This chapter provides an overview of location-based services and insight into the pivotal importance of location-sensitivity to the success of wireless data services. This chapter argues that mass-market adoption of wireless data services will only occur if these services enhance productivity and/or convenience for end-users; transforming novelty into a “must-have.” It is the author’s view that m-commerce is inextricably linked to location and that the incorporation of location-sensitivity will transform these transactions into a relevant, personalized and actionable experience for the user, thereby encouraging the kind of uptake required to fulfill market potential and bring revenue to carriers. The author will provide examples of location-sensitive wireless data servces in consumer and enterprise environments. A specific case study showcasing a next generation solution jointly developed by TargaSys, a division of Fiat Auto and Autodesk Location Services will describe key elements of a successful model for location-based services. Future directions, revenue models, and key technology enablers for successful deployment will also be discussed.