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These Best Practices and Guidelines ("Guidelines") are intended to promote and protect user privacy as new and exciting Location-Based Services ("LBS") are developed and deployed. Location-Based Services have one thing in common regardless of the underlying technology — they rely on, use or incorporate the location of a device to provide or enhance a service. Accordingly, the Guidelines are technology-neutral and apply regardless of the technology or mobile device used or the business model employed to provide LBS (e.g., a downloaded application, a web-based service, etc.).