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Technology: Reshaping concepts and values Location – GPS/WLAN/CelliD/IP/Mac address/postcode?© GSM Association 2010• Where I am now?• Home/work/membership• Where I have been• Where I am not• Where I am heading• Which route I travelled by• Which way I am facing/elevation• People I’m connected to/meet• Places/Things I’m connected to• Where I buy things3

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Transparency, notice, choice in an age <strong>of</strong> complexityOperatingsystemvendorsThird PartyAdvertising& AnalyticsMobileNetworkOperatorBrowsersGoogle Play_android bot_digital trendsApp. Stores/DevelopersSearchEnginesWeb 2.0SNS/platforms/locationHandsetManufacturer© GSM Association 2010 4

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Page 6 and 7: Challenges: It’s global - what bo
Page 10 and 11: Key Challenges in Mobile• ECOSYST

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