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In two short years your location has become an expected feature. This is entirely due to the increasingly open development available on smart phones today. The App Store and other mobile market places are filled with location-aware apps. Gone are the days when one could easily slip away, or get lost. Advanced consumers now expect their todo list to know where are they are. Location-awareness has brought increased attention to new mapping data (and a big push towards 3D), new interfaces (such as augmented reality) and the occasional awkward social situation.