Google Launches Latitude

Today Google launched software called Latitude, which allows mobile phone users to share their locations with contacts. Latitude is part of Google Maps for Mobile, but also can be used through a gadget loaded onto its iGoogle customized home page. Latitude employs Google's technology to judge a user's location not just by GPS satellite, but also by proximity to mobile phone towers and wireless networks. As many privacy concerns exist with such tracking software, Google specifically requires users to enable the service.

This move by Google, using its mapping technology, shows both (i) an intention to establish a more personal connection with its uers and (ii) a hope that its mapping technology will lead to location-based advertising revenue. As discussed in class, there is large potential in the mobile arena, specifically with mobile-based apps, and Google is clearly looking to capitalize on this market by incorporating some of its preexisting technology. Can Google becoming the leader in this segment, which is already populated by numerous competitors such as BrightKite and Loopt? Only time will tell.