Andrew Scott — Rummble
- Only 4.5% of your time is spent in a good GPS signal…
- CellID in city centres is good enough to allow you to track your movement along Oxford St
- 25% of flickr photos are now geotagged
- Under the Radar last week — a good proportion of companies had something to do with location, but they were spread throughout categories
- What went wrong with playtxt (Europe’s first location-based social network)?
- Cost (on mobile)
- Mobile usability
- Location set was manual
- Lack of public understanding
- What did Andrew learn from playtxt?
- Privacy was not a barrier — less than 5% used privacy settings
- No boundaries — went worldwide
- 15x messages via SMS than by web
- “Who’s nearby?” is not a business — see loopt
- US only launch
- Restricted networks
- Not useful enough — just text your friends!
- Lots of competitors
- What is the business model?
- Need to know not just who’s nearby, but what they’re doing — context of presence
- Current services
- brightkite — iPhone app, location focus
- limbo — focussed more around what you’re doing
- whrrl — recommendations like Amazon
- zkout — profile matching
- Differentiators for Rummmble
- Instant; Personalised
- Existing sites not enough:
- Use trust networks rather than friend networks
- Use similar ratings to expand relationships
- Computationally expensive
- Add in who you trust for what — using semantics & language taxonomies
- Also computationally expensive
- See linkeddata.org for sources of semantically linked data
- Can use twine
- though twine doesn’t look like it’s quite there yet, as with most semantic web tools…
- Can import social graph rather than spamming all your friends
- Has to be quick — within 45s
- Location detection is a commodity
- Operators could scramble Cell IDs to make cell ID databases useless, but they would risk all their customers getting upset
- An individual’s current location is also becoming a commodity
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