Location- and position-based services have been pointed out as one of the possible groundbreakers on the mobile market. The starting point for this project is to approach such services from a non-technological perspective, by investigating how people orient to situation, place and position as part of their everyday mobile talk-in-interaction. Using social science methods we analyze naturally occurring mobile phone conversations, and gain detailed insights in how people do positioning. Grounded in this understanding, we develop a number of guidelines for how technology should provide positioning in innovative, relevant, and perhaps fun ways. The next phase of the project is to design and implement prototypes, and evaluate these in realistic settings. The results will be of clear value to service providers, network providers, the research community and of course users of mobile technology.