Location-based technologies and location services are widely used today for daily activities from social networking to finding a nearby restaurant or picking someone up from the airport. Knowing where their customers are located can help businesses identify where they need to provide service. As the smartphone user base grows, companies need to expand their audience through mobile apps. One problem is that not all developers ask for mobile permissions properly.
“Too often apps ask for location consent on first open without explaining clearly what it will be used for,” said mobile strategy adviser Steve Ricketts. This can hurt multiple businesses as users begin to turn down location permission prompts almost habitually. This year, Apple announced some significant changes in iOS 11 that can increase user opt-in; namely, iPhone users are granted more selections and transparency in giving away their location, thus reinforcing their confidence in location services.