1) The document discusses how mobile location-based advertising has yet to reach its full potential due to high costs and technical limitations. 2) It argues that the "Starbucks example" of location tracking consumers every 5 minutes would cost almost £5 million, making it infeasible. 3) For mobile advertising to grow, advertisers need more data like consumer locations, as well as the ability to precisely target ads to relevant consumers in context. 4) Several companies are working to enable more accurate and large-scale location services to help mobile advertising scale up.

1. What will it take for mobile location to find itself ? Andrew Grill, Mobile Advertising Evangelist London Geo/Mobile Developers Meetup Group – 27 November 2008

2. Introduction www.London-Calling.org.uk

8. Mobile advertising today

9. We must ask the user’s permission and preference Dynamic location information can enhance the user experience

14. Google Maps – now with sponsored links www.google.com/gmm

15. WiFi location – Skyhook Wireless www.skyhookwireless.com

16. “ Location Broking” with Fire Eagle from Yahoo! www.fireeagle.com

17. Blogloc – post your location on a blog www.blogloc.com

18. Shozu + Flickr = geotagged photos m.shozu.com www.flickr.com

20. Locatik – location based social networking www.locatik.com

21. New Friend View service from Nokia Consumers first need to understand the benefits of a location service friendview.nokia.com

22. Andrew Grill www.andrewgrill.com/contact Follow the latest news at www.london-calling.org.uk http://LBS.andrewgrill.com Twitter: @andrewgrill