Location Based Services 2005-2010: Market realities, recommendations and forecasts

This publication has been discontinued on July 19, 2011.

Introduction

Abstract

When the FCC introduced the E-911 mandate, requiring all U.S. wireless carriers to be able to locate their subscribers in an emergency, this presented the ideal opportunity to generate additional subscriber revenues by adding Location Based Services (LBS) on to this technology. But how well have US cellular subscribers taken to using these services? And, how does this compare to the key market trends and developments that have been witnessed in Asia and Europe?

The latest informative visiongain report, Location Based Services 2005-2010: Market realities, recommendations and forecasts, provides you with the answers to these questions and more by giving you the latest status of this market area. Now that the hype surrounding 3G and the related applications has cleared this report delivers a realistic picture of the current market for LBS with particular focus on the US, Asian and European markets. What services have been deployed by carriers? Which services are a success with subscribers? Where is the market heading?

Key questions that this report answers:

• What impact will LBS have on mobile data service revenues?
• What are the current global revenue and subscriber figures for LBS?
• What subscriber growth rates can we expect for LBS uptake through to 2010?
• What affect will LBS have on overall subscriber ARPU today and in the next five years?
• What will global revenues from LBS be in 2010?

In addition, this 95+ page report will provide you with an understanding of the key issues regarding the various technology standards and interoperability. The report will also provide an awareness of the fragmented nature of the whole content and value chain with the numerous parties involved.

Why you need to buy this report

• This report delivers recommendations to all players involved in offering location-based services, and highlights what market issues you need to be aware of to ensure your companys success.
• Discover the major market drivers, and find out which applications and services have been offered successfully and the levels of usage they have enjoyed.
• This report provides you with year-by-year global subscriber and revenue forecasts for usage of LBS through from 2005 to 2010
• Find out the lessons learned by leading carriers, such as AT&T, KDDI and Nextel, that have launched LBS. Discover, through these analytical case study business models, the various steps that need to be taken to realize the revenue potential of these value added services.
• Learn about the E911 mandate, the deadlines imposed, and the effect this has had on triggering growth of LBS in the US. You will also learn about the financial realities of implementing this mandate.
• Understand, through detailed descriptions, analysis and comparisons, the differences between the technologies, regarding their levels of precision and accountability.
• This report will tell you about the underlying issues regarding subscriber privacy when using LBS applications, and how supplying personal information may be impeding LBS uptake.

