1. Beyond the Check-In
The "check-in" as a popular concept in LBS will be in for some serious changes in 2011 as consumers look for more convenient, private, and rewarding ways to declare where they are.
2. Better Deals integration
Facebook has intimately linked its Places offering with Deals...Business owners can then use the combination of Places and Deals to increase foot traffic. Facebook Places check-ins have also become a focus of the Sponsored Stories ad units. Brands can have friends' likes and Places check-ins turned into small ads that show up next to a user's newsfeed.
3. Social recommendation engine
People do not just want to share that they've been somewhere, they also want to share what they think about it. Foursquare's Tips feature makes it easy for people to leave behind tips about a location like what to eat, what not to eat, and what to do. Other apps will follow and extend this content...
4. Users will also start extending recommendations to other places outside of the current location
Google has already rolled out updates to make its Latitude and Places products more appealing to everyday consumers, such as Google Places' HotPot, a location recommendation tool that is fueled by Netflix-like ratings of locations and a social recommendation system based on places friends have liked.
5. Specialty Services:
Another big evolution will be LBS apps focusing on utility or specialty services with location at their core.Droplat creates location-based virtual storage [for] file sharing.Tasker...can automate a phone's entire behavior based on the location it is in. Users can set the phone to automatically switch to silent when entering the office, turn the volume up when entering a loud workspace, turn off 3G, and switch to Wi-Fi when entering one's home. Broadcastr...links locations to audio stories. One of the first projects on the service is a series of audio stories about the World Trade Center that people can access when they're close to where towers stood. Broadcastr's service shows how location-based media can add context for people who want to learn more about a location.
6. Privacy Concerns
Privacy will remain a major issue for many consumers, regardless of all the whizz-bang awesomeness that these location-based services offer. Smart startups and marketers must take data security and privacy seriously and will not abuse consumer trust.