The Real Impact Of Google's Latitude: Getting People Comfortable With Location Sharing
from the What's-Your-10-20 dept
There's been a lot of coverage around about Google's new friend finder, built into its Maps app for smartphones. The feature, called Latitude, is able to share your location with friends that you select, and who also carry a compatible mobile device (or laptop) with the app installed and a data connection to Google's servers. This kind of service has lots of uses for the enterprise, families, and among friends, and it seems like Google has added the necessary controls to avoid the worst of the privacy issues. But the privacy issue has been discussed elsewhere, and frankly it's hardly worth debating since usage is optional. Yes, you sacrifice privacy to use such a service, but YOU choose can when it's useful enough to be worth the privacy sacrifice, and turn it off at other times. Seems simple. I make the same trade-off with my toll-paying RFID tag.So let's discuss the competitive implications of this latest move, instead. Other firms, such as Loopt, Networks in Motion, Wavemarket, OmniTRAKS, FindWhere, Motorola Rhino, Autodesk have been offering various location tracking services for years, with the first in the US consumer phone services popping up around 2005. Historically, the services were offered for prices of $10/mo or more. Loopt offers their consumer service through carriers for free or $4/mo, but Latitude is user-installed and free. Now, it's no surprise that consumer-grade tracking services are offered for free: consumers tend to like that price, and the providers can make revenue by driving consumers to local business through advertising. But the free Google application also threatens enterprise-grade tracking solutions, especially in an era of cost-cutting. Like enterprise-grade solutions, Google can display a map with the location of all the tracked "friends" or staff on a PC as well as a phone. Zoinks! Looks like the bottom just fell out of the low end of the enterprise tracking market.
So, how do enterprise vendors "compete with free"? Well, so far, Latitude cannot replace an elaborate employee tracking solution that records breadcrumbs, integrates time-carding, optimal dispatch routing, offers geo-fencing, and other high-end functions. The existing enterprise vendors can compete quite well by offering premium features, integration into management tools, and verticalized solutions that deliver incremental value over the free services. How do you compete with a free product? Offer a product that's worth more -- and which the free version can't easily copy.
Google's entry signals a tipping point for tracking, as its brand penetration and price will push this type of service into many more handsets. Since Latitude also works on laptops, we can expect much better targeted location-aware advertising on our laptop Google searches, too... whether that impresses you or creeps you out. Bottom line is that the Twitter-types, who constantly update their network with short text messages, can save themselves some typing with Latitude. Privacy advocates will shun it, and others like me will manage it, enabling Latitude when we need it, and shutting it off most of the day. However, in the long run, this can be quite good for competitors in the market who can successfully incorporate advanced features worth paying for. Let Google educate the market, and have demand for such apps in the enterprise level bubble up.
