The sudden boom in the smartphone ecosystem has caught various branches of technology unprepared -- one of these branches is localization. An escalating number of location-based apps are demanding tailor-made solutions; the futuristic ones are even broadening the core notion of ``location''. For instance, the advertisement industry is asking for semantic localization services, wherein the device's location is expressed as ``Starbucks'' or ``Wal-Mart''. Museums intend to precisely identify the painting a visitor is facing, to be able to offer information about it. Reminder apps are calling for continuous localization even though the phone runs on a limited energy budget. Social apps aim to present walking directions within a shopping mall, so Alice can find a way to reach Bob. Finally, augmented reality apps are aspiring for a technology that localizes visible objects -- the ability to look at a distant building through the phone and obtain its location. Clearly, GPS was not designed to serve this wide spectrum of application-specific demands. The landscape of localization needs to be revamped against the backdrop of emerging constraints and opportunities. This talk will describe our efforts in this direction -- the multiple failures, and a recent promise of success. Biography Romit Roy Choudhury is an Associate Professor of ECE and CS at Duke University. He joined Duke in Fall 2006, after completing his PhD from UIUC. His research interests are in wireless protocol design mainly at the PHY/MAC layer, and in mobile computing at the application layer. He received the NSF CAREER Award in January 2008. Visit Romit's Systems Networking Research Group (SyNRG), at http://synrg.ee.duke.edu