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Symbian Authors: Kevin Benedict, Matthew Lobas, Shelly Palmer, RealWire News Distribution

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LBS Research Series 2012

NEW YORK, Sept. 10, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

LBS Research Series 2012

http://www.reportlinker.com/p0332361/LBS-Research-Series-2012.html#utm_s...

Executive summary

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. 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.

Executive summary

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. 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.

Executive summary

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. 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. 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.

Executive summary

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 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.

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.

Executive summary

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. 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.

Table of Contents

List of Figures viii

Executive summary1

1 Personal navigation solutions3

11 Vehicle fleets and navigation system penetration 4

111 The European passenger car market 4

112 The North American passenger car and light truck market6

12 Overview of personal navigation systems and services7

121 Factory installed in-dash navigation and telematics solutions 8

122 Aftermarket in-dash navigation systems 9

123 Personal Navigation Devices 10

124 Smartphones and mobile phones11

125 Internet tablets and media players12

13 PND categories and segments13

131 Standalone car navigation PNDs 13

132 Embedded PNDs 17

133 Multimode and rugged PNDs 17

134 Truck PNDs 17

14 Handset-based navigation services 18

141 On-board navigation apps 19

142 Off-board navigation services 20

15 Navigation service distribution channels and business models 21

151 Mobile network operators 21

152 Handset vendors 22

153 On-device app stores 22

154 Active handset navigation users 26

2 Map data and content providers27

21 Digital map data and image suppliers29

211 NAVTEQ 30

212 TomTom Maps 32

213 AND 33

214 AutoNavi 34

215 Blom 35

216 CE Info Systems35

217 DigitalGloble36

218 GeoEye36

219 Intermap Technologies 37

2110 OpenStreetMap37

2111 ZENRIN38

22 Traffic information services39

221 Traffic information systems 39

222 RDS-TMC services 40

223 The VICS traffic information system43

224 The TPEG standard43

225 AirSage44

226 Clear Channel Radio's Total Traffic Network 44

227 Decell44

228 INRIX45

229 Mediamobile46

2210 TrafficCast 46

2211 Trafficmaster46

23 Speed camera warning devices and database providers47

231 Coyote Systems 47

232 Cyclops 47

233 FoxyTag48

234 Road Angel48

235 RoadPilot 48

236 Wikango 48

24 Travel guide, POI data and weather information providers49

241 CustomWeather49

242 Foreca 49

243 Fodor's Travel49

244 Langenscheidt50

245 Mairdumont 50

246 NavX 51

247 ViaMichelin 51

248 Wcities 51

25 Directory publishers52

251 PagesJaunes and Mappy 54

252 Truvo 54

253 Yell Group54

3 Navigation software developers 55

31 Technology overview55

311 On-board, off-board and hybrid navigation software56

312 Evolution of navigation software features 56

32 Vendor market shares 58

321 Handset navigation app market shares in Europe59

322 Handset navigation app market shares in North America 60

33 Company profiles and strategies 61

331 ALK Technologies 63

332 Appello Systems 64

333 deCarta65

334 Elektrobit 66

335 Fullpower Technologies67

336 Google67

337 GPS Tuner68

338 Intrinsyc Software68

339 Maction Technologies 69

3310 Mireo69

3311 NavGuard 70

3312 NaviExpert 70

3313 Navitel70

3314 NAVITIME 71

3315 Navmii71

3316 NDrive72

3317 NNG73

3318 PH Informatica74

3319 ROUTE 6674

3320 Skobbler 75

3321 Sygic76

3322 TeleCommunication Systems 76

3323 TeleNav77

3324 Telmap78

3325 UbiEst 80

3326 Waze80

3327 Wikitude81

3328 Yapp Mobile 81

4 Mobile operator service offerings 83

41 Navigation services from mobile operators in North America83

411 AT&T84

