Google Latitude

Thu, Feb 5, 2009 Posted By:Eric Friedman

Advertising, Internet, Technology

Google rolled out a very interesting feature this week called Google Latitude that allows you to see where your friends are in real time within Google Maps. This is a feature that has been deployed many times in the past, but always platform specific (see SonyEricsson T68i and the new Nokia social network) and never at scale.

The interesting thing about Latitude is that it allows you the ability to see friends and locations from multiple platforms from your supported phone to your iGoogle page.

Google has now introduced a location based service into their hidden social network which is there when you need it and not when you don’t.

Below is a picture of my own map that I believe will look very different in a few weeksmonths time.


Latitude Map[/caption]

I have been brainstorming about Latitude today with the help of my friend Adam and there are definitely 10 integrations and features for Google Latitude we would like to see that make a lot more sense.

1. maps.google.com now has my exact location data if I am at a computer and signed into my Google account – this data should be used to pinpoint my location vs. showing me that I am geo-ip targeted to NYC.

2. Integrated GTalk functionality is a must. Seeing where your friends are located is great, but instantly being able to chat with them, surfacing a gchat window, would make even more sense.

3. Conversations should continue between chat windows if you switch from Latitude maps in iGoogle, Gchat in Gmail, or a standalone gchat app

4. Sharing data about your location with either pictures or streaming video. This would allow a conversation to happen by checking your latitude friends without “pinging” them for an update. For example a line at a venue, or even a status of a meeting. (This is somewhat handled by your “Status” within gchat\latitude)

5. Cross promotion with nearby vendors is obviously the future here.

6. Directions to “Me”

7. Dropping pins or breadcrumbs for people to see your trail of where you came from or where you are going.

8. Toggle for “ping me if friendX gets within 100yards of me” for impromptu meetups or to have persistent proximity beacons for latecomers to meetings or just to be notified of arrivals.

9. Sort gtalk buddy list by proximity – this would rely on everyone using Latitude of course

10. Surface distance data from friends. (Adam is 1,426 miles from you – would you like to see directions to get to him?)

I think there is a big resource untapped by location service that pertain to me. These types of opt-in network circumvent the traditional “text for info” or “bluetooth enabled” services as they do not impose on the user. By teaching a service about your habits and locations, the service can better tailor your needs whether they be accommodations, food and restaurants, bars, or even just deals.

The creepiness factor tends to get lower as relevance increases. I am a proponent of sharing this data, as it will be helpful to me and my friends as well as getting me in front of more of the things I want to see.

I am sure there are other integrations and features we would all like to see and I invite you to post them below.

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This post was written by:

Eric Friedman - who has written 672 posts on Eric Friedman – Marketing.fm.

Director of of Client Services at Foursquare - formerly the analyst at Union Square Ventures, blogger at www.marketing.fm You should follow me on twitter @EricFriedman

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  • Gordon Tremeschko

    Google's new LBS system should take full advantage of the fundamental switcheroo that comes in the tech-based economy. Previously, scarcity drove demand–the less of a product there was, the more valuable it became. Conversely, in a connected society, value increases as more people become users. (Think: how useful would the world's only phone be?) Apple does something very smart with their products, and Google has shown some signs of this as well. They roll out products and features that make current users say, “Hey this is neat, but it's REALLY neat if more people are using it.” For example, iChat's video-conferencing capability, or the VNC-based screen sharing built into Leopard. They give you the tools, and it's up to you to go recruit your friends. How many friends have you convinced to get GMail accounts because you wanted to be able to chat with them at work?

  • Rory B Bellows

    Google's new LBS system should take full advantage of the fundamental switcheroo that comes in the tech-based economy. Previously, scarcity drove demand–the less of a product there was, the more valuable it became. Conversely, in a connected society, value increases as more people become users. (Think: how useful would the world's only phone be?) Apple does something very smart with their products, and Google has shown some signs of this as well. They roll out products and features that make current users say, “Hey this is neat, but it's REALLY neat if more people are using it.” For example, iChat's video-conferencing capability, or the VNC-based screen sharing built into Leopard. They give you the tools, and it's up to you to go recruit your friends. How many friends have you convinced to get GMail accounts because you wanted to be able to chat with them at work?

  • http://www.marketing.fm EricFriedman

    Thanks Gordon.

  • http://www.marketing.fm EricFriedman

    Thanks Gordon.

  • http://kidintheback.blogspot.com/ JApril

    I go back and forth between thinking it's really creepy and too “Big Brother” to being really cool and useful.

    I guess as long as the option is there to turn it off when you want to, then you can still “control” your privacy. It will be interesting, in this day and age, to see how long that control actually lasts.

  • http://kidintheback.blogspot.com/ JApril

    I go back and forth between thinking it's really creepy and too “Big Brother” to being really cool and useful.

    I guess as long as the option is there to turn it off when you want to, then you can still “control” your privacy. It will be interesting, in this day and age, to see how long that control actually lasts.

  • http://www.marketing.fm EricFriedman

    I think the idea of giving someone “city” data is relevant as most people
    could deduce that information anyway.

  • http://www.marketing.fm EricFriedman

    I think the idea of giving someone “city” data is relevant as most people
    could deduce that information anyway.

