Folks have been talking about location-based services on cell phones since the late nineties. Despite the fact that it never really seems to emerge as the killer application – and we have no data from consumers to suggest that they are interested, it seems to be one of the hottest topics year after year in the mobile space.
I received my first location-based targeted SMS (that I DID NOT opt in for) on my vacation that took me through Vienna, Austria. When I landed at the airport and turned on my cell phone with a prepaid SwissCom card, I immediately received an SMS welcoming me to Austria and providing me with phone numbers for tourist information.
My report on mobile marketing and what I think will work was just posted on our site yesterday. Has a lot of information re consumer attitudes especially towards SMS messaging. The report also takes a look at other formats.