The article presents the developing technologies locative media and location based services, this is the brave new world we can expect. If the potential of a new technology can be measured by the amount of money that is being thrown at it, then locative media is very exciting indeed. The $100m iFund was launched to invest in companies that develop location-based services for the GPS-enhanced iPhone 2. Dev Khare from venture-capital firm Venlock says that locative media projects of all kinds are now attracting interest from commercial backers. GPS and other location technologies are becoming ubiquitous. As a result, people can use their location to power all sorts of applications such as navigation, local search, social networking and so on. Location really makes these applications come alive. We haven't seen the peak in interest in locative media yet Asia is just at the beginning of the curve, the US and EU are a bit further ahead but it is still early days.