Cell phones will give wireless companies a good idea of the whereabouts of customers.

Cell phones will give wireless companies a good idea of the whereabouts of customers and even make it possible to market services to users based on where they like to shop and eat. But before companies take advantage of these new business opportunities, the wireless industry wants the government to craft privacy rules so that consumers know when information about their location is being used or shared. The push for a nationwide policy by the leading wireless trade group -- now called the Cellular Telecommunications and Internet Association -- comes even as companies look to offer new location-based services on wireless phones. Consumers, for example, could receive a coupon for a free bagel on their phone as they walk by their favorite coffee shop. Or someone stuck in a traffic jam could get information on alternate routes nearby. CTIA already has adopted its own policy saying companies should get permission from consumers before using location information from their cell phones and ensure the security of the data collected. Because of the location data, "we have a unique situation in the wireless industry," Tom Wheeler, president of the group, told reporters Monday. In a policy shift, the association also said that state legislation dealing with cell phone use while driving may be appropriate in some cases and urged wireless companies to support other state actions such as fines or penalties for irresponsible use of wireless phones in the car. The wireless industry was required by law to build more specific location technology into its networks so that public safety officials could pinpoint people making 911 calls from their cell phones. Now, companies are looking to harness that capability for new revenue opportunities.