Based in Atlanta, Mocial is a real-time location analytics and marketing software system. We personalize customer experiences by extending marketing efforts in real-time for the hospitality and gaming industry.
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The big players in wireless, such as Cingular, Verizon and even T-Mobile, are now expanding beyond SMS and Text Messaging services to include Mobile GPS. Virtually all of Cingular (now AT&T) handsets are equipment with location based capabilities or Mobile GPS. Using GPS (global positioning system) mapping services at release, more and more online dating and social netoworking services are starting to appear. This industry, using SMS or Text Messaging coupled with a Global Positioning System (Mobile GPS) could mark a paradigm shift in how online dating works.
Wikipedia defines Mobile Social Networking as, "...one or more individuals, with similar interests or commonalities, conversing and connecting with one another using the mobile phone. Much like Internet social networking, mobile social networking occurs in virtual communities." More and more social networking and dating websites such as MySpace, Facebook, Match.com and eHarmony.com are turning to mobile services. Mobile only social networks are taking advantage of Mobile GPS, Bluetooth, SMS and Text Messaging to create a new mobile marketing channel for singles.
Online Dating as an industry is focusing on Mobile Dating applications. Mobile Technology has grown rapidly in the last two years making the availability of Mobile GPS a base feature in all currently available handsets. Mobile Social Networks are being created that allow people to meet, not just through buddy lists, but expand based on location and proximity. Imagine this scenario, your new Cingular iPhone vibrates as you walk into your favorite night club. This is to alert you (via Text Message) that a person that you would like to meet is within your general proximity. You can then add this person to your growing social network or use GPS to locate and meet this person. Online Dating companies are quick to see the value in these type services. However, the large service providers, such as Cingular (AT&T) and Verizon are more cautious, citing privacy and security issues. Read more about Mobile Dating and how moving beyond text messaging and SMS will change the way people interact.
Navigation systems such as the Hertz Neverlost system have been gaining popularity for several years now. This Mobile GPS technology is now coming to mobile phones. This technology is (or will be) standard in most all Cingular or Verizon phones released this year. This allows for Mobile Marketing initiatives to start taking shape from 3rd party suppliers. Imagine this scenario, you are walking through your favorite mall, store or amusment park. Your Cingular iPhone vibrates in your pocket. This is to alert you (via SMS or Text Message) that a store, product or ride that you have historically enjoyed in the past is within proximity of your current location. Using mapping technology it can even guide you to this store, product or service. This type of capability extends beyond Mobile Dating or Mobile Social Networking. Mobile GPS will allow precision marketing and convenience that we have not yet realized is possible. This is mobile entertainment or Mobile Marketing that leverages the power of global positioning systems to deliver a personal approach to life. Many in the industry feel that this use of Mobile GPS technology is more likely to be several years away. Others however insist that social networking and the online dating industry will accelerate this to market. You can read more information about how Mobile GPS technology is the "next big thing" by searching for "Mobile GPS" in our search box above.
Each year our friends at the iDate Conference put on four major events. These events focus on the business management and marketing for the Online Dating and Social Networking industries. These events take place in Miami, San Francisco, Beijing and Amsterdam and have very differnet focuses for each event. Recently they have started an annual tradition to focus a conference completely on Mobile Social Networking relative to the Online Dating industry. Subjects such as Mobile GPS and Mobile Entertainment are always an interest for Online Dating and Social Networking insiders. You can learn more about these conferences at www.internetdatingconference.com.
A Mobile Social Networking company named dodgeball.com was arguably the first company to break out in this alternative social networking space. In 2005, Google aquired dodgeball for a yet undisclosed price tag. Though not completely Mobile GPS ready, dodgeball leveraged SMS and Text Messaging to notify your buddy list of your current location. This would allow Online Dating companies to see the value of offering Mobile Services to their user base. This was not surprising given the fact that reality tv shows such as American Idol were driving text messaging revenues through the roof for Cingular (now AT&T). During this time Google experimented with Mobile GPS through in-car radio advertising and real-time location-based cellphone advertising. After deducing that the market was pre-mature relative to GPS initiatives, Google abandond the dodgeball project after two years. You can find out more about the founders of dodgeball and their exit from Google by searching for "dodgeball" in our search box above.
