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LBS Research Series 2013

This research series will be provided in the following reports:

  • MOBILE NAVIGATION SERVICES AND DEVICES
  • MOBILE LOCATION-BASED SERVICES
  • LBS PLATFORMS AND TECHNOLOGIES
  • LOCATION-BASED ADVERTISING AND MARKETING
  • PEOPLE MONITORING AND SAFETY SOLUTIONS

Executive summary

MOBILE NAVIGATION SERVICES AND DEVICES

Navigation systems and services for car and pedestrian navigation can be divided into multiple categories. Car manufacturers offer factory installed in-dash navigation systems as standard or optional equipment on a majority of their models sold in developed markets. Drivers that want to add navigation to their existing vehicle can choose among a number of aftermarket solutions. Examples include in-dash navigation systems, Personal Navigation Devices (PNDs) and navigation apps for mobile phones. New device categories such as Internet tablets are also being equipped with GPS and navigation software. At the end of 2011, there were 340 million navigation systems in use worldwide, including an estimated 60 million factory installed and aftermarket in-dash navigation systems, about 150 million PNDs and an estimated 130 million navigation-enabled mobile phones.

Even though the share of new cars fitted with factory installed in-dash navigation systems will grow fast as prices decline, the actual penetration of in-dash navigation systems will grow slowly. The average age of vehicles in North America and Europe has grown to about 9 years and is even higher in most other markets. Aftermarket navigation solutions will thus account for a majority of navigation systems sold in the foreseeable future. Since the different solutions are tailored for slightly different use-cases, multiple navigation-capable device solutions can be expected to co-exist in the future. Many consumers are also likely to use more than one category of navigation capable device.

In many developed markets such as Europe and North America where the PND penetration is already high, the PND device category is facing increasing competition from handset-based navigation services and low cost in-dash navigation systems. Worldwide shipments of PNDs fell to about 33 million units in 2011, down from nearly 38 million in 2010. Berg Insight believes that PND shipments in Europe and North America have peaked and will gradually decline to about 7 and 6 million units per annum respectively in 2016. New markets in other parts of the world will only partly compensate for the decline in the mature markets. Worldwide shipments of PNDs are forecasted to gradually decline to 23 million units in 2016.

Increasing competition has already forced several vendors to exit the PND segment - either in the most competitive markets or altogether. There is also a consolidation trend among the remaining PND vendors. MiTAC has acquired the PND operations of Navman and the assets of the consumer product division of Magellan Navigation. Garmin completed the acquisition of Navigon in July 2011. United Navigation, which began operations in early 2010, has licensed the rights to use the Falk and Becker brands for navigation solutions. The PND market is now dominated by the three vendors Garmin, TomTom and MiTAC that together maintain a 75 percent market share. These companies have highly integrated operations ranging from hardware and software development to distribution. Moreover, these companies are now increasingly focusing on in-dash navigation systems.

Installed base of PNDs and active mobile turn-by-turn navigation users
(World 2010 - 2016)

The adoption of handset-based navigation apps and services is increasing along with the popularity of smartphones. The global active installed base of smartphones surpassed 700 million units at the 2011, which is approximately 15 percent of all mobile phones in use. Berg Insight forecasts that smartphone shipments will grow from an estimated 450 million units in 2011 to 1,300 million units in 2016. In the future, virtually all GPS-enabled handsets can be expected to have mapping and navigation software as part of the standard feature set.

Today, handset navigation solutions are primarily available as on-board apps with map data stored in the memory of the handset and off-board services that rely on maps stored on a server. Over time, many solutions will converge into hybrid services that store frequently used maps in the internal memory and leverage wireless connectivity to access dynamic content. The main distribution channels for handset navigation apps include mobile network operators, handset vendors and on-device application stores. Free turn-by-turn navigation services have been available for several years from niche players, but the launch of Google Maps Navigation for Android handsets in late 2009 and Nokia Maps with free navigation in early 2010 started a major transformation of the handset navigation market in both Europe and North America. White-label navigation developers are now working with mobile operators to create unique localised offerings and service bundles. Increasingly, navigation service providers are focusing on the freemium business model where the core turn-by-turn navigation service is free and users have the option to purchase additional content and features.

This report will allow you to:

  • Profit from 30 new executive interviews with market leading companies.
  • Understand the dynamics of the navigation markets in Europe, North America and ROW.
  • Benefit from expert market analysis including detailed regional forecasts.
  • Learn about the latest mobile navigation propositions from device vendors and service providers.
  • Comprehend how navigation applications can integrate with other location-based services to improve the user experience.
  • Evaluate the impact of free navigation applications and evolving new business models.
  • Identify new business opportunities in connected services and real-time traffic information.

MOBILE LOCATION-BASED SERVICES

Mobile location-based services (LBS) are gradually achieving mainstream market acceptance. Popular service categories include mapping and navigation, search and information, social networking and entertainment, recreation and fitness as well as tracking. Mapping and navigation is the leading segment in terms of revenues and the second largest in terms of number of active users. Despite continued growth of active users driven by rising adoption of smartphones, revenues for mapping and navigation services are only growing slowly as competition from free and low cost services has intensified. White-label navigation developers are now working with mobile operators to create unique localised offerings and attractive service bundles. Some navigation service providers are focusing on freemium apps where the core turn-by-turn navigation service is free and users have the option to purchase additional content and features. Usage of search and information services is growing fast as more subscribers adopt mobile Internet services and handsets with improved capabilities. Local search is now the leading LBS category in terms of unique users. The popular social networking services are also experiencing rapidly growing uptake from mobile users. Increasingly, these services add various forms of location support.

Berg Insight estimates that the number of active users of location-based services and apps more than doubled in 2011. At the end of the year, about 20 percent of mobile subscribers in Europe are frequent users of location-based services. In North America where adoption of smartphones and GPS-enabled handsets is higher, an estimated one third of all handset users now access location-based services regularly. However, the significant growth in usage and number of active LBS users have not yet resulted in substantial growth in revenues. Total LBS service revenues in the EU 27+2 reached € 205 million in 2010 and Berg Insight forecasts LBS revenues to grow to about € 435 million in 2016. In North America, revenues are forecasted to grow from US$ 620 million in 2010 to an estimated US$ 710 million in 2016.

Ad-funding is already the main source of revenues in many consumer LBS categories. Notable exceptions include the mapping and navigation as well as tracking service categories where ad revenues now account for less than 10 percent of total revenues. Along with increasing usage and a maturing advertising ecosystem, ad revenues will grow both in absolute terms and as a share of total revenues also in the mapping and navigation segment. Many actors in the mobile value chain show great interest in location targeted ads. Although location can be a very valuable targeting attribute for some brands and campaigns, many other attributes are available that can be more relevant. Moreover, several issues - such as user privacy and pricing of location data - need to be resolved before location-based ad campaigns can leave the trial stage and contribute significantly to overall revenues.

Mobile LBS revenue forecast, € million (2010 - 2016)

Historically, mobile operators have been key partners and the main distribution channel for app and service developers. Operators have had a unique position with a direct relationship with a large user base, allowing them to market services, pre-install applications on new handsets, present links to services from their portals and handle end-user billing. This central role is now being challenged by the rising smartphone ecosystems such as Android, iOS and Windows Phone that in many cases integrate key location-based services and give developers access to location data, distribution channels in the form of on-device app stores as well as billing and advertising solutions for monetisation. Developers can also access location data from numerous independent Wi-Fi and cellular base station location database providers. These location services are well suited for a range of consumer-oriented services primarily targeting smartphone users.

Many operators are now opening their location platforms to third party developers and location aggregators that play an important role as intermediaries between mobile operators and developers. Network-based location data is valuable for developers and third parties that need to locate any device, not only GPS-enabled smartphones, without the need to install a client app that collects location data on each device. Most operators' location platforms have a limited capacity and operators therefore maintain relatively high prices for each location look-up. This is a justifiable cost for services where a successful location look-up adds significant value and the developer can charge their customers accordingly. This is the case for a range of enterprise and B2B services including asset tracking, workforce management, authentication and fraud prevention.

This report will allow you to:

  • Learn about the LBS strategies of major telecom operators in Europe and North America.
  • Profit from 30 new executive interviews with market leading companies.
  • Identify key players on the European and North American mobile LBS market.
  • Understand the opportunities and challenges for locationbased advertising.
  • Benefit from valuable insights about the most successful LBS propositions on the market.
  • Comprehend how location technologies affect the user experience of LBS.
  • Predict future business opportunities for mobile industry players in LBS.

LBS PLATFORMS AND TECHNOLOGIES

Mobile location platforms enable mobile network operators to offer location-based services (LBS). Location platforms typically comprise software extensions to network infrastructure components that together can calculate the position of a handset. Many mobile operators also deploy location middleware that functions as a mediator between the location platform, applications and support systems - and more importantly, provides centralised control of privacy settings for all applications.

