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Japan has been at the leading edge of location-based services (LBS) deployment using wireless assisted GPS technology. These services, which include personal security, navigation, gaming, security and fleet management, have experienced tremendous growth over the last few years. By looking at the factors contributing to this successful growth, LBS can be deployed in Europe with equal success. In addition to success factors, it is important to look at the underlying wireless network technology and its deployment impact, since Japanese deployments are based on synchronous 3G whereas Europe's likely deployments will be based on asynchronous UMTS. Recognizing the implication of both these items in accordance with SnapTrack's vision of UMTS LBS deployment affords a service provider a better opportunity to successfully introduce LBS and drive service revenue.