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Location-based Information Points the Way to Mobile Customer Interactions
Ovum, March 2010, Pages: 20
Through services such as OnStar and local search sites such as Yelp, Citysearch, Qype and Tipped, consumers have begun to acclimatize to the idea that applications can add value by using location information drawn from a GPS device or a mobile phone. But the majority of those applications only provide information, triggered by a specific customer request.
Application developers and communications vendors have now set their sights on expanding location-driven applications into the realm of customer interactions. This new breed of application attempts to enhance the customer interaction experience by weaving location data into the workflow and the decision-making processes of the application. Location then becomes an integral part of customer interaction. To pre-empt the inevitable consumer concerns about privacy, vendors creating these new applications must create explicit opt-in mechanisms, giving users a clear picture of what the location information will (and what it will never) be used for.
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