Mobile location platforms enable three categories of services: public safety services, national security and law enforcement applications, as well as commercial LBS. Nearly 70 percent of all emergency calls are today placed from mobile phones and it can often be difficult for the caller to convey their location accurately to first responders. Automatic location platforms can reduce the time to find the location of the caller. They also enable more efficient handling of simultaneous calls from people reporting the same incident to distinguish single accidents from multiple events. Another use area is public warning systems that can locate and send messages to all mobile users within a geo-fenced area. Government agencies can also use location platforms and data mining systems for border security, critical infrastructure protection and location-enhanced lawful intercept.

LBS are services that in some way utilise the geographic location of a handset, either to enhance existing applications, or enable new types of applications. An example of the first case is search services that use the subscriber's known location as a filter for presenting relevant content. In the second case, location is used as an enabler for new applications that are fully dependent on knowing the location of a user or an asset; examples include navigation and tracking services. Today, countless consumer and corporate services make use of automatic location of handsets or other assets. However, a majority of the services use location data obtained directly from GPS receivers in the handset or various third party location databases rather than directly from operators.

Location technologies can be divided into handset-based technologies (such as GPS) with intelligence in the handset, network-based technologies (for instance Cell-ID, Enhanced Cell- ID and U-TDOA) with intelligence in the network and hybrid technologies (for instance A-GPS) with intelligence in both the handset and the network. Handset-based and hybrid technologies often require additional hardware and software in the handset, while networkbased technologies require deployment of hardware and software in the mobile network. Each technology has different characteristics and ultimately, no single technology performs best in every aspect.

Location platform and middleware revenue forecast, € million
(World 2010 - 2016)

The Federal Communications Commission's (FCC) E911 mandates for location of mobile emergency calls released in 1996 was a major driver behind the development of location platforms for the North American market. In Europe, as well as in other developed countries such as Japan and South Korea, the early deployment of location platforms focused on supporting commercial services due to the lack of a clear mandate for emergency services. In the first deployment phase, lasting from 2000 to 2003, operators invested in platforms and ready-made location services. The results were in many cases limited uptake whereby many operators lost interest in LBS as a mass-market proposition. However, governments and telecom regulators in many regions worldwide are now introducing some form of emergency call and lawful intercept mandates that require at least basic location platforms and technologies. Although the regulators have typically not yet imposed any specific location accuracy requirements as part of the mandates, it is highly likely that more stringent location accuracy will be demanded in the future as technologies mature and costs decrease.

An estimated 30 percent of the mobile network operators worldwide have now deployed at least some type of basic location platform. Additional deployments and updates of existing platforms can be expected in most markets in the coming years, primarily driven by government mandates since commercial LBS increasingly rely on alternative location sources including GNSS, Wi-Fi location and third party Cell-ID databases. Berg Insight forecasts that total global annual revenues for GMLC/MPC, SMLC/PDE and SUPL A-GNSS location systems and services will grow from € 150 million in 2010 to € 300 million in 2016. These revenues comprise integration fees and licenses for new platform deployments as well as capacity and technology upgrades, maintenance and associated services.

This report will allow you to:

  • Profit from 30 new executive interviews with market leading companies.
  • Learn about the latest trends for location platforms and technologies worldwide.
  • Identify new business opportunities enabled by new location platform architectures.
  • Predict which location technologies will be deployed in the future.
  • Anticipate future drivers for location platforms and middleware revenues.
  • Understand the opportunities and challenges for mobile location-based services globally.

LOCATION-BASED ADVERTISING AND MARKETING

The mobile channel is getting established as an integral part of the marketing media mix, a process which is eased by the booming smartphone adoption and increasing mobile media consumption. One of the key developments in mobile advertising is the increasing integration of location-sensitivity, which releases the full potential of the mobile channel. A notable divide can be made between static and real-time location-based advertising (LBA). Targeting by static variables involves using information which is part of specific user profiles such as place of residence and work. Real-time location targeting instead uses location information which is gathered when an ad is delivered to a mobile user. Such location-based advertising programs and campaigns leverage the same type of technologies to determine user location as other location-based services (LBS). Common methods include GPS, Cell-ID and Wi-Fi positioning which are all based on real-time information.

Targeting by location in combination with other contextual and behavioural segmentation greatly enhances the relevance of mobile advertising. It has been demonstrated that locationtargeted ads generate considerably higher return than conventional mobile advertising, and the associated eCPM levels are several times higher. Berg Insight estimates that the total global value of the real-time mobile LBA market was € 192 million in 2011, representing 5.0 percent of the total mobile ad spend. Growing at a compound annual growth rate of 90.9 percent, the real-time LBA market is forecasted to be worth € 4.9 billion in 2016, corresponding to 28.3 percent of all mobile advertising and marketing. This means that location-based advertising and marketing will represent more than 4 percent of digital advertising, or 1 percent of the total global ad spend for all media. Asia-Pacific is estimated to be the largest LBA market in 2016, followed by Europe and North America.

Key drivers for LBA include the growing attach rates of location technologies in handsets, as well as the increasing consumer acceptance of LBS in general. Local advertising is further a major market, and LBA opens up the mobile channel for new advertisers such as local merchants. The fact that location targeting has higher performance has moreover induced premium rates for publishers and developers. The main barriers to adoption are related to the inherently limited reach of LBA which acts as a mental hurdle for advertisers. Education of advertisers and new methods for campaign performance evaluation are thus called for. Privacy issues can further not be ignored, but can be beneficially handled by privacy control options beyond simple opt-in mechanisms. The demand for hyper-local targeting of ads is so far limited among advertisers, but is bound to increase given the considerable impact such campaigns generate.

LBA revenue forecast, € million (Worldwide 2010 - 2016)

The LBA value chain is still forming and there are a large number of players involved in the ecosystem. The industry is fragmented and has not yet reached maturity. Many different companies are involved, ranging from LBA specialists such as Placecast, xAd and LEMON Mobile, to operators including SFR, AT&T and O2, and LBS players such as Telmap, TeleNav and Waze. There is furthermore an abundance of location-aware applications and media which serve geo-targeted ads, with examples such as WHERE, Loopt and Shopkick. Included in the marketplace are moreover coupons and deals providers including Yowza!!, GeoAd and COUPIES, search solutions such as Poynt and Qype, and proximity marketing providers like Qwikker, Proximus Mobility and Scanbuy. A number of traditional mobile advertising players are also active in the LBA space, for example Millennial Media, Madvertise and Nexage, as well as major digital and telecom players such as Google, Apple and Nokia.

There are a number of key takeaways from the latest developments in LBA. It has been established that location-targeting improves the effectiveness of mobile marketing campaigns, and greater shares of ad budgets are devoted to LBA among marketers. It is however crucial to ensure sound opt-in procedures and individual privacy measures for consumers. Location is further only one of many components in successful targeting, and marketers must also strive to leverage other contextual and behavioural information. Highprecision real-time geotargeting is today sparsely used, and rightly so as most campaigns do not require targeting with an accuracy of a few meters. Hyper-local campaigns are nevertheless becoming more common. Current important high-volume LBA formats include mobile search and SMS campaigns. Berg Insight however anticipates that geotargeting gradually will become ubiquitous and available across the entire mobile channel.

This report will allow you to:

  • Identify tomorrow's most profitable LBA opportunities in the mobile space.
  • Understand the fundamentals of the ad-based mobile media revenue models.
  • Recognise the key enablers of growth in the LBA market.
  • Comprehend the relative importance of digital channels compared to other advertising media.
  • Learn about the experiences of LBA campaigns by top global brands.
  • Profit from valuable insights about LBA business models.

PEOPLE MONITORING AND SAFETY SOLUTIONS

People tracking solutions that enable a third party to locate a person were introduced in the late 1990s. Today, most people tracking solutions rely on GNSS and mobile communication technologies to determine the location of a person and transmit the data to a third party. Technological advancements have enabled substantial improvements in GPS receiver performance and cost. Small, dedicated battery powered GPS tracking devices suitable for the mass market has become a reality. There are also a growing number of people location apps that leverage the growing installed base of GPS-enabled smartphones.

People tracking solutions aimed at the consumer market range from family locator services that provide peace of mind for parents of children and teenagers, to solutions that assist caregivers of seniors and people suffering from various medical conditions. Family locator services have been part of mobile operators' LBS portfolios for many years, but are now facing competition from app developers. The willingness to pay for operator services is declining as consumers' awareness of free people location apps for smartphones has increased significantly in the past 12 - 18 months. Berg Insight estimates that there were about 20 million users of family locator apps in Europe and North America in August 2012.

