Mobile Location-Based Services - 7th Edition
NEW YORK, Feb. 20, 2013 /PRNewswire via COMTEX/ --
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Mobile location-based services (LBS) are gradually achieving mainstream marketacceptance. Berg Insight estimates that the number of active users of location-based servicesand apps grew 80 percent in 2012. At the end of the year, about 40 percent of mobilesubscribers in Europe were frequent users of at least one location-based service. In NorthAmerica where adoption of smartphones and GPS-enabled handsets is higher, an estimated50 percent of all handset users now access location-based services regularly. However, thesignificant growth in usage and number of active LBS users have not yet resulted insubstantial growth in revenues. Total LBS service revenues in the EU 27+2 reached EUR 325million in 2012 and Berg Insight forecasts LBS revenues to grow to about EUR 825 million by2017. In North America, revenues are forecasted to grow from US$ 835 million in 2012 toabout US$ 1,295 million by 2017.
There are many alternative ways to categorise various LBS. In this report, LBS are divided intoeight service categories based on primary function: mapping and navigation, local searchand information, social networking and entertainment, recreation and fitness, family andpeople locator services, mobile resource management, mobile advertising and marketing,and other services. Mapping and navigation is the leading segment in terms of revenues andthe second largest in terms of number of active users. Although the number of active users ofmapping and navigation services is still growing, revenues are only increasing slowly ascompetition from free and low cost services has intensified. White-label developers are nowworking with mobile operators to create localised offerings and attractive service bundles.
Some navigation service providers are focusing on freemium apps where the core navigationservice is free and users have the option to purchase additional content and features. Localsearch and information services is now the leading LBS category in terms of unique users,driven by the adoption of handsets with improved capabilities and changing user habits. Mostleading social networking services are now focusing more on their mobile offerings as usersincreasingly access services from mobile devices. Many of these services have various formsof location support ranging from sharing geo-tagged content to location sharing and check-infeatures. A growing number of outdoor and sports enthusiasts are downloading recreationand fitness apps that turn smartphones into convenient substitutes for GPS devices andsports watches. Family locator services have been part of mobile operators' LBS portfolios formany years - especially in the US - but are now facing competition from app developers.Also mobile workforce management services that aim to improve operational efficiency forbusinesses are gaining traction as the cost of hardware and software declines.
Advertising is an important source of revenues for many LBS providers. The mobile channelis getting established as an integral part of the marketing media mix as mobile media usagegrows. Targeting by location in combination with other contextual and behaviouralinformation greatly enhances the relevance of mobile advertising. It has been demonstratedthat location-targeted ads generate considerably higher return than conventional mobileadvertising, and the associated eCPM levels are several times higher. The main barriers toadoption are related to the inherently limited reach of LBA which acts as a mental hurdle foradvertisers. The demand for hyper-local targeting of ads is so far limited among advertisers,but is anticipated to increase given the considerable impact such campaigns generate.Educating advertisers about this opportunity and new methods for campaign performanceevaluation are thus called for.
Historically, mobile operators have been key partners and the main distribution channel forapp and service developers. Operators have a direct relationship with large user bases,allowing them to market services, pre-install apps on new handsets, present links to servicesfrom their portals and handle end-user billing. This central role is now challenged by therising smartphone ecosystems that integrate key LBS and give developers access to locationdata, distribution channels in the form of on-device app stores as well as billing andadvertising solutions for monetisation. Mobile operators are therefore exploring otheropportunities to leverage their assets, for instance by opening their location platforms to thirdparty developers and location aggregators that play an important role as intermediariesbetween mobile operators and developers. Network-based location data is valuable fordevelopers and third parties that need to locate any device, not only GPS-enabledsmartphones. Mobile operators can provide network-based location data for services such asmobile analytics as well as fraud management and secure authentication.
