More than a decade ago when mobile infrastructure companies, service providers, and device makers started working on Location Based Services (LBS), analysts predicted LBS as "the next big thing” in the mobile services market. Operators had expected to increase their average revenue per user (ARPU) by deploying location services. Network infrastructure vendors made significant investments on increasing the accuracy of a user’s location using various technologies like GPS, AGPS, and cell-IDs. And, application vendors and device makers were pretty excited about the possibilities of LBS. But, "the next big thing” never happened.