SMS/Cell-ID family locator launched in Guatemala



SMS/Cell-ID family locator launched in Guatemala
Creativity Software, a supplier of white label location solutions, and Claro, (America Movil group) announced the deployment of ‘Servicio de Localizacion de Claro’ a mass market Location Based Service for Claro’s four million customers on the emerging Guatemalan mobile market.

‘Servicio de Localizacion’ is a family and friend locator fully based on Cell-id and SMS, making it a simple to use, complete mass market solution available to all Claro’s subscribers. This market was requiring a “low tech” approach to location-based services; indeed, in Guatemala 75% of the population is under the poverty line and mobile penetration has been about 20% lower than the Latin American average.

“Delivering Claro Localizer has been a real challenge, to take our FamilyWise solution and create a completely new approach to delivering a next generation service without the availability of next generation network infrastructure or handsets,” said Richard Lee, CEO, Creativity Software.

“What we have come to recognise as groundbreaking about Claro’s Mobile Location Service is that there really are no constraints for mass market adoption of location based services. It has opened our eyes to the broad possibilities of delivering new services that need not be reliant on GPS or even use of maps as part of the user interface. It also demonstrates how SMS still has an incredibly powerful role to play in delivering new services in both developed and emerging markets. That is hugely encouraging for operators and users alike.”

Creativity Software Ltd is a UK based technology business specialising in Location Based Services which customers include Motorola, BP, Samsung, Pearson and Walt Disney.

Friday, November 28th 2008


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