One of the things I write about a lot on this blog are the areas of location and online, or digital, identity and how these two areas overlap and sometimes conflict.

I write about this stuff not only because I'm lucky enough to work in both of these areas but I also find them fascinating, compelling and nowhere is this more evident in how individuals and organisations views this arena.

Companies, if they're foresighted enough, are making major plays in the location field, fuelled by the proliferation of location aware devices (cameras, phones, netbooks and the like) and by the convergence of these devices (I use an iPhone ... is it a phone, a camera, a GPS unit, an internet terminal, a computer or some combination of them all?). There's much value to a company in knowing your customer's location and how it changes over time. Indeed it's a truism that it's much less about where you are now and much more about where you've been.

Individuals, if they're informed enough, know about the plays the companies are making in the location field and  should know how to determine the value proposition that is offered when they give up their location.