  • Rory B Bellows

    Google's new LBS system should take full advantage of the fundamental switcheroo that comes in the tech-based economy. Previously, scarcity drove demand–the less of a product there was, the more valuable it became. Conversely, in a connected society, value increases as more people become users. (Think: how useful would the world's only phone be?) Apple does something very smart with their products, and Google has shown some signs of this as well. They roll out products and features that make current users say, “Hey this is neat, but it's REALLY neat if more people are using it.” For example, iChat's video-conferencing capability, or the VNC-based screen sharing built into Leopard. They give you the tools, and it's up to you to go recruit your friends. How many friends have you convinced to get GMail accounts because you wanted to be able to chat with them at work?

  • http://www.marketing.fm EricFriedman

    Thanks Gordon.

  • http://kidintheback.blogspot.com/ JApril

    I go back and forth between thinking it's really creepy and too “Big Brother” to being really cool and useful.

    I guess as long as the option is there to turn it off when you want to, then you can still “control” your privacy. It will be interesting, in this day and age, to see how long that control actually lasts.

  • http://jeremystein.tumblr.com jeremystein

    its interesting that google shut down dodgeball, yet came out with a similar service that lacks half of those features!

  • http://jeremystein.tumblr.com jeremystein

    its interesting that google shut down dodgeball, yet came out with a similar service that lacks half of those features!

  • http://www.marketing.fm EricFriedman

    I actually like dodgeball, but I did not find enough people using it within
    my friend circle. I have already found multiple people in Latitude which is
    very interesting considering it just launched.

  • http://www.marketing.fm EricFriedman

    I actually like dodgeball, but I did not find enough people using it within
    my friend circle. I have already found multiple people in Latitude which is
    very interesting considering it just launched.

  • http://jeremystein.tumblr.com jeremystein

    i should have been more clear. what i mean is that google should overlay dodgeball on top of this service. there are a lot of good features from that service that are missing in latitude

  • http://jeremystein.tumblr.com jeremystein

    i should have been more clear. what i mean is that google should overlay dodgeball on top of this service. there are a lot of good features from that service that are missing in latitude

  • http://www.marketing.fm EricFriedman

    I think the idea of giving someone “city” data is relevant as most people
    could deduce that information anyway.

  • http://jeremystein.tumblr.com jeremystein

    its interesting that google shut down dodgeball, yet came out with a similar service that lacks half of those features!

  • http://www.marketing.fm EricFriedman

    I actually like dodgeball, but I did not find enough people using it within
    my friend circle. I have already found multiple people in Latitude which is
    very interesting considering it just launched.

  • http://jeremystein.tumblr.com jeremystein

    i should have been more clear. what i mean is that google should overlay dodgeball on top of this service. there are a lot of good features from that service that are missing in latitude

  • Rory B Bellows

    As long as the convenience and benefits outweigh the risks, I'm good with it. Plus, the fact that everyone on these services has to opt-in manually and can control their privacy settings by friend is a big help.

  • Rory B Bellows

    As long as the convenience and benefits outweigh the risks, I'm good with it. Plus, the fact that everyone on these services has to opt-in manually and can control their privacy settings by friend is a big help.

  • http://www.marketing.fm EricFriedman

    controlling who sees your info on a friend by friend basis I think is a key
    feature

  • http://www.marketing.fm EricFriedman

    controlling who sees your info on a friend by friend basis I think is a key
    feature

  • Rory B Bellows

    As long as the convenience and benefits outweigh the risks, I'm good with it. Plus, the fact that everyone on these services has to opt-in manually and can control their privacy settings by friend is a big help.

  • http://www.marketing.fm EricFriedman

    controlling who sees your info on a friend by friend basis I think is a key
    feature

  • http://www.avanta.co.uk/UK/meeting-rooms meeting rooms

    It would be kind of cool for figuring out where your friends are at. How cool would it be to be taking a taxi in NYC, check your phone and see your friends are in a bar just up the street, stop in and join them! Sweet

    I think you can cloak your location if you do not want others to see your location, i.e.. if you are studying for an exam or on a date with someone else! Bad!

  • http://www.avanta.co.uk/UK/meeting-rooms meeting rooms

    It would be kind of cool for figuring out where your friends are at. How cool would it be to be taking a taxi in NYC, check your phone and see your friends are in a bar just up the street, stop in and join them! Sweet

    I think you can cloak your location if you do not want others to see your location, i.e.. if you are studying for an exam or on a date with someone else! Bad!

  • http://www.marketing.fm EricFriedman

    I think you can change your settings but you not sure if you can do it globally.

  • http://www.marketing.fm EricFriedman

    I think you can change your settings but you not sure if you can do it globally.

  • http://www.avanta.co.uk/UK/meeting-rooms meeting rooms

    It would be kind of cool for figuring out where your friends are at. How cool would it be to be taking a taxi in NYC, check your phone and see your friends are in a bar just up the street, stop in and join them! Sweet

    I think you can cloak your location if you do not want others to see your location, i.e.. if you are studying for an exam or on a date with someone else! Bad!

  • http://www.marketing.fm EricFriedman

    I think you can change your settings but you not sure if you can do it globally.

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