The explosion in ownership of mobile devices has vitalised the field of mobile marketing and mobile market research. The proximity of mobile devices to users, and the user’s dependence upon them, has created a level of marketing access never before experienced, allowing marketers to send marketing messages directly to individuals at a moment’s notice. This whitepaper from Research Now Mobile looks at the details behind geo-location features, addressing the challenges facing the technology and the way it is opening up a whole new world for In-the-moment data.