Table of Contents

• Chapter 1. Introduction
• Graph 1. Revenue for Data Services, 2004
• 1.2 Usage Areas
• Graph 2. Consumers Interested in Location Service
• 1.2.1 Emergency Services (E-911)
• 1.3 Interconnection
• 1.4 Drawbacks to LBS
• 1.5 Focus of this Report
• Chapter 2. Technical Focus
• 2.1 Basic Location Techniques
• 2.1.1 Tracking and Positioning
• 2.1.2 Angle of Arrival (AOA)
• 2.1.3 Measuring the Signal Strength
• 2.1.4 Cell of Origin (Cell-ID)
• 2.2 Network and Handset Techniques
• 2.2.1 Time Difference of Arrival (TDOA)
• Figure 1. Architecture for TDOA Emergency Call
• 2.2.2 Triangulation and Trilateration (AFLT)
• 2.2.2.1 Triangulation
• 2.2.2.2 Trilateration
• 2.2.3 Enhanced Observed Time Difference (E-OTD)
• Figure 2. Architecture for E-OTD
• 2.2.4 A-GPS
• 2.2.5 Hybrid Technology
• Table 1. Technologies Compared
• 2.3 Satellite Positioning Systems- GPS
• Figure 3. Orbital Paths of Satellites Around the Earth
• 2.3.1 Basic Principles of Satellite Navigation
• Figure 4. Possible Position Locations
• Figure 5. Positioning Using Three Satellites
• 2.3.2 The Satellites
• Table 2: Characteristics of GPS Satellite
• 2.3.2.1 User Segment
• Figure 6. User, Control and Space Segments of GPS
• 2.3.2.2 Space Segment
• 2.3.2.3 Control Segment: Master Control Station
• 2.3.2.4 Monitor Stations
• 2.3.2.5 Ground Antennas
• 2.4 Precise Positioning Service (PPS)
• 2.4.1 Standard Positioning Service (SPS)
• Table 3. Precision of GPS
• 2.5 Frequencies and Signals
• 2.6 Distorting Effects
• 2.7 DGPS
• 2.8 WAAS
• 2.9 Other Satellite Systems
• 2.9.1 GLONASS
• 2.9.2 EGNOS and GALILEO
• 2.10 Network-Based Positioning
• 2.11 GSM
• 2.12 Cell of Global Identity
• 2.13 Segment Antennas
• 2.14 Timing Advance
• 2.15 Uplink Time of Arrival
• Chapter 3. Platforms and Applications
• 3.1 Location Service Platforms
• 3.2 Geographic Information Systems
• Figure 7. LBS Value Chain
• 3.2.1 Digital Road Databases
• 3.2.2 Point-of-Interest Information
• Table 4. Companies Providing Services (Non-exhaustive)
• 3.3 The Location Engine
• 3.3.1 Dynamic Data
• 3.3.2 Geocoding and Reverse Geocoding
• 3.3.3 Routing
• 3.3.4 Proximity Searches
• 3.4 The LBS Platform
• 3.5 Applications Designs
• 3.6 Types of Location-Based Services
• 3.6.1 Information Services
• 3.6.2 Interaction Services
• 3.6.3 Mobility Services
• 3.6.4 Niche Opportunities
• 3.6.4.1 Infotainment Services
• 3.6.4.2 Information Distribution Services
• 3.6.4.3 Location-Based Games
• Table 5. Consumer and Business LBS
• 3.6.4.4 Emergency Support Services
• 3.6.4.5 Location Aware Billing
• 3.6.4.6 Tracking Services
• 3.7 Business Applications
• 3.8 AT&T Friend Finder Application
• 3.8.1 User Interface
• 3.8.2 Basic LBS Functionality of Find Friend Application
• 3.8.3 AT&T Pricing
• 3.8.4 mMode Uptake
• 3.8.5 Leader in the Field
• Chapter 4. U.S. LBS Market
• 4.1 Market Overview
• Graph 3. Global wireless subscribers use LBS (millions)
• 4.2 U.S. Carriers
• 4.2.1 AT&T
• Table 6. AT&T mMode Bundle Plans
• 4.2.2 Nextel
• Table 7. Nextel TeleNav Bundle Plans
• 4.3 Market Drivers
• Graph 4. Most attractive services to American consumers
• Graph 5. Percentage of people who would purchase LBS in a given timeframe
• 4.4 Safety Regulations: E-911
• 4.4.1 911 Calls
• 4.4.2 Location of a Call
• 4.4.3 E-911
• 4.4.4 FCC Mandate
• 4.4.5 Phase I Requirements
• 4.4.6 Phase II Requirements
• 4.4.7 Solutions
• Table 8. U.S. Carrier E-911 Solutions
• 4.4.8 Implementation Difficulties
• Graph 6. Percentage of PSAPs that had phase capabilities 2003
• 4.4.9 Comparison of Phase I and Phase II
• 4.4.10 Carrier Progress
• 4.4.11 Technical Problems
• Chapter 5. World Markets
• 5.1 European Market
• Graph 7. Western European Mobile Users Interest in Value-Added Applications
• 5.1.1 LBS Europe
• 5.1.2 LBS in European Business
• Graph 8. Percentage of consumers interested in service
• 5.1.3 European Consumer Habits
• Graph 9. Percentage of consumers interested in E-LBS per country
• Graph 10. Likelihood of churn for each country
• 5.1.4 E-112
• Table 9. Asian and European Companies offering LBS
• 5.1.5 Lessons Learned From U.S.
• 5.2 GALILEO
• 5.2.1 Development Phases
• 5.2.2 Development and In-Orbit Validation
• 5.2.3 Positioning Services
• 5.3 Satellite Agreements
• 5.4 Asian Market
• Graph 11. Percentage of Asian subscribers who want or have LBS
• 5.4.1 Technologies Utilized
• 5.4.2 Global Regulations
• Chapter 6. Interoperability
• 6.1 Importance of Standards
• 6.1.1 Consumer Expectations with LBS
• 6.2 Maintaining LBS Business Models
• 6.2.1 Increased Billable Employment of Network
• 6.2.2 Niches for Providers
• 6.2.3 Different Content Providers
• 6.3 LBS Standard Organizations
• 6.3.1 Other Standards Organizations
• 6.4 The GeoMobility Server
• 6.5 Standards Used in AT&T Find Friend Application
• 6.6 Multivendor Value Chains
• Chapter 7. Privacy
• 7.1 Privacy Issues
• 7.2 Personal Freedom in International Conventions
• 7.3 General Location Data Protection Principles
• Table 10. Basic data principles
• 7.4 Privacy Types
• 7.4.1 Corporate Enterprise-Level Privacy
• 7.4.2 Personal Subscriber-Level Privacy
• Graph 12. Percentage of people worried about privacy issues in LBS
• 7.5 Carrier and Service Provider Issues to Address
• 7.5.1 Murky Waters
• 7.5.2 Consumer Attitudes
• Graph 13. Percentage of customers reaction when asked to provide personal information
• 7.5.3 Lessons From Amazon.com
• 7.5.4 Risks and Recommendations
• Chapter 8. Forecasts/Recommendations/Conclusions
• 8.1 Global Market Drivers
• 8.1.1 Forecasts
• Graph 14. Global Market Revenue for LBS (billions), 2004-2010
• Graph 15. Percentage of Global Revenue for Data Services, 2004-2010
• Graph 16. Average LBS Revenue Per Subscriber, 2004-2010
• Graph 17. Global LBS Subscribers, 2004-2010
• 8.2 Recommendations
• 8.2.1 Integration
• 8.2.1.1 Data-Driven Applications
• Table 11. LBS Success Factors
• 8.2.1.2 Simplifying Application Development
• 8.2.1.3 Business Logic
• 8.2.1.4 Presentation Layer
• 8.2.1.5 Intuitive User Interfaces
• 8.3 An Integrated Approach
• 8.3.1 Key Application Success Factors
• 8.3.2 Functionality Packaging
• Table 12. Packaging Essentials
• 8.3.3 Niche Product Marketing
• Graph 18. Revenue Share Estimate
• 8.4 LBS Business Case Development
• 8.5 Applications Defined
• 8.5.1 Business Models
• 8.5.2 Flexible Platforms
• 8.6 Safety and Security
• 8.7 Privacy
• 8.8 Conclusion

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