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Posts Tagged ‘Båstad’

Telephone both in the old days (photographer unknown).

Arriving at the summer cottage I  discover that I have left my mobile at home. I am immediately beamed back to the days of telephone booths, and find myself driving to the nearest one, only to find that it has disappeared without a trace. Where can one find a phone boot these days? And how do I survive without a mobile?

The weather is nice and I decide to go north to the summer cottage for a couple of days of leisure (read: maintenance work). Arriving there, I  discover that I have left my mobile at home. I am immediately beamed back to the days of telephone booths, and find myself driving to the nearest one, in a seaside settlement of summer houses, actually within reasonable walking distance. The booth is gone, without a trace. Well, not completely. As a phantom itch, the phone is still marked on the neighbourhood information map. OK, going by car was a good choice! I continue to the relatively large farming village a few kilometres inland. Good, just outside the grocery, I spot the telephone sign. But where is the phone booth? “That was long ago!” a friendly local woman tells me. The hunt continues to the nearby small town, but no luck there either. Now my last chance is Båstad, the principal town of the municipality. And there, at last, I find it: A card phone on the tobacconist’s corner of the great supermarket.

Now I can call my partner and tell her I won’t be able to call her.

Later that day, I discover there is another one in Torekov, the fancy seaside resort.

The moral of this story is that there is no turning back. Without your mobile phone, you may discover that there is no phone booth where you need it and that driving is a prerequisite for communicating. Having a mobile is not a matter of choice, it is being part of communicative normality.

“There should be an app for phone booths”, I find myself thinking, just for a short moment.

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I was wondering when they would appear – latitudes and longitudes in advertisements for countryside shops, cafes and other attractions. This year they did. Will we see new patterns of localization of businesses and other attractions evolve, changing the relations between the centre and periphery of urban regions?

In Sweden, just like in many other countries, rural shops and factory outlets are a popular goal for trips by car, and sometimes even organized bus travel. The most popular one is Gekås in Ullared, which attracts 3.9 million visitors a year. Ullared is just a village with around 800 inhabitants but around 1 000 people work at Gekås. How did such a remote countryside store become so popular? How did people find their way to it?

My guess would be mouth-to-mouth information combined with traditional advertising. Today train and bus trips to Ullared – even from quite remote places like Stockholm – are arranged. And on Gekås home page you actually find the coordinates of the parking lot.

Johannesens GPS position

Johannesens close to Båstad publish not only their own geographical coordiantes but also those of neighbouring attractions.

But it was in a slightly more exclusive context I first found the signs of this new geographical practise, that a place anywhere on the Earth can be pinpointed just with a combination of figures and found using the GPS built in your phone. Johannesens, a clothing outlet not far from Båstad, in their summer leaflet not only published their own coordinates. As a service, they also listed the positions of nearby attractions like Nivå 125 and Café Killeröd. For those of you who do not know Sweden, Båstad is one of the most exclusive seaside resorts of the west coast, famous for tennis and related to the “tennis king”, Gustav V,  and infamous for the splashy champagne parties of noveau riche teenagers. So – even if the GPS in mobiles or as a separate gadget – is becoming a frequent phenomenon, Båstad would be one of the first places to find people using GPS – as a function in their phones or as part of their “car environment”.

Conclusions: New mobile technologies now offer opportunities that changes the rules of business and other localization. Distances still matter. Visibility in an attractive urban setting is still important. But remote places, off the most important routes, now benefit from a technology that makes wayfinding easier. Actually, these portable and ever-accessible technologies may lead to significant changes in the economical geography of regions.

So, open a pub in the middle of the forest, publish the coordinates on your web site and the customers will start swarming in.

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