From the desk of Patrick Ward...
Everyone has heard the real estate mantra: location, location, location and now we are beginning to see how technology and social networking will address the concept with a lot of recent chatter about the concept of people-aware vs place-aware.We believe 2010 is going to be the year when where you are becomes as important as what you are doing. 104 West Partners has a deep history in understanding the importance of places through work with place-aware innovators like Local Matters, Whrrl and Intermap with its AccuTerra brand. And we plan to stay in the thick of it with our newest client in the space, MapQuest, the division of AOL located here in Denver for which we were named the agency of record this month.
We see a collision course between social networking and a thirst for knowing where you are, what’s around you and what is between where you are and where you are going. Think about this: according to eMarketer, mobile location based users have increased from 61.3M in 2008 to 215.3M predicted in 2010 and 486M predicted in 2012. That sounds a lot like the increases on Facebook, whose users nearly quadrupled from 82M in July 2008 to 350 million today.
Techrunch recently pointed out that, "location has the power to be the bridge between social networking and actual social integrations." Mashable followed with a prediction that in 2010 we'll see," location matter more than ever"- - we agree. We think we will now see a critical addition to ‘who’ is doing ‘what’ on social networks: ‘where you are doing it’ is the next seminal piece of information. Location -- or “place” -- will play an increasing role in how companies interact with consumers, and how consumers interact with one another.
We believe that the concept of location and being place-aware is evolving to be not only about directions and navigation, but an important part of our daily experiences and how we communicate and interact everyday.