holy_calamity writes: "Technology Review reports on Loc-Aid, a startup that enables companies such as banks to get a location fix on the device associated with a customer's cell phone number. The company has built a system that integrates the phone-tracking capabilities of all the major North American wireless networks. Banks are using the service to check a person's location when their credit card triggers fraud alarms. Retailers are expected to use the service to offer location-specific deals and to analyse patterns in customer movements. A person must opt in before a company can use Loc-Aid's service to track their phone. Challenge Loc-Aid to locate your device using their online demo."