While location-tracking technology for smartphones has advanced significantly in recent years, many companies have yet to fully implement it because they don't want to turn off consumers who may feel followed or tracked by their phones, Greg Avery writes. The key, businesses say, is getting consumers to opt in to tracking and provide them with something they want in return. "It needs to be an empowering benefit. It has to have meaning for somebody. Otherwise, people will uninstall it or they won’t download it," said Esri's Amber Case.