The Airwave-1 chip, from Wiltshire (UK)-based start-up Air Semiconductor, consumes only 1% of the power required by current GPS solutions on the market. The device aims to transform how location technology is used in portable devices by continuously tracking the user's location and consequently providing instant location updates with negligible power drain (consuming only 1mA when tracking). This GPS solution will enable cameras to automatically geotag images and mobile handsets to run a new generation of autonomous location-sensitive applications. For example, mobile alarms will be able to inform sleeping commuters that they have reached their destination, or to alter their ring tone to suit current surroundings. It will allow mobile-handset designers to specify instant-location functionality without a significant impact on power budgets.