The Spotter Network is a website used by storm chasers to follow weather movements. Users have been adding position locations to spell out the initials TS, PS, and CY, shown here in an image at sfgate.com.

The Samarases were well known to TV viewers, having been prominent subjects of the Discovery Channel series “Storm Chasers” and frequent contributors to The Weather Channel. They weren’t working for either channel last week, both networks said.

Since the recent CTIA conference wasn’t the buffet of location news, one potential deal could really set the industry on fire going into the summer months. Google and Facebook both are rumored to be in talks to purchase Waze. Some say this would mean Facebook would transform into a mobile advertising company, with local ads, if it were the winning bidder. Google’s rumored interest would block the social media giant’s momentum in that marketplace.

by Kevin Dennehy

In what could be one of biggest deals in the location industry, both Google and Facebook have been rumored to be interested in buying Israel-based mapping and navigation company Waze. Published reports indicate the deal could be worth $1 billion.

Some industry analysts are skeptical that a deal could be valued that high, which would place it in the same realm as Facebook’s $1 billion purchase of photo-sharing service Instagram.

“We really do not know if Facebook is willing to spend a billion dollars on Waze, but if the deal happens, (Facebook) must have considered its options. How could this be? First, I suspect that Facebook is certain it will grow beyond its current boundaries to become the world’s most valuable company,” said Mike Dobson, Telemapics president. “Operating under this mindset, a billion dollars is peanuts, and they will not care if everyone else thinks they overpaid. In other words, Facebook might not be basing its calculation on the same ‘time-value of money’ that the rest of us are using. Second, if the economics do not really matter to Facebook, the more important question is ‘What advantages would Facebook accrue by acquiring Waze?’”

Dobson believes that Waze map databases are not competitive with Google or such commercial providers as Nokia or TomTom. “In essence, Waze does not offer competitive map coverage, competitive data quality, competitive data attributing, or a useful source of POI data. More importantly, I suspect that the Waze database will be a major league headache if Facebook plans to use it as the basis for its mapping activities supporting local search,” he said. “Further, I doubt that Waze understands enough about local advertising to help Facebook realize its most important goal of becoming a powerhouse ad agency capable of creating its own captive local search market, comparable or exceeding that enjoyed by Google.”

Another industry insider, Marc Prioleau of Prioleau Advisors, said that quality and coverage of the maps would make the deal successful — if it really is going to happen. “The rumor mill on Waze seems to be quite active so it is hard to know if there is substance there. Waze has built a very innovative traffic application, and they use the user data to build a digital map data set,” he said. “The value of the company would be tied largely to the quality and coverage of that data set and the perceived ability of a big platform like Facebook to build that out into a truly serviceable worldwide map.”

Waze is a mapping company built through crowdsourcing map and traffic data over mobile phones, which is the “magic” Dobson believes Facebook finds beguiling about the company.  While Waze claims 45 million users, its active base is more likely around 10-15 million, Dobson said. “Conversely, if you stop to consider the amount of data you could generate if all of Facebook’s mobile users were gathering mapping data through an app built on Waze, then the company might be willing to gamble on the acquisition,” he said. “Providing analytics on the behavior and location of its mobile users to advertisers and other interested parties could be a huge opportunity. On the other hand, there are numerous paths to this endpoint, not just Waze.”

Dobson said if he were to advise Facebook on the acquisition, a suggested course of action would be that the company write their own crowdsourcing application and build a good quality map database through licensing and direct and indirect map compilation techniques.  “My off-the-cuff estimate is that this could be done for less than the cost of the Waze acquisition. Beating Waze into a quality map database is going to be an expensive — well beyond the acquisition cost — and time consuming effort. Perhaps the most glaring lack in the potential Waze acquisition is the absence of a suitable POI database, which, in my opinion, is the most critical need that Facebook will have in local search.”

Dobson said he suspects that Facebook’s competitors are not concerned about the company’s potential acquisition of Waze. “Those who already in the mapping business — Google and Apple — will anticipate that it is likely that Waze could become a significant distraction for Facebook and delay the company effectively competing in the local search market. As far as the competitors are concerned, the longer it takes Facebook to mobilize its efforts in local search, the better,” he said. “In business, as in life, strange choices are made. Perhaps Facebook sees a future in Waze that depends on strategies being implemented by the company that we know nothing about. I hope so, as a good dose of innovation is just what the local search market needs.”

Distinguishing itself is another reason Facebook may be interested in Waze. Providing mapping and traffic capabilities may bring more consumers to its mobile users.

The company is also is redesigning its mobile pages platform to enable local merchant information, according to published reports. These new improvements may even challenge Foursquare and Yelp.

There were questions whether the deal with Facebook will go through as published reports indicated that Waze’s research and development activities would remain in Israel rather than go to California, where Facebook’s headquarters are based.

Google Interested in Waze to Cut off Facebook at the Location Pass?

