For many years, Location Based Services (LBS) have been the most disappointing “Killer Application” of the Mobile Internet. Technically, it was possible to locate a mobile phone user based on his proximity to mobile network cells and offer him bespoke services as early as 2001. But the well-known hindrances of the German mobile business – namely handset fragmentation and suffocating operator policies – prevented LBS to ever take off.

As in many other applications of the Mobile Internet, it took outside players to change the game. GPS-based location finding is not only more convenient than cell bearing but emancipates LBS from operator pre-product pricing, thus making a whole new array of services feasible and affordable to both businesses and consumers. However, as in all industries, the fact that a product and service is technically feasible and financially affordable does not mean that consumers will actually want it. Mobile TV is one recent example of a product that, despite much effort in creation, ultimately nobody wanted. Mobile payment is another one.

So how can LBS avoid the same fate? Quite obviously, for LBS there are some fundamental advantages already. Nokia, Apple and most other manufacturers of multimedia handsets have integrated mapping functionalities into the very default setup of their products. No-one in the market doubts that “location” is a highly attractive, even indispensable driver of services and advertising – in fact, through affordable car navigation systems it has already become a consumer standard.

However, all market players realize that the mere existence of maps and location-finding alone won’t bring in the money. They are not ends, but means – enablers for business-driven ideas and services. And these ideas and services, as on the internet, won’t come down from big corporations. They are being developed at street level – by startups, agencies or small internet companies. Who in turn often lack reach and stamina to establish themselves on the bigger scale needed to create sustainable business. So ultimately, the challenge is in bringing the players together in a sensible and profitable way – which is not easy given the fact that in Mobile, there is no unifying platform like Microsoft’s was for computing and the internet. This, however, is where grassroots industry organisations like Mobile Monday can play a significant role. And so it will – come and participate on September 7!