With the rise of mobile devices comes the bigger rise of location-utilising apps and services. Whether you’re getting directions via navigation apps or looking up the best places to eat in town, we now realise that there are many apps out there that crave for a bite of our location information and we seem to be okay with that. We spoke with Edward Ling, Malaysia’s Lead for Waze to talk to us about location-based marketing, a modern form of marketing that utilises smartphone users’ information.