By Michelle Toh, CNN Business Updated 9:43 AM ET, Tuesday August 27, 2019

Hong Kong (CNN Business)Traditional addresses don't work.

That's the argument of London startup what3words, which says such addresses are expensive to provide, restrictive and prone to error. The company's answer is to divide the world into 57 trillion squares and give them each quirky, three-word addresses that what3words says can track down pretty much any place on the planet, from homes in an Indian slum to a refugee camp in Uganda to an alleyway in Hong Kong. "It's user-friendly GPS," said Giles Jones, the company's chief marketing officer. "Everybody's got a story of where location has not been good enough." (READ MORE)