Location, location, location

Companies pitching augmented reality, 3D mapping, check-ins, mobile location, and Web mapping APIs are center stage this weekend in San Jose, Calif., during the Where 2.0, Conference, where it's all about location, location, location. The sold-out event, which is now in its sixth year is bigger than ever on the heels of a geolocation space war that has developers competing in the space which is expected to grow in coming years.

A few years ago, Where 2.0 felt small and underattended. Most attendees were small companies specializing in a geo location service. Today, the conference is packed, and the majority of attendees seem to be developers or companies looking to provide location data services to existing companies eager to get more location specific through APIs and back end tools.