The chipmaker CSR wants to preserve existing Bluetooth business by offering GPS as a cheap, incremental improvement: CSR says that it will cost about $1 to add a GPS receiver in a combined Bluetooth/GPS chip, and that the chip--make possible by its acquisition of two GPS firms--will have far higher sensitivity than other chips on the market. E911 service in the US requires some kind of automated location service be embedded in phones. As location services are now being sold by carriers based on their cheap, embedded GPS receivers, CSR may have a market in providing better positioning, a lower bill-of-goods, and better battery life.