Research Predicts Huge Growth in Local Search & Data Discovery Apps
Recently published Juniper Research predicted that the amount
of revenue generated by found Local Search & Discovery apps will increase dramatically from
last year’s figure of $13 billion to over $44 billion by 2020. The predicted huge increase in
app advertising and location targeting is likely to happen because of the emergence and refinement
of proximal wireless technologies.
What Does This
The kinds of Local Search and Search & Discovery apps and the
technology highlighted by the research are e.g. the deployment of Bluetooth beacons in indoor
retail settings in order to develop proximity marketing services.
The drivers of
this predicted growth are a variety of rapidly improving technologies such as LTE-Direct (a
device-to-device technology that can discover other devices and their services in close
proximity), Bluetooth, Ultra-Wide Band / UWB (a radio technology for short-range, high-bandwidth
communications over a large portion of the radio spectrum), and Wi-Fi FTM (Fine Timing
Engaging Customers in New Way
Juniper Research also highlights how the commercialisation of LTE-Direct will provide new
possibilities for vendors and end-users. For example proximal discovery technology such as
listening devices could receive offers, news or be notified of events within the vicinity, thereby
increasing the scope for proximity communications.
Potential in Other
The research also sees scope for the increased use of these
technologies in other industries such as agriculture. Juniper highlights how falling costs for
precise positioning technology could drive growth in the precision agriculture industry to help
with efficiency. Although there are opportunities for data analytics services to use location data
in agriculture it is thought that companies lack the expertise to maximise its potential at the
What Does This Mean For Your Business?
present there are still many opportunities to be discovered about how and where these technologies
can be deployed.