Mobile operator Takom, working under the Beeline Tajikistan brand, has introduced its location service called “Where Are You?” The service enables customers to obtain information about another subscriber’s location instantly, regardless of whether that subscriber is on a smartphone or a feature phone. The service can be used across the country and is free for three days after activation. After that, a TJS 0.35 (US $0.04) daily subscription applies, for up to 10 daily inquiries.
Using the location-finding capacities of mobile networks and mobile devices to provide customers with information about other customers is a double-edged sword. On the one hand, it is likely very appealing to those who wish to know the whereabouts of friends, family members and associates, and since the cost is low, we expect that Takom will find plenty of takers. On the other hand, those whose locations are being disclosed may not always be happy about that, and we believe that the privacy concerns here may end up outweighing the benefits to the operator, in terms of customer satisfaction.