Mobile Navigation Services and Devices

Transcription

1 LBS Research Series Mobile Navigation Services and Devices Mobile Navigation Services and Devices is the fifth consecutive report from Berg Insight analysing the latest developments on the global PND and mobile turn-by-turn navigation market. This report in the LBS Research Series provides you with 160 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions. 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 to improve the user experience. Evaluate the impact of free navigation applications and evolving new business models. Identify new business opportunities in connected and real-time traffic information. Order now! Please visit our web site to order this report and find more information about our other titles at See inside for further details Berg Insight s LBS Research Series What are the real business opportunities for LBS on the global market? Berg Insight s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation and location-enabled content. Once per year we also publish a summary of our research with detailed forecasts for the major regions.

2 LBS Research Series What are the latest developments on the personal navigation market? Navigation systems and 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 indash 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 usecases, 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 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 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 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 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 Million Active navigation app users Installed base of PNDs Installed base of PNDs and active mobile turn-by-turn navigation users (World ) Year of the consumer product division of Magellan Navigation. Garmin completed the acquisition of Navigon in July 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 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 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 that rely on maps stored on a server. Over time, many solutions will converge into hybrid 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 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. Whitelabel 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 answers the following questions: How are business models for PNDs and mobile navigation evolving? What impact has free navigation had on the personal navigation market? How are device manufacturers positioning themselves on the growing mobile navigation market? Will turn-by-turn navigation for mobile phones replace portable navigation devices? Which are the leading developers of turn-by-turn navigation applications for mobile phones? Which mobile operators have introduced mobile turnby-turn navigation? What will be the winning formula for connected PNDs and associated? How will mobile navigation evolve in the future?

3 Table of Contents 1 Personal navigation solutions 1.1 Vehicle fleets and navigation system penetration The European passenger car market The North American passenger car and light truck market 1.2 Overview of personal navigation systems and Factory installed in-dash navigation and telematics solutions Aftermarket in-dash navigation systems Personal Navigation Devices Smartphones and mobile phones Internet tablets and media players 1.3 PND categories and segments Standalone car navigation PNDs Embedded PNDs Multimode and rugged PNDs Truck PNDs 1.4 Handset-based navigation On-board navigation apps Off-board navigation 1.5 Navigation service distribution channels and business models Mobile network operators Handset vendors On-device app stores Active handset navigation users 2 Map data and content providers 2.1 Digital map data and image suppliers NAVTEQ TomTom Maps AND AutoNavi Blom CE Info Systems DigitalGloble GeoEye Intermap Technologies OpenStreetMap ZENRIN 2.2 Traffic information Traffic information systems RDS-TMC The VICS traffic information system The TPEG standard AirSage Clear Channel Radio s Total Traffic Network Decell INRIX Mediamobile TrafficCast Trafficmaster 2.3 Speed camera warning devices and database providers Coyote Systems Cyclops FoxyTag Road Angel RoadPilot Wikango 2.4 Travel guide, POI data and weather information providers CustomWeather Foreca Fodor s Travel Langenscheidt Mairdumont NavX ViaMichelin Wcities 2.5 Directory publishers PagesJaunes and Mappy Truvo Yell Group 3 Navigation software developers 3.1 Technology overview On-board, off-board and hybrid navigation software Evolution of navigation software features 3.2 Vendor market shares Handset navigation app market shares in Europe Handset navigation app market shares in North America 3.3 Company profiles and strategies ALK Technologies Appello Systems decarta Elektrobit Fullpower Technologies Google GPS Tuner Intrinsyc Software Maction Technologies Mireo NavGuard NaviExpert Navitel NAVITIME Navmii NDrive NNG PH Informatica ROUTE Skobbler Sygic TeleCommunication Systems TeleNav Telmap UbiEst Waze Wikitude Yapp Mobile 4 Mobile operator service offerings 4.1 Navigation from mobile operators in North America AT&T Bell Mobility MetroPCS Rogers Wireless Sprint Nextel TELUS Verizon Wireless 4.2 Navigation from mobile operators in Europe Deutsche Telekom Group Orange Group SFR Telefónica Group Telekom Austria Group TeliaSonera Group Vodafone Group 4.3 Navigation from mobile operators in Asia Pacific Country profile: Australia Country profile: Japan Country profile: South Korea SingTel Group Tata Indicom Vodafone New Zealand 4.4 Navigation in other countries Country profile: Israel Country profile: South Africa América Móvil NII Holdings Telefónica Latin America Mobile TeleSystems 5 Device vendor profiles 5.1 PND market developments PND feature evolution Market consolidation 5.2 PND shipments and vendor market shares Shipments by geographical region PND hardware revenues Vendor market shares 5.3 PND vendor profiles and strategies Garmin Navigon TomTom MiTAC Airis AvMap Mappy / Logicom MEDION Panasonic Shinco Sony Thinkware Systems UniStrong United Navigation 5.4 Handset market developments Smartphone evolution Handset vendor market shares Handset vendor navigation service strategies 5.5 Handset vendor profiles and strategies Apple HTC LG Electronics Motorola Nokia RIM Samsung Electronics Sony Ericsson 6 Market analysis and forecasts 6.1 Navigation industry trends The total navigation system penetration rate is still low globally Low cost in-dash navigation systems drive take rates Evolution of handset navigation distribution channels Evolution of handset navigation business models 6.2 Regional markets The European mobile navigation market The European PND market The North American mobile navigation market The North American PND market The Rest of World mobile navigation market The Rest of World PND market Glossary

