LBS Marketing: Why the Federal Government Cares and What You Can Do About It
Monica Desai, Greg Louer, Ryan King and Maria Wolvin
Abstract:
With explosive growth of mobile broadband technology and consumer adoption of applications optimized for that technology, government interest and scrutiny of mobile marketing practices has never been stronger. In particular, Congress, the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC) have developed a special interest in location-based services (LBS) and the marketing practices that LBS providers employ. Despite the enormous potential benefits of LBS, it may nevertheless be...