US Carriers Embracing Location-based Services in 2009 - Billboard

Billboard/Reuters reports that US carriers, particularly Verizon & Sprint, are beginning to work with application developers to provide network location data (both GPS & tower triangulation) in the interest of creating a broader selection of location sensitive applications. Location-based Services (LBS) hold tremendous promise for marketers interested in creating context and location specific direct marketing campaigns. Based on focus group testing I've been part of, location based applications are the #1 most desired mobile products amongst college-aged users. LBS products should of course be the "killer apps" for mobile devices given that they are uniquely and inherently mobile.