Table of Contents
Table of Contents . iList of Figures viExecutive summary 1
1 Introduction to location-based services 3
1.1 Definition of mobile location-based services 31.2 Mobile communication services .41.2.1 Mobile voice and SMS 41.2.2 Mobile data and applications 51.2.3 A brief history of location platforms and services .71.3 Mobile LBS categories 91.3.1 Mapping and navigation .91.3.2 Local search and information 111.3.3 Social networking and entertainment 111.3.4 Recreation and fitness 121.3.5 Family and people locator services 121.3.6 Mobile resource management 121.3.7 Mobile advertising and marketing 131.3.8 Other services .141.4 Mobile app monetisation strategies and business models 151.4.1 Free apps .151.4.2 Paid apps .151.4.3 Freemium apps and in-app payments 161.4.4 Ad-funding 161.4.5 New channel to market 171.4.6 Bundled products and services 171.4.7 Mobile app business model trends .181.5 Mobile location technologies and platforms 191.5.1 Mobile network-based location technologies .201.5.2 GNSS: GPS, GLONASS, Galileo and Compass .211.5.3 Bluetooth and Wi-Fi positioning 221.5.4 Hybrid and indoor location technologies 231.5.5 Handset client and probe-based location platforms .231.6 The regulatory environment in Europe and North America 241.6.1 European emergency call and privacy regulations 251.6.2 LBS regulatory environment in the US 261.6.3 Emergency call regulations in Canada 28
2 Smartphone ecosystems 29
2.1 Smartphone OS platforms 292.1.1 Smartphone platform developments and market shares 312.1.2 Smartphone vendor market shares 322.1.3 Android 332.1.4 iOS 342.1.5 Windows Phone .352.1.6 BlackBerry OS and BlackBerry 10 352.1.7 Samsung's Bada platform 362.2 App stores .372.2.1 Apple App Store .392.2.2 BlackBerry App World 392.2.3 Google Play .402.2.4 Nokia Store 402.2.5 Windows Phone Store 412.3 Ad networks and in-app ad solutions .422.3.1 Apple - iAd 442.3.2 RIM - BlackBerry Advertising Service 452.3.3 Microsoft - Windows Phone/Microsoft Advertising 462.3.4 Nokia - Nokia Ad Exchange 462.3.5 Android - AdMob and third-party ad networks 472.4 Smartphone industry analysis 472.4.1 Smartphone platforms are becoming new vertical silos 482.4.2 Towards complete LBS offerings .492.4.3 Operators start to back emerging smartphone platforms 492.4.4 Handset vendor strategies .502.4.5 The mobile web, HTML5 web apps and native apps 51
3 Operator LBS offerings and strategies 53
3.1 The European operator LBS market 533.1.1 3 Group .563.1.2 Deutsche Telekom Group 563.1.3 KPN Group 573.1.4 Orange Group .573.1.5 SFR .593.1.6 Telefónica Group 593.1.7 Telenor Group .603.1.8 TeliaSonera Group 613.1.9 Vodafone Group .623.2 The North American operator LBS market 633.2.1 AT&T Mobility 653.2.2 Bell Mobility .663.2.3 MetroPCS .663.2.4 Rogers Wireless .663.2.5 Sprint Nextel 673.2.6 TELUS 683.2.7 T-Mobile USA 683.2.8 US Cellular 683.2.9 Verizon Wireless .693.3 Location aggregators and Location-as-a-Service providers 703.3.1 Deveryware 703.3.2 Locaid .703.3.3 Location Labs 713.3.4 Lociloci 733.3.5 Mobile Commerce .733.4 Industry analysis 743.4.1 Organisational capabilities and goals limit operator's ability to provide LBS 743.4.2 Smartphone platforms challenge operators' role as distribution channel .753.4.3 Operators are no longer the central source of location data .753.4.4 Emerging opportunities for operators to sell bulk location data 76
4 Consumer LBS categories 77
4.1 Mapping and navigation .774.1.1 Mapping and routing services 774.1.2 Speed camera warning apps and services 794.1.3 Traffic information services 804.1.4 Turn-by-turn navigation services 824.1.5 Mapping and navigation industry trends 824.1.6 Mobile operator service offerings .854.1.7 Handset vendor offerings 884.1.8 App stores and service providers 904.1.9 Key market players 904.2 Local search and information .1004.2.1 Directory services 1014.2.2 Local discovery and review services 1044.2.3 Travel planning, guides and information services 1054.2.4 Shopping and coupon services .1074.3 Social networking and entertainment 1094.3.1 Social networking and community services .1104.3.2 Check-in services 1134.3.3 Friendfinder services 1144.3.4 Communication, chat and instant messaging services .1154.3.5 Location-based games 1164.4 Recreation and fitness 1184.4.1 Geocaching apps 1184.4.2 Outdoor navigation .1184.4.3 Sports tracking apps 1194.5 Family and people locator services 1224.5.1 Family locator services marketed by mobile operators .1224.5.2 Third party family and people locator apps and services .124
5 Enterprise LBS categories and LBA 127
5.1 Mobile resource management 1275.1.1 Fleet management services 1275.1.2 Mobile workforce management services 1305.1.3 Lone worker protection services 1345.2 Mobile advertising and marketing .1365.2.1 The marketing and advertising industry 1365.2.2 Advertising on the mobile handset 1375.2.3 Definitions and variants of LBA 1395.2.4 LBA formats 1415.2.5 LBA industry analysis .144
6 Market analysis and forecasts 147
