MOBILE LOCATION-BASED SERVICES

Transcription

1 MOBILE LOCATION-BASED SERVICES INDEX Index Table of Contents Table of Contents... i List of Figures... vi Executive summary Introduction to location-based services Definition of mobile location-based services Mobile communication services Mobile voice and SMS Mobile data and applications A brief history of location platforms and services Mobile LBS categories Mapping and navigation Local search and information Social networking and entertainment Recreation and fitness Family and people locator services Mobile resource management Mobile advertising and marketing Other services Mobile app monetisation strategies and business models Free apps Paid apps Freemium apps and in-app payments Ad-funding New channel to market Bundled products and services Mobile app business model trends Mobile location technologies and platforms Mobile network-based location technologies...20 STRATEGIC LBS RESEARCH SERIES i

2 INDEX MOBILE LOCATION-BASED SERVICES GNSS: GPS, GLONASS, Galileo and Compass Bluetooth and Wi-Fi positioning Hybrid and indoor location technologies Handset client and probe-based location platforms The regulatory environment in Europe and North America European emergency call and privacy regulations LBS regulatory environment in the US Emergency call regulations in Canada Smartphone ecosystems Smartphone OS platforms Smartphone platform developments and market shares Smartphone vendor market shares Android ios Windows Phone BlackBerry OS and BlackBerry Samsung s Bada platform App stores Apple App Store BlackBerry App World Google Play Nokia Store Windows Phone Store Ad networks and in-app ad solutions Apple iad RIM BlackBerry Advertising Service Microsoft Windows Phone/Microsoft Advertising Nokia Nokia Ad Exchange Android AdMob and third-party ad networks Smartphone industry analysis Smartphone platforms are becoming new vertical silos Towards complete LBS offerings...49 ii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

3 MOBILE LOCATION-BASED SERVICES INDEX Operators start to back emerging smartphone platforms Handset vendor strategies The mobile web, HTML5 web apps and native apps Operator LBS offerings and strategies The European operator LBS market Group Deutsche Telekom Group KPN Group Orange Group SFR Telefónica Group Telenor Group TeliaSonera Group Vodafone Group The North American operator LBS market AT&T Mobility Bell Mobility MetroPCS Rogers Wireless Sprint Nextel TELUS T-Mobile USA US Cellular Verizon Wireless Location aggregators and Location-as-a-Service providers Deveryware Locaid Location Labs Lociloci Mobile Commerce Industry analysis Organisational capabilities and goals limit operator s ability to provide LBS...74 STRATEGIC LBS RESEARCH SERIES iii

4 INDEX MOBILE LOCATION-BASED SERVICES Smartphone platforms challenge operators role as distribution channel Operators are no longer the central source of location data Emerging opportunities for operators to sell bulk location data Consumer LBS categories Mapping and navigation Mapping and routing services Speed camera warning apps and services Traffic information services Turn-by-turn navigation services Mapping and navigation industry trends Mobile operator service offerings Handset vendor offerings App stores and service providers Key market players Local search and information Directory services Local discovery and review services Travel planning, guides and information services Shopping and coupon services Social networking and entertainment Social networking and community services Check-in services Friendfinder services Communication, chat and instant messaging services Location-based games Recreation and fitness Geocaching apps Outdoor navigation Sports tracking apps Family and people locator services Family locator services marketed by mobile operators Third party family and people locator apps and services iv STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

5 MOBILE LOCATION-BASED SERVICES INDEX 5 Enterprise LBS categories and LBA Mobile resource management Fleet management services Mobile workforce management services Lone worker protection services Mobile advertising and marketing The marketing and advertising industry Advertising on the mobile handset Definitions and variants of LBA LBA formats LBA industry analysis Market analysis and forecasts Summary of the LBS market The European LBS market The North American LBS market Mobile advertising and location Challenges and opportunities for mobile advertising Location can improve ROI for advertisers LBA market value forecast Vertical market trends Mapping and navigation services become free for end-users Search and information services growth driven by smartphone uptake Social networking and entertainment services gradually add location Smartphones are increasingly used as recreation and fitness devices Family and people locator service uptake driven by free apps Corporate efficiency investments drive WFM service adoption Glossary STRATEGIC LBS RESEARCH SERIES v

6 INDEX MOBILE LOCATION-BASED SERVICES Index List of Figures Figure 1.1: Mobile subscriptions by region (World Q2-2012)...4 Figure 1.2: Wireless service revenues (World 2012)...5 Figure 1.3: Smartphone adoption and market shares (Western Europe )...6 Figure 1.4: Smartphone adoption and market shares (North America )...6 Figure 1.5: Mobile location-based service categories...10 Figure 1.6: LBS system overview...19 Figure 2.1: Smartphone shipments by vendor and OS (World 9M-2012)...30 Figure 2.2: Leading mobile app stores (Q4-2012)...38 Figure 2.3: Examples of mobile ad networks (World 2012)...43 Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2012)...54 Figure 3.2: LBS offered by mobile operators (Europe )...55 Figure 3.3: Mobile operators by number of subscribers (North America Q2-2012)...64 Figure 4.1: Mapping app and service offerings...78 Figure 4.2: Speed camera warning apps...79 Figure 4.3: Traffic information platform...80 Figure 4.4: Traffic information apps and services...81 Figure 4.5: New business models for mobile navigation services...83 Figure 4.6: Navigation offerings from European operators (December 2012)...86 Figure 4.7: Navigation offerings from North American operators (December 2012)...87 Figure 4.8: Android, BlackBerry, iphone and WP7/8 turn-by-turn navigation apps...89 Figure 4.9: Navigation app and service providers by active users (World Q4-2012)...91 Figure 4.10: Local search and information services marketed by operators (2012) Figure 4.11: Leading directory service providers (2012) Figure 4.12: Mobile yellow pages usage and app downloads (EU ) Figure 4.13: Directory provider distribution channels and business models Figure 4.14: Local discovery and review services Figure 4.15: Online travel companies Figure 4.16: Travel guide publishers vi STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

7 MOBILE LOCATION-BASED SERVICES INDEX Figure 4.17: Shopping assistant and coupon services (2012) Figure 4.18: Social networks with over 100 million users (World 2012) Figure 4.19: Mobile-originated social networking services (2012) Figure 4.20: Social networking services with check-in feature (World 2012) Figure 4.21: Examples of friendfinder services (2012) Figure 4.22: Location-enhanced communication, chat and IM services (2012) Figure 4.23: Examples of location-based game developers (2012) Figure 4.24: Examples of outdoor navigation app developers (2012) Figure 4.25: Examples of sports tracking app developers (2012) Figure 4.26: People locator services marketed by mobile operators (2012) Figure 4.27: Third party people locator services using Cell-ID (EU ) Figure 4.28: People tracking and location sharing apps (2012) Figure 5.1: Examples of fleet management offerings by mobile operators (2012) Figure 5.2: Workforce management services marketed by operators (2012) Figure 5.3: Examples of mobile workforce management service providers (2012) Figure 5.4: Lone worker protection service providers (2012) Figure 5.5: Global advertising expenditure by media (World 2012) Figure 6.1: LBS revenue forecast (EU ) Figure 6.2: LBS revenue forecast (North America ) Figure 6.3: LBA revenues and forecasts (EU27+2 and North America ) Figure 6.4: Mapping and navigation service revenues (EU ) Figure 6.5: Mapping and navigation service revenues (North America ) Figure 6.6: Search and information service revenues (EU ) Figure 6.7: Search and information service revenues (North America ) Figure 6.8: Social networking and entertainment revenues (EU ) Figure 6.9: Social networking and entertainment revenues (North America ) Figure 6.10: Recreation and fitness revenues (EU ) Figure 6.11: Recreation and fitness revenues (North America ) Figure 6.12: Family and people locator service revenues (EU ) Figure 6.13: Family and people locator service revenues (North America ) Figure 6.14: Workforce management service revenues (EU ) Figure 6.15: Workforce management service revenues (North America ) STRATEGIC LBS RESEARCH SERIES vii

8 INDEX MOBILE LOCATION-BASED SERVICES viii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES