WebProNews

Tag: location-based services

  • Location-Based Services Too New to Know How They’ll Be Abused

    Last week, Symantec’s MessageLabs Intelligence Sr. Analyst Paul Wood shared some predictions for online threats in the coming year with us. With the increasing emergence of location-based services, we wondered what kind of threats (beyond the obvious) come with this new territory. 

    "One attack that may be predicted is for malware faking location information in order to boost ranking or prominence of the spoofed location," Wood told us. "This type of information will be of value in the reconnaissance stage prior to a targeted attack, or perhaps prior to burgling someone’s house – the robber can know the owner is elsewhere." 

    We asked Wood to elaborate this a bit. "Most attacks are conducted for profit," he says. "Therefore for a new service to be utilized as a source of attacks the methods by which the attack can be used to make money need to be clear. In the case of location sharing, it’s not clear how this information can be used to make money for the legitimate provider of the service, and equally unclear how this can be subverted by criminals for their profit, unless it’s part of a surveillance or reconnaissance process prior to an attack."

    Paul Wood Talks Security Threats in 2011"One way that location sharing may be expected to raise revenue for the provider is by offering services by which the most popular ‘X’ in location ‘Y’, according to the number of people registering their location, can be promoted," he explains. "This could be by allowing a service provider to promote themselves as the most popular ‘coffee shop’ in ‘New York’ according to location sharing. In this case, there is a motive for less popular and less scrupulous service providers to artificially boost their popularity according to location sharing by buying fake location sharing registrations from criminals who have illegal access to mobile devices or location sharing accounts."

    If it can be done, I’m sure it will be. 

    "If location sharing is used to boost rankings in any system then this gives criminals a motivation to subvert the system," he adds. "However, at the moment, location sharing is very new, it’s not clear how it will be used by the companies providing the service and so not clear how it may be abused either."

    On the topic of "boosting ranking or prominence", when asked if search engines are capable of detecting fake location sharing entries, he admits he has no idea. He also says he’s not familiar with any such instances in the past. 

    If location-based services continue to pick up steam, and Google continues its trend of delivering location-based results, I’m betting we will start go see more integration between the two (not unlike what we’ve seen with real-time search). This will be something to keep an eye on to say the least. 

    When asked if this kind of thing could occur within Facebook and/or Twitter with their respective location-based offerings, Wood says, "We cannot comment on specific services. However, humans are social creatures that always take advantage of efficient methods for indulging their hunger for communication with their friends, family and contacts."

    "My guess is that ever since the first language was invented, there have been liars and con men who have found ways to subvert the new means of communication to their own ends," he continues. "If an attacker is able to identify the individual concerned and then use public services to track them, this may be a concern – do you want everyone and anyone to know your location or the location of your mobile device at all times? This is where privacy controls come in to play – parents may wish to benefit from this technology for their children, but privacy is important when publishing this type of data – if that information were to fall into the wrong hands, the consequences could be disastrous; for example, cyber bullying and cyber stalking are already increasingly becoming a concern for many individuals."

    The United States Air Force is apparently concerned. A recent report says the Air Force has warned its troops about using location-based services for fear that they can jeopardize missions. While it’s unclear whether other branches of the military have issued similar warnings, the Army’s Chief of Strategic Communications recently told WebProNews that the Army doesn’t have many social media restrictions, as long as lives aren’t being put in danger, meaning communications don’t violate "operational security" – they don’t reveal anything involving upcoming missions. He didn’t talk specifically about location-based services, however, but they are becoming very much part of social media.

  • Considering Check-In App Strategies for Business

    It’s been an interesting day for location-based services. Facebook of course made its announcements. Yelp announced it will soon introduce check-in offers

    At ad:tech NY, location-based services have been a hot topic of discussion (possibly the hottest). Foursquare CEO Dennis Crowley spoke about his ambitions for making Foursquare an incredible tool for local businesses. A bit later, Greg Sterling led a panel with Murphy USA Internet Business Director Casey Petersen, Whrrl VP of products John Kim, MTV.com and VH1.com General Manager Kristin Frank, and Gowalla Director of Business Development Andy Ellwood. 

    Petersen and Kim discussed how Murphy USA (the Gas stations in front of Walmart) has been utilizing check-in app Whrrl to engage customers, build loyalty, and increase recommendations. Interestingly 44% of check-ins were new customers. More interesting yet, 85% of check-ins came because of the program, in cases when it would’ve been more convenient to go to a competitor.

    According to Petersen, those using the app are three times more likely to visit more than once per week vs average customers, about 50% visit over six times a month, 72% are more likely to recommend a friend, and 56% are more likely to increase purchases due to the program.

    In terms of influence, Petersen said Whrrl came in just behind email and Facebook, and over SMS and Twitter for Murphy USA’s customers. The three lessons Murphy USA and Whrrl learned from the project, as presented by Kim, were:

    1. Align goals of the business and LBS service
    2. Building proof should be first goal. Scale second. 
    3. Use LBS to highlight real people at your physical business in your broader social media efforts. 

    Petersen, Kim, and Frank Talk Location-based service strategies

    Frank said of MTV, "We’re always trying to set the standards and lead the way in social media. MTV and VH1 were the first media companies to partner with Foursquare on celebrity mode, she said, and MTV has the most followers on Foursquare of any brand. 

    "We’ve recently moved to more of an ‘expand the brand’ model," she said.

    "Our audience expects us to embrace these different sites…different technologies that they’re using," she added.

    "At the end of the day, Facebook is already starting to go there [LBS]…when they open it up to application development….that’s when this thing goes mainstream."

    Let’s not forget Gowalla. Ellwood said, "It’s not just the check-ins. It’s also the photos that you take and the comments that you make." 

    "Gowalla is a virtual passport for your phone that allows you to catalog places visited, photos taken, comments shared and pins collected."

    A question he says businesses should be asking is, "What are the places that my brand should be associated with?" 

    The places, by the way, don’t have to be predictable.