The demand for dedicated location devices targeting the child and teenager segment is generally low as many parents adopt handset-based solutions. Numerous device vendors are therefore looking to address the needs of people caring for persons of all ages suffering from various medical conditions, such as autism and other cognitive limitations, epilepsy, cardiac problems and diabetes. These companies are also addressing the market for systems that assist seniors living at home or in care homes. The assistance systems are commonly called telecare systems or social alarms in Europe and Personal Emergency Response Systems (PERS) in the US. Berg Insight estimates that there are already up to 5 million users of the first generation social alarms connected to PSTN networks in Europe and North America. The addressable market for the next generation mobile social alarms is therefore large.

Companies from various industries such as fleet management, asset tracking and application development now provide people location services that address the needs of business customers. Mobile workforce management services aim to improve operational efficiency and focus on managing individual employees. Industry sectors leading the adoption of workforce management solutions include construction, distribution and companies with extensive field services. Mobile workforce management is frequently part of fleet management solutions for light commercial vehicle fleets. Applications can in addition be delivered via smartphones. Two-way communication saves time by enabling field staff to be directed to go from one place to another without returning to the central location for receiving new work orders. Cost savings can also be achieved through more efficient time verification and data collection in the field. Lone worker protection services primarily focus on ensuring the security of employees through features such as two-way communication and automatic location. Many lone worker protection services rely on dedicated location devices featuring alarm buttons and man down detection sensors. These devices are typically programmed to send alarms to supervisors or alarm receiving centres in case of emergency. Berg Insight forecasts that the number of active users of workforce management and dedicated lone worker protection services in Europe and North America will grow from 1.1 million in 2011 to 2.8 million in 2016.

Family locator users, (EU27+2 and North America)

Electronic monitoring (EM) of offenders is gradually being adopted globally. EM is used to provide alternative ways of sentencing offenders and reduce the escalating costs for the corrective systems. EM is employed at various stages of the criminal justice system, including at pre-trial, at sentencing and following a period of incarceration. The aim of EM programmes is to increase offender accountability, reduce recidivism rates and enhance public safety by providing an additional tool to traditional methods of community supervision. However, there is still debate over the effectiveness of EM and how to best implement the technologies in various programmes to achieve the goals. The most common forms of EM equipment in use today are RF systems that comprise a transmitter worn by the person being monitored, often in the form of an ankle bracelet. The RF transmitter sends out a signal to a receiver unit that communicates with a monitoring centre to report signal interruptions during curfews or any attempts to tamper with the equipment. Systems using GPS location that allow near real time location of the offender as well as creation of geographic inclusion and exclusion zones are also being used.

This report will allow you to:

  • Profit from 30 new executive interviews with market leading companies.
  • Identify key players on the European and North American people tracking solution market.
  • Learn about the latest propositions from family locator service providers.
  • Understand the opportunities and challenges for mobile telecare alarm devices.
  • Anticipate future drivers for uptake of mobile workforce management services.
  • Predict future trends in lone worker protection services.
  • Realize the commercial potential of emerging segments including offender monitoring.

Table of Contents

MOBILE NAVIGATION SERVICES AND DEVICES

Table of Contents

List of Figures

Executive summary

1. Personal navigation solutions

  • 1.1. Vehicle fleets and navigation system penetration
    • 1.1.1. The European passenger car market
    • 1.1.2. The North American passenger car and light truck market
  • 1.2. Overview of personal navigation systems and services
    • 1.2.1. Factory installed in-dash navigation and telematics solutions
    • 1.2.2. Aftermarket in-dash navigation systems
    • 1.2.3. Personal Navigation Devices
    • 1.2.4. Smartphones and mobile phones
    • 1.2.5. Internet tablets and media players
  • 1.3. PND categories and segments
    • 1.3.1. Standalone car navigation PNDs
    • 1.3.2. Embedded PNDs
    • 1.3.3. Multimode and rugged PNDs
    • 1.3.4. Truck PNDs
  • 1.4. Handset-based navigation services
    • 1.4.1. On-board navigation apps
    • 1.4.2. Off-board navigation services
  • 1.5. Navigation service distribution channels and business models
    • 1.5.1. Mobile network operators
    • 1.5.2. Handset vendors
    • 1.5.3. On-device app stores
    • 1.5.4. Active handset navigation users

2. Map data and content providers

  • 2.1. Digital map data and image suppliers
    • 2.1.1. NAVTEQ
    • 2.1.2. TomTom Maps
    • 2.1.3. AND
    • 2.1.4. AutoNavi
    • 2.1.5. Blom
    • 2.1.6. CE Info Systems
    • 2.1.7. DigitalGloble
    • 2.1.8. GeoEye
    • 2.1.9. Intermap Technologies
    • 2.1.10. OpenStreetMap
    • 2.1.11. ZENRIN
  • 2.2. Traffic information services
    • 2.2.1. Traffic information systems
    • 2.2.2. RDS-TMC services
    • 2.2.3. The VICS traffic information system
    • 2.2.4. The TPEG standard
    • 2.2.5. AirSage
    • 2.2.6. Clear Channel Radio's Total Traffic Network
    • 2.2.7. Decell
    • 2.2.8. INRIX
    • 2.2.9. Mediamobile
    • 2.2.10. TrafficCast
    • 2.2.11. Trafficmaster
  • 2.3. Speed camera warning devices and database providers
    • 2.3.1. Coyote Systems
    • 2.3.2. Cyclops
    • 2.3.3. FoxyTag
    • 2.3.4. Road Angel
    • 2.3.5. RoadPilot
    • 2.3.6. Wikango
  • 2.4. Travel guide, POI data and weather information providers
    • 2.4.1. CustomWeather
    • 2.4.2. Foreca
    • 2.4.3. Fodor's Travel
    • 2.4.4. Langenscheidt
    • 2.4.5. Mairdumont
    • 2.4.6. NavX
    • 2.4.7. ViaMichelin
    • 2.4.8. Wcities
  • 2.5. Directory publishers
    • 2.5.1. PagesJaunes and Mappy
    • 2.5.2. Truvo
    • 2.5.3. Yell Group

3. Navigation software developers

  • 3.1. Technology overview
    • 3.1.1. On-board, off-board and hybrid navigation software
    • 3.1.2. Evolution of navigation software features
  • 3.2. Vendor market shares
    • 3.2.1. Handset navigation app market shares in Europe
    • 3.2.2. Handset navigation app market shares in North America
  • 3.3. Company profiles and strategies
    • 3.3.1. ALK Technologies
    • 3.3.2. Appello Systems
    • 3.3.3. deCarta
    • 3.3.4. Elektrobit
    • 3.3.5. Fullpower Technologies
    • 3.3.6. Google
    • 3.3.7. GPS Tuner
    • 3.3.8. Intrinsyc Software
    • 3.3.9. Maction Technologies
    • 3.3.10. Mireo
    • 3.3.11. NavGuard
    • 3.3.12. NaviExpert
    • 3.3.13. Navitel
    • 3.3.14. NAVITIME
    • 3.3.15. Navmii
    • 3.3.16. NDrive
    • 3.3.17. NNG
    • 3.3.18. PH Informatica
    • 3.3.19. ROUTE 66
    • 3.3.20. Skobbler
    • 3.3.21. Sygic
    • 3.3.22. TeleCommunication Systems
    • 3.3.23. TeleNav
    • 3.3.24. Telmap
    • 3.3.25. UbiEst
    • 3.3.26. Waze
    • 3.3.27. Wikitude
    • 3.3.28. Yapp Mobile

4. Mobile operator service offerings

  • 4.1. Navigation services from mobile operators in North America
    • 4.1.1. AT&T
    • 4.1.2. Bell Mobility
    • 4.1.3. MetroPCS
    • 4.1.4. Rogers Wireless
    • 4.1.5. Sprint Nextel
    • 4.1.6. TELUS
    • 4.1.7. Verizon Wireless
  • 4.2. Navigation services from mobile operators in Europe
    • 4.2.1. Deutsche Telekom Group
    • 4.2.2. Orange Group
    • 4.2.3. SFR
    • 4.2.4. Telefonica Group
    • 4.2.5. Telekom Austria Group
    • 4.2.6. TeliaSonera Group
    • 4.2.7. Vodafone Group
  • 4.3. Navigation services from mobile operators in Asia Pacific
    • 4.3.1. Country profile: Australia
    • 4.3.2. Country profile: Japan
    • 4.3.3. Country profile: South Korea
    • 4.3.4. SingTel Group
    • 4.3.5. Tata Indicom
    • 4.3.6. Vodafone New Zealand
  • 4.4. Navigation services in other countries
    • 4.4.1. Country profile: Israel
    • 4.4.2. Country profile: South Africa
    • 4.4.3. America Movil
    • 4.4.4. NII Holdings
    • 4.4.5. Telefonica Latin America
    • 4.4.6. Mobile TeleSystems

