Despite smartphone ubiquity, location-aware marketing has not taken off in China. We look at the reasons why, and some companies that may change the picture.
MAINLAND CHINA - Lenovo has tried to expand the user base of its smartphones with the help of sports marketing, specifically in marathons.
INDONESIA - Yahoo's decision to shut down Indonesian location-based social network Koprol, which it acquired two years ago, will likely disappoint the service's 1.5 million users but is not surprising given Yahoo's struggles, according to local digital experts.
GLOBAL - For marketers looking to leverage mobile's popularity, location-based services (LBS) are their best bet, according to TNS. The insights firm's 'Mobile Life Study' found that more than 60 per cent of mobile-phone users worldwide who don't yet use LBS said they want to.
CHINA - Starbucks is building a Christmas campaign in Eastern China, powered by near-field communication technology and Jiepang's location-based service social network.
7-Eleven has launched a branding campaign for its City Cafe in Taiwan as a follow-up to its existing slogan of ‘With City Cafe, the whole city can be your coffee shop'.
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