6.1 Summary of the LBS market 1476.1.1 The European LBS market 1476.1.2 The North American LBS market 1486.2 Mobile advertising and location 1496.2.1 Challenges and opportunities for mobile advertising 1496.2.2 Location can improve ROI for advertisers 1506.2.3 LBA market value forecast 1506.3 Vertical market trends 1526.3.1 Mapping and navigation services become free for end-users 1526.3.2 Search and information services growth driven by smartphone uptake .1556.3.3 Social networking and entertainment services gradually add location 1566.3.4 Smartphones are increasingly used as recreation and fitness devices 1586.3.5 Family and people locator service uptake driven by free apps 1606.3.6 Corporate efficiency investments drive WFM service adoption 161
List of Figures
Figure 1.1: Mobile subscriptions by region (World Q2-2012) 4Figure 1.2: Wireless service revenues (World 2012) .5Figure 1.3: Smartphone adoption and market shares (Western Europe 2009-2012) 6Figure 1.4: Smartphone adoption and market shares (North America 2009-2012) 6Figure 1.5: Mobile location-based service categories .10Figure 1.6: LBS system overview 19Figure 2.1: Smartphone shipments by vendor and OS (World 9M-2012) 30Figure 2.2: Leading mobile app stores (Q4-2012) 38Figure 2.3: Examples of mobile ad networks (World 2012) .43Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2012) 54Figure 3.2: LBS offered by mobile operators (Europe 2008-2012) 55Figure 3.3: Mobile operators by number of subscribers (North America Q2-2012) .64Figure 4.1: Mapping app and service offerings .78Figure 4.2: Speed camera warning apps 79Figure 4.3: Traffic information platform .80Figure 4.4: Traffic information apps and services .81Figure 4.5: New business models for mobile navigation services .83Figure 4.6: Navigation offerings from European operators (December 2012) 86Figure 4.7: Navigation offerings from North American operators (December 2012) 87Figure 4.8: Android, BlackBerry, iPhone and WP7/8 turn-by-turn navigation apps .89Figure 4.9: Navigation app and service providers by active users (World Q4-2012) 91Figure 4.10: Local search and information services marketed by operators (2012) .100Figure 4.11: Leading directory service providers (2012) .101Figure 4.12: Mobile yellow pages usage and app downloads (EU 27+2 2009-2012) .102Figure 4.13: Directory provider distribution channels and business models 103Figure 4.14: Local discovery and review services .104Figure 4.15: Online travel companies .105Figure 4.16: Travel guide publishers 106Figure 4.17: Shopping assistant and coupon services (2012) 107Figure 4.18: Social networks with over 100 million users (World 2012) .111Figure 4.19: Mobile-originated social networking services (2012) 112Figure 4.20: Social networking services with check-in feature (World 2012) 113Figure 4.21: Examples of friendfinder services (2012) .114Figure 4.22: Location-enhanced communication, chat and IM services (2012) .115Figure 4.23: Examples of location-based game developers (2012) 117Figure 4.24: Examples of outdoor navigation app developers (2012) 119Figure 4.25: Examples of sports tracking app developers (2012) 120Figure 4.26: People locator services marketed by mobile operators (2012) 123Figure 4.27: Third party people locator services using Cell-ID (EU27+2 2012) .125Figure 4.28: People tracking and location sharing apps (2012) 126Figure 5.1: Examples of fleet management offerings by mobile operators (2012) 129Figure 5.2: Workforce management services marketed by operators (2012) 131Figure 5.3: Examples of mobile workforce management service providers (2012) 133Figure 5.4: Lone worker protection service providers (2012) .135Figure 5.5: Global advertising expenditure by media (World 2012) 136Figure 6.1: LBS revenue forecast (EU27+2 2011-2017) 148Figure 6.2: LBS revenue forecast (North America 2011-2017) .149Figure 6.3: LBA revenues and forecasts (EU27+2 and North America 2011-2017) 151Figure 6.4: Mapping and navigation service revenues (EU27+2 2011-2017) .153Figure 6.5: Mapping and navigation service revenues (North America 2011-2017) 154Figure 6.6: Search and information service revenues (EU27+2 2011-2017) 155Figure 6.7: Search and information service revenues (North America 2011-2017) 156Figure 6.8: Social networking and entertainment revenues (EU27+2 2011-2017) 157Figure 6.9: Social networking and entertainment revenues (North America 2011-2017) 158Figure 6.10: Recreation and fitness revenues (EU27+2 2011-2017) .159Figure 6.11: Recreation and fitness revenues (North America 2011-2017) .159Figure 6.12: Family and people locator service revenues (EU27+2 2011-2017) 160Figure 6.13: Family and people locator service revenues (North America 2011-2017) 161Figure 6.14: Workforce management service revenues (EU27+2 2011-2017) 162Figure 6.15: Workforce management service revenues (North America 2011-2017) 162
To order this report:Navigation_Systems Industry: Mobile Location-Based Services - 7th Edition
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