With the advent of the smartphone, cell phones have evolved into minicomputers. Given their portability, ease of use and ubiquity, cell phones are now an intricate and irreplaceable part of a modern 21st century digital lifestyle. I knew before I got my first cell phone that once you get one, it's with you for the rest of your life. (It's a long journey, so be careful how much "digital luggage" you take with you).
Now there are alot of conversations going on about GPS, location based mapping, privacy and advertising. If a company can track (via your cell phone) where you have been, there is no reason it cannot tell you where else to go. For instance, if you are visiting a lot of car dealerships, your phone will know you are car shopping and can send you to dealerships to complete your vehicle purchase. Personally, I like the idea of passive advertising and 3D GPS mapping. But there are some inherit problems.
First of all, data roaming is too expensive overseas. My IPhone is all but useless in other countries or foreign cities, when I REALLY need maps. Data roaming is so expensive, that I use my phone just for texting and that's it unless I am in a WiFi Hotspot. But wouldn't it be great to come out of an underground stop at street level anywhere in the world, hold up your cell phone, have it display a 3D overlay map and offer directions? In Japan, cell phones already use the cell phone camera to display 3D maps based on your location and move with you in 3D, in real time. My cell phone would already know that I'm a Taco Bell fan, but I would never find one on my own in London. The 3D maps with advertising could offer directions to the nearest Taco Bell, or retail store or offer directions to the latest cinema with movies times and ticket prices. All of these location based targeted advertising would be very useful. Like me, most people I don't mind advertising, as long as it's targeted advertising towards them specifically, and my cell phone would already "know" me. (It was like when Amazon found out I was gay with their purchasing "suggestions").
Google recently offered a program called Latitudes, that allows you track your friends and family. There are similiar programs and more on the way such as Loopt. As a researcher, I know that the next frontier ($$$) in digital advertising will not come from the radio, newspapers, or the internet. After television, the second biggest ad market will be mobile cell phone location based advertising.
Which brings up another good point, which is instant shopping. I already use my cell phone for mobile banking to check my checking/savings accounts and credit card balances, all by "dialing" into both banks. I can also purchase music via my phone. I want to be able to use my cell phone to make purchases instantly, eliminating the need for cash, credit cards, and wallets all together. The technology is there, we just need some better security and we're all set.
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