Locationsmart.net Interview With Mario Proietti

We conducted an Interview with Mario Proietti from Locationsmart.net. We wanted to find out more about the capabilities of mobile tracking, how businesses can use it to help them trade more efficiently and also what their views of the future are.



Robert Prime, Telematics.com
Can you tell us a bit about the progression of location based services over the last few years and how accurate they are right now?

Mario Proietti, Locationsmart.net

The growing focus on location services enterprise use over consumer applications has driven the need for more accurate location detection and secure data analytics over the last few years. The development of location technology with higher accuracy levels and the adoption of smartphones has prompted many new mobile use cases- including proximity marketing, mobile workforce management, and security and regulatory compliance for the gaming and finance industries. With many of these use cases in mind, enterprises are driving the importance of precise indoor location.

The level of accuracy available is completely dependent on the technology available and the source used to determine location- whether it be GPS, Cell ID, WiFi, blue tooth or device sensors. LocationSmart has developed a multi-source hybrid platform to provide the best possible location in any given situation. Our hybrid technology can obtain up to 5 meter accuracy in environments that used to be out of the question, like indoors and urban canyon areas. A few years back, high accuracy used to be available only in rural suburban environments; now precise location is available across the board. These accuracy improvements are also largely due to the growth of smartphone adoption, which enables a much lower cost to obtain location vs. the deployment of specialized and expensive equipment.


Robert Prime, Telematics.com
What are the key niches that can benefit from location based services and how would they see improvements?

Mario Proietti, Locationsmart.net

There are so many industries that benefit from location-based services and the list only grows with each technology advancement and new use case. Traditionally, location services have advanced the e911 industry for emergency assistance and naturally expanded into enhancements for roadside assistance by reducing call times, lowering operating costs and improving customer satisfaction. Monitoring driver location in the fleet and transportation industry allows for the elimination of check calls- improving driver safety, reducing operating costs and the time and resources to focus on expanding new business rather than making check calls for existing business.

By validating worker status and the verification of job completion, companies have used location for MRM to reduce fraud, increase revenue through greater worker productivity and accountability, streamline operations and improve customer service. Particularly for the mobile health workforce with 4million direct-care workers and $100B in annual Medicaid fraud alone, location verification can reduce fraud and ensure that patients are really receiving the health care they deserve.

Now with LocationSmart’s hybrid, outdoor-to-indoor platform, location services are an ideal solution for transaction verification in the financial, retail and gaming industries to reduce revenue losses from fraud and protect member data and security. Precise location detection using WiFi is also ideal for proximity marketing to provide relevant promotions that enhance brand loyalty, drive in-store traffic and increase conversion rates. We have seen a lot of recent interest in the hospitality and travel industry for guest relations and CRM service use-cases to provide a higher grade of personalized service, increase loyalty, enhance the guest experience through relevant upsell opportunities, and streamline operations.


Robert Prime, Telematics.com
Privacy is a big concern nowadays and data sharing. How is this issue tackled to alleviate fears from users?

Mario Proietti, Locationsmart.net

Privacy is a big concern- consumers need to be comfortable that their data is protected and only used with their permission. There are well-known industry best practices and guidelines- like those provided by MMA and CTIA- that clarify privacy regulations for a successful application approval process.

Consumers have the right to opt in and out of service and be made aware that they are being located. As an integral part of the LocationSmart platform, we have developed comprehensive privacy controls that manage user consent and notify the user that they are opted in through text, voice or web, or app inbox messaging. We make it easy for our customers to obtain consent and ensure that they follow the key principles of location privacy: give notice to how data is being used and who has access to the information, only store the data as long as necessary, and do not share without consent.


Robert Prime, Telematics.com
There is potential for telematics functionality to be built into cars and commercial fleets at manufacturing level in the future. Do you see this affecting the need for mobile phone tracking of services like roadside assistance and do you have plans to adapt to these potential changes?

Mario Proietti, Locationsmart.net

Mobile phone location will continue to be widely used for services such as roadside assistance and fleet telematics regardless of the growth of built-in vehicle functionality. That’s because mobile phone location delivers in instances where in-vehicle functionality falls short- like trying to access services while away from the vehicle, or in cases where the vehicle battery is dead. Companies like OnStar that provide in-vehicle functionality typically offer customers an additional mobile option as back up to move past these limitations.


Robert Prime, Telematics.com
How do you see location based services evolving over the next 5-10 years?

Mario Proietti, Locationsmart.net

Precision is going to continue improving on a granular level with the mass adoption of smartphones and growing penetration of WiFi access points. As more relevant WiFi access points become available, the more precise location will become. Because consumers may turn off device GPS but rarely turn off WiFi capabilities, WiFi location will become the major source of location detection. Indoor technology is already being developed that will determine very precise, aisle level location information; combining this location data with contextual information (like product placement on shelves) can provide businesses with very powerful insights.

Data analytics will provide new opportunities for personalized service and increased revenue based on individual and group consumer behaviour. We predict that location will eventually be inherently built into all applications; so that location capabilities will become less of a distinguished, superior edge case and more so a necessary, underlying capability.

Location based services will be habitually used in ways we can now only barely conceptualize- such as managing smart homes.


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Robert Prime launched telematics.com in early 2013 and has over 10 years experience in the financial sector. He specialises in business startups and online marketing with a passion for new technology.