Location is a fascinating trend from a commercial and creative perspective. Regardless if we think of mobile location data as a cookie, a search or a literal, there are plenty of exciting things we could do with it.
If we consider that all our smartphone apps are seeking to access our location data, then it is the apps we trust/use the most that we grant it to. We’re going to be primarily mobile by 2020 and using native apps instead of browsing. As cdixon says, the most successful companies will be the ones that ride the trends: embrace the ‘Push’/social web and supply the demand.
This is about embracing mobile/apps and creating life-enhancing experiences; entertain, inform or enable (AVC predicts P2P healthcare as a trend - if it’s inevitable, why not facilitate?). We will then gain access to location data to help us build on these experiences.