The Cellular, Telephone & Internet Association (CTIA) - the main industry organization for US wireless companies, has published the Best Practices and Guidelines for Location-Based Services in an effort to boost adoption of location aware services and alleviate LBS-privacy concerns. Critics might argue that this document was published so that government will not try to regulate the wireless industry through legislation.

This 10-page guidelines is CTIA attempt to calm the fears raised by critics on the privacy and safety of location based services. It focuses entirely on the privacy of LBS users which will be achieved through “common sense” rules summarized by two fundamental principals:

• LBS Providers must inform users about how their location information will be used, disclosed and protected so that a user can make an informed decision whether or not to use the LBS or authorize disclosure
• once a user has chosen to use an LBS, or authorized the disclosure of location information, he or she should have choices as to when or whether location information will be disclosed to third parties and should have the ability to revoke any such authorization

In our opinion, this guidelines are precisely what was missing from TruePosition's seven key drivers to Location Based Services success. TruePosition correctly identified the business drivers needed to succeed in LBS but did not include privacy & safety as a driver, which we believe is the key hurdle to overcome. Critics will point out that the guidelines are suggestions and are not required which means location based services providers can choose not to follow them. Although not prefect, the guidelines are a step in the right direction. If the Mobile Marketing Association's (MMA) guidelines on best practices and guidelines for mobile marketing is any indication, wireless service providers will all adopt and adhere to the CTIA document.