Google Unveils Tracking Software - February 4, 2009

Is there anyone out there that you need to monitor? If so, then Google Inc. (GOOG) has the software for you. Just released today, the company announced that have a product that will allow a user to effectively track anyone using a cell phone by using their mobile map software.

Expanding on a product released in 2007, Google is now offering the newest feature, “Latitude” to customers that need to know the whereabouts of family, friends or others that are important to them. The software will allow users to keep an eye on them by the use of their cell phone or other wireless devices.

Within the product, the software plots a user’s location on Google Maps by the use of cell phone towers, GPS and Wi-Fi connections to determine where the tracked individual is. The new application can be used throughout the U.S., along with 26 other countries.

"What Google Latitude does is allow you to share that location with friends and family members, and likewise be able to see friends and family members' locations," announced Steve Lee, product manager for Google Latitude.

The software will initially work on all BlackBerry units, made by Research In Motion Ltd. (RIMM), and other devices that run Symbian software. Latitude will also run on Microsoft’s Windows Mobile, along with certain cell phones from T-Mobile that currently run Google’s Android software.

What about those people that would love to use the tracking program but don’t own a cell phone? Plans are in the works for Google that the company is working on a version that can be installed on a personal computer that will give you the same tracking possibilities that the mobile phone does.

Steve Lee went on to add, "What we found in testing is that the most common scenario is a symmetrical arrangement, where both people are sharing with each other."

One of the biggest concerns related to the release of this kind of monitoring product is privacy. In recent months, Google has come under the gun on how they run their privacy acts. In a statement from the company itself, Google proclaims that the company will only keep the records of a person’s locale as it relates to the most recent shared location. If a user has opted to turn off their tracking service, then Google will not provide any information regarding that person’s last location.

"Google aggressively protects user privacy, and user trust is central to Google's values and essential to the success of our products," a Google representative said.

As everyone knows, the main reason behind Google’s new product launch is, of course, to generate revenues. With Latitude, the company has hopes that this product will lead the company’s mapping technology to an influx of location-based ad revenues.

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