412 Bell Mobility 85

413 MetroPCS 85

414 Rogers Wireless 86

415 Sprint Nextel 86

416 TELUS 87

417 Verizon Wireless87

42 Navigation services from mobile operators in Europe 88

421 Deutsche Telekom Group 90

422 Orange Group 91

423 SFR93

424 Telefónica Group93

425 Telekom Austria Group 94

426 TeliaSonera Group 95

427 Vodafone Group96

43 Navigation services from mobile operators in Asia Pacific 98

431 Country profile: Australia99

432 Country profile: Japan100

433 Country profile: South Korea102

434 SingTel Group 103

435 Tata Indicom104

436 Vodafone New Zealand104

44 Navigation services in other countries 104

441 Country profile: Israel 105

442 Country profile: South Africa106

443 América Móvil 107

444 NII Holdings107

445 Telefónica Latin America108

446 Mobile TeleSystems 108

5 Device vendor profiles 109

51 PND market developments 109

511 PND feature evolution 109

512 Market consolidation111

52 PND shipments and vendor market shares 113

521 Shipments by geographical region113

522 PND hardware revenues 114

523 Vendor market shares 115

53 PND vendor profiles and strategies117

531 Garmin117

532 Navigon 121

533 TomTom123

534 MiTAC127

535 Airis129

536 AvMap 129

537 Mappy/Logicom 129

538 MEDION 130

539 Panasonic131

5310 Shinco 131

5311 Sony 132

5312 Thinkware Systems 132

5313 UniStrong 133

5314 United Navigation133

54 Handset market developments 135

541 Smartphone evolution 137

542 Handset vendor market shares138

543 Handset vendor navigation service strategies 138

55 Handset vendor profiles and strategies 140

551 Apple 140

552 HTC 141

553 LG Electronics 142

554 Motorola 142

555 Nokia 143

556 RIM 145

557 Samsung Electronics 146

558 Sony Ericsson 147

6 Market analysis and forecasts 149

61 Navigation industry trends149

611 The total navigation system penetration rate is still low globally150

612 Low cost in-dash navigation systems drive take rates151

613 Evolution of handset navigation distribution channels 152

614 Evolution of handset navigation business models 153

62 Regional markets156

621 The European mobile navigation market 157

622 The European PND market 158

623 The North American mobile navigation market 160

624 The North American PND market161

625 The Rest of World mobile navigation market 163

626 The Rest of World PND market 164

Glossary 167

List of Figures

Figure 11: The European passenger car market (2011) 5

Figure 12: Car navigation system shipments in Europe (2002–2011)5

Figure 13: The North American passenger car and light truck market (2011)6

Figure 14: Car navigation system shipments in North America (2002–2011) 7

Figure 15: Main car navigation system categories 8

Figure 16: Evolution of portable navigation solutions 10

Figure 17: Examples of GPS-enabled Internet tablets (December 2011) 12

Figure 18: PND feature comparison by price segment 14

Figure 19: Latest Garmin and TomTom connected PNDs 16

Figure 110: On-board navigation application screenshots 19

Figure 111: Off-board navigation application screenshots20

Figure 112: Examples of mobile app stores (December 2011)23

Figure 113: Examples of Android, BlackBerry and iPhone navigation app developers 25

Figure 114: Active navigation users by distribution channel (World 2008–2011) 26

Figure 21: Examples of content providers28

Figure 22: Major international digital map data suppliers 29

Figure 23: Traffic information platform40

Figure 24: Examples of TMC service providers (2010)42

Figure 25: Travel guide publishers 50

Figure 26: Leading directory service providers (2011) 52

Figure 27: Directory provider distribution channels and business models53

Figure 31: Mapping and navigation server platform55

Figure 32: Navigation app and service providers by active users (World Q4-2011)58

Figure 33: Handset navigation service market shares (EU27+2 2007–2011) 59

Figure 34: Handset navigation service market shares (North America 2007–2011) 60

Figure 35: Handset navigation app developers62

Figure 41: Navigation offerings from North American operators (December 2011) 84

Figure 42: Navigation offerings from European operators (November 2011)89

Figure 43: Examples of navigation offerings from APAC operators (December 2011)98

