There are several reasons why communication service providers (CSPs) decide to introduce value added services to their services portfolio. These reasons include keeping ahead of competition, in some cases catching up with competition, taking a technical challenge and, last but not least, taking a challenge to market and sell new services. Marketing and sales efforts should be a focus when developing new mobile services -including location based services. However, the level of detail when planning a new system often depends on the reasons for introducing a new system. The dynamic context of today’s modern life is important for deployment of most of the location based services, which makes it of outmost importance to segment and thoroughly understand market opportunities, potential clients and their expectations.

If a client finds herself in a long traffic jam, would she be interested to utilize localized traffic information in real time in order to avoid being trapped in the traffic jam and long waiting? In a situation where a mobile client or someone close to him is in trouble, how likely is it that the person will be willing to use the service of geographic positioning? In case a client is in a situation where he urgently needs cash to do a purchase, how important would it be to him to know the location of the closest ATM machine?

Those are the questions that determine the form of mobile location services, and LBS, as technology, that just enables the deployment of such a services. Everything an individual does, is done somewhere in geography and we could say that every mobile service could be integrated with a geographic location and could, in fact, be a location service. Mobile industry will continue with efforts to increase ARPU from mobile services. As the 3G and somewhere even the 4G networks roll-out, operators are forced to open the «heavy doors» that are hiding complex telecom infrastructure, which is so complex that it does not allow faster integration of information and communication technology (ICT). In these circumstances, operators also have the challenge of client’s narrow privacy perception, where the clients understand the fact that their voice is not completely protected, but do not understand how could someone know their exact location. Dynamic modern life brings its own rules and those who do not accept these rules are taking a risk of getting into conflict with the evolution that no one can stop.

To manage the challenges of deploying mobile location services, GDi has designed a complete consulting and technology solution portfolio and experience that includes analysis and segmentation of market, development of prototype services, test work, design of a complete solution, system maintenance and upgrade, as well as deployment of a complete solution that has a time-to-market of less than 30 days. Also, our focus is strategic cooperation with CSPs in making a long term effort to develop mobile location services based on a flexible business model which is best suited for each specific market.

In addition to VAS and OSS, GDi is also a GIS company with an extensive experience in developing applications for different markets of geographic information systems; we look at the development of mobile locations services as an integral part of a complete geoinformation platform for communication service providers. This platform brings geoinformation technology into a large number of business processes within the scope of network planning and optimization, network build-up and maintenance, marketing and sales, contact centers and other.