mapThis week, Google killed Latitude (a location app that allowed people to let others know where they were through GPS) and suggested users use the Android Google+ app to share locations, soon be available on iOS.

Shutting down Latitude didn’t get as much public attention as some other location based services decisions the industry giant made this year:

  • Adding indoor locationing to the newest iOS Google Maps update (it was available for Android earlier). If you’re visiting one of a dozen airports partners, finding your luggage (video) can be easier but no turn-by-turn navigation yet.
  • Purchasing Waze for $1 billion. This purchase has been flagged by the FTC as Waze may be the only real competitor to Google in real-time online mapping.

Indoor locationing and context aware devices have been controlling the headlines as they are taking us into the future. Software that informs devices where you are, where you’re going, who’s around you and what you might like to do while you’re there are a hot commodity. With many solutions coming out with a location based services (LBS) aspect, the race to see who will be engulfed into innovative larger offerings will remain neck and neck.