Figure 51: PND feature penetration in Europe and North America (2007–2011)110

Figure 52: PND brands by original industry 111

Figure 53: Global annual PND shipments and revenues (2005–2011) 113

Figure 54: PND shipments by region (Million units 2007–2011) 114

Figure 55: PND vendor market shares (World 2006–2011)115

Figure 56: PND vendor market shares (Europe 2006–2011) 116

Figure 57: PND vendor market shares (North America 2006–2011) 116

Figure 58: Examples of Garmin nüvi PNDs 119

Figure 59: Examples of TomTom PNDs and connected PNDs126

Figure 510: Smartphone shipments by vendor and OS (World Q3-2011)136

Figure 61: PND and in-dash navigation system penetration (World 2007–2011) 150

Figure 62: New business models for mobile navigation services 153

Figure 63: Smartphone, GPS-enabled Internet tablet and PND shipments (2010–2016)156

Figure 64: Navigation apps and service revenues (EU27+2 2010–2016) 157

Figure 65: Annual PND shipments in Europe (2006–2016)158

Figure 66: PND ASP, device and service revenues in Europe (2010–2016)159

Figure 67: Navigation app and service revenues (North America 2010–2016)160

Figure 68: Annual PND shipments in North America (2006–2016) 161

Figure 69: PND ASP, device and service revenues in North America (2010–2016)162

Figure 610: Navigation app and service revenues (ROW 2010–2016)163

Figure 611: Annual PND shipments in ROW (2006–2016) 164

Figure 612: PND ASP, device and service revenues in ROW (2010–2016) 165

Table of Contents

Executive summary1

1 Introduction to location-based services 3

11 Definition of mobile location-based services3

12 Mobile communication services4

121 Mobile voice and SMS service revenues 4

122 Mobile data and application revenues 5

123 Location apps and service revenues 7

13 Mobile LBS categories8

131 Mapping and navigation9

132 Local search and information9

133 Social networking and entertainment 10

134 Recreation and fitness10

135 Tracking services 11

136 Other services 11

14 Mobile app monetisation strategies and business models13

141 Free apps 13

142 Paid apps 13

143 Freemium apps and in-app payments14

144 Ad-funding14

145 New channel to market 15

146 Bundled products and services 15

147 Mobile app business model trends16

15 Mobile location technologies and platforms 17

151 Mobile network-based location technologies 18

152 GNSS: GPS, GLONASS, Galileo and Compass 18

153 Hybrid and mixed mode technologies20

154 Accuracy requirements for LBS 21

16 The regulatory environment in Europe and North America 23

161 European emergency call and privacy regulations 23

162 LBS regulatory environment in the US24

163 Emergency call regulations in Canada 26

2 Smartphone ecosystems27

21 Smartphone OS platforms27

211 Android29

212 iOS29

213 Windows Phone 7 30

214 Symbian 31

215 BlackBerry OS and BBX31

216 Samsung's Bada platform32

22 App stores33

221 Android Market35

222 Apple App Store 35

223 BlackBerry App World36

224 Nokia Ovi Store 36

225 Windows Phone Marketplace37

23 Ad networks and in-app ad solutions38

231 Apple iAd40

232 RIM BlackBerry Advertising Service41

233 Microsoft Windows Phone 7 and Microsoft Advertising 42

234 Nokia in-app advertising and NAVTEQ Media Solutions42

235 Google Admob43

24 Leading smartphone vendors 43

241 Apple 45

242 HTC 45

243 LG Electronics 46

244 Motorola Mobility46

245 Nokia 47

246 RIM 48

247 Samsung Electronics 48

248 Sony Ericsson 49

25 Industry analysis49

251 New vertical silos50

252 Towards a complete LBS stack 51

253 Operator strategies51

254 Handset vendor strategies 52

255 The mobile web, HTML5 web apps and native apps53

3 Operator LBS offerings and strategies 55

