As Mobile Services Evolve, Improved Location Dynamics Will Change the Game

Here’s an experiment: The next time you head out to lunch, compare the restaurant’s icon on your mapping application to the location on the door. The odds are that the icon will be at least 20 meters away from the door itself. For a consumer, that’s not going to stop them from finding lunch. But that margin of error presents a major hurdle for marketers as they look to use loc ...Read the full article