Heard on the Street, Episode 51: Adding a Third Dimension to Location Data

Bringing new dimension (literally) to location data is the field of “3D location.” This essentially takes typical lat/long coordinates and adds a Z-axis. It brings new meaning in the form of elevation, which comes in handy in places like high-rise buildings and shopping malls.

This is where Polaris Wireless hangs its hat. The company uses several inputs like barometric pressure to pinpoint mobile device locations using all three dimensions. This can have many use cases such as helping emergency responders show up to the correct floor of a building.

Street Fight’s February Theme: Beyond the Screen

Consumer touchpoints continue to fragment and atomize, disrupting conventional approaches to media and tech. Drivers of this trend include devices from smart speakers to cars. Accordingly, as we roll into February, the Street Fight editorial team is thinking outside the box — that is, beyond the rectangles that frame our typical screen interfaces.

We will provide deep coverage of emerging technologies including voice search, visual search, augmented reality, and 5G. How are tech providers innovating with these modalities? How are users adopting them? And how are local marketers tackling the opportunity?

What Comes Next for Indoor Navigation? Enterprise Success, SMB Struggles

Gimbal COO and CMO Matthew Russo says that at scale, indoor location technology is advanced enough that it works incredibly well. Russo says that at Gimbal, he has worked with major brand clients who are able to understand when a VIP walks into their lobby. They also know if the customer has waited too long at a check-in line, and they’re able to present customers with special offers or keyless check-ins at their rooms.

“But if you’re a pizzeria owner with a single storefront looking to send a push notification to people walking by, you probably won’t see the results you’re hoping for,” Russo says.

Could those scaling issues be holding back the indoor navigation industry, and if so, what’s the solution?

5 Predictions for Mobile Technology After the Mass Adoption of 5G

The new 5G standard for phones is just starting to make a splash. There’s a lot to do in the development department and lots of equipment installations necessary before everyone can enjoy 5G hyper speeds.

While there are some predictions on the transition from the current 4G LTE dominance to 5G, nobody really knows how long it will take. But what happens once it does and 5G is the new standard? 

Here are five most likely to happen scenarios that await us in the near future.

The Promise of XR and 5G

As we approach the 5G era, the dramatic quantum leap of 5G service enhances many creative capabilities in XR, providing richer user experiences and giving marketers and developers a larger digital playground to expand their creative talents.

Still, there’s confusion in the market over how these innovations work and, critically, how they can work together. Let’s take a closer look.

Letter From the Editor: Retail Transformation Rules

As we continue to evolve the definition of “local,” one key component of its market opportunity is offline brick-and-mortar shopping. After all, about 90% of all U.S. retail spending, to the tune of about $3.7 trillion, is completed offline in physical stores. And that’s usually in proximity to one’s home (thus, local).

This makes retail transformation a key focal point for Street Fight. And there’s a lot happening.

May Focus: Visualizing Local

Street Fight is rolling into May with the theme, Visualizing Local: a look at how marketers are using visual content to boost visibility, presence, and conversions. This includes everything from images in search results and local listings to utilizing increasingly popular social media like Instagram Stories.

How Will 5G Unlock Location Targeting?

5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.

What Is 5G? Some Facts and Marketing Implications

As the next generation in mobile connectivity, 5G should promise smoother data transmission, higher-quality mobile streaming, and more efficient energy usage. And it’s those benefits consumers are excited about, newly available data from Verizon Media indicates, with 72% of surveyed consumers excited about faster data transfer speeds and 57% eager for higher-definition video content. But industry watchdogs are skeptical.