Sprint Provides Location to Developers through WHERE and WaveMarket

As part of its open initiative, Sprint is extending its relationship with uLocate's Where and WaveMarket to enable third party developers to access network location information via those platforms:

Sprint today announced that it is enhancing its industry-leading open approach by partnering with location aggregation platforms Veriplace by WaveMarket (www.wavemarket.com) and WHERETM by uLocate Communications (www.where.com) to help developers create new location-based services for Sprint customers. These platforms protect the privacy and security of Sprint customers while offering third-party mobile, Web, WAP, SMS and widget developers a consistent way to create applications that use the customer's location information to provide customized information and services, as long as permission has been provided . . .

With the extension of the two companies' relationship, third-party developers will now be able to location-enable their applications, WAP sites, Web sites and SMS campaigns through a simple Web-service API. For more information, please visit http://developer.where.com.

Dan Gilmartin, uLocate Marketing VP added:

This agreement allows us provide developers with access to location of devices on Sprint’s network. We will location enable 3rd party applications, web sites, WAP sites and SMS campaigns. In fact, we are working closely with several advertising agencies to roll out new innovative campaigns leveraging network based location

Location sharing/access is becoming freely available and almost ubiquitious for mobile applications. That makes for a better user experience. The content is there; now the ad inventory needs to be created to deliver on the promise of "LBS." 

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Related: The WSJ examines Sprint's challengines in rolling out WiMax (4G) and in trying to stay ahead of LTE in the US:

Building a nationwide network of WiMax towers quickly will be expensive. The deal with Sprint, which was completed late last month, brought an infusion of $3.2 billion from equity investors including Intel Corp., Google Inc. and several cable providers. That money will go toward initial build-outs in 2009, beginning with the 46 markets where Clearwire already offers a wireless service similar to WiMax through modems or cards that can be inserted in PCs.