By providing location functions, data and visualization tools as a service much like SalesForce.com provides CRM services, ESRI is aiming to bring location analytics to main stream business users.

FORBES: Esri Continues Focus on Spatial Analytics for Business

That said, vendors need to address the mainstream use case of background media functions and location services for third parties to truly make their platforms valuable to users.

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But innovations in location-based and community functions might unlock the potential.

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