At the CTIA conference last week, there were some announcements about location-based services (LBS) on mobile devices including BlackBerrys and other smartphones. Garmin made a few announcements starting with a navigation system for drivers. The Garmin Mobile 20 system uses voice-prompt directions for drivers, and provides a 3D map display on a BlackBerry or smartphone. There are some other goodies in the $299 package: traffic and weather information as well as fuel prices. Perhaps most unique is the short message service (SMS) feature that lets users send their position or information about a point of interest to other phones.

LOC-AID unveiled its location-enabled mobile marketing platform called Marketing ACE (Application Creation Engine). ACE uses location-enabled games for marketing on phones. For example, a scavenger hunt that prompts the player to go to certain locations, such as a store grand opening, to receive the next clue. Players might compete with others for points. Marketers can weave their messages into the game.

The clever idea of games as marketing vehicles is fascinating; now there’s a unique twist to LBS worth watching. Maybe it’s my age, but I’m not sure I like the idea of looking at maps on my cell phone screen – especially while driving. Many states have instituted laws against phone use while driving. The voice-prompt directions might help, depending on what it takes to activate the feature on the phone while driving (but I’ve questioned the value of those as well, see my OnStar comments). Plus, a person would have to find the phone first.

But the SMS feature sounds cool as a sort of personal beacon and sharing of location-based information when NOT concentrating on driving. It’s a natural extension of the text messaging already so widely used. Also, while gas prices remain high, knowing where to save a few cents per gallon is goodness, and online sites that share price information, such as GasBuddy, are popular. Applications that take advantage of the mobile GPS and wireless network but do not require interaction while driving have the best chance of success.