From EMEA to APAC to the EU, growth in mobile devices and consumption of Internet bandwidth have grown at an incredible rate. One of the features of mobile devices that consumers like best is the ability to have their experience tailored to their geographic location, demographic profile, behaviors and preferences. These capabilities have greatly enhanced the user experience by providing users with information that is most relevant to them, whether that means finding the closest gas station, locating the best sushi restaurant within a city block or finding the best deal on a new pair of shoes while riding the bus to work.