Many of you have likely encountered Location-Based Services (LBS) without even realizing it. For instance, when you step into a department store and receive an SMS offering you a 1% cashback on your purchase and a chance to win a free trip to the Maldives, or when you're in an area where a new housing project is being launched, and you receive an SMS notifying you about the opportunity to reserve a unit at The Ten building starting at 1.99 million on December 5th. These are examples of Location-Based Service (LBS) marketing, a direct marketing approach that utilizes the location of a mobile device to reach its owner.