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Monetizing Location and LBS: How Do We Get There from Here?

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Greg Sterling (Sterling Market Intelligence), Don Weigel (deCarta), Blair Swedeen (Placecast), Bardia Dejban (Citysearch.com), Surojit Chatterjee (Google), Dan Gilmartin (WHERE)
Location: Ballroom V

With Google and Apple buying major mobile ad networks just in the last couple of months, mobile advertising is finally on everyone’s radar. Yet the long-held notion that LBS apps and services will deliver “the right ad at the right time and place” is still an unrealized promise. What will it take in a practical sense to provide locally and contextually relevant ads to people on mobile devices with this kind of precision? We have been talking about this opportunity for years. Is it getting closer or does it remain as elusive as ever?

Panelists will discuss the range of technical, data, and business-related hurdles that remain, as well as whether and how they might be overcome.

Photo of Greg Sterling

Greg Sterling

Sterling Market Intelligence

Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm that tracks the impact of the Internet on offline consumer purchase behavior and its disruption of traditional media. SMI covers consumer adoption and ad models across a range of market segments, including local search, online yellow pages, online newspapers and classifieds, mobile search, social media and multi-channel shopping. Sterling is also the lead analyst for Internet2Go, an advisory service from Opus Research.

Before founding SMI, Sterling ran The Kelsey Group’s Interactive Local Media program. Prior to The Kelsey Group, Sterling was at TechTV where he helped produce “Working the Web,” the first national television show dedicated to e-business and the Internet. Prior to TechTV he was a founding editor and executive producer at AllBusiness.com. Before joining AllBusiness, Sterling was a practicing attorney in San Francisco.

Don Weigel


Responsible for engineering and product mgm’t at deCarta. We build software for mobile/LBS, PND, Internet mapping, fleets. Previously worked at Autodesk, Trimble, and ESRI.

Blair Swedeen


Blair is responsible for Placecast’s strategy and business development activities, driving relationships with mobile operators, handset makers, media companies, mobile app publishers, telecom infrastructure providers and local search companies.

Prior to joining Placecast, Blair founded Partenza Consulting, a strategy and business development consultancy advising leading players and investors in the Location-Based Services industry. Blair also spent three years at NAVTEQ, the leading digital map content company now owned by Nokia, where he had overall responsibility for the mobile product line, worked closely with Nokia on the development of their first three GPS handsets, and launched new content products now featured on several hundred million devices. Before joining NAVTEQ, Blair was a Director and Quantitative Analyst at UBS Global Asset Management where he led development and operations for the firm’s global equity valuation platform and supported development and launch of the firm’s first long-short global equity hedge fund.

Blair has more than ten years of experience across business development, strategy and product management in mobile media, location-based services, applications and data . He is a regularly featured speaker and columnist who also serves on the advisory board for the Silicon Valley Association of Startup Entrepreneurs (SVASE).

Blair holds an MBA from The University of Chicago Booth School of Business and a Bachelor’s degree from Indiana University’s Kelley School of Business.

Bardia Dejban


Bardia Dejban is the Director of Mobile for Citysearch.com where he is responsible for the mobile strategy and engineering efforts across multiple platforms including iPhone, Android, Blackberry, Mobile Web, WAP and Palm. Prior to joining Citysearch, Bardia served in a variety of development roles for eHarmony.com including Senior Manager, Engineering where he led the architecture/infrastructure and mobile efforts for the site and Principal Engineer for the dating site. Bardia’s prior technical roles include Senior Software Engineer at Intuit and Application Developer at S1 Corporate.

Bardia holds a MS in Global Business from the George L. Graziadio School of Business and Management from Pepperdine University.

Surojit Chatterjee


Surojit Chatterjee leads Product Management for location based mobile ads. Surojit has also led payment products for Google in Asia Pacific region and mobile products for Google India. Prior to Google, Surojit worked as a Senior Product Manager at Symantec Corporation and as senior engineer in Oracle and IBM. Surojit has an MBA from MIT Sloan School of Management, a BS in Computer Science from IIT Kharagpur and an MS in Computer Science from SUNY at Buffalo. Surojit has 10 granted US patents to his name and another 7 pending patent applications.

Dan Gilmartin


Dan joined WHERE in 2007 and leads the marketing team responsible for product marketing, consumer acquisition and corporate communications. Previously, he managed consumer location based-services for Sprint Nextel. In this role, he was responsible for the launch of the first family finding product in the wireless industry Sprint Family Locator, local search, and a host of other GPS enabled services. Prior to Sprint Nextel, Dan led product initiatives for VeriSign, a company he joined through a series of acquisitions including Network Solutions who acquired a start-up he helped launch, ImageCafe. Dan received his bachelor’s degree from Villanova University. When not working, Dan loves to spend time with his family, root for the New York Yankees and fly-fish.