In one embodiment, a location of a mobile device may be obtained. A direction of movement of the mobile device may be ascertained. A field of vision of a user of the mobile device may be determined based, at least in part, on the location of the mobile device and the direction of movement of the mobile device. A user profile associated with the user and/or the mobile device may be identified. A notification may be provided via the mobile device based, at least in part, upon the user profile and the field of vision of the user.