AT&T Launches First U.S. Mobile Phone Location Service

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AT&T Launches First U.S. Mobile Phone Location Service


By Jay Lyman
Wireless NewsFactor
June 26, 2002

"It's a first step into the right direction and it puts a little more of the meat behind m-life, rather than the fuzzy marketing."





AT&T Wireless (NYSE: AWE) is now offering location-based services to U.S. customers with a GSM-based service that alerts users to the whereabouts of "buddies" via wireless phones. keyword:auto:6791-->Yankee Group analyst Roger Entner told Wireless NewsFactor the AT&T offering is both a "first tease" and a "first try" at offering location-based tech to U.S. mobile phone users.

The service, Find Friends, functions much like an e-mail or instant-messaging buddy list, allowing users that opt-in to find one another through a few keystrokes on their phones.

Calling the service "a technological first in the U.S.," AT&T Wireless also is offering location-based applications with the service, allowing customers to find nearby meeting places and get directions.



There You Are

Find Friends is available as part of the AT&T Wireless mMode service. Company spokesperson Danielle Perry told Wireless NewsFactor users receive notification that someone is trying to locate them, and parties can then call, send a text message, or arrange a meeting using location-based information.

First To Find

Yankee's Entner credited AT&T Wireless with being the first to offer such a service commercially in the U.S. and said most other carriers are not likely to follow until next year.

"For most [carriers], it's a 2003 issue rather than a 2002 issue," Entner said. "It allows [AT&T Wireless] to show they're a leader rather than a follower."

John Zeglis, the company's chairman and chief executive officer, called the service "a major advance in wireless communication in the U.S."

City Lights

Entner said the service would be useful in cities, but questioned its effectiveness in rural areas where "cell sectors can be very big."

"It tells the other party which cell sector you're in, which is useful in Manhattan or other dense areas," Entner said. "Is it perfect? No, because it only gives you that cell sector, and that sector can be large."

AT&T Wireless said the service is now available in about 15 cities with more to come throughout the year. Perry said the company expects to have the service deployed on its entire network by the end of the year.

Privacy Priority

AT&T Wireless stressed that only users who agree to be on a fellow mMode customer's list can be located using Find Friends.

"We have a comprehensive privacy policy and our customers' information -- including their geographical location -- is theirs to share with whom they want," AT&T Wireless president of mobile multimedia services Andre Dahan said.

Perry said users of the service could prevent being located by turning their phones off or using an "invisible" setting. Customers can also change their lists or "revoke a friend," Perry added.

Meat for mMode

Powered by Kivera's location engine, Find Friends also features applications including go2, which offers directions to nearby restaurants, movies, ATMs and gas stations. A premium service that costs an extra US$2 per month but is initially free -- 10Best -- provides information and recommendations on top local restaurants, hotels and bars in various cities, AT&T Wireless said.

Entner said AT&T Wireless is probably not looking at generating much revenue with the service, to start.

"I think they want to hook people on the service first," he said. "It's a first step into the right direction and it puts a little more of the meat behind m-life, rather than the fuzzy marketing."


AT&T Launches First U.S. Mobile Phone Location Service