Simon Canning | July 31, 2008
ONLINE classified operator TrueLocal is hoping to expand its business, offering location-based advertising on mobile devices for the first time.
The new service will allow customers to find nearby businesses and get step-by-step directions on how to get to the business from their current location.TrueLocal, owned by News Limited (publisher of The Australian), will launch the service tomorrow through Optus, Vodafone and 3.
Chief executive John Allan said the location-based service was a first for the brand, allowing advertisers to link directly with customers through their mobiles.
"This is the first time an intuitive location-based service has been available on Optus Zoo and the first time TrueLocal has been available on the network," Mr Allan said.
The system, which uses nearby mobile phone bases to pinpoint where the user is, will allow people to find their way even when unfamiliar with the neighbourhood.
"(The) service offers a whole new level of convenience to consumers looking for a local business solution while on the run," Mr Allan said.
"By avoiding the need to pinpoint your location upfront, this makes the service so much faster and easier to use.
"Maximising and harnessing the potential of what mobile phones can now deliver, content-wise, is an area of constant evolution.
"With the TrueLocal product now being distributed across Optus, Vodafone, Virgin and 3 mobile, we plan to continue to work with our partners to stay on the cutting edge."
The system has been designed with a "what's nearby" component that allows a user to pinpoint businesses such as restaurants and medical centres. Users can also place a call to a business direct from their mobile or SMS the number to themselves.
Mr Allan described TrueLocal as evolving into a "MySpace meets business" portal.
Location-based services on mobile devices are seen as the next big thing in marketing with the advent of more sophisticated 3G devices such as the recently launched iPhone.
Marketers are increasingly keen to target consumers at point of sale, with many phones now internet-capable.
Mr Allan said work continued to find cutting edge applications that would increase the desirability of mobiles as an advertising platform, particularly where people were using their phones as browsers.
LBS services have been in use since debuting in Japan in 2001, but are only just beginning to be used in Australia.