Blog Post from CTIA - The Wireless Association
Location, location, location
June 4, 2008
Written by: John Walls
Let's say you're driving by your favorite coffee shop... how would you like to know if they're offering a drink you really like at a special price... if you come in right then? Or maybe you're out and a little short on cash, and you want to find the closest ATM... or whether your best friends happen to be in the mall at the same time as you?
All of those are quite possible... and are illustrations of location-based services-- or LBS.
LBS are information or entertainment services that combine mobile with location technology.. and when it comes to LBS, it's a wide open playing field because it's so new and there are so many rich possibilities.
Recently CTIA talked about LBS at a Federal Trade Commission forum and we were proud to highlight the voluntary measures the industry was already taking to make sure consumers' rights are being protected and the best possible service is being ensured.
It's a complicated lanscape to say the least. Software developers... middleware suppliers... handset manufacturers,, carriers.. everyone's coming together.. and leveraging what they do best to provide LBS for consumers.
If this space is truly going to take off... we think a couple of things have to happen..
First and foremost, consumer privacy must be unequivocally respected and provided. That is a given. There is no room for anything but the utmost attention being paid to a consumer's right to privacy.
It's also important that all of the parties involved... handset, software, the network, carriers... all have to be tightly coordinated.. to ensure the best consumer experience.
Those reasons are some of why CTIA's Board of Directors approved a set of LBS Guidelines and Best Practices, which focus on user notice and consent. They are standards by which everyone can operate, and still provide plenty of flexibility for the innovation that is a hallmark of our industry. There's no need for a prescriptive, standard set of government rules and regulations that could very likely put the brakes on what should be an extremely popular consumer service. The wireless industry has already stepped up and set a very high bar of standards. Now let the innovation begin!
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