31 The European operator LBS market55

311 3 Group 58

312 Deutsche Telekom Group 58

313 KPN Group 59

314 Orange Group 59

315 Telecom Italia Mobile 60

316 Telefónica Group61

317 Telenor Group 61

318 TeliaSonera Group 62

319 Vodafone Group63

32 The North American operator LBS market 64

321 AT&T Mobility 66

322 Bell Mobility 67

323 MetroPCS 67

324 Rogers Wireless 67

325 Sprint Nextel 68

326 TELUS 68

327 T-Mobile USA 69

328 Verizon Wireless70

33 Location aggregators and Location-as-a-Service providers 71

331 Deveryware71

332 LOC-AID 71

333 Location Labs72

334 Lociloci 73

335 Mobile Commerce73

336 TechnoCom74

34 Industry analysis75

341 Organisational capabilities and goals limit operator's ability to provide LBS75

342 Smartphone platforms challenge operators' central role 76

343 The rise of third party developers and apps 76

4 Key LBS categories 79

41 Mapping and navigation79

411 Mapping and routing services79

412 Traffic information services 82

413 Turn-by-turn navigation services84

414 Mapping and navigation industry trends 85

415 Mobile operator service offerings88

416 Handset vendor offerings90

417 App stores and service providers 92

418 Key market players92

42 Local search and information102

421 Directory services103

422 Local discovery and review services106

423 Travel planning, guides and information services 107

424 Shopping and coupon services 109

43 Social networking and entertainment111

431 Social networking and community services 112

432 Check-in services 115

433 Friendfinder services 116

434 Chat and instant messaging services 117

435 Location-based games118

44 Recreation and fitness 120

441 Geocaching apps120

442 Outdoor navigation120

443 Sports tracking apps 121

45 Tracking services123

451 Family locator services123

452 Smartphone tracking apps125

453 Enterprise tracking services 126

5 Market analysis and forecasts 131

51 Summary of the LBS market 131

511 The European LBS market131

512 The North American LBS market 132

52 Mobile advertising and location 133

521 Challenges and opportunities for mobile advertising 133

522 Location can improve ROI for advertisers134

53 Vertical market trends135

531 Mapping and navigation services become free for end-users135

532 Search and information services growth driven by smartphone uptake 138

533 Social networking and entertainment services gradually add location 139

534 Smartphones are increasingly used as recreation and fitness devices 141

535 Corporate efficiency investments drive tracking service revenues142

Glossary 145

List of Figures

Figure 11: Mobile subscriptions by region (World Q4-2010) 4

Figure 12: Wireless service revenues (World 2010) 5

Figure 13: Smartphone adoption and market shares (Western Europe 2009–2011) 6

Figure 14: Smartphone adoption and market shares (North America 2009–2011) 6

Figure 15: Mobile location-based service categories8

Figure 16: Free versus paid apps available for iOS and Android devices (May 2011) 13

Figure 17: LBS system overview17

Figure 18: Assisted GPS technologies 19

Figure 19: Accuracy requirements for LBS services22

Figure 21: Smartphone shipments by vendor and OS (World Q3-2011)28

Figure 22: Leading mobile app stores (Q3-2011)34

Figure 23: Examples of mobile ad networks 39

Figure 24: Smartphone vendor revenues and profits (H1-2011)44

Figure 31: Mobile operators by number of subscribers (EU27+2 Q2-2011) 56

Figure 32: LBS offered by mobile operators (Europe 2008–2011)57

Figure 33: Mobile operators by number of subscribers (North America Q2-2011)65

Figure 41: Mapping app and service offerings 80

Figure 42: Examples of mapping and routing services marketed by operators (2011)81

