On December 2nd and 3rd, I enjoyed speaking and collaborating at the Location & Context World in San Francisco's JW Marriott. This 2-day event was jam packed with futurists such as the Vice President Global e-Commerce at Walmart, the Global Head of Mobile Research at GE, Senior Vice President at Westfield Labs, and the likes of Verizon, Rackspace, Bluetooth, and the NFL to name a few. The theme of the conference was all about how content is giving way to context and how location services are leading the charge.

Every player in the NFL is wearing an RFID chip in their helmet and pads",
"The Warriors are getting a 93% higher take rate with beacons offers, than without"
"In Singapore, new "Waiter Drones" are bringing food to tables"
Location Data Privacy Policy
Contextual Cheerios and Smart Suitcases that are Locationally Aware

For the longest time, I was struggling to truly see the consumer value of the Internet of Things (IOT), but after spending two quality days at Location & Context world, I truly think I understand. It's the next evolution of Big Data driven by real-time contextual insights. Proximity marketing that will influence real-time decision making.

When the "Yo!" app came out in April of 2014, it was a joke. Who the hell wants an app that's only function is to say "Yo!" Seemed so lame, how could anyone take it seriously? Until you combine it with the proximity marketing and IOT technology. Now, you can start to understand the possibilities. This app knows where you are, knows you care about not getting wet and so when you get a "Yo!" from the weather you follow, you know to bring your umbrella because it will rain in the next hour. Or you set it to connect you with other "Yo(ers)" when you're at a conference so that when you're in the same room, you can find other people with this app (who are probably innovators looking to share use cases).

Location and proximity marketing adds the next layer of business intelligence into Big Data ... the layer that allows us to make better decisions based on real-time information. It's a very exciting time to be in the thick of all this and I was really pleased at the quality speakers, attendees and sponsors at this even. If you haven't been before and are interested in the topic, check out their upcoming events. Hopefully, I'll see you there. In the meantime, please feel free to use the comment section below to share any additional insights on location and proximity marketing insights you have come across.