"Exploiting location data: the potential for profitable gains from our everyday movements"

In the digital age, mobile technology has revolutionised the way we live, work, and play. One of the most significant aspects of this transformation is the use of mobile location data, which is increasingly becoming an asset to businesses and public services.

For instance, taxi hailing apps like Uber and Hailo are not just a convenient way to get a ride, but they also offer a safe option for getting home at night. Meanwhile, the London Ambulance Service is developing a phone app that will alert volunteer responders to a cardiac arrest near them, potentially saving lives.

Data-driven enterprises are at a pivotal point in their evolution, with mobile being a key driver for growth. Mobile location data can provide detailed insights into a user's lifestyle and buying behavior, offering businesses an unrivaled opportunity to refine marketing and customer profiling. In fact, financial services firms have seen a 60% lift in click-through rates on location-based mobile advertising.

Mapping applications, such as Google Maps, can pinpoint a user's location and guide them through streets, while real-time train apps can identify a user's location and suggest the nearest train station. News apps can be automatically tailored to a user's region, ensuring they stay informed about local news.

The use of mobile location data extends beyond consumer-facing industries. Logistics firm DHL sells data on air quality that it generates as its vans travel through different locations, providing valuable insights for city planning. The Oregon Department of Transportation used cycling app Strava to identify traffic patterns, helping make informed decisions about city infrastructure.

However, it's important to note that there is no clear evidence that specific apps or German companies currently use mobile location data generated by customers for increasing sales or improving target group analysis. This underscores the need for enterprises to integrate mobile location data across their organisation to fully mine its untapped potential.

Contextual marketing, which uses various sources of user information to deliver precise, relevant content, is another area where mobile location data shines. For example, the South Central Ambulance Service in the UK has launched an app to help people locate the nearest defibrillator, demonstrating the potential of location-based services to save lives.

As more and more people use location-based services, the opportunities for businesses and public services to leverage this data grow. Mobile location data is becoming an asset, often referred to as 'the new oil'. With 74% of consumers with smartphones now using location-based services, it's clear that this trend is here to stay.

In conclusion, mobile location data is transforming the way businesses and public services operate, offering unprecedented opportunities for growth, innovation, and improved customer experiences. It's up to enterprises to seize this opportunity and integrate mobile location data into their strategies to stay ahead in the digital age.

"Exploiting location data: the potential for profitable gains from our everyday movements"