LBS or location-based services are an important aspect of mobile marketing. They collectively form a suite of entertainment or information services, by making use of the GPS feature in smartphones and mobile devices.
The mobile marketer uses LBS to promote his or her products and services to mobile users, update them on discount offers, coupons and so on. These can be used in several contexts such as educational, informative, business, financial, health and medical, entertainment, work, personal and so on.
Once the advertiser tracks the location of users, he or she then sends them relevant information on their mobile phones or mobile devices. These updates are generally sent through mobile messaging or SMS’. Such a type of messaging is often referred to as geo-messaging.
Considering privacy issues arising out of LBS, many countries of the world have now made it illegal for mobile advertisers to send unsolicited messages to users.