Why Does Your App Needs a Geo- location Feature?

You’ve probably heard of term geo-location and I’m sure that you’re using some of its features every day on your Apple or Android device. So what is geo-location? It’s a built-in browser function that helps to determine and identify the exact location of devices such as Smartphones, tablets, laptops, radar and so on. Geo-location gets location data from your device and requires your user permission for that (the one you set in mobile/browser settings).

Geo-location Technologies


Global Positioning System (GPS) is a radio navigation system installed in smartphones. That chip determines and shows the current location of the device by using the data of time and location sent by the satellites. It requires data from approximately 4 satellites to give accurate information.


Radio-frequency identification (RFID) is a chip installed in cards. That chip determines the current location of the device by using the data of time and location sent by the radio-frequency. RFID doesn’t need electricity to work since the electromagnetic field read information from the card. This technology is largely used in the retail sector- RFID tags may be attached to the articles of clothing. When you scan a shelf of jeans, you are able to differentiate between two pairs of identical jeans based upon the information stored on the RFID tag. Each pair will have its own serial number.


Wi-Fi connection can also be used for determining the location of your device. The phone is measuring the signal strength of one or more Wi-Fi networks in a range and gives an approximate distance from each Wi-Fi hotspot. With multiple signals in range, “best guess” and its current position is showing your location. In today’s phones, it is often quite good (within about 3–5 meters). Wi-Fi connection is used to determine the location and as it has small area coverage it gives the precise information about the location. You can use Google Maps APIs for iOS and Android to integrate it with your mobile and enable geo-location.

How to target your audience?


Geo-targeting is the oldest and the least precise method since it tracks a web browsers’ IP address. IP addresses can’t target audience precisely and therefore geo-targeting is best used for broad marketing such as entire cities or states.

You can also take advantage of location-specific keywords. While searching, a user can give you some information about their location directly. The accuracy of this method is highly variable, but the benefit is that no data gather is required.


Geo-fencing is a feature that uses GPS and RFID technology to determine the distance of the users from a specific location. Geo-fencing is the ability to detect a phone that’s entering the area, and trigger something in the device or somewhere out of it, to inform the user about it. Geo-fencing allows you to mark out an area on a map, for example, a 500 meters radius around your store, and send a push notification of your choice to people entering that radius. You can send a personalized message about your offer or a promotion to your prospective customers as they come near your store.


The most specific form of geo-locating marketing is beacons. A beacon is a small Bluetooth device that broadcasts a signal from smartphones. This technology shows exactly where customers walk within the space and can market to them accordingly. With this information, you can create a personalized user experience. However, beacons offer a limited range of communication, depending on the activity of the Bluetooth signal and due to that can be difficult to place and manage on public property.

Types of Geo-location usage

How different industries benefit from geo-location application?


While many industries have benefited from location-based services, the one standing out is — retail. Since mobile search surpassed other, with the majority of people searching along the way, it is important to target them at the right moment. Retail marketers can do just that with geo-targeted ads with tools such as Google Adwords and AdRoll.

For larger retailers, location data is great for improving the customer experience and boosting sales. Geo-location allows retailers to send a personalized message about an offer or a promotion to customers, based on their location. So if you are using this service, you can set up a personalized message to customer approaching not only your shop, but also your competitors’ shop. You know that they are ready to shop, so why not to call them in your shop instead of competitors’?

Retailers now get the opportunity to target their customers based on a location of their mobile devices and that way give them a better customer experience and a personalized offer.

2. Agriculture

Climate changes and a growing global population with rising incomes mean that the world is facing unprecedented agricultural challenges in the coming decades. These pressures encourage investments in innovations that can help increase yield and reduce input and environmental costs.

It was difficult for farmers to correlate production techniques and crop yields with land variability in the past. It reduced their ability to develop the most effective treatment strategies to enhance their production. Today, geo-location is helping farmers and agricultural companies to be more productive and efficient in their farming process.

A mobile application with geo-location features can, for example, facilitate monitoring the condition of crops in a form of a grid which shows temperature, humidity, soil moisture, luminosity index, wind (speed, course and gust), leaves’ wetness, precipitation and atmospheric pressure. This way, farmers are given the opportunity to actively monitor crops and react in a timely manner if the data is not satisfactory.

Another usage of the mobile app in agriculture can be to report any kind of malfunction of tractors, harvesters etc. to the producer. With only 2 clicks, farmers are able to contact their service whose operators have all the information about their product — that way the communication became faster and easier. Another important fact is that they will get the fastest service since the geo-location feature is connecting them with the closest service.

3. Transportation

This is another industry in which geo-location application became a must. Usages are numerous- for example for taxi drivers to whom geo-location service adds extra value. They have information where are their users and a dispatching center has the control over taxi drivers’ location.

When you are going on a trip you would like to avoid traffic jams and works on the roads. A mobile app which helps you to get the necessary information about relevant factors and actors on the road is something that can help you to commute safer, easier, and faster. The communication is obtained between all the parties in the traffic (gas stations, motels, hotels, service stations, etc), as well as participants involved directly/indirectly in the traffic (police, road works, road conditions, infrastructure, etc). The application combines all the important details on the desired route and provides safe communication between the objects and people, without disturbing others in the traffic.


Geo-location is an extraordinary and valuable tool in many different industries. It saves companies’ time and money and increases both the efficiency and the outcomes of their campaigns. For businesses seeking to improve their bottom line, investment in geo-location technology can lead to success and a competitive advantage.