5. Device vendor profiles

  • 5.1. PND market developments
    • 5.1.1. PND feature evolution
    • 5.1.2. Market consolidation
  • 5.2. PND shipments and vendor market shares
    • 5.2.1. Shipments by geographical region
    • 5.2.2. PND hardware revenues
    • 5.2.3. Vendor market shares
  • 5.3. PND vendor profiles and strategies
    • 5.3.1. Garmin
    • 5.3.2. Navigon
    • 5.3.3. TomTom
    • 5.3.4. MiTAC
    • 5.3.5. Airis
    • 5.3.6. AvMap
    • 5.3.7. Mappy/Logicom
    • 5.3.8. MEDION
    • 5.3.9. Panasonic
    • 5.3.10. Shinco
    • 5.3.11. Sony
    • 5.3.12. Thinkware Systems
    • 5.3.13. UniStrong
    • 5.3.14. United Navigation
  • 5.4. Handset market developments
    • 5.4.1. Smartphone evolution
    • 5.4.2. Handset vendor market shares
    • 5.4.3. Handset vendor navigation service strategies
  • 5.5. Handset vendor profiles and strategies
    • 5.5.1. Apple
    • 5.5.2. HTC
    • 5.5.3. LG Electronics
    • 5.5.4. Motorola
    • 5.5.5. Nokia
    • 5.5.6. RIM
    • 5.5.7. Samsung Electronics
    • 5.5.8. Sony Ericsson

6. Market analysis and forecasts

  • 6.1. Navigation industry trends
    • 6.1.1. The total navigation system penetration rate is still low globally
    • 6.1.2. Low cost in-dash navigation systems drive take rates
    • 6.1.3. Evolution of handset navigation distribution channels
    • 6.1.4. Evolution of handset navigation business models
  • 6.2. Regional markets
    • 6.2.1. The European mobile navigation market
    • 6.2.2. The European PND market
    • 6.2.3. The North American mobile navigation market
    • 6.2.4. The North American PND market
    • 6.2.5. The Rest of World mobile navigation market
    • 6.2.6. The Rest of World PND market
  • Glossary

List of Figures

  • Figure 1.1: The European passenger car market (2011)
  • Figure 1.2: Car navigation system shipments in Europe (2002 - 2011)
  • Figure 1.3: The North American passenger car and light truck market (2011)
  • Figure 1.4: Car navigation system shipments in North America (2002 - 2011)
  • Figure 1.5: Main car navigation system categories
  • Figure 1.6: Evolution of portable navigation solutions
  • Figure 1.7: Examples of GPS-enabled Internet tablets (December 2011)
  • Figure 1.8: PND feature comparison by price segment
  • Figure 1.9: Latest Garmin and TomTom connected PNDs
  • Figure 1.10: On-board navigation application screenshots
  • Figure 1.11: Off-board navigation application screenshots
  • Figure 1.12: Examples of mobile app stores (December 2011)
  • Figure 1.13: Examples of Android, BlackBerry and iPhone navigation app developers
  • Figure 1.14: Active navigation users by distribution channel (World 2008 - 2011)
  • Figure 2.1: Examples of content providers
  • Figure 2.2: Major international digital map data suppliers
  • Figure 2.3: Traffic information platform
  • Figure 2.4: Examples of TMC service providers (2010)
  • Figure 2.5: Travel guide publishers
  • Figure 2.6: Leading directory service providers (2011)
  • Figure 2.7: Directory provider distribution channels and business models
  • Figure 3.1: Mapping and navigation server platform
  • Figure 3.2: Navigation app and service providers by active users (World Q4-2011)
  • Figure 3.3: Handset navigation service market shares (EU27+2 2007 - 2011)
  • Figure 3.4: Handset navigation service market shares (North America 2007 - 2011)
  • Figure 3.5: Handset navigation app developers
  • Figure 4.1: Navigation offerings from North American operators (December 2011)
  • Figure 4.2: Navigation offerings from European operators (November 2011)
  • Figure 4.3: Examples of navigation offerings from APAC operators (December 2011)
  • Figure 5.1: PND feature penetration in Europe and North America (2007 - 2011)
  • Figure 5.2: PND brands by original industry
  • Figure 5.3: Global annual PND shipments and revenues (2005 - 2011)
  • Figure 5.4: PND shipments by region (Million units 2007 - 2011)
  • Figure 5.5: PND vendor market shares (World 2006 - 2011)
  • Figure 5.6: PND vendor market shares (Europe 2006 - 2011)
  • Figure 5.7: PND vendor market shares (North America 2006 - 2011)
  • Figure 5.8: Examples of Garmin nuvi PNDs
  • Figure 5.9: Examples of TomTom PNDs and connected PNDs
  • Figure 5.10: Smartphone shipments by vendor and OS (World Q3-2011)
  • Figure 6.1: PND and in-dash navigation system penetration (World 2007 - 2011)
  • Figure 6.2: New business models for mobile navigation services
  • Figure 6.3: Smartphone, GPS-enabled Internet tablet and PND shipments (2010 - 2016)
  • Figure 6.4: Navigation apps and service revenues (EU27+2 2010 - 2016)
  • Figure 6.5: Annual PND shipments in Europe (2006 - 2016)
  • Figure 6.6: PND ASP, device and service revenues in Europe (2010 - 2016)
  • Figure 6.7: Navigation app and service revenues (North America 2010 - 2016)
  • Figure 6.8: Annual PND shipments in North America (2006 - 2016)
  • Figure 6.9: PND ASP, device and service revenues in North America (2010 - 2016)
  • Figure 6.10: Navigation app and service revenues (ROW 2010 - 2016)
  • Figure 6.11: Annual PND shipments in ROW (2006 - 2016)
  • Figure 6.12: PND ASP, device and service revenues in ROW (2010 - 2016)

MOBILE LOCATION-BASED SERVICES

Table of Contents

List of Figures

Executive summary

1. Introduction to location-based services

  • 1.1. Definition of mobile location-based services
  • 1.2. Mobile communication services
    • 1.2.1. Mobile voice and SMS service revenues
    • 1.2.2. Mobile data and application revenues
    • 1.2.3. Location apps and service revenues
  • 1.3. Mobile LBS categories
    • 1.3.1. Mapping and navigation
    • 1.3.2. Local search and information
    • 1.3.3. Social networking and entertainment
    • 1.3.4. Recreation and fitness
    • 1.3.5. Tracking services
    • 1.3.6. Other services
  • 1.4. Mobile app monetisation strategies and business models
    • 1.4.1. Free apps
    • 1.4.2. Paid apps
    • 1.4.3. Freemium apps and in-app payments
    • 1.4.4. Ad-funding
    • 1.4.5. New channel to market
    • 1.4.6. Bundled products and services
    • 1.4.7. Mobile app business model trends
  • 1.5. Mobile location technologies and platforms
    • 1.5.1. Mobile network-based location technologies
    • 1.5.2. GNSS: GPS, GLONASS, Galileo and Compass
    • 1.5.3. Hybrid and mixed mode technologies
    • 1.5.4. Accuracy requirements for LBS
  • 1.6. The regulatory environment in Europe and North America
    • 1.6.1. European emergency call and privacy regulations
    • 1.6.2. LBS regulatory environment in the US
    • 1.6.3. Emergency call regulations in Canada

2. Smartphone ecosystems

  • 2.1. Smartphone OS platforms
    • 2.1.1. Android
    • 2.1.2. iOS
    • 2.1.3. Windows Phone 7
    • 2.1.4. Symbian
    • 2.1.5. BlackBerry OS and BBX
    • 2.1.6. Samsung's Bada platform
  • 2.2. App stores
    • 2.2.1. Android Market
    • 2.2.2. Apple App Store
    • 2.2.3. BlackBerry App World
    • 2.2.4. Nokia Ovi Store
    • 2.2.5. Windows Phone Marketplace
  • 2.3. Ad networks and in-app ad solutions
    • 2.3.1. Apple iAd
    • 2.3.2. RIM BlackBerry Advertising Service
    • 2.3.3. Microsoft Windows Phone 7 and Microsoft Advertising
    • 2.3.4. Nokia in-app advertising and NAVTEQ Media Solutions
    • 2.3.5. Google Admob
  • 2.4. Leading smartphone vendors
    • 2.4.1. Apple
    • 2.4.2. HTC
    • 2.4.3. LG Electronics
    • 2.4.4. Motorola Mobility
    • 2.4.5. Nokia
    • 2.4.6. RIM
    • 2.4.7. Samsung Electronics
    • 2.4.8. Sony Ericsson
  • 2.5. Industry analysis
    • 2.5.1. New vertical silos
    • 2.5.2. Towards a complete LBS stack
    • 2.5.3. Operator strategies
    • 2.5.4. Handset vendor strategies
    • 2.5.5. The mobile web, HTML5 web apps and native apps