4 About the Author LBS Research Series André Malm is a Senior Analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include locationbased, wireless M2M and personal navigation. Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers. Who should buy this report? Related products Mobile Navigation Services and Devices is the foremost source of information about the emerging personal navigation market focusing on both PNDs and mobile phone navigation. Whether you are a vendor, telecom operator, investor, consultant, application developer or government agency, you will gain valuable insights from our in-depth research. Mobile Location-Based Services Fleet Management in Europe The Global Wireless M2M Market Car Telematics and Wireless M2M Berg Insight AB - No. 80 Order form TO RECEIVE YOUR COPY OF Mobile Navigation Services and Devices You can place your order in the following alternative ways: 1. Place your order online in our web shop at 2. Fax this order sheet to us at fax number: Mail this order sheet to us at: Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden 4. your order to: info@berginsight.com 5. Phone us at Choose type of format Paper copy EUR PDF 1-5 user license EUR PDF corporate license EUR Family/Surname Forename Position Company Address Country Postcode Telephone FAX VAT is chargeable on all orders from Sweden. Orders from all other countries in the European Union must include the buyer s VAT Registration number below in order to avoid the addition of VAT. Your PO number Your VAT/TVA/IVA/BTW/MWST number Please charge my credit card VISA Mastercard Card number Cardholder s name Billing address Signature Expiry date (MM/YY) / CV code Reports will be dispatched once full payment has been received. For any enquiries regarding this, please contact us. Payment may be made by credit card, cheque made payable to Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden or by direct bank transfer to Skandinaviska Enskilda Banken, Stockholm, Sweden. Postcode Country Account Holder: Berg Insight AB Account number: BIC/SWIFT: ESSESESS IBAN: SE We enclose our cheque payable to Berg Insight AB Please invoice me Signature Date Berg Insight AB, Viktoriagatan 3, SE Gothenburg, Sweden Phone Fax info@berginsight.com

5 LBS Research Series Mobile Location-Based Services Mobile Location-Based Services is the seventh consecutive report from Berg Insight analysing the latest developments on the European and North American LBS markets. This report in the LBS Research Series from Berg Insight provides you with 160 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions. This report will allow you to: Profit from 30 new executive interviews with market leading companies. Learn about the LBS strategies of major telecom operators in Europe and North America. Identify key players on the European and North American mobile LBS market. Understand the opportunities and challenges for location-based advertising. Benefit from valuable insights about the most successful LBS propositions on the market. Comprehend from valuable insights about the most successful LBS propositions on the market. Predict future business opportunities for mobile industry players. Order now! Please visit our web site to order this report and find more information about our other titles at See inside for further details Berg Insight s LBS Research Series What are the real business opportunities for LBS on the global market? Berg Insight s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation and location-enabled content. Once per year we also publish a summary of our research with detailed forecasts for the major regions.

6 LBS Research Series The LBS market shows healthy growth in the coming five years Mobile location-based (LBS) are gradually achieving mainstream market acceptance. Berg Insight estimates that the number of active users of location-based and apps grew 80 percent in At the end of the year, about 40 percent of mobile subscribers in Europe were frequent users of at least one location-based service. In North America where adoption of smartphones and GPS-enabled handsets is higher, an estimated 50 percent of all handset users now access location-based 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 325 million in 2012 and Berg Insight forecasts LBS revenues to grow to about 825 million by In North America, revenues are forecasted to grow from US$ 835 million in 2012 to about US$ 1,295 million by There are many alternative ways to categorise various LBS. In this report, LBS are divided into eight service categories based on primary function: mapping and navigation, local search and information, social networking and entertainment, recreation and fitness, family and people locator, mobile resource management, mobile advertising and marketing, and other. Mapping and navigation is the leading segment in terms of revenues and the second largest in terms of number of active users. Although the number of active users of mapping and navigation is still growing, revenues are only increasing slowly as competition from free and low cost has intensified. White-label developers are now working with mobile operators to create localised offerings and attractive service bundles. Some navigation service providers are focusing on freemium apps where the core navigation service is free and users have the option to purchase additional content and features. Local search and information is now the leading LBS category in terms of unique users, driven by the adoption of handsets with improved capabilities and changing user habits. Most leading social networking are now focusing more on their mobile offerings as users increasingly access from mobile devices. Many of these have various forms of location support ranging from sharing geo-tagged content to location sharing and check-in features. A growing number of outdoor and sports enthusiasts are downloading recreation and fitness apps that turn smartphones into convenient substitutes for GPS devices and sports watches. Family locator have been part of mobile operators LBS portfolios for many years especially in the US but are now facing competition from app developers. Also mobile workforce management that aim to improve operational efficiency for businesses are gaining traction as the cost of hardware and software declines. Advertising is an important source of revenues for many LBS providers. The mobile channel is getting established as an integral part of the marketing media mix as mobile media usage grows. Targeting by location in combination with other contextual and behavioural information greatly enhances the relevance of mobile advertising. It has been demonstrated that location-targeted ads generate considerably higher return than conventional mobile advertising, and the associated ecpm levels are several times higher. The main barriers to adoption are related to the inherently limited reach of LBA which acts as a mental hurdle for advertisers. The demand for hyper-local targeting of ads is so far limited among advertisers, but is anticipated to increase given the considerable impact such campaigns generate. Educating advertisers about this opportunity and new methods for campaign performance evaluation are thus called for. Historically, mobile operators have been key partners and the main distribution channel for app and service developers. Operators have a direct relationship with large user bases, allowing them to market, pre-install apps on new handsets, present links to from their portals and handle end-user billing. This central role is now challenged by the rising smartphone ecosystems that integrate key LBS 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. Mobile operators are therefore exploring other opportunities to leverage their assets, for instance by 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. Mobile operators can provide network-based location data for such as mobile analytics as well as fraud management and secure authentication. This report answers the following questions: million 1000 Europe North America Mobile LBS revenue forecast, million ( ) 2017 Year What is the current status of the European and North American mobile LBS market? How will free navigation affect the market dynamics? What are the mobile strategies of search engines and directory publishers? How is location technology used by mobile social networks and communities? How is GPS-technology altering the conditions for people locator? How are smartphones changing the mobile resource management market? How is location being used to add value in mobile advertising? Which operators have introduced branded locationbased?

7 Table of Contents Executive summary 1 Introduction to location-based 1.1 Definition of mobile location-based 1.2 Mobile communication Mobile voice and SMS Mobile data and applications A brief history of location platforms and 1.3 Mobile LBS categories Mapping and navigation Local search and information Social networking and entertainment Recreation and fitness Family and people locator Mobile resource management Mobile advertising and marketing Other 1.4 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 Mobile app business model trends 1.5 Mobile location technologies and platforms Mobile network-based location technologies GNSS: GPS, GLONASS, Galileo and Compass Bluetooth and Wi-Fi positioning Hybrid and indoor location technologies Handset client and probe-based location platforms 1.6 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 2 Smartphone ecosystems 2.1 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 2.2 App stores Apple App Store BlackBerry App World Google Play Nokia Store Windows Phone Store 2.3 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 2.4 Smartphone industry analysis Smartphone platforms are becoming new vertical silos Towards complete LBS offerings Operators start to back emerging smartphone platforms Handset vendor strategies The mobile web, HTML5 web apps and native apps 3 Operator LBS offerings and strategies 3.1 The European operator LBS market Group Deutsche Telekom Group KPN Group Orange Group SFR Telefónica Group Telenor Group TeliaSonera Group Vodafone Group 3.2 The North American operator LBS market AT&T Mobility Bell Mobility MetroPCS Rogers Wireless Sprint Nextel TELUS T-Mobile USA US Cellular Verizon Wireless 3.3 Location aggregators and Location-as-a-Service providers Deveryware Locaid Location Labs Lociloci Mobile Commerce 3.4 Industry analysis Organisational capabilities and goals limit operator s ability to provide LBS 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 4 Consumer LBS categories 4.1 Mapping and navigation 4.1 Mapping and navigation Mapping and routing Speed camera warning apps and Traffic information Turn-by-turn navigation Mapping and navigation industry trends Mobile operator service offerings Handset vendor offerings App stores and service providers Key market players Glucose monitoring 4.2 Local search and information Directory Local discovery and review Travel planning, guides and information Shopping and coupon 4.3 Social networking and entertainment Social networking and community Check-in Friendfinder Communication, chat and instant messaging Location-based games 4.4 Recreation and fitness Geocaching apps Outdoor navigation Sports tracking apps 4.5 Family and people locator Family locator marketed by mobile operators Third party family and people locator apps and 5 Enterprise LBS categories and LBA 5.1 Mobile resource management Fleet management Mobile workforce management Lone worker protection 5.2 Mobile advertising and marketing The marketing and advertising industry Advertising on the mobile handset Definitions and variants of LBA LBA formats LBA industry analysis 6 Market analysis and forecasts 6.1 Summary of the LBS market 6.1 Summary of the LBS market The European LBS market The North American LBS market 6.2 Mobile advertising and location Challenges and opportunities for mobile advertising Location can improve ROI for advertisers LBA market value forecast 6.3 Vertical market trends Mapping and navigation become free for end-users Search and information growth driven by smartphone uptake Social networking and entertainment 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

8 About the Author André Malm is a senior analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include location-based, personal navigation, handset technologies and wireless M2M markets. LBS Research Series Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers. Who should buy this report? Related products Mobile Location-Based Services is the foremost source of information about the European and North American mobile LBS market. Whether you are a vendor, telecom operator, investor, consultant or government agency, you will gain valuable insights from our in-depth research. People Monitoring and Safety Solutions Location-Based Advertising and Marketing The Global Wireless M2M Market Mobile Navigation Services and Devices Berg Insight AB - No. 100 Order form TO RECEIVE YOUR COPY OF MOBILE LOCATION-BASED SERVICES You can place your order in the following alternative ways: 1. Place your order online in our web shop at 2. Fax this order sheet to us at fax number: Mail this order sheet to us at: Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden 4. your order to: info@berginsight.com 5. Phone us at Choose type of format Paper copy EUR PDF 1-5 user license EUR PDF corporate license EUR Family/Surname Forename Position Company Address Country Postcode Telephone FAX VAT is chargeable on all orders from Sweden. Orders from all other countries in the European Union must include the buyer s VAT Registration number below in order to avoid the addition of VAT. Your PO number Your VAT/TVA/IVA/BTW/MWST number Please charge my credit card VISA Mastercard Card number Cardholder s name Billing address Signature Expiry date (MM/YY) / CV code Reports will be dispatched once full payment has been received. For any enquiries regarding this, please contact us. Payment may be made by credit card, cheque made payable to Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden or by direct bank transfer to Skandinaviska Enskilda Banken, Stockholm, Sweden. Postcode Country Account Holder: Berg Insight AB Account number: BIC/SWIFT: ESSESESS IBAN: SE We enclose our cheque payable to Berg Insight AB Please invoice me Signature Date Berg Insight AB, Viktoriagatan 3, SE Gothenburg, Sweden Phone Fax info@berginsight.com

9 LBS Research Series LBS Platforms and Technologies LBS Platforms and Technologies is the fourth consecutive report from Berg Insight analysing the latest developments on the global market for LBS platforms and middleware. This report in the LBS Research Series from Berg Insight provides you with 140 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions. 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. Discover new players in the indoor location platform market. 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. Order now! Please visit our web site to order this report and find more information about our other titles at See inside for further details Berg Insight s LBS Research Series What are the real business opportunities for LBS on the global market? Berg Insight s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation and location-enabled content. Once per year we also publish a summary of our research with detailed forecasts for the major regions.

10 LBS Research Series The global market for LBS platforms and middleware boosted by government mandates Location platforms comprise software and hardware extensions to network infrastructure components that together can calculate the position of a handset. Mobile location platforms enable three categories of location-based (LBS): public safety, 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. 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 case 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 critical infrastructure protection and location-enhanced lawful intercept. Location technologies can be divided into handset-based technologies (such as GPS) with intelligence mainly in the handset, network-based technologies (for instance Cell-ID, RF Pattern Matching and U-TDOA) with intelligence mainly in the network, as well as hybrid technologies (for instance A-GPS) with intelligence in both the handset and the network. Several new hybrid location technologies are in development, aiming to improve the performance of global navigation satellite systems (GNSS) in difficult environments. If not enough satellites are visible, it is for instance possible to fuse GNSS measurements with other network signals and data from inertial sensors to calculate the position. In pure indoor environments where GNSS is unavailable, the most common location technologies rely on Wi-Fi location using RF Pattern Matching or multilateration, augmented with data from sensors in the handset such as accelerometer, gyroscope, compass and barometer. 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, early deployments of location platforms focused on supporting commercial due to the lack of a clear mandate for emergency. In the first deployment phase, lasting from 2000 to 2003, operators invested in platforms and ready-made. Overall, the results did not live up to the expectations in terms million Location platform and middleware revenue forecast, million (World ) 2017 Year of uptake or usage and many operators therefore lost interest in LBS as a mass-market proposition. A majority of commercial LBS now use location data obtained directly from GPS receivers and Wi-Fi chipsets in the handset, or various third party location databases, rather than directly from operators using network-based location. Mobile operators are however showing increasing interest in using mass location data for advertising and marketing, as well as new like analytics. Moreover, governments and telecom regulators worldwide are now introducing emergency call and lawful intercept mandates that require at least basic location platforms. Although the regulators have typically not yet imposed any specific location accuracy requirements as part of the mandates, more stringent location accuracy may well be demanded in the future as technologies mature and costs decrease. A diverse set of players are now developing indoor location platforms to support use-cases ranging from emergency call location to navigation, shopping, analytics and marketing. The established location platform vendors and connectivity chipset vendors are extending their offerings to enable indoor location. In addition, a growing number of technology specialists and start-up companies are also introducing software or infrastructure solutions that enable handset vendors, app developers and enterprises to add indoor location capabilities to smartphones that are already on the market. Berg Insight estimates that one third of all mobile network operators worldwide have 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, but also by new mass location applications such as advertising and analytics. Berg Insight forecasts that total global annual revenues for GMLC/MPC, SMLC/PDE, SUPL A-GNSS and probe-based location systems will grow from 180 million in 2011 to 330 million in These revenues comprise integration fees and licenses for new platform deployments, as well as capacity and technology upgrades, maintenance and associated. This report answers the following questions: What is the current status of the global mobile LBS platform market? Which mobile operators have deployed LBS platforms and middleware? How is GPS-technology altering the conditions for LBS app developers? What is the current status of E112 in Europe and similar programs in other regions? How is GPS-technology affecting network-based location technologies? How will lawful intercept requirements affect technology choice for operators? Which location platforms and technologies are best suited for location-based advertising? Which vendors provide location platforms and middleware today?

11 Table of Contents 1 Introduction to location platforms 1.1 Location platforms and locationbased Overview of mobile location platforms A brief history of location platforms and 1.2 Mobile communication Mobile voice and data subscribers Mobile voice and SMS service revenues Mobile data and application revenues Location apps and service revenues 1.3 Mobile location platforms and technologies Mobile location platforms Mobile location technologies Location middleware 1.4 The mobile LBS value chain Location technology developers and platform vendors Connectivity chipset vendors LBS middleware vendors Indoor location solution providers Mobile network operators Location aggregators and database providers Smartphone platform and handset vendors Mobile application developers and service providers 1.5 Telecoms regulations drive location platform deployments European emergency call and privacy regulations LBS regulatory environment in the US Emergency call regulations in Australia Emergency call regulations in Canada The Indian Department of Telecommunications location mandate Emergency call regulations in Japan 2 Technology overview 2.1 Mobile network location platforms Location architecture for GSM/UMTS networks Location architecture for LTE networks Location architecture and technologies in 3GPP2 networks Control Plane and User Plane location platforms OMA SUPL OMA SUPL 2.0 and SUPL OMA SUPL Handset client and probe-based location platforms Location in converged IP networks 2.2 Network-based positioning technologies Cell-ID Enhanced Cell-ID and RF Pattern Matching methods E-OTD and OTDOA Uplink Time Difference of Arrival (U-TDOA) Bluetooth and Wi-Fi positioning 2.3 GNSS and hybrid location technologies GNSS: GPS, GLONASS, Galileo and Compass Assisted GPS and A-GNSS Hybrid, mixed mode and indoor location technologies 2.4 Comparison of location technologies Network-based location technologies Handset-based and hybrid location technologies Location technologies in development 3 Location technology market trends 3.1 Multiple parallel efforts drive location technology development Emergency call location and public safety Location-enhanced lawful intercept and national security Consumer and enterprise LBS and apps Commercial indoor location Mobile marketing and advertising Fraud management and secure authentication 3.2 Smartphone ecosystems Smartphone platform market shares Smartphone platforms transform into new vertical silos Towards a complete LBS stack 4 Commercial deployments 4.1 Platform deployments in Europe Group Deutsche Telekom Group KPN Group Orange Group SFR Telecom Italia Mobile Telefónica Group Telenor Group TeliaSonera Group Vodafone Group 4.2 Platform deployments in the Americas AT&T Mobility Bell Mobility Rogers Wireless Sprint Nextel TELUS Verizon Wireless Wind Mobile 4.3 Platform deployments in Asia-Pacific BSNL China Mobile NTT DoCoMo Telstra Telkomsel 4.4 Platform deployments in ROW 5 Market forecasts and trends 5.1 LBS market trends Emergency call mandates remain the key driver for platform deployments Location-enabled lawful intercept Location-based revenue forecast 5.2 Handset market trends GNSS attach rates driven by higher smartphone sales GNSS-enabled handset shipment forecasts by segment 5.3 Location platform deployments Vendor market shares GMLC/MPC and SMLC/PDE platform deployment forecasts SUPL A-GPS server deployment forecast Location middleware deployment forecast 6 Location platform and technology vendor profiles 6.1 Location platform and infrastructure vendors Alcatel-Lucent CommScope Creativity Software Ericsson GBSD Technologies Intersec Mobile Arts Nokia Siemens Networks Oksijen Persistent Systems Polaris Wireless Redknee Septier TeleCommunication Systems TruePosition 6.2 Location middleware vendors Aepona CellVision Genasys Mobilaris Reach-U Telenity 6.3 GNSS chipset and assistance server vendors Broadcom CSR Qualcomm Rx Networks 6.4 Client-based location platforms, aggregators and databases Apigee Combain Mobile Geoloqi Locaid Location Labs Navizon Skyhook Wireless 6.5 Indoor location technology developers Boeing ByteLight Cisco Systems GloPos IndoorAtlas Insiteo Nearbuy Systems NextNav Nokia Point Inside Pole Star Qubulus SenionLab Walkbase Wifarer WiFiSLAM Glossary

12 About the Author LBS Research Series André Malm is a Senior Analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include locationbased, wireless M2M and personal navigation. Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers. Who should buy this report? Related products LBS Platforms and Technologies is the foremost source of information about this market in all major regions. Whether you are a technology vendor, telecom operator, investor, consultant, application developer or government agency, you will gain valuable insights from our in-depth research. Mobile Location-Based Services Mobile Navigation Services and Devices Location-Based Advertising and Marketing The Global Wireless M2M Market Berg Insight AB - No. 95 Order form TO RECEIVE YOUR COPY OF LBS Platforms and Technologies You can place your order in the following alternative ways: 1. Place your order online in our web shop at 2. Fax this order sheet to us at fax number: Mail this order sheet to us at: Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden 4. your order to: info@berginsight.com 5. Phone us at Choose type of format Paper copy EUR PDF 1-5 user license EUR PDF corporate license EUR Family/Surname Forename Position Company Address Country Postcode Telephone FAX VAT is chargeable on all orders from Sweden. Orders from all other countries in the European Union must include the buyer s VAT Registration number below in order to avoid the addition of VAT. Your PO number Your VAT/TVA/IVA/BTW/MWST number Please charge my credit card VISA Mastercard Card number Cardholder s name Billing address Signature Expiry date (MM/YY) / CV code Reports will be dispatched once full payment has been received. For any enquiries regarding this, please contact us. Payment may be made by credit card, cheque made payable to Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden or by direct bank transfer to Skandinaviska Enskilda Banken, Stockholm, Sweden. Postcode Country Account Holder: Berg Insight AB Account number: BIC/SWIFT: ESSESESS IBAN: SE We enclose our cheque payable to Berg Insight AB Please invoice me Signature Date Berg Insight AB, Viktoriagatan 3, SE Gothenburg, Sweden Phone Fax info@berginsight.com

13 LBS Research Series Location-Based Advertising and Marketing Location-Based Advertising and Marketing is a comprehensive report from Berg Insight analysing the latest developments on the location-targeted advertising market worldwide. This strategic research report from Berg Insight provides you with 170 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions. 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. Order now! Please visit our web site to order this report and find more information about our other titles at See inside for further details Berg Insight s LBS Research Series What are the real business opportunities for LBS on the global market? Berg Insight s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation and location-enabled content. Once per year we also publish a summary of our research with detailed forecasts for the major regions.

14 LBS Research Series Location-targeting releases the full potential of the mobile channel 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 locationbased (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 location-targeted 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 million LBA revenue forecast, million (Worldwide ) 2016 Year 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 O 2, 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. High-precision 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 answers the following questions: In what ways can location technology improve the relevancy of mobile advertising? What are the experiences from mobile LBA campaigns so far? How should mobile LBA be integrated in the marketing media mix? Which categories of companies can leverage mobile locationbased advertising? Which are the LBA specialists that stand out of the crowd? How are mobile operators such as AT&T, Telefónica and SFR approaching LBA? How are traditional mobile advertising players and major digital and telecom players positioning themselves in this market? How well suited for LBA are different existing and future mobile media channels? Which are the main drivers and barriers affecting the mobile LBA market?

15 Table of Contents 1 Advertising and the mobile channel 1.1 Advertising and digital media The marketing and advertising industry The Internet media channel The mobile media channel 1.2 Mobile advertising and marketing The mobile handset as an advertising platform Advertising on the mobile handset The mobile advertising ecosystem 1.3 Mobile media channels and formats Messaging Mobile web advertisement Mobile applications 1.4 Mobile marketing industry overview Factors influencing the potential market value of mobile advertising Current state and future trends 2 Mobile location technologies and 2.1 Mobile network location architectures and platforms Location architecture for GSM/UMTS networks Location architecture for LTE networks Control Plane and User Plane location platforms Probe-based location platforms 2.2 Mobile location technologies and methods Cell-ID Enhanced Cell-ID RF Pattern Matching E-OTD, OTDOA and U-TDOA GNSS: GPS, GLONASS, Galileo and Compass Bluetooth, NFC and Wi-Fi positioning Hybrid, mixed mode and indoor location technologies Theoretical limitations of positioning technologies 2.3 Overview of mobile location-based Mapping and navigation Local search and information Social networking and entertainment Recreation and fitness Tracking 3 Mobile location-based advertising and marketing 3.1 Definitions and variants of LBA Static versus real-time locationtargeting Push and pull LBA LBA formats 3.2 Market receptiveness Advertiser adoption Outcomes of different LBA strategies Consumer attitudes Privacy concerns 3.3 Case studies The North Face drives foot traffic with LBA program delivered by Placecast Operator Zain Kuwait enters the LBA space with AdZone platform SPH a pioneer in location-based advertising in Singapore LBA solution from NAVTEQ delivers impressive results for McDonald s VW engage in Wi-Fi-based marketing through JiWire Boloco taps SCVNGR to encourage repeat visits Expedia creates award winning location-based mobile website using HTML McDonald s engages customers in billboard games MINI s location-based reality game attracts thousands of players Rovio introduces a location-dimension to the Angry Birds game QderoPateo and Kommunity Kiosk enable Bluetooth marketing at hotels Movie theatre chain partners with ChaCha to promote Twilight premiere 4 Market forecasts and trends 4.1 LBA industry analysis Classification of LBA offerings LBA specialists Mobile operators LBS and navigation providers Location-aware applications and media Mobile coupons and deals providers Mobile search providers Proximity marketing providers Traditional mobile advertising players Major digital and telecom players Mergers and acquisitions 4.2 LBA landscape trends Drivers for success Barriers to adoption Overcoming the barriers 4.3 Market forecasts Total, digital and mobile advertising market value forecasts LBA market value forecast 4.4 Final conclusions Location filtering improves the effectiveness of mobile marketing campaigns Greater shares of ad budgets devoted to LBA among marketers Location is but one of many valuable opt-in variables High-precision real-time geotargeting is sparsely used Mobile search and SMS campaigns are important high-volume LBA formats Location-targeting will eventually become ubiquitous 5 Company profiles and strategies 5.1 LBA specialists AdMoove Chalkboard CityGrid Media LEMON Mobile Placecast xad Xtify YOOSE 5.2 Mobile operators AT&T Mobility Orange Group SFR Telefónica Group 5.3 LBS and navigation providers Appello Systems Intersec TeleNav Telmap TomTom Waze Mobile 5.4 Location-aware applications and media Foursquare Loopt Shopkick WHERE 5.5 Mobile coupons and deals providers COUPIES GeoAd Groupon ThinkNear Yowza!! 5.6 Mobile search providers Mobile Commerce Poynt Qype Yell Group 5.7 Proximity marketing providers BLIP Systems Proximus Mobility Qwikker Scanbuy 5.8 Traditional mobile advertising players InMobi Jumptap Madvertise Millennial Media Nexage Sofialys 5.9 Major digital and telecom players Apple Facebook Google Microsoft Nokia Yahoo! Glossary

16 About the Author LBS Research Series Rickard Andersson is a Telecom Analyst with a Masters degree in Industrial Engineering and Management from Chalmers University of Technology. He joined Berg Insight in 2010 and his areas of expertise include Mobile Advertising, mobile VAS and commercial vehicle telematics. Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers. Who should buy this report? Related products Location-Based Advertising and Marketing is the foremost source of information about the status, future trends and technology developments on this market. Whether you are a telecom vendor, mobile operator, advertising agency, investor, consultant or application developer, you will gain valuable insights from our in-depth research. Mobile Advertising and Marketing Mobile Location-Based Services Mobile Navigation Services and Devices LBS Platforms and Technologies Berg Insight AB - No. 84 Order form TO RECEIVE YOUR COPY OF LOCATION-BASED ADVERTISING AND MARKETING You can place your order in the following alternative ways: 1. Place your order online in our web shop at 2. Fax this order sheet to us at fax number: Mail this order sheet to us at: Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden 4. your order to: info@berginsight.com 5. Phone us at Choose type of format Paper copy EUR PDF 1-5 user license EUR PDF corporate license EUR Family/Surname Forename Position Company Address Country Postcode Telephone FAX VAT is chargeable on all orders from Sweden. Orders from all other countries in the European Union must include the buyer s VAT Registration number below in order to avoid the addition of VAT. Your PO number Your VAT/TVA/IVA/BTW/MWST number Please charge my credit card VISA Mastercard Card number Cardholder s name Billing address Signature Expiry date (MM/YY) / CV code Reports will be dispatched once full payment has been received. For any enquiries regarding this, please contact us. Payment may be made by credit card, cheque made payable to Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden or by direct bank transfer to Skandinaviska Enskilda Banken, Stockholm, Sweden. Postcode Country Account Holder: Berg Insight AB Account number: BIC/SWIFT: ESSESESS IBAN: SE We enclose our cheque payable to Berg Insight AB Please invoice me Signature Date Berg Insight AB, Viktoriagatan 3, SE Gothenburg, Sweden Phone Fax info@berginsight.com

17 LBS Research Series People Monitoring and Safety Solutions People Monitoring and Safety Solutions is a comprehensive report from Berg Insight analysing the latest developments on the people tracking markets in Europe and North America. This report in the LBS Research Series from Berg Insight provides you with 120 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions. 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. Predict future trends in lone worker protection. Realize the commercial potential of emerging segments including offender monitoring. Order now! Please visit our web site to order this report and find more information about our other titles at See inside for further details Berg Insight s LBS Research Series What are the real business opportunities for LBS on the global market? Berg Insight s LBS Research Series is a unique series of market reports published on a quarterly basis. Each title offers detailed analysis of the most interesting LBS topics such as handset-based satellite positioning technology, mobile personal navigation and location-enabled content. Once per year we also publish a summary of our research with detailed forecasts for the major regions.

18 LBS Research Series What are the latest trends on the market for people tracking 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 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 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 is declining as consumers awareness of free people location apps for smartphones has increased significantly in the past months. Berg Insight estimates that there were about 20 million users of family locator apps in Europe and North America in August The demand for dedicated location devices targeting the child and teenager segment is generally low as many parents adopt handsetbased 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 that address the needs of business customers. Mobile workforce management aim to improve operational efficiency and focus on managing individual employees. Industry sectors leading the Million users Year adoption of workforce management solutions include construction, distribution and companies with extensive field. 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 primarily focus on ensuring the security of employees through features such as two-way communication and automatic location. Many lone worker protection 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 in Europe and North America will grow from 1.1 million in 2011 to 2.8 million in 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 answers the following questions: Which market segments adopt dedicated tracking devices? What is the potential market size for mobile telecare alarms for seniors? Which operators have introduced branded family locator? Who are the leading providers of mobile resource management? What is the potential market size for lone worker protection? Are regular handsets suitable for lone worker protection? Who are the leading providers of electronic offender monitoring solutions? Family locator users, (EU27+2 and North America)

19 Table of Contents 1 Overview of people location solutions 1.1 Handsets and location device solutions Handset-based location solutions Dedicated people location devices 1.2 Market segmentation Mobile workforce management Lone worker protection Family locator Medical and telecare location solutions Offender monitoring 1.3 The regulatory environment in Europe and North America European privacy regulations Privacy and location data regulations in the US 2 Technology overview 2.1 Mobile network location architectures and platforms Location architecture for GSM/UMTS networks Location architecture for LTE networks Control plane and user plane location platforms Probe-based location platforms 2.2 Mobile location technologies and methods Cell-ID Enhanced Cell-ID RF Pattern Matching E-OTD, OTDOA and U-TDOA GNSS: GPS, GLONASS, Galileo and Compass Bluetooth, NFC and Wi-Fi positioning Hybrid, mixed mode and indoor location technologies Theoretical limitations of positioning technologies 2.3 Handset software platforms Android ios Windows Phone BlackBerry OS and BlackBerry Samsung s Bada platform Symbian Brew Mobile Platform Java Micro Edition 3 Family locator and medical alarm solutions 3.1 Overview of demographics and common medical conditions The ageing population Medical conditions 3.2 Mobile family locator The European market The North American market 3.3 Handset location apps and Network-based handset location People location apps for smartphones 3.4 Consumer oriented location devices General purpose location devices Child locator devices and Mobile telecare and mobile PERS devices 3.5 Company profiles GTX Corp: GPS device and app developer for asset and people location Ilico.net: Pioneer of handset-based for locating people Life360: Expanding from family locator apps to broader security solutions Location Labs: White-label safety app developer expanding beyond the US TeleCommunication Systems: Leading provider of end-to-end LBS solutions Amber Alert GPS: Specialises in location devices for children Buddi: Mobile telecare vendor entering the UK offender monitoring market Garmin: Leading navigation device vendor entering personal location market Everon: Developer of GPS wristwatches for telecare and lone workers Lifecomm: Developer of health and wellness devices for active seniors Limmex: Swiss telecare wristwatch vendor ramping up sales in Europe Loc8tor: Tagging and tracking devices for locating assets, pets and people Location Based Technologies: Creator of the PocketFinder locators LoJack: Leading SVR provider entering the telecare market Lok8u: Specialises in GPS wristwatches for children and seniors LOSTnFOUND: Swiss asset tracking vendor entering the telecare segment PFO: Fashion accessories with integrated personal alarm SecuraTrac: Focuses on white-label B2B location solutions Securus: Focusing on the US personal safety and security device market SPOT: GPS locator and satellite messenger devices from Globalstar Tramigo: TLD landmarks facilitates people location without using maps 4 Workforce management and lone worker safety 4.1 Employment statistics Employment by industry Vehicle fleets, mobile workers and lone workers 4.2 Mobile resource management solutions Mobile workforce management 4.3 Lone worker protection devices and Lone worker legislation and standards Lone worker protection 4.4 Company profiles Actsoft: MRM veteran expanding sales through app stores Airclic: Specialises in software for logistics and field service companies ClickSoftware: Expanding MRM to the SMB segment with cloud CommonTime: Offers platform for customisable enterprise mobility apps Contigo: Develops hosted platform for tracking and safety applications Econz Wireless: Specialises in hosted WFM for the SME segment FollowUS: Pioneer of handset location in the UK Genasys: LBS platform developer and provider of MRM solutions Panaramix: Complementing low cost WFM with consumer apps Peoplesafe: Focus on managed lone worker for the private sector PocketMobile: Customisable WFM for medium- and large organisations Reach-U: LBS platform vendor offering WFM service for all handsets Skyguard: Provider of end-to-end lone worker safety solutions Telenav: Handset navigation provider seeking growth in MRM TrackaPhone: Device agnostic platform for WFM and lone worker Trackem: Cloud-based resource management for the SMB market Vismo: Specialises in security apps for international travellers Xora: Specialises in cloud-based WFM and fleet management Blackline GPS: Moving from consumer to business location Connexion2: Identicom device shipments has surpassed 100,000 units Geonovo: Developer of the Romad RSP-100 lone worker device Laipac Technology: Expanding from asset tracking to people tracking SafeLinQ: Location devices for the consumer and business markets Sonim Technologies: Manufactures the world s most rugged handsets Twig Com: Complementing TWIG devices with indoor location technology 5 Electronic offender monitoring 5.1 Offender monitoring programmes Electronic offender monitoring in Europe Electronic offender monitoring in North America 5.2 Offender monitoring service providers and devices Monitoring service providers Offender monitoring and tracking devices 5.3 Company profiles M Attenti G4S GEO Group isecuretrac Omnilink Systems Satellite Tracking of People SecureAlert 6 Market trends and forecasts 6.1 Market trends and drivers Ageing population will drive sales of mobile telecare solutions Rise of smartphones boosts workforce management service adoption Stricter legislations fuel lone worker protection market Electronic offender monitoring aims to reduce costs of corrective systems 6.2 Market forecasts Consumer oriented people tracking solutions Enterprise workforce management Lone worker protection Offender monitoring solutions Glossary

20 About the Author LBS Research Series André Malm is a senior analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include locationbased, personal navigation and wireless M2M markets. Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. From time to time we also perform custom research assignments. Our vision is to be the most valuable source of intelligence for our customers. Who should buy this report? Related products People Monitoring and Safety Solutions is the foremost source of information about the status, future market trends and technology developments on this market. Whether you are a vendor, telecom operator, investor, consultant or application developer, you will gain valuable insights from our in-depth research. Fleet Management in Europe Container Tracking and Security The Global Wireless M2M Market Security Applications and Wireless M2M Berg Insight AB - No. 90 Order form TO RECEIVE YOUR COPY OF people monitoring and safety solutions You can place your order in the following alternative ways: 1. Place your order online in our web shop at 2. Fax this order sheet to us at fax number: Mail this order sheet to us at: Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden 4. your order to: info@berginsight.com 5. Phone us at Choose type of format Paper copy EUR PDF 1-5 user license EUR PDF corporate license EUR Family/Surname Forename Position Company Address Country Postcode Telephone FAX VAT is chargeable on all orders from Sweden. Orders from all other countries in the European Union must include the buyer s VAT Registration number below in order to avoid the addition of VAT. Your PO number Your VAT/TVA/IVA/BTW/MWST number Please charge my credit card VISA Mastercard Card number Cardholder s name Billing address Signature Expiry date (MM/YY) / CV code Reports will be dispatched once full payment has been received. For any enquiries regarding this, please contact us. Payment may be made by credit card, cheque made payable to Berg Insight AB, Viktoriagatan 3, Gothenburg, Sweden or by direct bank transfer to Skandinaviska Enskilda Banken, Stockholm, Sweden. Postcode Country Account Holder: Berg Insight AB Account number: BIC/SWIFT: ESSESESS IBAN: SE We enclose our cheque payable to Berg Insight AB Please invoice me Signature Date Berg Insight AB, Viktoriagatan 3, SE Gothenburg, Sweden Phone Fax info@berginsight.com