Figure 43: Traffic information platform82

Figure 44: Traffic information apps and services83

Figure 45: Turn-by-turn navigation system overview84

Figure 46: New business models for mobile navigation services 86

Figure 47: Navigation offerings from European operators (October 2011)89

Figure 48: Navigation offerings from North American operators (September 2011) 90

Figure 49: Android, BlackBerry and iPhone turn-by-turn navigation apps91

Figure 410: Navigation app and service providers by active users (World Q3-2011)93

Figure 411: Local search and information services marketed by operators (2011)103

Figure 412: Leading directory service providers (2011)104

Figure 413: Mobile directory service usage and app downloads (EU 27+2 2009–2011) 105

Figure 414: Directory provider distribution channels and business models106

Figure 415: Local discovery and review services 107

Figure 416: Online travel companies108

Figure 417: Travel guide publishers 109

Figure 418: Shopping assistant and coupon services 110

Figure 419: Social networking and entertainment service segments 111

Figure 420: Top 10 social networks (World 2011)113

Figure 421: Location-enhanced community and social networking services (2011)114

Figure 422: Social networking services with check-in feature (World 2011)115

Figure 423: Examples of Friendfinder services (2011) 116

Figure 424: Location-enhanced chat and IM services (2011) 117

Figure 425: Examples of location-based game developers (2011)119

Figure 426: Examples of outdoor navigation app developers (2011) 121

Figure 427: Examples of sports tracking app developers (2011)122

Figure 428: Operator marketed people tracking services (2011)124

Figure 429: Cross network people tracking services using Cell-ID (2011) 125

Figure 430: People tracking apps (2011) 126

Figure 431: Examples of fleet management services marketed by operators (2011)128

Figure 432: Workforce management services marketed by operators (2011)129

Figure 51: LBS revenue forecast (EU27+2 2009–2016) 132

Figure 52: LBS revenue forecast (North America 2009–2016) 133

Figure 53: Mapping and navigation service revenues (EU27+2 2009–2016)136

Figure 54: Mapping and navigation service revenues (North America 2009–2016) 137

Figure 55: Search and information service revenues (EU27+2 2009–2016) 138

Figure 56: Search and information service revenues (North America 2009–2016)139

Figure 57: Social networking and entertainment revenues (EU27+2 2009–2016) 140

Figure 58: Social networking and entertainment revenues (North America 2009–2016)141

Figure 59: Recreation and fitness revenues (EU27+2 2009–2016) 142

Figure 510: Recreation and fitness revenues (North America 2009–2016)142

Figure 511: Tracking service revenues (EU27+2 2009–2016)143

Figure 512: Tracking service revenues (North America 2009–2016) 144

Table of Contents

Executive summary1

1 Introduction to location platforms3

11 Location platforms and location-based services3

111 Overview of mobile location platforms4

112 A brief history of location platforms and services 4

12 Mobile communication services6

121 Mobile voice and data subscribers 7

122 Mobile voice and SMS service revenues 8

123 Mobile data and application revenues 8

124 Location apps and service revenues 9

13 Mobile location platforms and technologies 10

131 Mobile location platforms10

132 Mobile location technologies 11

133 Location middleware and GIS13

14 The mobile LBS value chain14

141 Location platform and network equipment vendors 14

142 Location technology developers15

143 LBS middleware vendors 16

144 Mobile network operators 16

145 Location aggregators 16

146 Handset manufacturers17

147 Mobile application developers and service providers 18

15 Location platform pricing models19

151 Capacity-based model 19

152 Transaction-based model 20

153 Subscriber-based model20

16 Telecoms regulations drive location platform deployments 21

161 European emergency call and privacy regulations 21

162 LBS regulatory environment in the US23

163 Emergency call regulations in Australia25

164 Emergency call regulations in Canada 25

165 Emergency call regulations in Japan26

2 Technology overview27

21 Mobile network location platforms 28

211 Location architecture for GSM/UMTS networks28

212 Location architecture for LTE networks 29

213 Control Plane and User Plane location platforms 30

214 OMA SUPL 10 31

215 OMA SUPL 20 32

216 OMA SUPL 30 33

22 Network-based positioning technologies34

221 Cell-ID34

222 Enhanced Cell-ID and RF Pattern Matching methods36

223 E-OTD and OTDOA37

224 Uplink Time Difference of Arrival (U-TDOA) 37

225 Location platforms and technologies in 3GPP2 networks39

226 Location in converged IP networks40

23 GNSS and hybrid location technologies 41

231 GNSS: GPS, GLONASS, Galileo and Compass 41

232 Assisted GPS and A-GNSS44

233 Hybrid, mixed mode and indoor location technologies46

24 Theoretical limitations of positioning technologies 47

3 Commercial deployments51

31 Platform deployments in Europe52

311 3 Group 55

312 Deutsche Telekom Group 55

313 KPN Group 56

314 Orange Group 56

315 Telecom Italia Mobile 57

316 Telefónica Group58

317 Telenor Group 58

318 TeliaSonera Group 59

319 Vodafone Group60

32 Platform deployments in the Americas61

321 AT&T Mobility 63

322 Bell Mobility 63

323 Rogers Wireless 64

324 Sprint Nextel 64

325 TELUS 64

326 Verizon Wireless65

327 Wind Mobile65

33 Platform deployments in Asia-Pacific 65

331 BSNL 67

332 China Mobile 67

333 NTT DoCoMo 67

334 Telstra68

335 Telkomsel 68

34 Platform deployments in ROW69

4 Market forecasts and trends 71

41 LBS market trends 71

411 Emergency call mandates remain the key driver for platform deployments 72

412 Location-enabled lawful intercept 72

413 LBS service revenue forecast73

42 Handset market trends 74

421 Smartphones74

422 GPS attach rates driven by higher smartphone sales 75

423 Proliferation of GPS-enabled GSM/WCDMA handset models76

424 GPS-enabled GSM/WCDMA handset shipment forecasts by segment 77

43 Location platform deployments78

431 Vendor market shares 78

432 GMLC and SMLC platform deployment forecasts 79

433 SUPL A-GPS server deployment forecast81

434 Location middleware deployment forecast82

5 Location platform and technology vendor profiles85

51 Location platform and infrastructure vendors 85

511 Alcatel-Lucent87

512 CommScope 88

513 Creativity Software89

514 Ericsson90

515 Mobile Arts 91

516 Nokia Siemens Networks 92

517 Oksijen93

518 Openwave 94

519 Redknee 95

5110 Septier 95

5111 TeleCommunication Systems 96

5112 TruePosition 98

52 Location technology developers 100

521 Broadcom102

522 CSR 103

523 GBSD Technologies104

524 GloPos Technologies 105

525 Intersec105

526 Location Labs106

527 Navizon107

528 Polaris Wireless 107

529 Pole Star 108

5210 Qualcomm109

5211 Rx Networks 110

5212 Skyhook Wireless111

53 Middleware vendors 112

