Location based services look very attractive to mobile advertisers. However advertising is only a part of the location based possibilities provided by mobile phones. M-spatial has an interesting example of pedestrian navigation service, and Vodafone has decided to pick up the new MapWay for its customers all through Europe. As Bob Bamforth writes on IT-Director.com:
"If Vodafone or any other operator can link the direction service with what's on offer at the destination location, they could generate an untapped source of follow on revenue".