• First, the Rummble API isn’t just about putting dots on a maps and retrieving local reviews and ratings. Not only is there a tonne of data at your disposal, but there’s also far more happening under the bonnet. It exposes a powerful trust profile algorithm, which is the product of years of research and coordination with founders in the field of subjective logic and reputation theory, giving developers the flexibility to seamlessly embed personalised relevant content.
• Rummble loves Twitter! Earlier this year we began an experiment called Tremors which scans the Twittersphere for content about locations. We’re now parsing over half a millions tweets per week, with a 90% match rate where a location has been established. Tremors data now forms part of our own core services and API. You can even sort results by tweetiness!
• Rummble recognises that ratings and reviews doesn’t fit into every mobile LBS use case. Users are also free to check-in to locations, and we handle the optional sharing the location updates via Twitter, Facebook and Fire Eagle without further API integrations.
• There are infinite cool new possibilities with the Rummble API and we want you to be creative. We’re a small and dynamic geek-friendly team based in London who have wide open door to developers. Come and visit us for a chat over coffee about your requirements. There are no support charges, and if parts of the API need tweaking then (in most cases) we can add new features upon request.
• You won’t get stiffed with API fees! Be confident that Rummble aren’t cruising for developers to send regular invoices to – we want to work with the most creative technical minds to create engaging social location-based apps and games. Founding members of the Rummble Developer Program will receive numerous benefits in the long term.
• Example code for Java, PHP and C# is currently available to help you breeze through OAuth and start rocking! Get instant access to Rummble’s registered users. Auth via Twitter and Facebook is also supported, which is a much bigger number

I’ll be talking more about the Rummble API at openMIC Mobile Innovation Camp in Guildford on 4th November, and hope to see you there!

The exciting news is that Layar recently announced an API, which cleverly enables third parties to create custom layers (overlays) with their own content, populating Layar (the app!) with a wealth of quality local information.

I’m really excited about the potential for augmented reality. Watch this space!

This made my day and motivated me to make the extra effort to either record future presentations live or from the comfort of the office. Despite having only created a single slidecast, I’m convinced that they have much more value than a silent shared presentation, and would encourage anyone to read the SlideShare slidecasting FAQ and give it a go.

If you haven’t already, please do watch the slidecast and read the related blog post. Feel free to share your feedback, add to your SlideShare favourites and embed the presentation in your blog.

Mashup*

My positive subjective view on the location-based market opportunity were backed up some research stats in Gary Gale’s presentation:

“The (User Location Market) … will nearly triple in revenue this year, to $1.3 billion from $485 million in 2007, and will reach $8 billion in 2011.” – Gartner Research

Here’s a slidecast of my talk (note that this post continues below):Being Location Aware

I sacrificed my slides about privacy to stay within the 5 minute slot, to avoid friendly fire a friendly reminder from Tony Fish. However location privacy emerged as one of the main topics of the evening.

Steven Feldman raised some valid concerns about the current lack of consumer awareness regarding location privacy, and the possible implications of openly geo-tagging data. For example, a geo-tagged photo of your neighbours new Ferrari is posted online and a few days later it vanishes. Will there be a high-profile divorce case based upon evidence obtained from a locaton-aware service? (Maybe location isn’t the real problem in the latter?)

There is now an immense potential to openly share information, and it might not be immediately obvious why and how to be selective about the level of information to share openly. Among the benefits of sharing “private” location information are more dynamic social and contextually relevant services.

Sharing doesn’t always occur across completely open channels. Here are some ways in which location privacy is/should be managed:

• Gary Gale and Ed Parsons explained that Yahoo! Fire Eagle and Google Latitude both work on an opt-in basis. In other words, by default your location isn’t shared with everyone. Most traditional holders of private information instead require you to opt-out.
• Granular privacy controls should be easy to use and tightly integrated with leading location provider services. Per application, this should include:
  • who – which groups or individuals (similar to Facebook friend groups).
  • location accuracy – exact location, current town/city or hide location.
  • time – colleagues can find you within working hours, but not on evenings and weekends.
• Information about places you’ve been is usually less sensitive than your current location. A location “trail” is however quite sensitive, but could be the key to more contextually relevant services and hyper-local advertising.
• Rummble CEO, Andrew Scott, pointed out that the location-based service industry should avoid fuelling (often inaccurate) tabloid horror stories by continuing to develop a solid privacy foundation while focusing upon the benefits of sharing information with location-aware services and how to use them effectively.

Thanks to the entire mashup* team including Tony Fish, Simon Grice, Emma Jell; and to Robert Jones from Bluefire Consultancy for taking photos of the event.

The event has also been blogged by Gary Gale, Ed Parsons, Steven Feldman and mashup* event.

And finally, here’s Mr T’s view on mobile (unfortunately embedded video isn’t yet supported by SlideShare):