to rapidly update Maps, giving users a much more accurate representation of their environments or local environments.
• The company also acquired a Finnish company called Indoor.io, giving users the ability to view buildings' interiors. By using the technology, users can navigate airports or museums, for example, Bloomberg notes. The new feature will likely be available next year, but it could be held back, too.

Mapping and location-based data is quickly taking a more central role in mobile technology.Consumers are increasingly putting aside privacy concerns about mobile location technologies, a key to their wider adoption. In 2015, 90% of US smartphone users took advantage of location-based services (LBS) for directions, recommendations, or other information, according to Pew Research. That’s up from 74% in 2013, when BI Intelligence first covered the then-nascent technology. 

Moreover, brands and mobile advertisers are quickly seeing the value in LBS ads. This is perhaps best demonstrated by the revenue earned from location-targeted mobile ads, which is expected to grow at an annualized rate of 34% between 2014 and 2019, reaching $18.2 billion, according to a forecast from BIA/Kelsey. It makes sense then that Apple would double down on its own mapping data to ensure it remains relevant in the mobile market. Further, as the company continues to seek alternate channels of revenue generation outside of iPhone sales, selling ad space within Maps could serve as a viable revenue stream.

Jessica Smith, research analyst at BI Intelligence, Business Insider’s premium research service, has compiled a detailed report on mobile marketing that takes a close look at the different tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. The report also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.

Here are some key takeaways from the report:

• As consumers spend more time on their mobile devices, marketing campaigns are following suit. Mobile ad spend continues to lag mobile time spent, providing an opportunity for creative marketers.
• Marketers should leverage different mobile tactics depending on the size and demographics of the audience they want to reach and the type of message they want to send. With all tactics, marketers need to respect the personal nature of the mobile device and pay attention to the potential for communication overload.
• Mobile messaging — particularly SMS and email — has the broadest reach and highest adoption among mobile users. Messaging apps, relative newcomers but gaining fast in popularity, offer more innovative and engaging outreach options.
• Emerging technology, such as dynamic creative optimization, is breathing new life into mobile browser-based ad campaigns, but marketers should keep an eye on consumer adoption of mobile ad blockers.
• In-app advertising can generate high engagement rates, especially with video. Location-based apps and beacons offer additional data that can enhance targeting capabilities.

In full, the report:

• Identifies the major mobile technologies being used to reach consumers.
• Sizes up the potential reach and potential of each of these mobile technologies.
• Presents an example of a company or brand that has successfully leveraged that mobile technology to reach consumers.
• Assesses the efficacy of each approach.
• Examines the potential pitfalls and other shortcomings of each mobile technology.

To get your copy of this invaluable guide to the world of mobile marketing, choose one of these options:

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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of how mobile marketing is rapidly evolving.