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As smartphone and mobile internet use continues to grow, so does the popularity of location-based services. Apps are now available which allow users to retrieve information anytime, anywhere about offers, services and events in their immediate neighbourhood. For car journeys, too, location-based offers and services relevant to a specific route and final destination can provide real benefits. BMW ConnectedDrive already offers numerous location-based information services. However, the added value which location-based services can provide depends very much on the extent to which the information is filtered to take into account the needs and preferences of the individual user. This is the challenge which BMW Group Research and Technology is tackling in the research project “Virtual marketplace of the future”.