Well, the future\u2019s coming faster than I had imagined.<\/strong> This month, Vicinity, a vendor of location-based information, and Phone.com, maker of the most popular WAP browser as well as other wireless applications, announced Vicinity\u2019s BrandFinder.<\/strong> BrandFinder is a Web and wireless application that gives users the ability to search nearly 300 of their favorite brands and locate the retailers and service providers nearest to them.<\/strong> While the major wireless providers fight the future and grumble about complying with the FCC\u2019s E911 regulation (which requires them to locate a cell phone within 30 to 50 meters by next year), these two vendors are making it real now.<\/strong> Imagine all the brand owners who will hustle to get on Vicinity\u2019s list.<\/strong> You gotta figure existing Vicinity customers such as FedEx, Ford, GM, Hilton Hotels Corporation, Marriott, McDonald\u2019s, NEC, Pizza Hut, Starbucks, Starwood Hotels, Taco Bell, Toyota, Levi Strauss & Co.<\/strong> and UPS will have the leg up.<\/p>\n Phone.com <\/a><\/p>\n Even more progress on the Personal Area Network front.<\/strong> This announcement doesn\u2019t detail exactly how the network will determine proximity.<\/strong> I suspect the user will somehow input his or her location.<\/strong> Still, the future\u2019s coming fast.<\/p>\nAirflash Teams with Excite and Orange on Location-Based Services<\/h2>\n