Markets Morph as Local, Location, Social Converge

A decade ago, "location" and "local" were two very distinct product verticals for most Internet companies. "Local" developed out of the Yellow Pages market, while location was about maps and navigation. The obvious result was that application development was conducted in two different groups.

Today, there is a growing recognition that local, geo-location and mobile are not distinct product groups and technology stacks, but rather essential components of a unified toolset that better connects people with the world around them.

That's the genesis of the "local, social, mobile" theme, which now sees things people do in the real world, where they are, in a more collaborative way, as keys to developing compelling new applications and revenue streams. Location can be used to build apps that are monetized by shopping, for example. "Local" can be monetized by advertising or promotion activities.

"Social," meaning collaboration, or word of mouth referrals, can be monetized by commerce activities. In other words, the confluence of social, mobile and local creates revenue opportunities primarily focused on people spending money and shopping in the real world, not online commerce or online advertising, which have driven most existing online revenue streams.

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