Site Search
Jan 6, 2012

Neustar Works with North American Operators to Enable Mobile Location-Based Services and Privacy Protections


Intelligent Cloud Combines Network-based Location and Privacy Choices to Deliver a Simple and Secure Way to Enrich Mobile Services

STERLING, VA –  Neustar, Inc., (NYSE: NSR) today announced the Intelligent Cloud Location Service, a new feature enabling mobile solution providers to enrich their mobile services with location-based information. Additionally, the new service includes integrated privacy protection tools, enabling mobile developers to adhere to industry best practices as well as wireless operators’ requirements to protect consumer privacy.

The Location Service is the latest development in the Neustar Intelligent Cloud, a hosted service that provides tools to create opt-in mobile services that work across leading operators and partners in the United States and Canada. The Intelligent Cloud Location Service addresses the time consuming and complex challenges associated with managing privacy consent and network-based location across different mobile operators. Through one connection with Neustar, mobile services can be created with a broad set of capabilities.

“Consumers are coming to expect their mobile services to be personalized and businesses see real value in delivering personalized content that considers the location of the mobile user. The Intelligent Cloud enables the delivery of the right information, at the right time and right place,” said Steve Edwards, senior vice president, Carrier Services, Neustar. “Neustar is committed to empowering the delivery of enriched services that meet consumers’ expectations. Location is a primary driver of context in mobile services and we are pleased to offer a simplified and secure approach to this growing market.”

Integral to the delivery of mobile location-based services is the protection of consumers’ privacy. The Neustar Intelligent Cloud Location Service was designed to enable mobile solution providers to meet privacy practice guidelines across mobile operators in the U.S. and Canada, industry best practices, and governing laws.

As a neutral and trusted provider to the industry, Neustar works with mobile solution providers to keep them informed on the latest industry guidelines on consumer privacy and the use of mobile location. Additionally, mobile operators rely on Neustar to validate that the subscriber has given consent for the mobile service to use the subscriber’s location. These privacy tools allow application developers that work with Neustar to rapidly bring their solutions to market and safeguard the mobile users’ experience.


 The explosion in the number of connected devices over the past few years creates a huge opportunity to deliver a variety of location-based services. Consumers want contextually relevant services, but they also want to be sure their privacy is protected. Solutions like Neustar’s Intelligent Cloud, which support innovative collaboration, cross-carrier interoperability, and protect consumer privacy, are essential for broad adoption of contextually relevant mobile services. These factors are critical for developers to incorporate in their applications and services to help communication service providers differentiate themselves in the market and be successful,” said Deb Osswald, Research Vice President of the NGN Operations program with IDC.