When early location-based services like navigation, maps, and person locators emerged, they were developed through specific apps. A problem with that approach where fragmented and redundant experiences. Leading the UX perspective, I was working in a cross-disciplinary effort at Motorola to move location experiences beyond the application space towards an integral part of the mobile UI platform.
The “MotoWhere” framework introduced locations as objects that seamlessly move between internal communication applications and external services. Locations effectively became part of the “viral” peer-to-peer aspect of mobile messaging just like images, text and ring tones.