Location Based Marketing – Theory and Practice

Location Based Services (LBS) are increasingly back on the mobile
marketing agenda, as both operators and independent technology
companies seek to promote the technology that allows us to track the
whereabouts of users’ mobile phones. For marketers, the theory goes, this
potentially represents a very powerful opportunity – the means of
targeting customers not only with the right message at the right time, but
now, in the right place.

The promise held out to marketers goes something like this:

Published by:
Russell Buckley http://mobhappy.com/

Full Paper: http://www.matr.net/files/LocationBasedMarketing.pdf

(Many thanks to Friedrick Schweitzer http://www.txtbus.net for passing this along. Russ)