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Location intelligence is a hot topic. Demand is growing, startups continue to enter the market, and location privacy sensitivity (including government regulation) is hitting new peaks. Growing demand results from not just greater need for location intelligence but also broadened areas of applicability.

In other words,  location intelligence is expanding beyond its well-known uses for advertising (ad targeting, attribution, etc.), supporting enterprises in a number of other ways. That includes supply chain management as well as decisions about where to open another store location.

All of the above applications of location intelligence are fueling UberMedia, our latest guest on Street Fight’s Heard on the Street podcast. UberMedia CEO Gladys Kong says that this expansion of location data’s utility was already underway but has accelerated in the Covid era.

“I believe there will be use cases that you and I haven’t thought of yet that come around in the next five to 10 years,” she said. “But today, the timing with Covid going on relates to human movement data: trying to figure out where groups of people are moving around.

“A lot of that human movement data can be used to help model and figure out where outbreaks could be happening and help plan hospital availability and re-route patients. And as we reopen, [location intelligence] is a great way to inform businesses during the recovery phase.” 

Opportunities for location intelligence are also expanding to new business categories and verticals. The name of the game there is to craft customized packages that address vertical-specific operational and marketing goals.

“UberMedia differentiates itself by being a flexible solution,” she said. “We don’t believe location intelligence can be used as one-size-fits-all. Every vertical may have some similar questions but always [has] customized questions. Having a platform that allows for some flexibility and customization per vertical is where we differentiate.”

We discuss how UberMedia is doing this on the latest episode. Listen above, find out more about Heard on the Street, and see our episode archive hereContact us if you’d like to sponsor an episode, and check out Street Fight’s media kit for the full slate of visibility options.

Mike Boland has been a tech & media analyst for the past two decades, specifically covering mobile, local, and emerging technologies. He has written for Street Fight since 2011. More can be seen at