How do consumers differentiate LBS, GPS and Navigation? Does the average consumer know the difference? Do they even care?

Navigation has been a complex science for a long time up until recent times, where advances in smartphones, internet and big data technology has blurred the lines between various tech backends and their simple frontend. Average consumer has woken up to the benefits of the navigation application - so much so that 70% of Americans and up to 45% of developing nation users have used their smartphones for accessing navigation applications. Modern GPS based navigation solutions such as Waze (http://waze.com) or GrayDrop (http://graydrop.com) have made this technology more accessible than ever before. GrayDrop is designed keeping even the semi-literate user base in mind - people who can barely read and write in native language can also start benefiting from this amazing technology.

its tricky and difficult to differentiate... In simple words Navigation is the User requested service  -> Like getting the route directions to the target location. LBS is the Alert service will provide by the Network operator w.r.t Location.   -> Traffic updates   -> Location based add services.   -> Nearby places. For more information: http://geoawesomeness.com/knowledge-base/location-based-services/

Average consumers does not differentiate those systems and services and the de-facto term is GPS, supported by marketing and advertising. Tech-aware and experienced users usually differentiate GPS receivers from Navigation devices. LBS is relatively new and is hardly used by consumers.