Placecast Hosts "Solving the Location Problem: Why Data is Key," a MobileBeat 2010 Event

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Placecast announces their Breakout Session at MobileBeat 2010 - Solving the location problem: Why data is key. The panel will feature Lior Ron, Group Product Manager at Google; Paul Bernard, Director, Head of Business Dev. S & S at Nokia; Dr. Tyler Bell, Geotechnologist at LikeList; and Blair Swedeen, VP of Market Development at Placecast.

“This panel brings together longtime experts in location data, and the perspectives of both big companies and start-ups." -Blair Swedeen, VP of Market Development, Placecast

Placecast announces their Breakout Session at MobileBeat 2010 - Solving the location problem: Why data is key. The panel will feature Lior Ron, Group Product Manager at Google; Paul Bernard, Director, Head of Business Dev. S & S at Nokia; Dr. Tyler Bell, Geotechnologist at LikeList; and Blair Swedeen, VP of Market Development at Placecast. The panel will be moderated by Greg Sterling, Founding Principal at Sterling Market Intelligence. The panel will take place on Monday, July 12 at 2:45 pm.

The Breakout Session is described by MobileBeat: “For location, location, location, the real key is data, data, data. Accurate place data about users and businesses is tricky to get, but without it, location-based services won’t take off. How do we get there?”

Attendees of the session will learn about various ways that industry leaders are looking to solve the problem of inaccurate data in location based services.

VP of Market Development for Placecast Blair Swedeen is confident about the quality of the panel and the discussion for the Breakout Session: “This panel brings together longtime experts in location data, and the perspectives of both big companies and start-ups. It is a superb opportunity to educate and demystify on the opportunities and challenges of creating businesses at scale that use location data.”

About the Panelists

Dr. Tyler Bell, Geotechnologist, LikeList
Dr. Tyler Bell is a geotechnologist with broad interests in open source and place-based information systems. He is currently managing Platform technologies at LikeList (http://likelist.com), a Sunnyvale-based Social/Local start-up, where he designs disambiguation systems, geo technology platforms, and mobile products. Until recently Tyler led the Geo Technologies product team at Yahoo!, conceiving and launching the Placemaker and GeoPlanet geo-enrichment platforms. A former archaeologist specializing in landscape analysis and the semantic integration of heterogeneous data, Tyler gained his doctorate at the University of Oxford before founding a technology spin-out company from the University in 2001.

Paul Bernard, Director, Head of Business Dev. S & S, Nokia
Paul is the head of business development for Nokia's Services business unit. Paul has been at Nokia since 2000 where he has held a number of leadership positions including heading market development for Nokia' Enterprise Solutions business unit and leading its mobile payments business program. Paul joined Nokia in 2000 to lead M&A in the Americas.
Prior to joining Nokia Paul worked for Goldman Sachs in the corporate finance group in New York focusing on acquistions and financing. Before to moving to the US for business school Paul was a corporate and securities lawyer for canadian law firm Blake, Cassels and Graydon in Toronto.
Paul has an MBA from Kellogg and Bachelor of Laws degree (summa cum laude) for the University of Ottawa.

Lior Ron, Group Product Manager, Google
Lior Ron is the lead for Google's products in the local space including Place Page, Google Map Maker, My Maps and others. He has spent the last 12 years innovating in the geo industry where he was the CTO of the Israeli Intelligence mapping and search efforts, product manager at Yahoo, founder of a local search startup and in the last 4 years part of the Google geo leadership team. He holds an MBA from Stanford GSB, BSc and MS from the Technion – the Israeli institute for technology. He’s also an amateur space traveler (in the future) and launched Google Sky and other space related efforts while in Google.

Blair Swedeen, VP of Market Development, Placecast
Blair is responsible for 1020's marketing and business development activities with ISPs, web publishers, mobile application providers and other distribution partners. Prior to joining 1020, Blair founded Partenza Consulting, a strategy and business development consultancy advising leading players and investors in the Location-Based Services (LBS) industry. Previously, he had overall responsibility for the Internet/Wireless product line at NAVTEQ, the leading digital map content company, and launched the company's mobile content product line. Before joining NAVTEQ, Blair was a Director and Quantitative Analyst at UBS Global Asset Management where he owned development and operations for the firm's global equity valuation platform. Blair has more than eight years of experience across product strategy, product management and business development in LBS, digital content, applications and analytics. 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 Graduate School of Business and a Bachelor's degree in Finance from Indiana University's Kelley School of Business.

Moderator: Greg Sterling, Sterling Market Intelligence
Greg Sterling is the founding principal of Sterling Market Intelligence (SMI), a consulting and research firm focused on the Internet’s influence on offline consumer purchase behavior. He also is a Senior Analyst for Internet2Go, an advisory service from Opus Research tracking the evolution of the mobile Internet.
Before 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,” a national television show on e-business and the Internet. Before that he was a founding editor and executive producer at AllBusiness.com. And prior to joining AllBusiness, Sterling was a practicing attorney in San Francisco.
For more about MobileBeat, please visit http://events.venturebeat.com/mobilebeat2010/

How MatchAPI works:

The Placecast Match API resolves the two biggest problems of working with large location-based data sets. First, it disambiguates addresses – identifying that all of the different ways to express the address of a location do in fact refer to the same place on the planet. Second, it maps all the relevant IDs from different content providers to that same place on the planet, so that it is always referred to correctly by any other system.

The system has already been pressure-tested for scale: the functionality has been in place for more than a year and has already processed millions of location records worldwide. With the MatchAPI, Placecast has opened these tools up for free to the ecosystem to help reduce the friction involved in monetizing location-based services. Other partners in the MatchAPI portal include WCities (database of authoritative travel and event content), Urban Mapping (provider of detailed datasets about mass transit, parking and routing), Buzzd (provider of up-to-the-minute ratings of restaurants, nightlife & venues) and Socialight (provider of local content and community apps combining user-created and branded location-based content for brands). For more information, please visit http://www.placecast.net/developer/.

About Placecast

Placecast is the first location-based platform specifically designed to use digital marketing on mobile to drive consumers into physical environments.

Placecast’s ShopAlerts service has transformed the location-based industry, taking home the top prize for innovation given by the National Retail Federation knows as the 2010 RACie award, and demonstrating that mainstream brands like the North Face, Sonic, and American Eagle are embracing location-based mobile marketing. Placecast recently launched MatchAPI, a tool that enables providers and developers to refer to a location in any number of ways and validate that those references resolve to one true location on the planet. The company recently raised $8 million in Series B funding from Quatrex Capital and existing investors ONSET Ventures and Voyager Capital.

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Rachael Himsel
Placecast
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