Abstract: Location k-anonymity is the one of the most popular location privacy-preserving technologies for location-based services, which has proved to be quivering in the balance with privacy protection levels, service quality and communication overhead. In order to address these challenges, a novel location cloaking technique is introduced without modifying the existing LBS system architecture. The location service similarity is introduced to assist anonymity server in looking for anonymous area, which not only balancing an individual’s need for high-quality information services against that individual’s need for location privacy, but also reducing the computation and communication overhead. Experimental results validate effectiveness of the proposed method.