531 CellVision113

532 Genasys 114

533 Mobilaris 115

534 Reach-U116

535 Telenity 117

Glossary 119

List of Figures

Figure 11: Wireless cellular subscribers by standard (World Q4-2010)6

Figure 12: Mobile subscriptions by region (World Q4-2010) 7

Figure 13: Wireless service revenues (World 2010) 9

Figure 14: Mobile location system overview10

Figure 15: Overview of the LBS value chain 15

Figure 16: Mobile location-based service categories18

Figure 17: Capacity-based price model 19

Figure 18: Transaction-based price model20

Figure 21: Location architecture overview29

Figure 22: Cellular frequency reuse pattern 34

Figure 23: Cell-ID location methods 35

Figure 24: U-TDOA location38

Figure 25: Location Information Server in converged IP networks 40

Figure 26: Assisted GPS technologies 45

Figure 27: Performance and limiting factors for key positioning technologies 48

Figure 31: Location infrastructure and technology vendor customer references 51

Figure 32: Location infrastructure deployments in Europe 52

Figure 33: Location infrastructure deployments in the Americas 61

Figure 34: Location infrastructure deployments in Asia-Pacific 66

Figure 35: Location infrastructure deployments in ROW69

Figure 41: Emergency and commercial LBS revenue forecast (World 2010–2016) 73

Figure 42: Handset shipments by segment (World 2005–2010) 74

Figure 43: Number of GPS-enabled GSM/WCDMA handset models available 76

Figure 44: GPS attach rate forecast by handset segment (World 2009–2015)77

Figure 45: Location infrastructure vendor market shares (World 2011)78

Figure 46: Location platform revenues (World 2010–2016) 80

Figure 51: Location infrastructure and technology vendors85

Figure 52: Location infrastructure and technology product offerings by vendor86

Figure 53: Examples of location technology developers 100

Figure 54: Middleware vendor customer references113

Table of Contents

Executive summary1

1 Advertising and the mobile channel 3

11 Advertising and digital media 3

111 The marketing and advertising industry3

112 The Internet media channel 6

113 The mobile media channel7

12 Mobile advertising and marketing 10

121 The mobile handset as an advertising platform11

122 Advertising on the mobile handset 13

123 The mobile advertising ecosystem 15

13 Mobile media channels and formats 16

131 Messaging16

132 Mobile web advertisement 20

133 Mobile applications 25

14 Mobile marketing industry overview30

141 Factors influencing the potential market value of mobile advertising31

142 Current state and future trends 32

2 Mobile location technologies and services 33

21 Mobile network location architectures and platforms 33

211 Location architecture for GSM/UMTS networks34

212 Location architecture for LTE networks 35

213 Control Plane and User Plane location platforms36

214 Probe-based location platforms37

22 Mobile location technologies and methods 38

221 Cell-ID38

222 Enhanced Cell-ID 40

223 RF Pattern Matching40

224 E-OTD, OTDOA and U-TDOA40

225 GNSS: GPS, GLONASS, Galileo and Compass 41

226 Bluetooth, NFC and Wi-Fi positioning42

227 Hybrid, mixed mode and indoor location technologies43

228 Theoretical limitations of positioning technologies44

23 Overview of mobile location-based services 45

231 Mapping and navigation46

232 Local search and information48

233 Social networking and entertainment 49

234 Recreation and fitness50

235 Tracking services 51

3 Mobile location-based advertising and marketing 53

31 Definitions and variants of LBA53

311 Static versus real-time location-targeting54

312 Push and pull LBA55

313 LBA formats56

32 Market receptiveness60

321 Advertiser adoption 60

322 Outcomes of different LBA strategies 61

323 Consumer attitudes 63

324 Privacy concerns65

33 Case studies 66

331 The North Face drives foot traffic with LBA program delivered by Placecast67

332 Operator Zain Kuwait enters the LBA space with AdZone platform 67

333 SPH a pioneer in location-based advertising in Singapore 68

334 LBA solution from NAVTEQ delivers impressive results for McDonald's68

335 VW engage in Wi-Fi-based marketing through JiWire 69

336 Boloco taps SCVNGR to encourage repeat visits69

337 Expedia creates award winning location-based mobile website using HTML5 70

338 McDonald's engages customers in billboard games 70

