From their site: WHERE GPS widgets make it easy for you to customize your phone. It’s simple. You can add and delete them by dragging and droping them to your phone from your account on where.com or by adding them directly from your phone. WHERE has three components: A mobile downloadable application, A web site at http://www.where.com, A developer program for building widgets. You can reduce the average deployment time of a GPS application from 18 months to 1 week. All WHERE pages are made-up of XML descriptions of the page along with scripting that defines actions that occur based on key presses or other events.