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AT&T is offering a new service that allows parents--or potentially jealous spouses/boyfriends/girlfriends--to track loved ones using their phones.

(Credit: AT&T)

AT&T's service, called FamilyMaps, allows people to track the location of any cell phone on AT&T's network from a mobile phone or PC. The person being tracked receives a text message informing him or her that he or she is being watched. The service periodically informs the tracked individual that he or she is being watched, just in case one text message reminder wasn't enough.

Users can either track someone in real time by viewing the location on a map or they can set up the service to send them text message alerts or e-mails with location information. For example, a parent may get an alert each day that his child made it home from school. Or perhaps a jealous girlfriend looking to keep tabs on her boyfriend could set up the service to notify her if her boyfriend happens to wander into a bar or over to his ex-girlfriend's apartment after work.

Users can only track phones that are part of their family plans. This means that stalkers looking to keep tabs on their old flames won't simply be able to type in their ex-lover's phone numbers and start tracking. (I suppose those people will just have to settle for stalking via Facebook and Twitter updates.)

The service uses satellite GPS technology and cell tower triangulation to pin-point the location of the phone. The service is not supported on prepaid or AT&T Go Phones. And the service costs $9.99 for two phones and $14.99 for up to five phones.

Location-based services are nothing new. They've been around for years and are expected to generate a lot of money for carriers in the future. Already, most major mobile operators are offering some kind of location-based service, such as GPS-enabled navigation or tracking.

Verizon Wireless, Sprint Nextel, and Alltel have each been offering "tracking" services for more than a year. Sprint Nextel has even lowered the price of its service from about $10 a month to $5 a month.

The social-networking company Loopt also offers a "friend finding" application that can be downloaded on certain phones. Loopt is offered as a free application on Apple's iPhone, which operates over AT&T's network. It's also offered on some Verizon and Sprint Nextel phones.

There are several other social-networking services that use location information to track or find friends or share information via a cell phone. Google also offers a tracking/friend finding application it calls Latitude. There are also other services, such as FourSquare, Whrrl, and Brightkite.

What's different about these social-networking location services from the service AT&T is offering is that these other services often require those being "tracked" to also run the application on their phones. These services also typically have privacy settings controlled by the person being tracked that allows him or her to turn off their "friend-finding beacon" and to hide from certain individuals.

Loopt a la Android. (Click for larger image.)

(Credit: PRNewsFoto/Loopt)

Location-based networking service Loopt has now gone live in Google's Android marketplace, and is compatible with "select phones" that run the open-source operating system.

As with other handsets' versions of Loopt, the app lets you track your Loopt-using friends on a map and find other members in the area. They can also share their location with social-networking and messaging services like Facebook and Twitter.

Prior to launching its iPhone and then Android apps, Loopt was restricted to carriers with which it had signed contracts, like Verizon and Boost Mobile. Typically, it was a subscription service that cost a few extra dollars per month.

"From the start, our goal has been to build a ubiquitous interoperable network in which customers don't have to worry about who has what provider or mobile device," Loopt CEO Sam Altman said in a release. Well, with the iPhone and now Android, it looks like they're getting there.

Loopt was one of the first companies to strut its stuff in an onstage demo at Apple's World Wide Developer Conference in June, and Sam Altman, the CEO of the location-aware social networking app, said the iPhone version is "the best version of Loopt we've ever created."

(Credit: Loopt)

It shows.

Thanks to an early release of iTunes 7.7 (for Mac and Windows) and the App Store, that version of Loopt is available--for free--for anyone willing to risk the unofficial firmware upgrade today or the official Friday upgrade.

I've done the former, and Loopt's friend-tracking application works as seamlessly and as powerfully as promised. The application integrates with iPhone's GPS and touch-screen camera technology in a rich, immensely usable native application that makes finding friends and nearby businesses easy. Loopt also supplies mapping, directions, and restaurant reviews using Microsoft Virtual Earth and Yelp. Directions are instantaneously mapped on Google.

By far the most compelling aspect is Loopt's capbility to track your circle of friends and show you their whereabouts. A combination of GPS-mapping and standard social networking attributes such as messaging, leaving comments, and click-to-call form the backbone of the opt-in friend-finding service. CNET's video of CEO Sam Altman's demo at the WWDC is a fine example of how Loopt can be used to make impromptu plans with nearby contacts.

To get extra social with friends who aren't on Loopt, the application can be configured to auto-update your status and whereabouts on Twitter and Facebook.

