With more and more cell phones sporting GPS chipsets, the market for location-based services is expected to be a lucrative one.

To help carriers capitalize on this burgeoning field, Alcatel-Lucent introduced Wednesday a location-driven service platform that supports targeted push messaging, advertising, and social networking services to wireless users based on their location.

The company said the new offering -- named 5130 Geographic Messaging Services Platform (GMSP) -- will reduce capacity demand on wireless networks, as well as battery consumption on handsets.

"Location-based services have long been seen as an important potential source of revenue for service providers, advertisers, and retailers alike, but to date the technology simply hasn't been available to make these services truly compelling. As a result, uptake has been slow," said Gani Nayak, VP of Alcatel-Lucent's messaging activities.

Additionally, the GMSP's "geofencing" engine gives carriers the ability to offer location-relevant ads, services, and more. This works by establishing virtual fences based on information from the user's handsets, and when they cross a virtual fence, it can automatically send an SMS or MMS message to the customer.

Additionally, the platform's mobile marketing and social networking applications can be rebranded by the service or content provider, the company said.

Wireless operators may be drawn to GMSP because it could potentially increase the average revenue per user by enabling carriers like Verizon and AT&T to more easily offer mobile applications like proximity social networking and family tracking.

"With the 5130 GMSP platform and application suite, Alcatel-Lucent is addressing a key challenge faced by carriers when deploying mobile location-driven messaging," said Phil Marshall, Yankee Group's senior research fellow, in a statement. "Delivering targeted information to receptive 'opt-in' end users based on location is a key element in successful mobile marketing."