Wow, it's getting deep as everyone wants to brand location-based services. This article (in GovTech) on a AAA/Motorola app drove it home to me.

The Motorola MOTORAZR 2 V9m phone equipped with AAA Mobile, gives users turn-by-turn audio navigation and visual route maps. Powered by Networks in Motion, the AAA Mobile application is available on several GPS-enabled cell phones and smartphones via Verizon Wireless, Sprint and Alltel.

So, Motorola wants its name on a cool phone with a cool app. AAA wants its name on the app. NIM wants to be the technology provider. Oh, and NIM white labels deCarta's services. This is going way beyond the days of Intel inside!

Caroline McCarty at c|net offers up a great primer on the challenges facing location-enabled social networking by looking primarily at newcomer (in private beta) Brightkite, old hat Loopt, and older and Google-owned but rarely heard-from Dodgeball.

Key challenges:

- open the network to all or just some - should the app run on all phones, even ancient ones with no GPS and just texting capabilities? should the app be free? should the app be restricted to certain carriers? should you do a private beta and potential limit networks at startup?

- managing privacy and lists of friends - how do you keep annoying messages out of your "inbox"?

- where do you launch/grow such apps? business-y Web 2.0 (Brightkite was launched there) or social SXSW (South by Southwest, an arts, tech gathering) where Twitter took hold in 2007

Definitely worth a read if you are trying to figure out this space!

Mashable introduces the startup GeoGraffiti which offers a now free tool to post a "voice mail" and associate it with a location (ZIP Code or lat/lon). It's accessible via the Web (Google Map) of phone. Bottom line from the "review": not sure what it's good for, but that's what we thought of Twitter.

If we could get the accuracy for the messages and use a GPS... I could see using it as a tool to create a "treasure hunt" sort of game or even audio instructions for a bike ride or run.

E-Commerce Times interviews Brian Knapp, VP of Corporate Communications for Loopt, a carrier-based location-enabled social networking offering. Tidbits of note:

- targeting students/young urban professionals (those tuned in to "happy hour")
- no business users to date (save for non-biz use)
- working with many orgs to offer much privacy support
- differentiators: carrier-centric, automatically updates locations
- futures: current Facebook app, BlackBerry version coming, "excited" about iPhone potential

- MacNewsWorld

ArsTechnica talked with founder and CEO, Martin May. Among the tidbits of note:

He used to work at Local Matters.

The business plan appears, down the road, to include anonymous maps of where users go - specifically to which businesses. Sounds like a "Dash" to track personal behavior. I understand how businesses would be interested in such data; how will Brightkite entice users to provide it? And provide it accurately?

For now locations are updated via Web or SMS.

Senior executives from leading technology companies, speaking at our Location Intelligence Conference last week shared that the entire value proposition for spatial enablement is a "push" to the market rather than a "pull" or demand for the technology. Our editors ask: Are we doing an adequate job of selling the technology to more of the people that will eventually implement geospatial tools with other IT solutions.?Why is it still so hard? What are we not doing well? Will it take another "Google Earth" to push the technology deeper into corporate computing or a new crop of graduates to be more geospatially enlightened?

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