3. Operator LBS offerings and strategies

  • 3.1. The European operator LBS market
    • 3.1.1. 3 Group
    • 3.1.2. Deutsche Telekom Group
    • 3.1.3. KPN Group
    • 3.1.4. Orange Group
    • 3.1.5. Telecom Italia Mobile
    • 3.1.6. Telefonica Group
    • 3.1.7. Telenor Group
    • 3.1.8. TeliaSonera Group
    • 3.1.9. Vodafone Group
  • 3.2. The North American operator LBS market
    • 3.2.1. AT&T Mobility
    • 3.2.2. Bell Mobility
    • 3.2.3. MetroPCS
    • 3.2.4. Rogers Wireless
    • 3.2.5. Sprint Nextel
    • 3.2.6. TELUS
    • 3.2.7. T-Mobile USA
    • 3.2.8. Verizon Wireless
  • 3.3. Location aggregators and Location-as-a-Service providers
    • 3.3.1. Deveryware
    • 3.3.2. LOC-AID
    • 3.3.3. Location Labs
    • 3.3.4. Lociloci
    • 3.3.5. Mobile Commerce
    • 3.3.6. TechnoCom
  • 3.4. Industry analysis
    • 3.4.1. Organisational capabilities and goals limit operator's ability to provide LBS
    • 3.4.2. Smartphone platforms challenge operators' central role
    • 3.4.3. The rise of third party developers and apps

4. Key LBS categories

  • 4.1. Mapping and navigation
    • 4.1.1. Mapping and routing services
    • 4.1.2. Traffic information services
    • 4.1.3. Turn-by-turn navigation services
    • 4.1.4. Mapping and navigation industry trends
    • 4.1.5. Mobile operator service offerings
    • 4.1.6. Handset vendor offerings
    • 4.1.7. App stores and service providers
    • 4.1.8. Key market players
  • 4.2. Local search and information
    • 4.2.1. Directory services
    • 4.2.2. Local discovery and review services
    • 4.2.3. Travel planning, guides and information services
    • 4.2.4. Shopping and coupon services
  • 4.3. Social networking and entertainment
    • 4.3.1. Social networking and community services
    • 4.3.2. Check-in services
    • 4.3.3. Friendfinder services
    • 4.3.4. Chat and instant messaging services
    • 4.3.5. Location-based games
  • 4.4. Recreation and fitness
    • 4.4.1. Geocaching apps
    • 4.4.2. Outdoor navigation
    • 4.4.3. Sports tracking apps
  • 4.5. Tracking services
    • 4.5.1. Family locator services
    • 4.5.2. Smartphone tracking apps
    • 4.5.3. Enterprise tracking services

5. Market analysis and forecasts

  • 5.1. Summary of the LBS market
    • 5.1.1. The European LBS market
    • 5.1.2. The North American LBS market
  • 5.2. Mobile advertising and location
    • 5.2.1. Challenges and opportunities for mobile advertising
    • 5.2.2. Location can improve ROI for advertisers
  • 5.3. Vertical market trends
    • 5.3.1. Mapping and navigation services become free for end-users
    • 5.3.2. Search and information services growth driven by smartphone uptake
    • 5.3.3. Social networking and entertainment services gradually add location
    • 5.3.4. Smartphones are increasingly used as recreation and fitness devices
    • 5.3.5. Corporate efficiency investments drive tracking service revenues
  • Glossary

List of Figures

  • Figure 1.1: Mobile subscriptions by region (World Q4-2010)
  • Figure 1.2: Wireless service revenues (World 2010)
  • Figure 1.3: Smartphone adoption and market shares (Western Europe 2009 - 2011)
  • Figure 1.4: Smartphone adoption and market shares (North America 2009 - 2011)
  • Figure 1.5: Mobile location-based service categories
  • Figure 1.6: Free versus paid apps available for iOS and Android devices (May 2011)
  • Figure 1.7: LBS system overview
  • Figure 1.8: Assisted GPS technologies
  • Figure 1.9: Accuracy requirements for LBS services
  • Figure 2.1: Smartphone shipments by vendor and OS (World Q3-2011)
  • Figure 2.2: Leading mobile app stores (Q3-2011)
  • Figure 2.3: Examples of mobile ad networks
  • Figure 2.4: Smartphone vendor revenues and profits (H1-2011)
  • Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2011)
  • Figure 3.2: LBS offered by mobile operators (Europe 2008 - 2011)
  • Figure 3.3: Mobile operators by number of subscribers (North America Q2-2011)
  • Figure 4.1: Mapping app and service offerings
  • Figure 4.2: Examples of mapping and routing services marketed by operators (2011)
  • Figure 4.3: Traffic information platform
  • Figure 4.4: Traffic information apps and services
  • Figure 4.5: Turn-by-turn navigation system overview
  • Figure 4.6: New business models for mobile navigation services
  • Figure 4.7: Navigation offerings from European operators (October 2011)
  • Figure 4.8: Navigation offerings from North American operators (September 2011)
  • Figure 4.9: Android, BlackBerry and iPhone turn-by-turn navigation apps
  • Figure 4.10: Navigation app and service providers by active users (World Q3-2011)
  • Figure 4.11: Local search and information services marketed by operators (2011)
  • Figure 4.12: Leading directory service providers (2011)
  • Figure 4.13: Mobile directory service usage and app downloads (EU 27+2 2009 - 2011)
  • Figure 4.14: Directory provider distribution channels and business models
  • Figure 4.15: Local discovery and review services
  • Figure 4.16: Online travel companies
  • Figure 4.17: Travel guide publishers
  • Figure 4.18: Shopping assistant and coupon services
  • Figure 4.19: Social networking and entertainment service segments
  • Figure 4.20: Top 10 social networks (World 2011)
  • Figure 4.21: Location-enhanced community and social networking services (2011)
  • Figure 4.22: Social networking services with check-in feature (World 2011)
  • Figure 4.23: Examples of Friendfinder services (2011)
  • Figure 4.24: Location-enhanced chat and IM services (2011)
  • Figure 4.25: Examples of location-based game developers (2011)
  • Figure 4.26: Examples of outdoor navigation app developers (2011)
  • Figure 4.27: Examples of sports tracking app developers (2011)
  • Figure 4.28: Operator marketed people tracking services (2011)
  • Figure 4.29: Cross network people tracking services using Cell-ID (2011)
  • Figure 4.30: People tracking apps (2011)
  • Figure 4.31: Examples of fleet management services marketed by operators (2011)
  • Figure 4.32: Workforce management services marketed by operators (2011)
  • Figure 5.1: LBS revenue forecast (EU27+2 2009 - 2016)
  • Figure 5.2: LBS revenue forecast (North America 2009 - 2016)
  • Figure 5.3: Mapping and navigation service revenues (EU27+2 2009 - 2016)
  • Figure 5.4: Mapping and navigation service revenues (North America 2009 - 2016)
  • Figure 5.5: Search and information service revenues (EU27+2 2009 - 2016)
  • Figure 5.6: Search and information service revenues (North America 2009 - 2016)
  • Figure 5.7: Social networking and entertainment revenues (EU27+2 2009 - 2016)
  • Figure 5.8: Social networking and entertainment revenues (North America 2009 - 2016)
  • Figure 5.9: Recreation and fitness revenues (EU27+2 2009 - 2016)
  • Figure 5.10: Recreation and fitness revenues (North America 2009 - 2016)
  • Figure 5.11: Tracking service revenues (EU27+2 2009 - 2016)
  • Figure 5.12: Tracking service revenues (North America 2009 - 2016)

LBS PLATFORMS AND TECHNOLOGIES

Table of Contents

List of Figures

Executive summary

1. Introduction to location platforms

  • 1.1. Location platforms and location-based services
    • 1.1.1. Overview of mobile location platforms
    • 1.1.2. A brief history of location platforms and services
  • 1.2. Mobile communication services
    • 1.2.1. Mobile voice and data subscribers
    • 1.2.2. Mobile voice and SMS service revenues
    • 1.2.3. Mobile data and application revenues
    • 1.2.4. Location apps and service revenues
  • 1.3. Mobile location platforms and technologies
    • 1.3.1. Mobile location platforms
    • 1.3.2. Mobile location technologies
    • 1.3.3. Location middleware and GIS
  • 1.4. The mobile LBS value chain
    • 1.4.1. Location platform and network equipment vendors
    • 1.4.2. Location technology developers
    • 1.4.3. LBS middleware vendors
    • 1.4.4. Mobile network operators
    • 1.4.5. Location aggregators
    • 1.4.6. Handset manufacturers
    • 1.4.7. Mobile application developers and service providers
  • 1.5. Location platform pricing models
    • 1.5.1. Capacity-based model
    • 1.5.2. Transaction-based model
    • 1.5.3. Subscriber-based model
  • 1.6. Telecoms regulations drive location platform deployments
    • 1.6.1. European emergency call and privacy regulations
    • 1.6.2. LBS regulatory environment in the US
    • 1.6.3. Emergency call regulations in Australia
    • 1.6.4. Emergency call regulations in Canada
    • 1.6.5. Emergency call regulations in Japan

