Updated: On Monday, Qualcomm (s qcom) announced a location-based recommendation engine powered by Xiam, which it acquired last March. The service (offered through carriers) takes demographic information, a user’s personal preferences and geographic location, and serves up lists of places and events that the user might enjoy. For example, if I’m visiting San Francisco, my Xiam-equipped carrier could use my location to show me Indian restaurants (a favorite of mine) near my hotel from Yelp, or concerts I might like to hit based on my ringtones. Xiam combines my preferences and data consumption to build the recommendations. It also can be used to offer ads.
It works with any GPS chip and has open APIs, which means location providers such as Skyhook and local information services such as Yelp can work with the platform. Update: However, today’s launch of Google’s (s Goog) Latitude mobile social mapping service could end up competing with Xiam and its carrier customers by offering ads based on location as well. Still, this is Qualcomm’s effort to join companies like Apple (s aapl), which pioneered touch, and Nuance ( s nuan), which has pushed speech recognition, in improving the way we navigate mobile phones. Read More about Qualcomm’s Xiam Tells You Where It’s At