Mobile networks naturally gather and exchanges subscriber’s location information upon radio access network events upon attachment, handovers to new base stations or different radio access technology types, as well as location-based services request, all within the control plane (user plane location is also available), providing real-time insights into user location and mobility patterns. This built-in capability is reliable, always-on, and doesn’t depend on apps or user-granted device permissions.

So why aren’t more operators using it to its full potential?

Some operators have turned to OTT solutions for convenience or fast deployment. However, with the proper strategy, network-based geolocation can be just as accessible, while offering distinct advantages that OTT solutions cannot match.

A Strategic Opportunity for Mobile Operators

Mobile networks already possess a robust foundation for delivering location-based services. By leveraging their existing infrastructure, operators can:

• Deliver consistent location services, even when GPS is disabled or unavailable.

• Minimize dependence on third-party platforms, retaining greater control over user data and service delivery.

• Strengthen privacy and security by managing sensitive location data within the operator’s own network.

• Support mission-critical use cases, such as emergency services or lawful interception, with improved speed and reliability.

The key is observing geolocation not merely as a technical feature, but as an enabler of smarter services, operational efficiency, and improved customer experiences.

As telecom environments continue to evolve, now and always is a suitable time to reassess what’s already available within the network—and how to make the better use of it.

Sometimes, the next innovation is built on capabilities that are already in place.