There are various indicators that location based services (LBS) are gaining ground in emerging telecom markets. In Pakistan, for example, we see new services, increased activity with user generated location content and overall more devices with either GPS built in or using Google’s location approximation service. Related to all this is the proliferation of search services which give information about points of interest (POI) and ratings and reviews information. All this is happening when broadband (including wireless) choices are growing and prices are falling. Another trend is that social networking is more popular and sharing location based info is in demand.
Of course, for Pakistan this is just the start of services built around location and so the services are quite basic. The challenge for developing countries is the data availability, accuracy and the maintenance of information. GPS navigation in Pakistan is in its early stages as well.
Google map maker is making this better in this respect, allowing user generated content. As TechLahore puts it:Ever since Google opened up Map Maker allowing users to post location information and map data, individuals from Pakistan have outdone all others in volume and quality. This underlines the interest if the opportunity is there and huge potential of such collaborative work. See CIO Pakistan for report on the map convention 2008.
Local map sites with reviews and POI search
A few companies are active in the area of map development and providing map data in Pakistan, for personal navigation devices. We have covered a few of them before such as naqsha.net. Naqsha.net has teamed up with Tracking world to provide Garmin SatNav units preloaded with maps. These units are portable and can be placed in the car and taken out.
As noted before, Naqsha website could use improvements in user interface but its a decent start and provides search and contact info. The hard question for these companies is how to make money when maps are still not common and not affordable for the public in general.
Mobile Companies and LBS
When it comes to value-added services and making money, our mobile companies are eager to try all kinds of services. Location services are no exception. We saw some really basic ones come out and then the driving directions and detailed maps were introduced.
Ufone’s service is one example, Warid has a friend finder and place finder service and MobiTrack is another service by Mobilink World. MobiTrack provides turn-by-turn instructions and it only works on compatible handsets. It seems to be built on an existing third party product which has been customized for Mobilink. At least they have a full manual explaining how the app works. However the Mobilink World site is not very user friendly and it could use some improvements.
I’d be interested in knowing the total number of users who have tried these map/location services on their phone.
Before ending this roundup, I leave you with these interesting views about the state of companies providing location services.
The recent report on trends in location-aware apps from Apple’s App Store, Google’s Android Marketplace, and Blackberry’s App World released by Skyhook Wireless, itself a provider of a patented hybrid system of location awareness, reveals a buoyant market for LBS apps. Indeed, the Apple App Store was found to have the greatest number of location-based applications, at over 2,300, and the highest percentage of paid for location app, at over 75 percent. Sixty seven percent of Blackberry apps are paid and eighty percent of Android Marketplace apps are free.
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