2. Technology overview

  • 2.1. Mobile network location platforms
    • 2.1.1. Location architecture for GSM/UMTS networks
    • 2.1.2. Location architecture for LTE networks
    • 2.1.3. Control Plane and User Plane location platforms
    • 2.1.4. OMA SUPL 1.0
    • 2.1.5. OMA SUPL 2.0
    • 2.1.6. OMA SUPL 3.0
  • 2.2. Network-based positioning technologies
    • 2.2.1. Cell-ID
    • 2.2.2. Enhanced Cell-ID and RF Pattern Matching methods
    • 2.2.3. E-OTD and OTDOA
    • 2.2.4. Uplink Time Difference of Arrival (U-TDOA)
    • 2.2.5. Location platforms and technologies in 3GPP2 networks
    • 2.2.6. Location in converged IP networks
  • 2.3. GNSS and hybrid location technologies
    • 2.3.1. GNSS: GPS, GLONASS, Galileo and Compass
    • 2.3.2. Assisted GPS and A-GNSS
    • 2.3.3. Hybrid, mixed mode and indoor location technologies
  • 2.4. Theoretical limitations of positioning technologies

3. Commercial deployments

  • 3.1. Platform deployments in Europe
    • 3.1.1. 3 Group
    • 3.1.2. Deutsche Telekom Group
    • 3.1.3. KPN Group
    • 3.1.4. Orange Group
    • 3.1.5. Telecom Italia Mobile
    • 3.1.6. Telefonica Group
    • 3.1.7. Telenor Group
    • 3.1.8. TeliaSonera Group
    • 3.1.9. Vodafone Group
  • 3.2. Platform deployments in the Americas
    • 3.2.1. AT&T Mobility
    • 3.2.2. Bell Mobility
    • 3.2.3. Rogers Wireless
    • 3.2.4. Sprint Nextel
    • 3.2.5. TELUS
    • 3.2.6. Verizon Wireless
    • 3.2.7. Wind Mobile
  • 3.3. Platform deployments in Asia-Pacific
    • 3.3.1. BSNL
    • 3.3.2. China Mobile
    • 3.3.3. NTT DoCoMo
    • 3.3.4. Telstra
    • 3.3.5. Telkomsel
  • 3.4. Platform deployments in ROW

4. Market forecasts and trends

  • 4.1. LBS market trends
    • 4.1.1. Emergency call mandates remain the key driver for platform deployments
    • 4.1.2. Location-enabled lawful intercept
    • 4.1.3. LBS service revenue forecast
  • 4.2. Handset market trends
    • 4.2.1. Smartphones
    • 4.2.2. GPS attach rates driven by higher smartphone sales
    • 4.2.3. Proliferation of GPS-enabled GSM/WCDMA handset models
    • 4.2.4. GPS-enabled GSM/WCDMA handset shipment forecasts by segment
  • 4.3. Location platform deployments
    • 4.3.1. Vendor market shares
    • 4.3.2. GMLC and SMLC platform deployment forecasts
    • 4.3.3. SUPL A-GPS server deployment forecast
    • 4.3.4. Location middleware deployment forecast

5. Location platform and technology vendor profiles

  • 5.1. Location platform and infrastructure vendors
    • 5.1.1. Alcatel-Lucent
    • 5.1.2. CommScope
    • 5.1.3. Creativity Software
    • 5.1.4. Ericsson
    • 5.1.5. Mobile Arts
    • 5.1.6. Nokia Siemens Networks
    • 5.1.7. Oksijen
    • 5.1.8. Openwave
    • 5.1.9. Redknee
    • 5.1.10. Septier
    • 5.1.11. TeleCommunication Systems
    • 5.1.12. TruePosition
  • 5.2. Location technology developers
    • 5.2.1. Broadcom
    • 5.2.2. CSR
    • 5.2.3. GBSD Technologies
    • 5.2.4. GloPos Technologies
    • 5.2.5. Intersec
    • 5.2.6. Location Labs
    • 5.2.7. Navizon
    • 5.2.8. Polaris Wireless
    • 5.2.9. Pole Star
    • 5.2.10. Qualcomm
    • 5.2.11. Rx Networks
    • 5.2.12. Skyhook Wireless
  • 5.3. Middleware vendors
    • 5.3.1. CellVision
    • 5.3.2. Genasys
    • 5.3.3. Mobilaris
    • 5.3.4. Reach-U
    • 5.3.5. Telenity
  • Glossary

List of Figures

  • Figure 1.1: Wireless cellular subscribers by standard (World Q4-2010)
  • Figure 1.2: Mobile subscriptions by region (World Q4-2010)
  • Figure 1.3: Wireless service revenues (World 2010)
  • Figure 1.4: Mobile location system overview
  • Figure 1.5: Overview of the LBS value chain
  • Figure 1.6: Mobile location-based service categories
  • Figure 1.7: Capacity-based price model
  • Figure 1.8: Transaction-based price model
  • Figure 2.1: Location architecture overview
  • Figure 2.2: Cellular frequency reuse pattern
  • Figure 2.3: Cell-ID location methods
  • Figure 2.4: U-TDOA location
  • Figure 2.5: Location Information Server in converged IP networks
  • Figure 2.6: Assisted GPS technologies
  • Figure 2.7: Performance and limiting factors for key positioning technologies
  • Figure 3.1: Location infrastructure and technology vendor customer references
  • Figure 3.2: Location infrastructure deployments in Europe
  • Figure 3.3: Location infrastructure deployments in the Americas
  • Figure 3.4: Location infrastructure deployments in Asia-Pacific
  • Figure 3.5: Location infrastructure deployments in ROW
  • Figure 4.1: Emergency and commercial LBS revenue forecast (World 2010 - 2016)
  • Figure 4.2: Handset shipments by segment (World 2005 - 2010)
  • Figure 4.3: Number of GPS-enabled GSM/WCDMA handset models available
  • Figure 4.4: GPS attach rate forecast by handset segment (World 2009 - 2015)
  • Figure 4.5: Location infrastructure vendor market shares (World 2011)
  • Figure 4.6: Location platform revenues (World 2010 - 2016)
  • Figure 5.1: Location infrastructure and technology vendors
  • Figure 5.2: Location infrastructure and technology product offerings by vendor
  • Figure 5.3: Examples of location technology developers
  • Figure 5.4: Middleware vendor customer references

LOCATION-BASED ADVERTISING AND MARKETING

Table of Contents

List of Figures

Executive summary

1. Advertising and the mobile channel

  • 1.1. Advertising and digital media
    • 1.1.1. The marketing and advertising industry
    • 1.1.2. The Internet media channel
    • 1.1.3. The mobile media channel
  • 1.2. Mobile advertising and marketing
    • 1.2.1. The mobile handset as an advertising platform
    • 1.2.2. Advertising on the mobile handset
    • 1.2.3. The mobile advertising ecosystem
  • 1.3. Mobile media channels and formats
    • 1.3.1. Messaging
    • 1.3.2. Mobile web advertisement
    • 1.3.3. Mobile applications
  • 1.4. Mobile marketing industry overview
    • 1.4.1. Factors influencing the potential market value of mobile advertising
    • 1.4.2. Current state and future trends

2. Mobile location technologies and services

  • 2.1. Mobile network location architectures and platforms
    • 2.1.1. Location architecture for GSM/UMTS networks
    • 2.1.2. Location architecture for LTE networks
    • 2.1.3. Control Plane and User Plane location platforms
    • 2.1.4. Probe-based location platforms
  • 2.2. Mobile location technologies and methods
    • 2.2.1. Cell-ID
    • 2.2.2. Enhanced Cell-ID
    • 2.2.3. RF Pattern Matching
    • 2.2.4. E-OTD, OTDOA and U-TDOA
    • 2.2.5. GNSS: GPS, GLONASS, Galileo and Compass
    • 2.2.6. Bluetooth, NFC and Wi-Fi positioning
    • 2.2.7. Hybrid, mixed mode and indoor location technologies
    • 2.2.8. Theoretical limitations of positioning technologies
  • 2.3. Overview of mobile location-based services
    • 2.3.1. Mapping and navigation
    • 2.3.2. Local search and information
    • 2.3.3. Social networking and entertainment
    • 2.3.4. Recreation and fitness
    • 2.3.5. Tracking services

3. Mobile location-based advertising and marketing

  • 3.1. Definitions and variants of LBA
    • 3.1.1. Static versus real-time location-targeting
    • 3.1.2. Push and pull LBA
    • 3.1.3. LBA formats
  • 3.2. Market receptiveness
    • 3.2.1. Advertiser adoption
    • 3.2.2. Outcomes of different LBA strategies
    • 3.2.3. Consumer attitudes
    • 3.2.4. Privacy concerns
  • 3.3. Case studies
    • 3.3.1. The North Face drives foot traffic with LBA program delivered by Placecast
    • 3.3.2. Operator Zain Kuwait enters the LBA space with AdZone platform
    • 3.3.3. SPH a pioneer in location-based advertising in Singapore
    • 3.3.4. LBA solution from NAVTEQ delivers impressive results for McDonald's
    • 3.3.5. VW engage in Wi-Fi-based marketing through JiWire
    • 3.3.6. Boloco taps SCVNGR to encourage repeat visits
    • 3.3.7. Expedia creates award winning location-based mobile website using HTML5
    • 3.3.8. McDonald's engages customers in billboard games
    • 3.3.9. MINI's location-based reality game attracts thousands of players
    • 3.3.10. Rovio introduces a location-dimension to the Angry Birds game
    • 3.3.11. QderoPateo and Kommunity Kiosk enable Bluetooth marketing at hotels
    • 3.3.12. Movie theatre chain partners with ChaCha to promote Twilight premiere

4. Market forecasts and trends

  • 4.1. LBA industry analysis
    • 4.1.1. Classification of LBA offerings
    • 4.1.2. LBA specialists
    • 4.1.3. Mobile operators
    • 4.1.4. LBS and navigation providers
    • 4.1.5. Location-aware applications and media
    • 4.1.6. Mobile coupons and deals providers
    • 4.1.7. Mobile search providers
    • 4.1.8. Proximity marketing providers
    • 4.1.9. Traditional mobile advertising players
    • 4.1.10. Major digital and telecom players
    • 4.1.11. Mergers and acquisitions
  • 4.2. LBA landscape trends
    • 4.2.1. Drivers for success
    • 4.2.2. Barriers to adoption
    • 4.2.3. Overcoming the barriers
  • 4.3. Market forecasts
    • 4.3.1. Total, digital and mobile advertising market value forecasts
    • 4.3.2. LBA market value forecast
  • 4.4. Final conclusions
    • 4.4.1. Location filtering improves the effectiveness of mobile marketing campaigns
    • 4.4.2. Greater shares of ad budgets devoted to LBA among marketers
    • 4.4.3. Location is but one of many valuable opt-in variables
    • 4.4.4. High-precision real-time geotargeting is sparsely used
    • 4.4.5. Mobile search and SMS campaigns are important high-volume LBA formats
    • 4.4.6. Location-targeting will eventually become ubiquitous

5. Company profiles and strategies

  • 5.1. LBA specialists
    • 5.1.1. AdMoove
    • 5.1.2. Chalkboard
    • 5.1.3. CityGrid Media
    • 5.1.4. LEMON Mobile
    • 5.1.5. Placecast
    • 5.1.6. xAd
    • 5.1.7. Xtify
    • 5.1.8. YOOSE
  • 5.2. Mobile operators
    • 5.2.1. AT&T Mobility
    • 5.2.2. Orange Group
    • 5.2.3. SFR
    • 5.2.4. Telefonica Group
  • 5.3. LBS and navigation providers
    • 5.3.1. Appello Systems
    • 5.3.2. Intersec
    • 5.3.3. TeleNav
    • 5.3.4. Telmap
    • 5.3.5. TomTom
    • 5.3.6. Waze Mobile
  • 5.4. Location-aware applications and media
    • 5.4.1. Foursquare
    • 5.4.2. Loopt
    • 5.4.3. Shopkick
    • 5.4.4. WHERE
  • 5.5. Mobile coupons and deals providers
    • 5.5.1. COUPIES
    • 5.5.2. GeoAd
    • 5.5.3. Groupon
    • 5.5.4. ThinkNear
    • 5.5.5. Yowza!!
  • 5.6. Mobile search providers
    • 5.6.1. Mobile Commerce
    • 5.6.2. Poynt
    • 5.6.3. Qype
    • 5.6.4. Yell Group
  • 5.7. Proximity marketing providers
    • 5.7.1. BLIP Systems
    • 5.7.2. Proximus Mobility
    • 5.7.3. Qwikker
    • 5.7.4. Scanbuy
  • 5.8. Traditional mobile advertising players
    • 5.8.1. InMobi
    • 5.8.2. Jumptap
    • 5.8.3. Madvertise
    • 5.8.4. Millennial Media
    • 5.8.5. Nexage
    • 5.8.6. Sofialys
  • 5.9. Major digital and telecom players
    • 5.9.1. Apple
    • 5.9.2. Facebook
    • 5.9.3. Google
    • 5.9.4. Microsoft
    • 5.9.5. Nokia
    • 5.9.6. Yahoo!
  • Glossary

List of Figures

  • Figure 1.1: Global advertisement expenditure by media (World 2010)
  • Figure 1.2: Top 20 advertisers (World 2010)
  • Figure 1.3: Online advertisement expenditure by region (World 2010)
  • Figure 1.4: Mobile subscriptions by region (World Q4-2010)
  • Figure 1.5: Stakeholders in the mobile marketing value chain
  • Figure 1.6: SMS ads - number of receivers and response rates (EU5 September 2010)
  • Figure 2.1: Location architecture overview
  • Figure 2.2: Cellular frequency reuse pattern
  • Figure 2.3: Cell-ID location methods
  • Figure 2.4: Performance and limiting factors for key positioning technologies
  • Figure 2.5: Navigation app and service providers by active users (World Q3-2011)
  • Figure 3.1: Examples of location accuracies suitable for LBA
  • Figure 4.1: Categorisation of LBA players
  • Figure 4.2: Acquisitions in the LBA ecosystem (2009 - 2012)
  • Figure 4.3: Total, digital and mobile ad revenues by region (World 2010 - 2016)
  • Figure 4.4: LBA revenues and forecasts by region (World 2010 - 2016)
  • Figure 5.1: Overview of LBA industry players
  • Figure 5.2: European operator offerings powered by Appello Systems (October 2011)
  • Figure 5.3: North American operator offerings powered by TeleNav (September 2011)
  • Figure 5.4: Waze user interface and example of location marker and expanded ad
  • Figure 5.5: Loopt user interface, Qs and Groupon Now! deals notifications
  • Figure 5.6: Groupon map UI on iPhone
  • Figure 5.7: Screenshots from Qype for iPhone and Android

PEOPLE MONITORING AND SAFETY SOLUTIONS

Table of Contents

List of Figures

Executive summary

1. Overview of people location solutions

  • 1.1. Handsets and location device solutions
    • 1.1.1. Handset-based location solutions
    • 1.1.2. Dedicated people location devices
  • 1.2. Market segmentation
    • 1.2.1. Mobile workforce management
    • 1.2.2. Lone worker protection
    • 1.2.3. Family locator services
    • 1.2.4. Medical and telecare location solutions
    • 1.2.5. Offender monitoring
  • 1.3. The regulatory environment in Europe and North America
    • 1.3.1. European privacy regulations
    • 1.3.2. Privacy and location data regulations in the US

2. Technology overview

  • 2.1. Mobile network location architectures and platforms
    • 2.1.1. Location architecture for GSM/UMTS networks
    • 2.1.2. Location architecture for LTE networks
    • 2.1.3. Control plane and user plane location platforms
    • 2.1.4. Probe-based location platforms
  • 2.2. Mobile location technologies and methods
    • 2.2.1. Cell-ID
    • 2.2.2. Enhanced Cell-ID
    • 2.2.3. RF Pattern Matching
    • 2.2.4. E-OTD, OTDOA and U-TDOA
    • 2.2.5. GNSS: GPS, GLONASS, Galileo and Compass
    • 2.2.6. Bluetooth, NFC and Wi-Fi positioning
    • 2.2.7. Hybrid, mixed mode and indoor location technologies
    • 2.2.8. Theoretical limitations of positioning technologies
  • 2.3. Handset software platforms
    • 2.3.1. Android
    • 2.3.2. iOS
    • 2.3.3. Windows Phone
    • 2.3.4. BlackBerry OS and BlackBerry 10
    • 2.3.5. Samsung's Bada platform
    • 2.3.6. Symbian
    • 2.3.7. Brew Mobile Platform
    • 2.3.8. Java Micro Edition

3. Family locator and medical alarm solutions

  • 3.1. Overview of demographics and common medical conditions
    • 3.1.1. The ageing population
    • 3.1.2. Medical conditions
  • 3.2. Mobile family locator services
    • 3.2.1. The European market
    • 3.2.2. The North American market
  • 3.3. Handset location apps and services
    • 3.3.1. Network-based handset location services
    • 3.3.2. People location apps for smartphones
  • 3.4. Consumer oriented location devices
    • 3.4.1. General purpose location devices
    • 3.4.2. Child locator devices and services
    • 3.4.3. Mobile telecare and mobile PERS devices
  • 3.5. Company profiles
    • 3.5.1. GTX Corp: GPS device and app developer for asset and people location
    • 3.5.2. Ilico.net: Pioneer of handset-based services for locating people
    • 3.5.3. Life360: Expanding from family locator apps to broader security solutions
    • 3.5.4. Location Labs: White-label safety app developer expanding beyond the US
    • 3.5.5. TeleCommunication Systems: Leading provider of end-to-end LBS solutions
    • 3.5.6. Amber Alert GPS: Specialises in location devices for children
    • 3.5.7. Buddi: Mobile telecare vendor entering the UK offender monitoring market
    • 3.5.8. Garmin: Leading navigation device vendor entering personal location market
    • 3.5.9. Everon: Developer of GPS wristwatches for telecare and lone workers
    • 3.5.10. Lifecomm: Developer of health and wellness devices for active seniors
    • 3.5.11. Limmex: Swiss telecare wristwatch vendor ramping up sales in Europe
    • 3.5.12. Loc8tor: Tagging and tracking devices for locating assets, pets and people
    • 3.5.13. Location Based Technologies: Creator of the PocketFinder locators
    • 3.5.14. LoJack: Leading SVR provider entering the telecare market
    • 3.5.15. Lok8u: Specialises in GPS wristwatches for children and seniors
    • 3.5.16. LOSTnFOUND: Swiss asset tracking vendor entering the telecare segment
    • 3.5.17. PFO: Fashion accessories with integrated personal alarm
    • 3.5.18. SecuraTrac: Focuses on white-label B2B location solutions
    • 3.5.19. Securus: Focusing on the US personal safety and security device market
    • 3.5.20. SPOT: GPS locator and satellite messenger devices from Globalstar
  • 3.5.21. Tramigo: TLD landmarks facilitates people location without using maps

4. Workforce management and lone worker safety services

  • 4.1. Employment statistics
    • 4.1.1. Employment by industry
    • 4.1.2. Vehicle fleets, mobile workers and lone workers
  • 4.2. Mobile resource management solutions
    • 4.2.1. Mobile workforce management services
  • 4.3. Lone worker protection devices and services
    • 4.3.1. Lone worker legislation and standards
    • 4.3.2. Lone worker protection services
  • 4.4. Company profiles
    • 4.4.1. Actsoft: MRM veteran expanding sales through app stores
    • 4.4.2. Airclic: Specialises in software for logistics and field service companies
    • 4.4.3. ClickSoftware: Expanding MRM to the SMB segment with cloud services
    • 4.4.4. CommonTime: Offers platform for customisable enterprise mobility apps
    • 4.4.5. Contigo: Develops hosted platform for tracking and safety applications
    • 4.4.6. Econz Wireless: Specialises in hosted WFM for the SME segment
    • 4.4.7. FollowUS: Pioneer of handset location services in the UK
    • 4.4.8. Genasys: LBS platform developer and provider of MRM solutions
    • 4.4.9. Panaramix: Complementing low cost WFM with consumer apps
    • 4.4.10. Peoplesafe: Focus on managed lone worker services for the private sector
    • 4.4.11. PocketMobile: Customisable WFM for medium- and large organisations
    • 4.4.12. Reach-U: LBS platform vendor offering WFM service for all handsets
    • 4.4.13. Skyguard: Provider of end-to-end lone worker safety solutions
    • 4.4.14. Telenav: Handset navigation provider seeking growth in MRM services
    • 4.4.15. TrackaPhone: Device agnostic platform for WFM and lone worker services
    • 4.4.16. Trackem: Cloud-based resource management for the SMB market
    • 4.4.17. Vismo: Specialises in security apps for international travellers
    • 4.4.18. Xora: Specialises in cloud-based WFM and fleet management services
    • 4.4.19. Blackline GPS: Moving from consumer to business location services
    • 4.4.20. Connexion2: Identicom device shipments has surpassed 100,000 units
    • 4.4.21. Geonovo: Developer of the Romad RSP-100 lone worker device
    • 4.4.22. Laipac Technology: Expanding from asset tracking to people tracking
    • 4.4.23. SafeLinQ: Location devices for the consumer and business markets
    • 4.4.24. Sonim Technologies: Manufactures the world's most rugged handsets
    • 4.4.25. Twig Com: Complementing TWIG devices with indoor location technology

5. Electronic offender monitoring

  • 5.1. Offender monitoring programmes
    • 5.1.1. Electronic offender monitoring in Europe
    • 5.1.2. Electronic offender monitoring in North America
  • 5.2. Offender monitoring service providers and devices
    • 5.2.1. Monitoring service providers
    • 5.2.2. Offender monitoring and tracking devices
  • 5.3. Company profiles
    • 5.3.1. 3M Attenti
    • 5.3.2. G4S
    • 5.3.3. GEO Group
    • 5.3.4. iSECUREtrac
    • 5.3.5. Omnilink Systems
    • 5.3.6. Satellite Tracking of People
    • 5.3.7. SecureAlert

6. Market trends and forecasts

  • 6.1. Market trends and drivers
    • 6.1.1. Ageing population will drive sales of mobile telecare solutions
    • 6.1.2. Rise of smartphones boosts workforce management service adoption
    • 6.1.3. Stricter legislations fuel lone worker protection market
    • 6.1.4. Electronic offender monitoring aims to reduce costs of corrective systems
  • 6.2. Market forecasts
    • 6.2.1. Consumer oriented people tracking solutions
    • 6.2.2. Enterprise workforce management services
    • 6.2.3. Lone worker protection services
    • 6.2.4 Offender monitoring solutions
  • Glossary

List of Figures

  • Figure 1.1: GPS handset shipments (World 2006 - 2011)
  • Figure 1.2: Smartphone shipments by vendor and OS (World H1-2012)
  • Figure 1.3: Bracelet and watch tracking devices
  • Figure 1.4: Tracking device infrastructure overview
  • Figure 1.5: Lone worker protection devices
  • Figure 2.1: Location architecture overview
  • Figure 2.2: Cellular frequency reuse pattern
  • Figure 2.3: Cell-ID location methods
  • Figure 2.4: Performance and limiting factors for key positioning technologies
  • Figure 3.1: Population by age group (EU27+2 and North America 2010 - 2020)
  • Figure 3.2: Number of people suffering from various medical conditions (EU/US 2012)
  • Figure 3.3: People location services marketed by mobile operators (EU27+2 2012)
  • Figure 3.4: Operator marketed people tracking services (2012)
  • Figure 3.5: Third party people tracking services using Cell-ID (EU27+2 2012)
  • Figure 3.6: People tracking and location sharing apps (August 2012)
  • Figure 3.7: Consumer oriented people tracking devices
  • Figure 3.8: Examples of consumer people tracking devices and vendors (2012)
  • Figure 3.9: Examples of child tracking devices (2012)
  • Figure 3.10: Mobile PERS devices
  • Figure 3.11: Examples of mobile PERS and medical alarm devices (2012)
  • Figure 4.1: Employment by industry (Europe and North America 2012)
  • Figure 4.2: Examples of mobile workforce management service providers (2012)
  • Figure 4.3: Workforce management services marketed by operators (2012)
  • Figure 4.4: Lone worker categories
  • Figure 4.5: Examples of dedicated lone worker protection devices (2012)
  • Figure 4.6: UK alarm receiving centres capable of monitoring lone worker alarms (2012)
  • Figure 4.7: Lone worker protection service providers (UK 2012)
  • Figure 4.8: Lone worker protection service providers (EU27+2 and North America 2012)
  • Figure 5.1: Electronic monitoring programmes in Europe (EU27+2 2012)
  • Figure 5.2: Examples of offender monitoring solution providers (2012)
  • Figure 5.3: GPS-based offender monitoring devices
  • Figure 6.1: Smartphone sales by region (2011 - 2016)
  • Figure 6.2: Family locator users and revenues (EU27+2 2011 - 2016)
  • Figure 6.3: Family locator users and revenues (North America 2011 - 2016)
  • Figure 6.4: Mobile telecare users and revenues (EU27+2 2011 - 2016)
  • Figure 6.5: Mobile PERS users and revenues (North America 2011 - 2016)
  • Figure 6.6: Workforce management users and revenues (EU27+2 2011 - 2016)
  • Figure 6.7: Workforce management users and revenues (North America 2011 - 2016)
  • Figure 6.8: Lone worker protection devices and services (EU27+2 2011 - 2016)
  • Figure 6.9: Lone worker protection devices and services (North America 2011 - 2016)
  • Figure 6.10: Offender monitoring systems and revenues (EU27+2 2011 - 2016)
  • Figure 6.11: Offender monitoring systems and revenues (North America 2011 - 2016)
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