Andrew Grill featured on MSearchGroove.com about zone detection for mobile advertising  Andrew Grill provided a guest column on MSearchGroove about how Zone Detection is poised to drive new location-based mobile advertising aervices.
The excitement at last week’s Mobile World Congress may be about location-based communications services and advertising, but Andrew Grill, General Manager of Sales & Business Development at location technology provider Seeker Wireless, argues that basing the delivery of contextual content & advertising on our traditional understanding of location is not enough. He offers another solution that covers all the bases. When Peggy asked me to write a guest column for MSearchGroove, I jumped at the chance, as it gives me an opportunity to correct many of the myths surrounding location technology and make a case for zone detection - a concept that will take targeted mobile advertising to a new level. The blogosphere is buzzing with news and views about how easily location can be combined with other demographic and customer specific information to provide a more targeted proposition for advertisers. However, the fact that location services have not yet crossed the chasm is proof that providing a location element to mobile advertising is a lot tougher than we think. As I suggest in the title of this post, location technology has yet to really make its mark on mobile services. In short, location has been “lost” for some time, discredited by hype and hyperbole since the late 1990s. As an industry, we have only ourselves to blame. Read the full article on the MSearchGroove website.
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