Street Fight Daily: More Users Share Location, Twitter Files For IPO

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A roundup of today’s big stories in hyperlocal content, commerce, and technology

mobile-phone-map-searchThree Quarters of Smartphone Users Share Their Location, Says Study (MarketingLand)
A new survey from the Pew Research Center has found that roughly three-quarters (74 percent) of smartphone users access directions and other location-related information on their devices. Meanwhile, the study also found that “check-in” services have declined in popularity, declining from 18% in 2012 to 12% a year later.

Conference Notebook: For SMBs, Content Marketing May Not Be So Easy (Street Fight)
Brands are lauded when they post or tweet the right thing at the right time — and many social media evangelists spread the gospel that in an always-on, interactive consumer culture small businesses need to do the same. But that line of thinking neglects the high costs associated with content creation, and ignores the problematic economics of content marketing for small businesses.

Twitter Files for Initial Public Offering (Wall Street Journal)
In fewer than 140 characters, Twitter broke the news Thursday on its own short-message service that it has filed confidential paperwork to begin the process for its highly anticipated public offering. Twitter has already achieved a valuation of more than $9 billion, as judged by private sales by employees of their stock to BlackRock earlier this year, people familiar with that transaction have said.

New Jobs and Openings at Yahoo!, Surefire Social, Market Authority and ReachLocal (Street Fight)
Every two weeks, Search Influence’s Kelly Benish — who knows practically everyone in hyperlocal — covers some of the latest job changes taking place in this dynamic industry. In this week’s edition, new hires at Orange Soda and Yahoo, plus jobs at Yext, AOL, Weather Channel, and more.

iPhone’s M7 Motion Processor To Integrate With Maps as Apple Develops Indoor Mapping, Public Transit (9To5 Mac)
Apple briefly explained some of the consumer-facing abilities of the M7 motion chip, but, just like with the new iPhone’s Touch ID fingerprint scanner, Apple’s ambitions for the M7 are greater than those discussed earlier this week. According to a source with knowledge of the chip’s development, Apple plans to tightly integrate the chip with its own Maps service in the coming years.

Senator Asks Cellphone Carriers: What Exactly Do You Share With Government? (New York Times)
Last year, Edward J. Markey, then a member of the House of Representatives, asked the country’s major cellphone carriers to disclose how many data requests they received from federal and local law enforcement agencies. Now a member of the Senate, Mr. Markey is asking for this year’s numbers including, how often  they ask for cellphone tower dumps, location data, content of text messages, browsing history and so on.

How Maps Are Transforming How We Interact With The World (BBC)
Thanks to “big data”, satellite navigation, GPS-enabled smartphones, social networking and 3D visualisation technology, maps are becoming almost unlimited in their functionality, and capable of incorporating real-time updates. As digital maps can now be linked to an almost infinite number of data sets, experts believe they are going to become entirely personalised.

LBMA Podcast: Microsoft’s Nokia Buy, Gucci and Google Maps, and Moasis (Street Fight)
On the show: Nymi uses your heartbeat as a password; OnOurRadar enables on-the-ground reporting in emerging economies; Toopher uses location as authentication; Microsoft acquires Nokia but not the juicy parts; Plus our Mobile Minute with Chuck Martin on the emerging market for shopper segmentation based on device and special guest Ryan Golden of Moasis.

Sponsored Post: AdMonsters to Tackle Digital Ad Challenges During Advertising Week (Street Fight)
Since the first banner ad appeared in 1994, just one thing has remained constant in digital advertising: change. On September 26 during Advertising Week in New York, OPS NY will bring together ad operations and media technology leaders to tackle challenges and work to navigate the latest shifts in our industry, while staying competitive and profitable. Click for a Street Fight discount.