With social networking, people began to define the “who” on the web and finally with context aware and location based information we are able to define the ‘where’ factor.“With content, social networking merging together on the mobile, it is today the only device that can effectively plug in the location context as well to fully engage the customer,” he emphasises. Looking beyond, the real opportunity lies in the fact that this potent combination of content, people and location can be layered with services at every level.“We have always tracked consumers and their activities with their mobile devices and with Nokia now having committed itself to the Windows Phone platform, experiences for users can be seamless,” he shares.
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The next stage will be to move towards NFC (near field communication), a technology that makes transactions through the mobile possible,” he says.
Although Nokia’s new smartphones are NFC enabled, the industry still needs to wait a while before we see a tangible outcome to this technology.
The image looks better than what the eye can see, with each restaurant located at the distance literally mapped out on the screen, clickable and complete with information drop downs.
That’s the new world of location based mobility – built to drive consumer experiences by integrating the physical world with the digital through the phone. The mobile phone according to Prabhakaran is in the middle of all the action today and for Nokia it’s a perfect dovetail of its consumer as well as business focused initiatives.
Even as we sit down to talk at Nokia’s sea facing office looking over the Dubai Marina skyline, Praveen Prabhakaran, Head of Developer Experience, Middle East, Nokia Corporation, asks me to name my favourite restaurant from hotel towers I was looking at.
He then points his camera towards the window and tells me to look at the display screen.
- Nokia Transport: public transport services covered in 500 cities globally to help commuters plan journeys - Nokia City Lens: A beta augmented reality application using Nokia maps and the location platform to connect content together - Nokia Pulse: a social networking application that allows users to tag their location Ready for revolution or an evolution? According to Nokia the next step is to use this layer of content and location to layer offers to entice consumer activity and eventually transactions.
“We offer APIs to developers to take our location data and make their application augmented reality ready.
But it’s got the whole industry thinking on how adding this piece can re-define the consumer experience.