Throw in the mix the fact that voice can theoretically be carried using Bluetooth and wireless data, totally bypassing carriers and you have a very complicated environment to do business in. In other words, they own the customer relationship for practically all mobile services. They need to maintain control, but not too tightly that it will restrict demand and growth for data services. Combining a customer's personal information with where that customer is right now is a potentially very lucrative revenue generator. Being that carriers own the customer's personal information, it's judicious use can create a huge competitive advantage that the salivating retailers would pay premiums for.
Carriers are also in the envious position of providing the user's location.
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