Location-based services (LBS) add value by exploiting knowledge of a mobile device?s location. The arrival of broadband mobile data networks has revived interest in these services which are seen as a major source of revenue growth. We propose a framework that supports the generation and assessment of LBS service concepts. The proposed framework offers a promising foundation for a design theory of LBS strategies and services. The analysis of the framework points towards avenues for future research by highlighting deficiencies in current knowledge of mobility and location awareness.