Telefónica I+D has organized a digital meeting on social networks, and specifically on Twitter, to present its vision and applications on emotional location linked to marketing actions and recommendations for content that the user accesses in mobility.
The meeting was one of the most followed conversations (trend topic) on Twitter in Madrid, with numerous connected participants. Both online press and bloggers reflected this information in their media.
The concept of emotional location is based on user context. User context can be very diverse, and if it is acquired and processed properly it can significantly improve the personal services that the user can demand.
Emotional location case is an example of application of these concepts of user Contextual Services. It allows adding to the information derived from the physical situation of the individual, other variables such as: activity, state of mind, tastes, weather at that moment, day of the week, time...
The information comes from two sources: the one that offers the user itself at the time of requesting information, since the application launches basic questions the client will respond in real time; and the one that provides the operator from its systems.
This allows creating "custom-made" services to establish emotional relationship with the client, opposite to the traditional model, in which the social component of the user received a secondary consideration. It can also apply to offer recommendations on discounts campaigns, suggestions of sites and other contexts. Its implementation in services represents a breakthrough in the relationship with customers.
Telefónica I+D has created an application as a proof-of-concept, which provides recommendations for places, depending on the location, circumstances and mood of the user. The client receives suggestions, at the moment he needs them, about sites that most adjust to his emotional state at that time, taking into account his habits, circumstances (if he will make a visit alone or accompanied by couple or friends), conditions of the day (temperature…). This service completely and instantly adjusts to the user.
Emotional location is part of the technology trends identified by Telefónica I+D in its Technology Observatory. This Observatory was established in 2008 with the aim of transforming the ideas into innovative products and services.
It performs a prospecting and continuous assessment of technological trends and transforms them into products. The Observatory´s commitment is an open innovation, because it also explores ideas received from other companies, clients, organizations and countries.
This communication, which reflects the Telefónica and Telefónica I+D commitment to communication 2.0, is the first encounter they made on Twitter. Given the high level of online tracking that it had, Telefónica will organize new meetings in the near future.