This week, the New York Times technology blog, Bits, highlighted the technology startup SimpleGeo. SimpleGeo is a small firm which is capitalizing on the scarcity of access to local location data. In recognizing that many mobile games, mobile services and mobile applications are inherently limited by their access to location data, the founders of SimpleGeo decided to create a one stop shop for geographic information; as Jenna Wortham of the New York Times puts it, "The idea is simple: Create a wide sampling of geographic datasets and technologies that developers can access free or, for heavier users, at a range of prices." Or, as the founders concede, they are trying to build an "itunes for geodata." For the time being, the company offers two distinct services with two distinct business models. The first, the SimpleGeo Marketplace. gives developers access to a variety of geographic datasets and accompanying technologies for a monthly subscription fee. The second offering, the SimpleGeo storage place, allows developers to purchase piece-meal data sets on a pay-as-you-go basis.

Although SimpleGeo already exists in a beta-site, its founders will unveil the up to speed product on Wednesday at this year's O’Reilly Where 2.0 conference in San Jose, Calif.