How much power can one company have? With the news of Google being awarded their patent for embedding location into their advertising model I wonder what the future will be for businesses using ‘location’ in advertising their offerings.
Location is a core element in today’s information society and has been integral to almost all aspects of development in the past. Maps, Addresses etc.. are core in finding where I am and where I am going to. In a business sense, the location of the business is key to selling goods and services whether that location is land based or web based as someone is conducting the work somewhere.
In this time of companies being sued for patent infringement some parts of the patent lodged by Google could be questionable. For example, in a broad sense the patent secures the use of geo-information in computer systems to link a request to an output. This means that if I use my location as the core component in the search criteria to find my local coffee shops and the computer system locates these for me and details the offerings (an ad) then at that point the service I am using could be breaching the patent.
Of course the Google patent refers to the advertising model which drives the Google ads system it can be expanded across many types of service offerings. With regarding to mobile applications and the increase usage of GPS in these devices basically making them location aware, any search from a mobile device for services ‘around me’ Applications such as Walk Score, Around Me, Urban Spoon could be reigned in by Google. As real estate basis its housing advertisements primarily on address (the core location reference globally), this may be affected.
Google is keeping tight lipped on the patent at the moment and so it is with interest we watch this space. The push for location advertising kingdom looks to be between Apple and Google and so in Australia where location is embedded in everything and many companies utilise location for services it will be interesting to see how the fallout might affect us. The question I have is that if Google and others rely on the information provided by Governments and US Department of Defence for GPS then will they licence and pay a royalty on the ongoing use of this core location asset information?
It must be noted that this patent was filed almost 6 years ago and signifies that Google has the foresight to look into the long term and secure its market place and so kudus to them!
More info on the patent can be found here.