Similar to SMS and MMS, GMS can be the vehicle for peer-to-peer communications, as well as for other content and marketing services. For example, a tourist organization can leave tidbits about interesting locations in New York City and have them delivered to visitors when they are nearby those locations.
GMS serves as a platform for direct-to-direct interactions, much like SMS and MMS, in addition to delivering other content and marketing materials. A travel company could provide travelers with relevant information about NYC sites when they are nearby those locations.