Quoting from his report at iT Wire he says

In the movie Minority Report, as the hero strides down the street video advertising billboards spring to life and address him by name: all thanks to identifying him by scanning the unique patterns of his irises. Today multimedia cellphones and a new cellphone location technology promise to deliver similar personalisation to advertisers.

Cellphone location is nothing new: it’s been possible using base station triangulation for some time and increasingly cellphones are shipping with inbuilt GPS receivers. But base station triangulation is not that accurate, and imposes significant processing load within the cellular network…..

Read the full story at http://www.itwire.com/content/view/16702/1095/