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Context-based services are services where real-world and digital data are utilized to provide new services and value to existing or potential customers. These services depend on "the ability for firms to aggregate and apply smart analytics to a widening array of new data — from customers' location information and social networks, to mobile apps, blogs, tweets, purchasing history, and more. The more that firms know about where their customers are, and what they're doing — analyzed in real-time — the more they will be able to deliver immersive and valuable services specifically tailored to them."