2nd LBMA Japan Location Information Awards 2024
LBMA Japan, a general incorporated association, held the 2nd Location Information Awards 2024 to recognize noteworthy initiatives implemented by member companies that utilize location data, such as "spreading location information business, marketing, and services to the world" or "having a social impact," in order to contribute to market growth and revitalization and to honor these initiatives .
The LBMA Japan Board of Directors selected five outstanding cases from among the cases submitted, including those self-nominated and recommended by member companies. As a result of the member vote, two cases were selected as the "Grand Prize" with the most votes (tied number of votes), and we are pleased to announce them.
Grand Prize
Grand Prize: MarketAnalyzer® Traffic
[Case Summary]
Agoop's road-by-road traffic volume data and dwell time data in 125m mesh units are loaded into MarketAnalyzer® 5, Giken Shoji International's GIS, which has been adopted by over 2,000 companies.
It is now possible to perform advanced analysis by overlaying location information with users' own company data, official statistical data, and various alternative data.
In the government sector, this solution is a service that will contribute to planning sustainable transportation policies that ease congestion and improve safety, as well as evacuation plans in the event of a disaster and analysis of the impact on the local economy. In the corporate marketing field, it is expected to be used for store location research, target customer analysis, measuring the effectiveness of various promotional measures, and optimizing logistics and supply chains. In this way, it will contribute widely to solving social issues.
Grand Prize: Momotetsu WALKING@AEON Mall Ibaraki
Konami Digital Entertainment Co., Ltd. / Kawasaki Heavy Industries, Ltd.
[Case Summary]
Tokyo, October 12, 2020 — Kawasaki Heavy Industries, Ltd. announced that it has provided its indoor location information service, mapxus Driven by Kawasaki™, to "Momotaro Dentetsu Walking @ AEON MALL Ibaraki" (a game app planned and developed by Konami Digital Entertainment Co., Ltd.) (hereinafter referred to as "the app"), which was distributed by AEON Co., Ltd. as part of the AEON Mall Ibaraki renewal event that began on July 12, 2024 .
*The app download period has ended.
mapxus Driven by Kawasaki™ is a service that provides seamless location information both indoors and outdoors by combining indoor location information utilizing Wi-Fi radio wave environments with outdoor location information and map information obtained from GPS and other devices.
This is the first application of this technology to a game app set in an indoor facility. The app displays the player's and user's current location within the game stage, which includes indoor spaces, and displays product/service information linked to facility information on an iPhone or Android smartphone, supporting the player's and user's experience and realizing a new experience linked to the real world.
Excellence Award
Barrier-free technology that resolves spatial perception and promotes independent movement using hearing
[Case Summary]
"Voice navigation guide" to help you when you're out and about.
In order to make use of the individuality of people and places, direct voice recording that identifies who the provider is can be used to verify the identity of the provider.
If you want to accompany someone but are unable to, you can virtualize your presence as a voice. If you tweet about the scenery you can see from where you are standing as if you were talking to someone who is not there, your voice will be linked to location information, and when the person you want to reach goes out, it will become voice support that is linked to your location information, leading to trust and empathy.
It will be mainly used in leisure facilities such as zoos and botanical gardens, making it easy for facility staff to convey their thoughts, and users can feel the hospitality of the place while receiving up-to-date information on knowledge and experience in a social networking-like manner. Because it is a hearing support that allows users to move around without looking at a screen, users can enjoy moving around while being considerate of their surroundings, allowing them to go out safely. Being able to see their surroundings allows users to move around while feeling the local atmosphere, and it can be used in a highly scalable manner, such as for barrier-free access, inbound tourism, and disaster prevention.
It can be used freely not only for business but also for personal lifestyles such as mountain climbing, sports, etc. Simple GPS accuracy will be a technology that leaves room for people to make their own decisions, which is necessary for the independence of people in a super-aging society.
Out-of-home advertising effectiveness measurement solution
[Case Summary]
Geotechnologies owns three assets: map data, people flow data, and quantitative survey data (attitudes and values), and uses these to create an OOH advertising experience similar to digital advertising.
In particular, our patented technology uses GPS data collected at short intervals to determine advertising exposure, making it possible to measure the "VAC" index, which is defined in the global guidelines for OOH audience measurement, for outdoor advertising.
In addition, we can accurately determine not only train surface routes, but also subway boarding and car travel direction. This allows us to accurately identify those who have been exposed to advertisements, and by conducting quantitative surveys of those targets, we can measure the effectiveness of our advertising, including consumer behavior and awareness data.
Furthermore, by measuring the effectiveness of this during the "advertising period," we were able to achieve "programmatic OOH advertising" just like digital advertising.
Geotechnologies has developed its own unique effectiveness measurement solution to make the same digital advertising practices as OOH advertising, such as switching to creatives that better lead to consumer action and strengthening distribution to more effective advertising media, the norm.
Japan Location Alliance: Blogwatcher x unerry business partnership
[Case Summary]
In July 2024, unerry and Blogwatcher announced a business partnership.
Both companies own location information big data platforms and provide analysis and dashboards that utilize near real-time data, as well as marketing services such as advertising. Both companies were among the first to obtain the LP mark (※1) , and share commonalities in the characteristics of their data and the safety of data acquisition and utilization. The collaboration between these two companies will enable utilization of high-density location information data from 140 million MAUs (※2) in Japan.
Even compared to the United States, which is considered a leader in data utilization in the marketing field, Japan has a high population density and many built-in stores, making analysis more complex and requiring location information technology at a global level. The two companies will work on mechanisms for sharing data with each other subject to user consent and the law, joint technology development, and service provision, and will raise the use of services and data to a global level.
In addition, this partnership will provide a lineup of data and technology that is easy for many companies to use, with a view to expanding the use of location information data in Japan in the long term. We also look forward to further market expansion through collaboration with companies that share our views on this initiative.
*1 LP Mark: Location Privacy Mark. Certification that proper governance that takes privacy into consideration is being implemented regarding location data.
*2 MAU: Monthly active users. Calculated from the two companies' location information big data in June 2024, eliminating clear user overlaps.
■Special Award (not eligible for selection): Location GX Guidelines
LBMA Japan/Sustainable Management Promotion Organization
[Case Summary]
Through "co-creation" among member companies, discussions were held among the individual companies as the first step in creating a business model that utilizes location information data to address the social issue of decarbonization, which resulted in the publication of guidelines in May 2024. The guidelines outline the concepts of leveling out carbon emissions derived from location information data and converting them into points, and promote the creation of a framework that will serve as an indicator for promoting future decarbonization actions and commercialization.
