February 13th, 2012
Where Are You Going, Where Have You Been?
By Tim Peterson
That future in which a bus-shelter ad equipped with geofencing technology scans your smartphone as you stroll by—inviting you to, say, a free latte or a cut-rate back rub—may not be so far off after all.
“2012 is going to be a huge year in terms of innovation—not just with respect to being able to leverage location to contextualize the types of advertising and offers that a consumer receives, but also then to turn the corner on that and turn it into actual commerce in the physical world,” says Walt Doyle, CEO of the location-based service Where. Last spring, eBay bought Where to facilitate its mobile transactions. It will figure heavily into the forthcoming mobile-commerce initiative of eBay’s electronic payment service PayPal, which has already been tested with Best Buy and The Home Depot.