Location-Based Services didn’t meet consumers interest when they were first put on the market four years ago.
But LBS apps are back and improved: no more illegible maps on tiny black-and-white screens. Instead users get maps or directions customized to their specific demands and to the handset’s tiny colour screen, much improved technology and simplicity of use.
Services are activated all over Europe: by Live! Vodafone in UK, Orange in France, TeliaSonera in Sweden, etc.
And the tendency should increase as a TruePosition survey revealed that 80 % of users said they would be interested in emergency LBS on their phones.
However, the system still has a long way to go in terms of location accuracy (crucial in cases of emergency calls). This will cost operators tens of millions of euros per country but will also open up new commercial activities, such as sending their subscribers limited time offers via SMS when they enter a certain coffee shop or department store.
More in Reuters.