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The popularity of location-based services just keeps on growing in the U.S. consumer sector. What used to be a fairly closed system of services, with wireless carriers as strict gatekeepers, is now a wide open market of solutions. Easy accessibility through smartphone application storefronts, the attractive free (or one-time fee) pricing, and the increased presence of locationing in social networking apps are all working together to convince consumers that LBS is a must-have service. However, Frost & Sullivan would argue that real, sustainable, profitable growth depends on the continued presence and participation of wireless carriers -- who must re-create a more aggressive and lucrative role for themselves in the U.S. LBS marketplace.
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