339 MINI's location-based reality game attracts thousands of players 71

3310 Rovio introduces a location-dimension to the Angry Birds game 71

3311 QderoPateo and Kommunity Kiosk enable Bluetooth marketing at hotels 72

3312 Movie theatre chain partners with ChaCha to promote Twilight premiere 72

4 Market forecasts and trends 73

41 LBA industry analysis 73

411 Classification of LBA offerings73

412 LBA specialists 74

413 Mobile operators 75

414 LBS and navigation providers 76

415 Location-aware applications and media 76

416 Mobile coupons and deals providers77

417 Mobile search providers77

418 Proximity marketing providers 78

419 Traditional mobile advertising players 79

4110 Major digital and telecom players 79

4111 Mergers and acquisitions80

42 LBA landscape trends 82

421 Drivers for success82

422 Barriers to adoption84

423 Overcoming the barriers 85

43 Market forecasts 86

431 Total, digital and mobile advertising market value forecasts86

432 LBA market value forecast 88

44 Final conclusions90

441 Location filtering improves the effectiveness of mobile marketing campaigns 90

442 Greater shares of ad budgets devoted to LBA among marketers91

443 Location is but one of many valuable opt-in variables91

444 High-precision real-time geotargeting is sparsely used 91

445 Mobile search and SMS campaigns are important high-volume LBA formats92

446 Location-targeting will eventually become ubiquitous92

5 Company profiles and strategies93

51 LBA specialists94

511 AdMoove 94

512 Chalkboard95

513 CityGrid Media97

514 LEMON Mobile 98

515 Placecast 100

516 xAd 101

517 Xtify102

518 YOOSE 104

52 Mobile operators105

521 AT&T Mobility 105

522 Orange Group 108

523 SFR110

524 Telefónica Group112

53 LBS and navigation providers 113

531 Appello Systems 114

532 Intersec115

533 TeleNav117

534 Telmap119

535 TomTom120

536 Waze Mobile122

54 Location-aware applications and media 124

541 Foursquare 124

542 Loopt 126

543 Shopkick127

544 WHERE129

55 Mobile coupons and deals providers 130

551 COUPIES130

552 GeoAd 132

553 Groupon 133

554 ThinkNear 135

555 Yowza!!136

56 Mobile search providers 137

561 Mobile Commerce137

562 Poynt 139

563 Qype140

564 Yell Group142

57 Proximity marketing providers143

571 BLIP Systems 143

572 Proximus Mobility 145

573 Qwikker 146

574 Scanbuy 148

58 Traditional mobile advertising players149

581 InMobi149

582 Jumptap 151

583 Madvertise 152

584 Millennial Media154

585 Nexage 155

586 Sofialys 156

59 Major digital and telecom players 158

591 Apple 158

592 Facebook 160

593 Google162

594 Microsoft164

595 Nokia 165

596 Yahoo! 167

Glossary 171

List of Figures

Figure 11: Global advertisement expenditure by media (World 2010)4

Figure 12: Top 20 advertisers (World 2010) 5

Figure 13: Online advertisement expenditure by region (World 2010) 7

Figure 14: Mobile subscriptions by region (World Q4-2010) 8

Figure 15: Stakeholders in the mobile marketing value chain 16

Figure 16: SMS ads – number of receivers and response rates (EU5 September 2010) 17

Figure 21: Location architecture overview34

Figure 22: Cellular frequency reuse pattern 38

Figure 23: Cell-ID location methods 39

Figure 24: Performance and limiting factors for key positioning technologies 45

Figure 25: Navigation app and service providers by active users (World Q3-2011)47

Figure 31: Examples of location accuracies suitable for LBA 53

Figure 41: Categorisation of LBA players 74

Figure 42: Acquisitions in the LBA ecosystem (2009–2012) 81

Figure 43: Total, digital and mobile ad revenues by region (World 2010–2016) 87

Figure 44: LBA revenues and forecasts by region (World 2010–2016)89

Figure 51: Overview of LBA industry players93

Figure 52: European operator offerings powered by Appello Systems (October 2011)115

Figure 53: North American operator offerings powered by TeleNav (September 2011) 118

Figure 54: Waze user interface and example of location marker and expanded ad123

Figure 55: Loopt user interface, Qs and Groupon Now! deals notifications 126

Figure 56: Groupon map UI on iPhone 134

Figure 57: Screenshots from Qype for iPhone and Android 141

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Portable_Devices Industry: LBS Research Series 2012

Contact Nicolas: [email protected]
US: (805)-652-2626
Intl: +1 805-652-2626

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