Addressing privacy and security issues, Ranganathan said that users need to choose to receive location-based services and must have the ability to control how and when they receive them.
"When deploying these services, we need to make sure we deploy what the user wants. We must make sure users opt-in at every stage of the process," he said. "Users are afraid of [wireless] spam."
Location-based services is an nascent market which presents great opportunity and responsibility to content providers, carriers, advertisers, and users all working to create the market. Ranganathan emphasized the need for these diverse groups to work together to make it happen.
"Tighter relations between carriers and content providers to further consumer education and adoptioon is key," Ranganathan said.