I Am Here Now: Determining Value in Location Based Services

The adoption of GPS and other location defining technologies has dramatically increased the importance of what are commonly referred to as location-based services. Many companies have sought to exploit these technologies to generate revenue, with varying degrees of success. This paper explores a range of current location-based services in an attempt to determine some of the key factors through which value is produced for the supplier and the user. The result is a hierarchy of value, in which the value of the services is seen as the product of the level of information gathered about the end-user, in addition to physical location.