Mobile Internet software provider Phone.com, has announced plans to include location-based information to future wireless users, with DoubleClick, Amazon.com, In-Fusio, and Go2Systems as partners. By
tailoring advertising to a wireless user's location, marketers hope to capitalize on consumer proximity. Taking into considerations the concern’s of consumer privacy, Phone.com has already installed
several safeguards. Phone.com requires companies to request a consumer's permission before his or her location may be used. By giving consumers control of the usage of their data, the Mobile Location
Server protects user privacy while providing carriers, wireless publishers and companies like DoubleClick with the tools to deliver highly targeted and relevant content, services and advertising.
