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In other word, telco's will be getting massive profit boots from subscribers accessing yellow and white pages, city guides, restaurant and entertainment guides, traffic information, etc and also good mapping data and points of interest from their mobile phones.
And advertising will be the key to driving this sector according to Juniper Research, but the firm cautions that the effectiveness of advertising in this sector will vary widely according to local conditions.
"The availability and quality of locally based directories and content will be a key factor, as well as the presence of the necessary location based infrastructure. In the end it will be the quality of the user experience that will be of paramount importance", the report states.
