There were great expectations around location based services (LBS), but up 'til now mobile marketers have been disappointed by tool. As a new report by Frost & Sullivan points out, "to maximise potential, LBS technology (offering location-sensitive information and tracking services) should be leveraged as an enabler for value-added services rather than as a stand-alone service revenue generator".

The report is very interesting (but also expensive). To find out more about location based advertising, I suggest you visiting Russell Buckley's weblog. He's an expert in the field, and has recently published a white paper on the issue(which is of course, free ;-). If you visit his website and tell him you're an Adverblog's reader, you can get a copy.