The carriers are realizing to get the last customers they need to offer more than just a mass approach. The companies offer everything, but it's not customized to really penetrate the rest of the market.
This is a natural extension of location services we've seen serving the business market to track workers and employees. Sprint has built a bridge to the consumer world and to families. Sprint has done a good job ensuring that privacy concerns are kept to a minimum.... Kids can always turn the phone off if they don't want to be tracked.