In use by the U.S. Military for years, GPS certainly has its advantages and disadvantages relative to location and proximity data. The advantages have become obvious with technologies such as XM Radio and OnStar. These services rely on global positioning systems to deliver their services. The drawback to GPS is that its use requires access to clear sky. It's virtually impossible to use GPS indoors. This severly limits the online dating industry from fully leveraging this technology today. Some hybrid versions of GPS, like the type used by Verizon, employees what is called assisted GPS. Using cellular triangulation in tandem with GPS signals increase the odds of obtaining accurate location data. There is still not a solution to the Z-Axis problem using Mobile GPS either. This means that it is currently not possible to detect the height or altitude of a GPS signal. This may seem trivial at first until you think about trying to locate another person in your proximity within a 50 story building.
The iPhone promises to change the way we use our Mobile Technology. For the first time the "real internet" will be made available to mobile phones. Will there be Mobile GPS included? We'll have to wait and see. It will be interesting to see however how online dating companies will redesign their traditional web sites so they can take advantage of the iPhone regardless of location-based capabilities. SMS and text messaging features for the iPhone has been demonstrated to be the most user friendly ever released in a phone. This will surely increase the amount of SMS and text messages sent through the Cingular (now AT&T) network. The iPhone also has a unique interface to Google Maps. This would allow very easy integration with Mobile GPS services. Steve Jobs demonstrated the iPhone's ability to identify a Starbucks near the location in which you were standing and even make a phone call to the location. This would clearly indicate that some type of location-based technology exists within the iPhone. Like the walled gardens of the carriers, like Cingular (now AT&T) and Verizon, Apple has not yet confirmed or denied the ability for 3rd party developers to create applications for the iPhone. How wonderful would it be for the world if open source developers could build Mobile GPS applications directly to the iPhone? The iPhone is the closest thing we've seen to allowing Mobile Dating or Mobile Social Networking to gain momentum over SMS or text messaging. The idea that a "real browser" will accelerate the Mobile Internet is exciting by itself. Imagine this scenario, Your Cingular iPhone vibrates in your pocket. This is to alert you (via SMS or Text Message) that a a person that meet your Match.com preferences is within a close proximity of your current location. You click a link in the text message that takes you directly to that persons personal profile on the match.com web site. The photos, biography and information there allows you to determine instantly if you would like to connect with this person. Perhaps you simply wish to add them to your freinds list for contacting later- you may be on a date with someone else at the moment. This is Mobile Dating, Mobile Social Networking and most importantly Mobile Entertainment at its best.
The major wireless service providers are starting to see the benefits of Mobile GPS technology. Everyone will admit that the killer app has yet to be invented but all signs point to the online dating industry to be among the early adopters- after mapping services. Combining Mobile GPS capability with SMS and text messaging services is a natural extension. The main players in wireless, Cingular (now AT&T) and Verizon, have spend billions of dollars building out a 3G network and digital systems to handle Mobile GPS. Virtually all handsets available from these carriers are fully equipped with Mobile GPS or proximity/location-based technology. What remains to be seen is if the carriers will stay a walled garden or expand thier thinking into open API's (Application User Interface). The opening up of their systems would allow developers in online dating, mobile marketing, and mobile entertainment to quickly expand their service offerings while increasing revenue for the carriers. After all, thanks to shows like American Idol, the carriers are starting to realize that SMS and text messaging charges add up quickly. Not to mention the consumer wants these services!
Mobile ringtones and mobile games have gained an extreme amount of popularity in the last year. Virtually every mobile device is now capable of playing MP3's in addition to SMS and Text Messaging. Mobile Entertainment reached great heights when Apple partnered with Motorola to release iTunes on a mobile device. Mobile Video is quickly following this trend. Imagine this situation, you are walking through your favorite mall, shop or amusment park with your Mobile GPS enabled Cingular (now AT&T) iPhone and an audio advertisement starts playing. Better yet, your favorite music starts playing to alert you that a person in your social network is near by. Using your handy Mobile GPS mapping you can locate your friend or send them an SMS or Text Message to say hello. If that seems far-fetched, how about XM Radio in your car playing localized mobile marketing messages or advertising as you drive by a billboard. This would allow billboard companies to compete effectively for the first time with online advertising- on a localized level. Mobile Entertainment represents a broad category that is yet to be fully defined. The social networking abilities that will expand in the next few years will give way to mobile marketing that appears in the form of personalized Mobile Entertainment. For more information about this subject you can search for "real-time advertising" in our search box above.