He notes that a more private, targeted approach not only protects the consumer, but the advertiser as well. Messages have to be extremely relevant and something that people are comfortable with. You may get a low cost per user, but you also get a low uptake. And tick a few users off, to boot, says Randy Beveridge, marketing manager of Liberty USA, an ISP in New Jersey. The company aims to deliver information in real time to consumers so they can make buying decisions quickly.
Inventory lies in specific places and the customer needs to be in close proximity to stores.
That's a key point for most businesses because for ebusiness to succeed, many observers say, companies have to more closely link their brickandmortar and online strategies, using the latter to drive users to the former and viceversa. The key to location is, of course, the high degree of personalization it offers, says Goren. Because of the limitations and size of the devices, there's only so much you can do. You have to personalize your engine based on what the consumer puts in the profile and the receiver or device of choice. But he believes that location services are being held back until consumers adapt, which could take some time, since there are few compelling applications to spur their interest.