Frost & Sullivan's recent study "Context and Communities: The Evolution of the Mobile Location-based Services in Europe" has brought to light challenges for mobile marketing, including concerns about privacy protection, DMA reports. After reading the report, one expert noted that for consumers to adopt them, mobile location-based services must be "transparent from the point of view of pricing, data privacy and security." European Data Protection Supervisor Peter Hustinx points out that when it comes to data privacy and security, it is the duty of those involved in processing and using information to safeguard it.
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