Ten years ago, the eleven-year-old me had an idea. It was nothing more than an idea, and, well, would never be nurtured into anything grander. At least not by me. The idea was very simple. The GPS navigation system had *just* become a standard feature on most luxury cars (remember, this was 2001). I imagined a service that would allow you to keep track of the location of your close friends and family at all times via the GPS in their cars.
This seemed to me like a very futuristic idea—but at the same time, one that was perfectly achievable with the technology of the time. So why did it take nearly a decade for anyone to implement this idea in any legitimate, sensible format? Most importantly, I believe, because the concept of sharing intensely personal information through a lasting, far-reaching, and potentially public outlet took some time to develop. Sure, email is a potentially far-reaching means of sharing personal information, and people have been using email en masse since the 80s or 90s. But email conversations are comfortable. Information is shared with and only with the people we input into the to field, and we pick and choose what to include in the message and when to send it. Social networking sites like MySpace and Facebook undoubtedly had the largest impact on breaking down our fear of sharing personal information openly and paved the way for services like Latitude. Of course, one could argue that the knowledge of one’s location in space at any point in time is so invasively personal that comparing its acceptance to our comfort with a mere public status update or photo isn’t fair. The point I am trying to make is that the social networking phenomenon made personal information sharing between acquaintances ubiquitous and lead the majority of people to entrust corporations with their sensitive personal data—to the point where a service like Latitude could exist.
Now for the more exciting part of this post: Google Latitude the product.

As I mentioned, Latitude is a product I’ve literally dreamed of for years. It serves two main functions for me.
Meet My Personal Recordkeeper
Latitude keeps a fabulous chronicle of my daily life without any work whatsoever on my part. We’re in an age in which data is overflowing to the point where the old past time of keeping a personal journal is practically redundant. Think about it. If I want to know what I did on March 12 of 2008…I can search through my email, text messages, phone call history or what have you to piece together most of my life at the time. Location history logging (why not call it geologging?) is a powerful addendum to this vast assemblage of data about “you”—especially if you’re like me and find this kind of stuff nostalgic and entertaining. It’s one heck of a data set to sift through.
Consider this. One of my favorite parts of computerized games is reviewing the statistics of my performance. Latitude turns my life into a video game. I can see how many hours I’ve spent at home, work, or out last week (see the above image), and pinpoint what time of the week and how often I tend to visit certain neighborhoods (see the image below). I can even view a log of trips I’ve taken by airplane, which Latitude automatically determines and records in a section devoted to air travel. I could go on an on about how much I love each and every way in which my data is visualized in History, so I urge you to check out the feature for yourself if you haven’t already.

Note that this location history service is opt-in only, and you can delete your data selectively or completely at any time. And as if that’s not enough to tackle the issue of privacy, Google sends monthly reminders that your location data is being shared with “Google Location History.” It’s all very transparent. To me, Google’s efforts are more than enough to quell any potential privacy concerns. But honestly, visualizing my location data is so exciting that I’d probably use this service even if they didn’t handle privacy so delicately.
Now onto its second use.
Presenting The Ultimate Efficiency Tool?
Latitude vastly simplifies the logistics of meeting up with friends. How so, you ask? Let’s dive into an example. Imagine you’re driving home from work one evening to meet a close friend at Philz Coffee in San Francisco at 6:30 pm. You’re coming from Marin, she’s coming from the South Bay—and there’s traffic. The odds that both of you will arrive at the coffeehouse at the same time are virtually nil. In a world without Latitude, you’d probably call or text her to find out where she is once you arrive, or if you’re wiser, as you near your destination. But that’s inefficient for a number of reasons. First, it requires action from both of you. Second, it only gives discrete blips of data, which aren’t that precise and take time to receive. If you need to make a split second decision whether or not you have time to run a quick errand before the meeting because your friend may be running a tad late, this system won’t cut it.
You can probably already see how Latitude is a solution to this problem. With Latitude, I simply check my phone before I leave or am on my way to meet a friend. If I see that I’m going to get to our meeting point in advance of her, I’ll either leave later or run an errand (like getting gas) to make use of the time that I would have otherwise spent idling.
In a nutshell, Latitude improves the efficiency of my daily life.
This is a fairly substantial claim, but is one that I stand by. I use Latitude for the purpose I just described nearly every day, and every day I become more and more convinced that it really does make my life more efficient.
Again, Google has done an excellent job making your sharing preferences extremely transparent. The user has complete control over with whom they share their location data. I only share with extremely close friends and family, which I feel is probably the most sensible option for everyone. At the risk of sounding patronizing, remember that this data is quite revealing, so be selective of with whom you share it.
Another privacy feature that I’m quite keen on is that you can customize your sharing preferences for each of your friends. With some, you may choose to share only city-level data. With others, no sharing. And with your closest friends, exact coordinates. And of course, you can quickly halt all sharing at any time with the slide of a virtual switch.
Turning Cool into Really Cool
The potential uses of the data that Latitude collects are astonishing. For example, if Google knows which neighborhoods and destinations you frequent, as well as when and how often you visit them, the sky is the limit for the quality of targeted advertisements they could deliver. They could very well disrupt the advertising industry for the second time. Granted, Google might want to ease into this level of targeted advertising very slowly, as many will undoubtedly be quite averse to it. I’m all for it though. If you’re the kind of person who would go out of your way to allow Google to keep your location history, you’d probably look past the privacy implications and embrace the utility of such customized ads.
Latitude could also improve the efficiency of your everyday life even further. For example, imagine receiving a notification telling you that you could shave 3 minutes a day off your commute to work by taking Exit B as opposed to Exit A. The list could go on and on.
That said, here’s a list of features I’d like to see that would be fairly easy to implement:
{1} Integration with calendars. If you and and a friend have an event set up that includes a location, Latitude could send you a push notification if one of your friends is running late, which it could determine automatically.
{2} Quick calculation of travel time between friends. Latitude sort of has this feature, but it could be improved. Currently, if I want to find out how long it will take my friend to reach me (with traffic considerations), I click the “Get Directions” button that Latitude has on my friend’s profile. This takes me to the Maps application on my iPhone, where I have to reverse the starting point and destination. This process is sort of clunky. It would be extremely useful for logistics purposes if Latitude could include travel times between friends in both directions as a part of the data they provide for quick reference.
Let’s Be Realistic
It’s probably going to take some time for the majority of people to parse the utility of Latitude amid the swirl of perceived privacy issues that surround it. All I can say is that I’m embracing it. And loving it.