The value of location-based insights made possible by the anonymized, aggregated data that mobile networks collect will be worth an estimated $11 billion over the next three years, according to a report from JDS Uniphase and STL Partners. The report also seeks to outline the business case for companies looking at location insight services and how much they might cost, Arieso chief technology officer Michael Flanagan says. Location insight services offer retailers opportunities for benchmarking their sales against competitors, he adds, or a way to measure the effectiveness of an advertising campaign based on location trends, for example.

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