Location based data

Location-based data gathering has been a hot button topic in the last year. When it was found out that companies like Apple, Google, Facebook, and others were possibly collecting location data without people’s knowledge via mobile devices and other means, it raised a lot of questions as to what the data was being used for and why it was being collected. Since then, Apple came forward and said that the logging of location data on iPhones was a bug in the iOS that has since been fixed. Google, Facebook and many app makers in general have instituted more transparent personal information settings that include opting in or out of using location based data.
Still, uncertainties remain. Some application stores make it mandatory for apps to prompt downloaders that their location data will be used, but don’t require that the app explicitly indicate how that location data is being used. And because there isn’t an app approval process in the Android Market, some apps could possibly steal location data or other personal information before they can be pulled from the virtual store shelves.
But there are also positives to using location based data for consumers and companies alike. Whether serving up a list of nearby restaurants or identifying a meeting place on a map, location based data can provide many benefits. The key is to understand how it works, what it can be used for, and how to avoid potentially dangerous apps.
There are three main location gathering methods: cellular triangulation, Wi-Fi triangulation, and GPS. With cellular triangulation, a wireless provider can keep track of your mobile device’s location; this is constantly happening and, according to some analysts, it is quite accurate. With GPS, your device can find specific places close to you based on your current location.
Your mobile operator usually knows where you are with a great degree of precision, especially in urban areas, given how small cell site coverage areas can be as little as a block or two And whenever you use Wi-Fi, your location can usually be determined to within 50 to 100 feet given how small Wi-Fi coverage zones are.
There are many uses for location-based data that mobile users can take advantage of. One is with social media. You can geo-tag photos so people can see exactly where you were when you took a picture. And some apps provide a way for you to tell your friends or coworkers where you are. One such app is foursquare, which lets you check in to places so people can see where you are. You can see other foursquare users that are in the same location or close to it so you can meet up.
You can also use location data for navigation, entertainment, and more. Some apps let you use your current location to find businesses, restaurants, and other nearby places. And if you are ever in an accident or need help from 911, emergency responders can find your location using GPS.
One of the main reasons that businesses can benefit from using location-based data is through direct advertising, marketing, and promotions at individuals in specific areas. For instance, your company could engineer an app that asks a customer with a smartphone to let you use their location data to tell them where they can find your product in relation to their current location. You could also design an app that shows advertisements for local businesses and tell potential customers how to get them or literally show them using GPS navigation. Companies are already taking advantage of this and there is room for growth in the future.
To know where consumers are and capture that demographic information would allow them to use location-specific advertising. I think that wherever companies are allowed to do this, they will.
Regardless of what mobile device you have and the operating system it uses, there is always a chance you could download a malicious app. There are app approval systems in place that weed out most of the harmful apps, but it is still largely up to company transparency and consumer discretion.
As a company, you should always ensure that your app clearly says that it will use location data in some capacity and give the user the option to opt in or out. And consumers must look at their apps on a case by case basis to determine if it makes sense for them to use location data.
There are many apps that just ask whether you want to use it or not without any specifics. If you go through the list of apps that request approval to capture location data, some of them are understandable and others aren’t. So if I have an app where using that data doesn’t make sense, I won’t allow it.