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In regards to the issue of how effective and efficient mobile-based applications are at capturing customer data and tools that utilize geolocation technology, we will begin with the current state of smartphone app usage and specific processes made in correlation with mobile devices. Experts predict that by 2020 there will be more than three billion mobile devices making 450 billion mobile transactions. (Chordas, 2012) This key set of projections made by experts concerning future trends in the mobile space, have many companies taking notes and preparing to use mobile based apps using tools like geolocation and customer data usage to their advantage. For example, in the insurance sector, companies like State Farm are creating apps that allow young drivers and parents to study driving trends, utilizing young drivers’ smartphones with mechanisms like accelerometers. State Farm just released its Driver Feedback app for use on Android devices. (Chordas, 2012) State Farm did not just focus on the Android smartphone platform for publishing their apps, the Apple iPhone was also part of the focus regarding their market expansion.
State Farm published this unique app for Apple iPhones to engage broader smartphone markets. In 2011, the carrier launched an application for iOS devices that tracks driving behavior. This app as Chordas reports, offers teen drivers and their parents access to nonbiased feedback so families can have constructive conversations about safe driving. (2012) When the app is activated during car trips, a mobile device's accelerometer measures acceleration, braking and cornering. All measurements are then put through the app's special algorithm and gives users a score out of 100, along with a log of potentially dangerous driving activities.(Chordas, 2012) The benefits of the State Farm app is that users can also record trips and get feedback on driving…...

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