cation Based Billing a subscriber will be charged at reduced rates if he/she is using his/her cell phone at his/her home. Another option for location based billing is the selection of home zone where the subscriber will be charged at special rates. Parental Eye: Parents can have an eye on the movement of their child and can guide their young child in a better way. Child Locator Service is an example of such applications. E-Marketing: In e-marketing, different promotion will be sent to the mobile subscriber depending on their current location. For example if the user enters a mall, the user can get a coupon of a particular item from a specific store. Point of Interest: Examples may include ATM machine locations, fast food restaurants locations with the route guide. Traffic Monitoring: Mobiles in automobiles on freeways anonymously sampled to determine average velocity of vehicles. Congestion, average flow rates, vehicle occupancy and related traffic information can be gathered from a variety of sources including roadside telematics sensors, roadside assistance organizations and ad-hoc reports from individual drivers. Fleet and Asset Management Services: Examples may include a supervisor of a delivery service who needs to know the location and status of employees, and tracking of assets. 9.12.3.4 Players LBS require the involvement of many players from the industry in order to provide end-to-end service. As shown in Figure 9.27, LBS application providers, network operators, location technology providers and regulators all play a key role in providing LBS to the end users [40]: End Users: End users are those who are either requestor or target. The targets are those end users whose position is asked by someone else or by some service. The requestors are those who are asking the position of some service or location. IMS, Services and Applications Network Regulators Application System Providers Providers Operators Magic Alcatel Lucent Microsoft Sprint Motorola Telenor Location Device Technology End Users Vendors Provid