As connectivity increases, understanding someone's context before communicating to them is increasingly important. The person's availability, presence and location provide key information that improve communication and enable new, location-aware services.
The defining moment for presence was the emergence of instant messaging (IM), which "announces" an individual online, in real time, states the report. Presence boosts productivity by enabling individuals and teams to communicate in new ways, brainstorm and solve problems faster.
For example, the technology supports homeland security efforts by facilitating emergency response effort coordination. It also allows commercial companies to provide real-time customer service for online shoppers.