GPS Business News interviewed Matt Murphy, manager of the iFund at Kleiner Perkins Caufield & Byers (link, registration req):

“We really think new LBS use cases will emerge with the iPhone” (...) "A mobile phone is what I would call an action oriented device. Obviously with a cell phone you can browse Internet pages like you would do on a PC, but most of the time you are looking for something specific and your location is very relevant to what you want to do on your phone."

True. The iPhone is some sort of a petri dish for LBS to come.

As only a tiny fraction of worldwide mobile phone users own an iPhone - how will location based services and locational media reach the not-so tech-savy folks?

Opinion?