Aaron Parecki

Portland startup Geoloqi has been heralded as the one company to have finally cracked the code. It’s no accident. “We didn’t want to work on problems everyone is working on,” co-founder Amber Case told me. “We want to solve the hard ones.”

This afternoon at the South by Southwest festival here, Geoloqi founder and CEO Amber Case gave a keynote talking about the state of the art in geolocation, and how new tools like those from her company and others are changing the world.

“It’s notoriously annoying to handle all of this as a developer,” independent mobile security researcher Ashkan Soltani told Wired. “Geoloqi wraps everything together for third-party developers in a streamlined package, while also adding analytics services to sweeten the deal.”

“Imagine a world in which location-based applications were used less to merely identify location than to dynamically coordinate one’s personal data and agenda, making the accessing of information easier and more efficient.”