According to a report on Bloomberg this week, Facebook is currently in the process of developing a new Facebook location tracking application, to help sell advertising.
The information was leaked by 2 sources close to the action, who explained that Facebook are looking to increase the features on their mobile application, and the new tracking app is scheduled for launch in mid March 2013.
The new Facebook Location Tracking application has been developed to enable Facebook users to easily find nearby friends and would run continuously even when the application is not open on the handset.
Enhanced User Experience and Privacy Concerns
Using the new location-based tracking application, Facebook will then start selling advertising based on Facebook users’ location and daily habits. This will allow companies to target users with precision marketing, potentially increasing the relevance and effectiveness of ads. Apple and Google have similar tracking tools for their user whereabouts. Bloomberg explains:
“The team developing Facebook’s location software is being led by Peter Deng, a product director who joined from Google in 2007, one person said. The group also includes engineers from Glancee, a location-tracking startup Facebook acquired in May, and Gowalla, a location-based social network whose assets were purchased in December 2011, the person said.”
However, the introduction of such a feature raises significant privacy concerns. Users may be wary of their location data being continuously tracked and used for advertising purposes. Facebook will need to address these concerns by ensuring robust privacy settings and transparent data usage policies. Users should have control over how their location data is used and shared.
Potential Benefits and Drawbacks
The potential benefits of the new location tracking application are numerous. For users, it could mean more relevant and timely information about nearby events, places, and friends. For businesses, it offers a powerful tool for reaching potential customers who are in close proximity to their locations. For instance, a local coffee shop could send a special discount to users who are nearby, increasing foot traffic and sales.
On the other hand, the drawbacks cannot be ignored. Continuous location tracking can drain battery life and may lead to increased data usage. Moreover, the constant monitoring of users’ whereabouts could be seen as intrusive, leading to a potential backlash from privacy advocates and users alike.
Facebook’s move to enhance its mobile application with location tracking is part of a broader trend in the tech industry. Companies are increasingly leveraging location data to provide personalized experiences and targeted advertising. While this can lead to more relevant content and offers for users, it also necessitates a careful balance between innovation and privacy.
In conclusion, Facebook’s new location tracking application represents a significant step forward in mobile technology and advertising. By enabling users to find nearby friends and offering businesses a powerful marketing tool, it has the potential to enhance the user experience and drive revenue growth. However, Facebook must navigate the privacy concerns and ensure that users feel secure and in control of their data. As the launch date approaches, it will be interesting to see how Facebook addresses these challenges and what impact the new feature will have on its user base and the broader market.
Source: Bloomberg
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