Gartner Research

Market Trends: Location Tracking — Heed the Customer Experience When Developing a TSP Personalization Strategy

Published: 12 July 2016

ID: G00302115

Analyst(s): Meike Escherich

Summary

Location data integrated with information on customer behavior provides opportunities for TSPs to deepen customer relationships — as long as the personalized customer experience is managed correctly.

Table Of Contents

Introduction

Market Trend

  • Location Tracking — Appreciate the Customer Experience
  • Market Structure Trend
    • Analytics Make Location an Integral Part of Personalization
  • Buyer Trend
    • Customers Expect Opt-In, Not Opt-Out
  • Technology Trend
    • IoT Creates More Opportunities for Location Awareness

Contrarian View

  • Big Brother Is Watching

Vendors to Watch

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