>>See the most recent news on the iTunes App Store and iPhone 3G

The location-based social network Loopt, just announced and demoed its native iPhone application onstage at WWDC. The application, which will be free at launch, helps you connect with and find friends around you. Using the location technology built in to the iPhone, Loopt will drop pins onto a map, showing where your friends are.

Loopt also contains other social-networking features, such as calling, texting, and sending invitations to meet up. The example used was seeing if any friends are in your area for lunch. Once you have located friends, you can send them an invitation for lunch, and if they agree, you will be one touch away from directions to their location. As Sam Altman from Loopt put it, "You will never have to eat alone, or at a bad restaurant again."

This is an exciting step in bringing location-based networking into the mainstream. With native third-party applications for the iPhone and the rumored GPS feature, expect to see many applications leveraging these same sorts of capabilities in the future.

Youth-oriented mobile carrier Helio announced Wednesday that it has launched a bar and restaurant search site through a partnership with Buzzd, which also powers the mobile sites for local events and entertainment services like TimeOut New York, and Flavorpill.

Helio's new service, which is ad-supported, lets people in major U.S. cities search on the mobile Web site--linked from the home page of the carrier's browser--for bars, clubs, and restaurants. Most of the data will be pulled from Buzzd partners like Flavorpill, TimeOut, and the IAC-owned Citysearch. Added on, however, will be "event feeds" with specific pricing and night-specific details as well as short user reviews in real time.

So, theoretically, searching for the downtown New York hotspot Libation on a Saturday night could yield an update from another Buzzd user an hour earlier, saying "Ew, tonight's bouncer's mean and the line takes 30 minutes."

Perhaps more exciting is the fact that Helio is working to pull GPS into the mix. The carrier's current handsets come with the technology already, and a representative told me that the Buzzd service will eventually integrate GPS, so people won't have to say exactly where they are in order to find nearby parties and bars. (Right now they have to provide a location or street intersection.)

The catch is that Helio, which has struggled with growth and profitability, is a small carrier. Generating the critical mass for "real-time" reviews of a particular nightclub on a particular date will be tough, so the service may not turn out to be quite as teeming with up-to-the-minute information as Helio and Buzzd are hoping.

That said, location-based mobile services are revving up, and some will take off as soon as GPS-enabled handsets go into broader use or as soon as people whose devices are equipped with GPS realize that they have it. (I've noticed many people still don't know.)

Competitors in this space include Loopt, which has deals with mobile carriers Sprint and Boost, and Socialight. The latter is currently more like a user-generated version of Gridskipper city maps but has hinted at plans to move into the GPS sector when the technology becomes more widespread.

Loopt, which offers a mobile friend-finding service, has extended the reach of its application with a new feature that allows users to notify not just other Loopt users, but any friend, of their whereabouts via text or IM.

Starting Thursday, the Loopt service is integrated with subscribers' mobile address books and AIM buddy lists so they can share their real-time location via a text message or instant message.

(Credit: Loopt)

The way it works is that when Loopt users text or IM their friends they can choose to have their location automatically attached. So a message that says, "Want to meet for a drink?" will also include a message that says "@ 28th Street and Park Avenue." Then it will link to a map that shows the exact location.

Loopt's service, which costs $2.99 a month, is available on some Sprint Nextel and Boost Mobile handsets. The service uses GPS chips in phones to pinpoint a subscriber's location; then users can broadcast that location information to friends or family, who can track them on a tiny map. Subscribers can also sign up for alerts to find out when other Loopt friends are near. They're also able to tag photos and send them to friends with location information attached.

Location-based services are expected to generate lots of money for carriers in the future. Already, most major mobile operators are offering some kind of location-based service, such as GPS-enabled navigation or tracking. Helio, a mobile virtual-network operator, also offers a tracking service that's similar to the one offered by Loopt. Other carriers, such as Verizon Wireless, Sprint, and now Alltel, offer tracking services for parents who want to keep tabs on their kids.

Now Loopt has taken the tracking service one step further by directly integrating into the mobile address book and IM buddy list. Previously, the Loopt friend-finding service only worked with other Loopt users, which inherently limited the usability of the service.

Even with the new IM and text feature, the Loopt service is still limited in scope. For the application to truly hit the mainstream, it will have to be offered by more carriers.

Sam Altman, co-founder and CEO of Loopt, says more deals are on the way. The company is already in talks with another major mobile operator in the U.S., and it should announce another deal soon. But Loopt isn't just talking to carriers. The company is also working with Google and Facebook to add new features and functionality to its service. So stay tuned.