The rumor mill is heating up as Internet giant Google and Apple are said to also be interested in Waze.  “I saw a report indicating that Google was interested. If so, it would seem that this would be a move to deny Facebook access to Waze,” Dobson said.  “Google already derives a significant amount of information from passive crowdsourcing — recording the GPS traces of the devices of their users — and I am not sure that the acquisition would provide them any opportunities that they are not already exploiting. Of course, we might remember that Garmin, who had no intention of buying TeleAtlas, made a bid and significantly raised the price that TomTom paid for the mapping company.”

Other analysts say while there have been several news articles on why Google should buy Waze, it all could be poorly informed speculation. Others say that the Israel tech press is quick to spread rumors. One analyst said, “I hear that the talks are legit, but my guess is that the deal in discussion is not $1 billion.”

GreenRoad’s new RFID feature automates driver association with trips by detecting when a driver boards a vehicle, eliminating the need for drivers to log on with a Dallas key.

One customer, Big Bus Tours, operator of open-top sightseeing tours, has starting using RFID in its fleet of open top tour buses in London, Washington, D.C., and San Francisco, with Dubai and Abu Dhabi soon to follow. Gerry Price, group commercial director, said, “GreenRoad has enhanced driver performance and cut risk in our bus fleet across the world, as well as improving the customer experience for thousands of sightseers. Now with RFID it is even easier for our drivers to use GreenRoad.”

GreenRoad Smartphone Edition has been enhanced with Facebook integration that allows drivers to share their achievements with friends. GreenRoad Smartphone Edition, code named “Asimov,” uses smartphone native functionality, including GPS and built-in accelerometers, to eliminate the need for a professionally installed telematics device in the vehicle.

A new version of GreenRoad Central, the software at the heart of the GreenRoad service, includes real-time alerts for exception events, including high-risk events in all driver behavior categories as well as speed violations. In addition to receiving email alerts in real-time, managers can view their alerts on a To Do list through GreenRoad Central.

The complaint says Google uses deceptive conduct to lockout competition in mobile. Google’s Android is the dominant smartphone operating system, running in 70 percent of units shipped at the end of 2012, according to Strategy Analytics. Google also dominates mobile search advertising with 96 percent of the market, according to eMarketer.

“Google is using its Android mobile operating system as a Trojan Horse to deceive partners, monopolize the mobile marketplace, and control consumer data,” said Thomas Vinje, counsel to the FairSearch coalition. “We are asking the commission to move quickly and decisively to protect competition and innovation in this critical market. Failure to act will only embolden Google to repeat its desktop abuses of dominance as consumers increasingly turn to a mobile platform dominated by Google’s Android operating system.”

FairSearch is an international coalition of 17 specialized search and technology companies whose members include Expedia, Microsoft, Nokia, Oracle, and TripAdvisor.

Google achieved its dominance in the smartphone operating system market by giving Android to device-makers for “free.” Android phone makers who want to include must-have Google apps such as Maps, YouTube, or Play are required to pre-load an entire suite of Google mobile services and to give them prominent default placement on the phone, the complaint says. This disadvantages other providers, charges FairSearch, and puts Google’s Android in control of consumer data on a majority of smartphones shipped today.

The FairSearch complaint comes at a time when users are increasingly switching from desktop to mobile platforms. Mobile Internet usage is expected to overtake desktop usage as soon as 2014, according to MindCommerce.

The European Commission is already considering how to remedy concerns that Google may be abusing its dominance in desktop search advertising, in particular Google’s search bias that favors its own services in search results.

Meanwhile, in April, six European data protection authorities began coordinating efforts to force Google to comply with European Union privacy laws they say Google violated by consolidating its privacy policies. Google paid a record fine to the U.S. Federal Trade Commission in August 2012 to settle charges it gave misleading privacy promises to Safari Internet browser users.

“European consumers deserve a rigorous investigation of Google’s mobile practices, and real protections against further abuses by Google,” said Vinje. “Given Google’s track record of ignoring the law, mobile Internet users should be very concerned.”

Part of LBMA’s mandate is to foster research, innovation and pilot projects that push the boundaries of place-based marketing. Through this initiative, LBMA has partnered with several top-tier global brands carefully selected from among LBMA’s large network of marketing affiliates to introduce the new technology to consumers. The technology will be introduced in a series of test launches at major entertainment events throughout the summer, before making it widely to marketers in the fall, the association said.

Focus awareness combines traditional GPS-location awareness with data on where mobile users are aiming their smartphones. Focus-based technology enables new kinds of apps in which users aim their phones to engage with one another as they watch events simultaneously — for example to connect, chat or vote on the shared subject of focus. Focus-awareness also allows marketers to chart the shifting momentum in crowds.

The partnership comes as demand grows among LBMA’s network for mechanisms to enhance context-awareness in mobile. Marketers want to know how many phones are engaged with their apps as events are happening (heat), who those users are, where they are looking, and how the crowd’s engagement is dynamically changing moment to moment — all capabilities of CrowdOptic’s technology.

“Our vision of the future is new apps that dynamically adapt based on knowing what activities people in a crowd are watching and engaging in, as well as joining people with shared interests together, right there in the moment,” said Asif Khan, founder and president of LBMA.

