Las ventajas de la geolocalización - Beople
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Las ventajas de la geolocalización

Actualmente, una de las tendencias más relevantes en Internet, son las aplicaciones basadas en geolocalización, cuya tecnología está basada en el sistema de información geográfica (SIG) para la visualización, análisis y gestión del conocimiento geográfico.
Ya que vivimos en un entorno móvil, el valor de la ubicación geográfica se ha convertido en un elemento clave para las compañías, al darles la oportunidad de poner en marcha acciones de geomarketing. Esto se consigue mediante la aplicación de la información de carácter geográfico al proceso de planificación e implementación del marketing.
Haciendo uso de la ubicación del usuario, es posible averiguar dónde se encuentra en el momento en que se conecta a un sitio de la Red. Cuando se efectúa el acceso a alguna página web, se puede captar información sobre sus movimientos, requerimientos y demandas permitiendo a las empresas rediseñar su oferta y obtener más valor añadido.
Por ejemplo, en función de su ubicación geográfica, pueden bloquear el acceso del navegante a un sitio determinado de la Red o redireccionarlo a alguna sección o link determinado.
Foursquare y Gowalla empezaron a ganar popularidad en 2010, siendo actualmente Foursquare la plataforma de geolocalización más conocida entre los usuarios, tras la desaparición de Gowalla, desaparición provocada en gran parte por no poder competir con Foursquare.

La geolocalización en Foursquare

Foursquare ha experimentado un crecimiento espectacular en los dos últimos años, lo que demuestra que la geolocalización está ganando popularidad entre los usuarios. En junio 2011 alcanzó los 10 millones de usuarios, que habían realizado más de 4,7 millones de check-ins en los EE UU y los 358 millones de check-ins fuera de ese país. En menos de un año, estos datos se habían duplicado: en abril de 2012, Foursquare anunció en su blog que había alcanzado los 20 millones de usuarios, que habrían realizado 2 mil millones de checkins. Y en enero de 2013, ya se habían alcanzado los 30 millones de usuarios y los 3 millones y medio de check-ins.
Una evolución espectacular si comparamos estos datos con los presentados en junio de 2011, datos que fueron recogidos por la compañía en esta espectacular infografía interactiva que fue publicada en su blog oficial el 20 de junio de 2011 (en la que podemos observar visualmente el crecimiento de usuarios). En la infografía también están representados otros datos de interés,como los lugares más populares según s categoría, los momentos vitales en los que es más común hacer check-in, el número de “alcaldías” y algunas curiosidades.
Para no perder su cuota en el mercado de la geolocalización, Facebook lanzó a mediados de 2010 Facebook Places. Es una aplicación de geolocalización que permite a los usuarios de esta red social compartir su ubicación con sus amigos. A principios d 2011, la aplicación se vio mejorada con la introducción de Facebook Deals: descuentos que las empresas ofrecían a los usuarios de Facebook por hacer check-in en sus establecimientos a través de Places. Sin embargo, Facebook Deals ha caído en desuso y se desconoce el futuro de esa herramienta. Sí es cierto que los usuarios de Facebook han aceptado bien Facebook Places y hacen uso de esta herramienta. Un estudio de 20115 indicaba que Facebook Places era más utilizado que Foursquare. A falta de datos oficiales más recientes, no podemos afirmar con contundencia que la tendencia siga continúe siendo la misma.

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