Google has launched a new mobile application called ‘Latitude’ that allows users to track the location of friends and family. Available initially in 27 countries and in 42 languages, Latitude works with Google Maps and is compatible with BlackBerry, Symbian (S60), and Windows Mobile-based smartphones. In a statement, the company said it will also soon be available on Google’s own Android platform and as an application for Apple’s iPhone. It is also able to be accessed via a desktop or laptop as a iGoogle Gadget application. The application allows users to share location information using voice calling, SMS, IM, or email. Click here to view Google’s official Latitude blog and introductory video.

In a statement, Google was keen to quash fears over privacy concerns. “We recognise the sensitivity of location data, so we’ve built fine-grained privacy controls right into the application,” the firm said, adding that “everything about Latitude is ‘opt-in’.” According to Reuters, Latitude is set to become a rival to a similar service called ‘Loopt,’ which is being offered by Verizon Wireless in the US and is already available as an iPhone application.