Google, Apple Location Data Benefits Consumers

Google and Apple are facing, and will face more scrutiny, about the protections built into collection of Wi-Fi hostspot location data. A legitimate case can be made about potential abuses, but consumers will benefit directly if anonymous data can be used to enhance GPS and cell site mapping data.

"Information about the location of WiFi networks improves the accuracy of the location-based services, such as Google Maps or driving directions, that Google provides to consumers," Google explained last year in a letter to U.S. Rep. Henry Waxman, D-Los Angeles.

"Because GPS and cell tower data can be unreliable or inaccurate, in some cases using the location of Wi-Fi access points can enable a smartphone to pinpoint its own location more quickly and accurately," Google said.

Beyond improved navigation services, there is lots of interest in location-based marketing, promotion and e-commerce applications. Some would not see that as providing a direct consumer benefit, but advertising underwrites much access to free, reduced cost or "no incremental charge" content, for example. Consumers also will benefit from discount offers of other types.

In the future, Google and Apple will have to be more careful and transparent about how they collect such information, and well as how personally-identifiable data can be used. But the data will be directly useful to end users, all that said.

Google emails highlight value of location data - SiliconValley.com