There is nothing hotter in the world now than location based marketing. I have had to create a tag because so much of what I have been talking about is related to "location based services". The reason that everyone jumps on a bandwagon is because of that elusive incremental growth engine. The reasoning goes that you have "x" amount of business and to grow beyond that "x" you need another revenue driver. The "x" in of itself can only grow so much and eventually reach a saturation point where there will be no more growth. If a hot trend comes along and you don't devote at least some of your resources to, then you will be left behind in the dustbin of history.
No business wants to be collecting dust along with horse buggies and buggy whips. The danger is that in reaching for a new market your business ignores the "x" that is still paying the bills, albeit for a short time. There is no magic formula as to how much of ones resources to devote to the new. Clearly new involves the ongoing standards war "VHS v Betamax", the not knowing which will work and which will not. Pioneers "first movers" can be richly rewarded with fertile fields or they can die by being ill prepared for the cold dark winter. Settlers on the other hand come in when law and civilization have been established. They don't make as large a profit, however they survive at greater levels than the pioneers.
