The company behind the tremendously popular Firefox has started an experimental pilot project.

Mozilla has just announced that it has launched an experimental pilot project called the Mozilla Location Service, which provides geolocation lookups that are based on data from Wi-Fi access points and publicly observable cell towers.

This concept behind the service is that it croudsources and collects this information through mobile.

The idea is that by way of public hotspots for Wi-Fi, and through cell phone towers, the service crowdsources and collects geolocation information to make it possible for smartphones that have weak GPS signals and laptops that don’t have that technology to be able to rapidly pinpoin their approximate location. As of yet, it has not been made entirely clear how it will be possible for the devices to be able to identify themselves, but there are two APIs being offered for the integration of this service into applications.

The geolocation service remains in its earlier stages, but it is progressing quickly.

In order to take part in this service and contribute to its data, users can add the dedicated Android MozStumbler app from Mozilla into their devices. That app is behind the data collection, but it also has a gamified element that gives users the opportunity to enjoy the experience. In this game, they can either contribute anonymously, or they can compete against others on the leaderboard. According to Mozilla, the service is already experiencing a rapid evolution, but that there will soon be a more full featured experience that will be available to device users.

That said, Mozilla has said that it is nowhere near its final stage. This geolocation service remains in the earliest levels and provides only the most basic levels of coverage within select locations due to the generosity of the earlier contributors and adopters of the service. At the same time, the company is committed to ensuring that the privacy elements of the service are improved to a meaningful degree for all of its participants, so that users can be certain that even as they offer the data surrounding heir location, their own privacy remains safe and secure.

Multimedia messaging services may be the next big channel for communicating with consumers.

Though mobile marketing is still relatively new, there is already an image that comes to mind when the term is spoken, and it usually involves text messages and banner ads that are worked into sites and apps.

Some marketers are beginning to think that the future of this channel, however, is in MMS.

These predictions are not without grounds. The mobile marketing campaigns from large brands such as Kellogg, IKEA, Starbucks, and Bloomingdales, as well as television networks such as ABC, CBS, and Fox, have all included their own elements that include both SMS (text) and multimedia messaging services (MMS). It is the latter that is being viewed by many as the opportunity with the greatest potential and likelihood for growth.

Mobile marketing ads in MMS include any number of different types of content format, including video.

This mobile marketing prediction is causing many brands, companies, and marketers to begin to direct some of their investments and budgets toward businesses and techniques that involve the use of MMS. It is starting to open the eyes of advertisers to the realization that essentially every cell phone is assured to have at least two apps, which are texting and phone calling. This knowledge helps to provide the perspective needed to properly design campaigns in order to reach the largest number of people.

Regardless of the popularity of actual specific messaging apps, which are also being considered as potential avenues for advertising, MMS is growing faster for mobile marketing simply because it comes as a standard on all of these devices, regardless of model or operating system.

Data from the CTIA (the Wireless Association) has shown that there were 74 billion MMS messages sent by consumers last year. This figure increased at the same time that the number of text messages and talk minutes dropped. Even so, brands have not been exploiting MMS as quickly as was possible. This has left it primed for a sudden explosion in the near future, particularly after the outcomes of recent studies that are showing that this technique helps to effectively reach consumers.