ers Qualcomm Motorola Samsung Nokia Samsung Figure 9.27 LBS players Device Vendors: LBS simply cannot work without LBS-enabled handsets. Handsets require software (LBS client) and perhaps additional hardware in some cases to support LBS. Location Technology Providers: They manufacture chipsets and software which enable positioning of mobile terminals and provide both network based and handset based position- ing solutions. Since some solutions require changes in the existing network and terminals; it might lead to some interoperability issues which need to be addressed. Network Operators: 2G and 3G cellular operators are included in this list that has the infrastructure required to support LBS. They have two key interests in the value chain, namely to increase revenue and to maintain and increase the customer base. LBS System Providers: These companies implement service logic and user interfaces (for e.g., interfaces between LBS and network operators). The companies involved provide navigation systems, and SO on, for mobile phones. LBS Application Providers: These companies provide electronic navigable maps, digital maps and other dynamic content for location based services. Regulators: Regulators formulate laws and regulations that provide guidelines on how LBS can be legally implemented. The major issue is privacy which needs to follow according to country regulations. European Union and North America countries have more strict privacy laws than the countries in the rest of the world. 9.12.3.5 Challenges LBS do come with a number of design and interoperability challenges. The key ones are as follows [40]: Privacy: The key challenge is to maintain customer privacy at all cost. The dilemma is that LBS is beneficial but it can do harm to the user's privacy as well. The basic principle is that the privacy check should always be performed by the home operator of the user whose Next Generation Mobile Communications Ecosystem location is requested in order to make sure that correct privacy settings are applied. Privac