2ergo to launch location based services in India

Hazel Rycroft 

2ERGO, a provider of mobile enabling technology will launch location-based services in India in the next six months.Location-based service (LBS) uses location-tracking technology to target consumers with location-specific advertising on their mobile devices. Retail promotions will be easier; it offers brands a new dimension of targeting, namely, location. The ability to target by location, and then by time will make able to make promotions in near real-time offers.    

2ergo who have previously designed a tool for Rightmove, enabling customers to take advantage of the real-time GPS function on the iPhone, to find nearby properties available to buy or rent. The company who started its operations in India in July 2009 after it acquired Active Media Technologies is presumably trying to get into the Indian market before the rush.  

Ramesh Krishnan, chief operating officer, a few Indian MNOs (mobile network operators) can be naturally extended with location information. "Within these systems, our APIs (application programming interface) are already ready to accept location data and we are now waiting for the same to be made available by MNOs. We expect to be able to launch these specific services in the next six months".  

However, not many operators in India are currently ready to provide LBS. There are also very few GPS enabled handsets in India to date.

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