“Focus is an emerging mobile category that will play a significant role in the next generation of location services,” said Brent Iadarola, Global Research Director of Mobile & Wireless Communications at Frost & Sullivan. “In contrast to augmented reality, which combines location and mobile Internet search to provide information on landmarks in static environments, focus-based services enable the tracking and tagging of objects (or individuals) in moving or dynamic environments. By enabling mobile users to point their phones at moving objects or people to access real-time information about their subject of interest, this area of technology in which CrowdOptic is a pioneer clearly presents some very unique and lucrative avenues for hyper-targeted marketing promotions, advertising, and mobile coupons.”

CrowdOptic is in use around the world in apps that enable users to “aim their phone” to act or interact — whether to discuss, report or discover other people based on their shared focus.  The company powers a range of applications which vary from finding friends in a crowd, to aiming a phone to vote, to aiming to alternate views of a live broadcast, to aiming to connect with athletes and celebrities at live events.  The technology works both through an app and anytime without an app, by historically mining the standard metadata tags embedded in shared photo images. The mechanisms used to acquire context beyond location include continuous streams of GPS, compass and triangulation algorithms illuminating common points of focus between mobile users.

The LBMA will begin to introduce these projects which leverage the CrowdOptic platform for top global brands beginning in the summer of 2013.

About LBMA – http://thelbma.com/

The Location Based Marketing Association is an international group dedicated to fostering research, education and collaborative innovation at the intersection of people, places, and media. Our goal is simple: To educate, share best practices, establish guidelines for growth and to promote the services of member companies to brands and other content-related providers. The over 600 members of the LBMA include retailers, restaurant chains, agencies, advertisers, media buyers, software and services providers, and wireless companies.

About CrowdOptic – www.crowdoptic.com

EverNav was initially released on September 2012 as an HTML5 turn-by-turn solution aimed at application developers and mobile marketing campaigns. The solution was quickly adapted by a large number of customers. Now, as part of the preparation for Mozilla’s release of the Firefox OS, a dedicated EverNav version will be released in April.

“We were one of the first few companies to release HTML5 based navigation back in 2012 and we are proud to be the first to release a dedicated navigation solution for the Firefox OS today. HTML5 technology has come to the point that we were able to develop a full-featured navigation user experience, and we are extremely happy with the result,” said Ziv Avni, AtlasCT’s marketing director.

EverNav for Firefox OS will include a personalized navigation experience with features like local information, live traffic reports, favorites and history sections, share location capability, social integration and more.

“As the leading provider of HTML5 turn-by-turn navigation solutions, as soon as we learned about the Firefox OS, we decided to release a dedicated version,” said Shlomo Emanuel, AtlasCT’s CEO. “We are still looking into a number of possible business models for the services and this is one of the subjects we are discussing with mobile carriers that have already committed to backing the open web device initiative.”

EverNav for Firefox OS will be available both on the Firefox Marketplace and on the EverNav website.

The company won one of six categories at the festival’s fifth annual SXSW Accelerator program, which has previously recognized companies such as Twitter and Foursquare. Unlike Google Maps and Apple’s default maps app, which allow people to search for a place on a map and look up directions, Plotter’s mobile maps app offers the ability to plot multiple locations at once. Users can also create maps of their favorite locations and share them with friends.

The app was released earlier this month on the Apple iTunes Store.

Following the recent announcement of Magellan’s SmartGPS device, the free Magellan SmartGPS Apps for iOS and Android devices are the next key elements in Magellan’s Smart Ecosystem, a cloud platform that integrates social media and navigation content directly onto a navigation map, the company said. The SmartGPS Apps automatically deliver continually updating reviews and tips for local businesses from social media including Yelp, Foursquare, and other partners to create current, local and personalized driving and pedestrian experiences.

The Magellan SmartGPS mobile apps display location-relevant information “squares” that graphically flip to show reviews, tips and offers from Yelp and Foursquare for nearby restaurants, stores and services. Users can then navigate to those locations directly from the SmartGPS App without needing to open an additional application or device. The cloud architecture enables new monetization of end users’ mobile search and navigation, and additional social media and content partners.

“We architected the Smart Ecosystem to integrate with automotive infotainment and mobile network service platforms so users can enjoy a truly mobile, connected car experience now,” said Peggy Fong, president of MiTAC Digital Corporation. “SmartGPS mobile apps connect to the vehicle dash, allowing users to easily search social media and points-of-interest for destinations, and send the locations via Bluetooth or Wi-Fi to SmartGPS-enabled vehicle navigation systems.”

Magellan’s free iOS and Android SmartGPS apps create a total-solution SmartGPS experience that is truly mobile. Magellan connects the smartphone to the vehicle dashboard, enabling location sync and sharing, hands-free operation and data connectivity. Users can pair their Magellan SmartGPS app with SmartGPS-enabled navigation systems. Using their SmartGPS App, SmartGPS enabled navigation system, or PC, users can search for a location, save the location in Magellan’s Smart Ecosystem cloud, and sync and share the location to any SmartGPS enabled device via Wi-Fi or Bluetooth.

The free Magellan SmartGPS Apps will be available in North America this Spring, and in Europe this Summer, from iTunes and Google Play. Premium versions of both apps featuring spoken turn-by-turn navigation will also be available.