Insights

Navigating the World of Location Data in Telecom: Balancing Utility and Privacy

Nov 07, 2023

In the ever-changing world of telecom, there is hardly a shortage of hot topics. At the 2023 Somos Summit, one of the most red-hot areas of interest was location data and, more specifically, responsible and ethical uses for it. During the session, The Power of Location Data: Understanding the Data’s Influence and Preventing Its Misuse, Jaime Zetterstrom, VP of Product Management at Somos, led a panel discussion that addressed the industry’s prevailing concerns as well as provided insight into the complex location data landscape. 

The session featured a panel of Toll-Free numbering experts, including:

• Heather Barrows, VP, Operations at 800response
• Bruno Tabbi, President of Ignition Toll-Free
• Justen Davis, Senior Director, Industry Relations and Public Policy at Somos

Together, the group explored the nuances of location data as well as its role in Toll-Free call routing, telecom fraud prevention and more. 

Bruno Tabbi set the discussion in motion by introducing two primary sources of location data – tower-based and GPS location. While seemingly similar (and often incorrectly used interchangeably), tower-based and GPS location data provide two distinctively different types of information. 

• Tower-Based Data: Offers broad geolocation information without revealing the caller's exact location, making it a valuable resource for accurate call routing.  
• GPS Location Data: Detects location via Global Positioning System (GPS) satellites. Since it can pinpoint a caller's near exact location, this method has obvious privacy concerns. 

Bruno went on to share a shocking story about a potential misuse of location data that rattled the industry and, ultimately, led to a reevaluation of location data standards. In May 2018, the New York Times reported that a company named LocationSmart was offering a service that allowed users to track people’s whereabouts in real-time, using data obtained from wireless companies through a pair of intermediaries without a user’s consent (this even extends to law enforcement officers without a warrant!). This story underscored the need for further definition of and legislation on legitimate, ethical and authorized uses of location data. 

While the LocationSmart case may make it seem like location data is only being used for nefarious purposes, that couldn’t be further from the truth. For example, one industry that relies heavily on location data is our first responders. When it’s time to dispatch 9-1-1 assistance, it’s not only critical that location data is accurate; it could make the difference between life or death. 

Yet another public service that leverages location data is 988 services. Formerly known as the National Suicide Prevention Lifeline, 988 offers 24/7 call, text and chat access to trained crisis counselors who can help people experiencing mental health crises. Justen Davis explained how while 988 does leverage location data, it’s not to pinpoint a person’s exact coordinates, but rather, focuses on their general vicinity to obtain the routing information needed to ensure that calls are directed to the closest crisis center.  

In addition to emergency and public services, Heather Barrows shared some commercial applications for location data. A perfect example is businesses like 800-Flowers which have franchises nationwide and, subsequently, more advanced call routing needs. With the help of location data, 800-Flowers can ensure that callers are being correctly directed to the most proximate franchise. This type of smart geographic call routing greatly benefits customers, as it helps them get ahold of the right person in the right place and with the least friction. And when the call journey is this simple and straightforward? Consumers experience an increased level of service while businesses can make more meaningful connections with their customers.  

As can be imagined, location data is legally sensitive and, in most jurisdictions, treated as a special category of data that is subject to greater protections and heightened security standards. However, there are several ways that location data can be categorically leveraged to identify legitimate calls as well as prevent spam and other forms of telecom fraud. For this to work though, the panel noted that a seamless data flow is needed to ensure that legitimate calls reach their intended destination without hindrance. 

While location data has the potential to pave a path for increased fraud mitigation and prevention, it also has its share of risks and concerns. As the panel for the 2023 Somos Summit session The Power of Location Data: Understanding the Data’s Influence and Preventing Its Misuse noted, there are several things the telecom industry can do to maintain the integrity of location data so that it can be safely – and securely – exchanged between parties who have legitimate (and legal) uses for it and safeguarded from those who do not. As was demonstrated throughout the session, location data is helping to enhance Toll-Free call routing and improve customer experience and is a topic that warrants our attention. 

To learn more about the 2023 Somos Summit and to gain access to on-demand recordings, visit www.somos.com/summit.