Market potential for location-based services

Location-based services have had a mixed reception by consumers since being launched in the mobile marketplace. This article introduces location-based services and provides a summary of results from a survey of potential early adopters of these services. Results show the presence of a range of demographic and behavioural factors which may predispose these consumers to use and obtain value from location based services. Respondents held overall positive attitudes to most types of location based services, but corresponding levels of awareness and/or use of services were low. Implications for successful service provision are discussed