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Innovative Mobile Phone Location Service Launched with The Carphone Warehouse Software & solutions provider, MI International, has announced the launch of its innovative mobile phone location service exclusively through The Carphone Warehouse. The new service, named 'mapAmobile' uses the mobile phone network to determine the location of a mobile phone anywhere in the UK in seconds. mapAmobile is primarily aimed at giving parents the peace of mind of knowing where their children are at any time without intruding on their day-to-day activity. The application has wider appeal, too, not just between friends and family, but also in the business arena where it is a more affordable option than GPS-based systems. For example, it can benefit everyone from the PA trying to keep track of her high-flying executive to companies needing to keep an eye on the whereabouts of delivery personnel or sales people on the road. The service is available 24 hours a day on most major UK networks, including Vodafone, O2 and Orange. It doesn't require any extra mobile phone kit as it is the SIM card that is located, and it can even be used from abroad to locate a mobile phone in the UK without actually disturbing its user. MI International has designed this application with security and privacy in mind. Customers' details are verified before they receive a personal security code, password and identification number. The owner of the mobile phone to be located will receive a text message asking for their consent before the service commences as well as regular text message reminders that they can be located, ensuring total awareness by all parties. mapAmobile is the first mobile phone location service to be available on the high street through the 480 The Carphone Warehouse stores across the UK. Users of the service can discover the location of a mobile phone by logging on to the Internet and seeing a location map, by using a mobile phone through text messaging, or by making a quick call to a dedicated call centre from either a landline or a mobile. mapAmobile is, therefore, accessible to everyone. Andrew Harrison, The Carphone Warehouse's UK chief executive, said: "We are responding to a real consumer need and bringing to market a reliable, affordable and effective way for people to locate each other without being disturbed. It's perfect for parents in particular because we know that the mobile phone is a life accessory that people are buying into at an increasingly early age, and parents can use them to stay in touch with their kids." MI International's chief executive, Dominic Tonner, said: "This is the first of a number of location based services that MI International is working on. As a specialist in electronically held data and data search applications, MI is ideally placed to take advantage of a fast growing market driven by the demands of consumers and businesses for immediate access to information." Mobile Commerce has provided MI International with handset location for their innovative new service. Mobile Commerce's API allows third party developers such as systems integrators or application solution providers to integrate location feed into their applications at a much lower development effort than it would take to code a direct interface with each operator. "With innovative services like these, it is great to see that location-based services have begun to take off in a big way," said Steve Page, CEO of Mobile Commerce. "This service should certainly prove very successful, not only because of its numerous practical applications, both for businesses and consumers, but also because until recently services were proprietary to one network. Customers can now benefit from a comprehensive and accessible network agnostic service."