Case Study: Whereis® Everyone

A Location-Based Success Story

In 2006, Telstra, Australia’s largest mobile network operator, sensed the time was right to create a fresh approach to consumer location-based services. After a competitive selection process, they turned to Locatrix Communications, and the result is Whereis® Everyone.

Based on Uandme, the Locatrix Communications mobile social networking solution, Whereis Everyone allows Telstra subscribers to find their friends, locate nearby places to meet, receive alerts when their friends are nearby, and take advantage of scheduled e-mail and SMS alert features.  The Whereis Everyone solution is hosted and fully maintained by Locatrix, providing a complete end-to-end solution for Telstra’s mobile products division.

“Working collaboratively with Locatrix has allowed Telstra to deliver a world-leading solution, maintaining the flexibility to quickly and cost-effectively react to new application opportunities, target devices, and user-requested features.” 

Robert Salier, Product Manager, Telstra

Robert Salier, Telstra’s Product Manager for Whereis Everyone explains the attraction of the service to Telstra and its subscribers: “End users benefit in a variety of situations like finding the whereabouts of family members, co-ordinating meal times and activities, meeting up with friends in town after work, or even seeing the location of a misplaced phone”.

Telstra’s innovative approach to location-based services extends to the pricing for Whereis Everyone.  It is free to register for the service and invite friends; subscribers only pay for successful location requests at A$0.50/search or only A$2.95 per month for unlimited searches.  Alerts received are charged at A$0.30 each. (For detailed service terms and conditions, visit the Telstra Whereis home page).

Based on consumer reaction to the service, Locatrix and Telstra have developed a strategic relationship for the evolution of new products and services.  Salier explains: “Working collaboratively with Locatrix has allowed Telstra to deliver a world-leading solution, maintaining the flexibility to quickly and cost-effectively react to new application opportunities, target devices, and subscriber-requested features”.

Now in its third major release, Uandme is recognized internationally as the leading location-based social networking solution for mobile operators. For more information on the Telstra deployment of Uandme, or to learn how Locatrix Communications uses mobile location to create engaging subscribers experiences that generate ARPU, please contact us.