Check out the new blog on Velti web site by the CMI
"Don't Walk into Walls Finding the real value of Mobile location data"
It explains how different Velti thinking when it comes to "Location Targeting" compare to most companies especially Google.
In summary Google uses Location mapping to display adds once they know an individual location,
Velti point of view looks at the daily locations, habits. The kind of business an individual work in or is involved in and build a profile that will be used to target what he or she will most likely will use or have interest in.
This way the marketer will know in advance what that individual will need and will use.
Instead off an individual need to keep looking into his or her Mobile device just to look for a special offer (in the process not focus what is around them or hit a wall)