Bob Kernen is COO of jacAPPS and is always on the lookout for what’s next in the mobile space. So today’s topic may remind you of that chilling scene in the mall from Minority Report where Tom Cruise is barraged by virtual sales come-ons from nearby stores based on his profile. But the fact is that in 2014, beacons are looking like that next big thing in the mobile space. Today, Bob pinch hits for me and talks about what beacons could mean for radio. – FJ
Lately, the mobile space is sounding a lot like the real estate business. Remember the worldwide web? Having conquered the globe and made it a little smaller, digital technology is getting a lot closer to home. Having all the world’s information in your pocket is really cool, but sometimes it’s more useful to have reliable information about what’s up ahead, in the neighborhood, around the block or even down the hall.
The tech world has been abuzz about the development and application of these hyper-local technologies, and there are serious opportunities here for radio to be a part of it. In fact, radio is far better equipped to participate in the local equation than trying to play in a global arena.
If you haven’t been following these developments, they go way beyond Foursquare check-ins. From location-aware apps like Retail-Me-Not that offer coupons to shoppers on their mobile phones when they arrive at the mall to Google’s $1.3 billion acquisition of crowd-source traffic app Waze, the digital world is getting increasingly “granular.”
Geo-location is nothing new, but now being stirred into this mix are “beacons.” These tiny WiFi/Bluetooth devices can be arrayed around almost any venue – think arenas, theme parks, theaters, shopping malls – to provide precise three dimensional geo-location, down to about a one meter radius of both users and their smartphones.
Once an app knows where you are in the venue, it can feed you content, information and turn-by-turn directions. Imagine your listeners going to a concert, opening your app and getting information on finding their seat (no more wandering around trying to find an usher), where to buy merch (including availability and cost). Now add in the benefit of giving your clients the opportunity to offer a coupon or special offer to your mobile users that would pop up when they come into a client’s retail location. The opportunities are almost endless.
And radio brings several key ingredients to this new party that might have Don Draper drooling:
- Local cume. Chances are your station has more listeners than most local websites, and you’re a (good) media habit.
- Apps. All this local activity is driven by apps, and your audience is increasingly turning to your app to listen.
- A remarkable ability to mobilize your audience.
- Trust. Great brands have the ability to drive listeners toward good deals and amazing experiences but it starts with credibility.
Location-based services are becoming a bigger and bigger part of your audience’s mobile mix. You can be the force connecting the dots between those listeners and your clients. But to do so you’ll have to think differently about what you’re selling, and have the guts to disrupt business-as-usual for your team and your clients. So start the location conversation.
To contact Bob, reach out here – bob@jacapps.com
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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