The best thing to do is to keep innovating. I assume you are not as large as Google, and therefore have the ability to move faster.

Think about what your assumptions are about what your software can and should do. List them out, and really critically re-evaluate them. I am certain you can come up with something everyone in this game is taking for granted, flip a bit, and outdo the competition.

For example rethink the concept of sharing your location NOW. What happens if your app instead tracks you over time, creating a heat map of your territories/areas, and can predict where you will be going based on past trends. Now you are doing something even more interesting with a much larger market. Involve the user in predicting/changing the location behavior and you may find a much larger audience than you were ever expecting.

There's a million ways to go, make your own way up if you want to!