iPhone 5: What Passbook and Maps Could Mean for Hyperlocal | Street Fight

News

iPhone 5: What Passbook and Maps Could Mean for Hyperlocal

0 Comments 12 September 2012 by

Apple is set to announce the iPhone 5 during a press event in San Francisco later today, and with it, a set of features that could deeply impact the hyperlocal ecosystem. The signal-to-noise ratio when it comes to Apple rumors is infamously skewed — a lot of speculation with little fact. But new features like Maps and Passbook have the potential to become core, high-growth platforms within the hyperlocal industry, and the deeper integration of Siri could move the needle in local search.

Apple’s big stick is its consumer base, and it grows that base by building platforms that foster third-party innovation. One of the big stories to watch at the event, and in the months following, will be the extent to which Apple creates a viable opportunity for developers to build on top of these new platforms. With Google bringing local content deeper into Android with Google Now, Apple needs to find a balanced way to leverage external content sources without sacrificing user experience.

Maps
Apple made waves a couple of months ago, when the company announced that it was dropping Google Maps to pursue its own proprietary mapping application. Google’s maps team is one of the search giant’s largest operations, and reaching feature parity will take time for Apple. The company has already said that users will be pushed to third-party transportation applications depending on a still unclear set of criteria, so look for the players like HopStop and Waze to see a big bump in traffic early on.

But the more interesting story will be whether Apple will look to continue to build its Maps service as platform or close the ecosystem as it closes on feature parity.

Siri, Passbook and Location Content
The speculation over whether the iPhone will include near-field communications (NFC) technology has largely painted Passbook as a lily pad of sorts, from which Apple can push into payments. And while Apple may venture into the payment space, Passbook is as much about content management as it is about commerce. The application’s main functionality is the ability to push “passes” — cards with interactive online-to-offline content like a boarding pass or loyalty card — to users, based on location. Like notifications, which Apple launched with iOS 5, Passbook brings content outside of the application and into the main user experience, reducing friction and increasing engagement.

Apple’s decision to integrate Siri deeper into iOS 6, which includes a partnership with Yelp for local content, is part of a similar push to make content and functionality traditionally siloed within applications more accessible. Within the local space in particular, the explosion of local content over the past two years combined with consumer migration to mobile for local search and discovery means that content consumption is an increasingly important part of the core mobile experience.

Steven Jacobs is deputy editor at Street Fight.

Big Things Coming in Local in 2015!


Join us in New York, San Francisco and Denver for Street Fight's industry-leading conferences. Top speakers, great networking, valuable insights, and killer parties.
Click here for dates and details!

Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.


See how brands compare in local presence across areas such as local SEO, data accuracy, social engagement and more. Presented by Where2GetIt and Street Fight. Click here to see the battle!

Free White Paper: Pay-Per-Call’s Role in Improving Marketing ROI

Call campaigns can make the phone ring — or alienate prospective customers. Learn how to get it right: Download "Pay-Per-Call's Role in Improving Marketing ROI."

Produced by Street Fight Insights for Soleo.

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Check out our 2013 report and get your copy today!

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly