Mobile Location-Based Services

Transcription

1 LBS Research Series Mobile Location-Based Services Mobile Location-Based Services is the fourth consecutive report from Berg Insight analysing the latest developments on the European LBS market. This report in the LBS Research Series 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: Understand the opportunities and challenges for mobile location-based services in Europe. Comprehend how location technologies affect the user experience of LBS. Identify key players on the European mobile LBS market. Predict future business opportunities for mobile industry players in LBS. Profit from valuable insights about the most successful business and technology propositions on the market. Learn about the mobile LBS strategies of leading telecom operator groups. 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 European 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 services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.

2 LBS Research Series When will mobile LBS reach mass market adoption? Mobile location-based services (LBS) are gradually achieving mainstream market acceptance in Europe. Thus far, the most successful services, in terms of revenues, are turn-by-turn navigation services, corporate fleet management and tracking solutions, in addition to location-based voice and data tariffs. Social networking and community services are likely to experience the highest number of unique users soon, but these services primarily rely on mobile advertisement, which remain an immature ecosystem. Total LBS service revenues in the EU 27+2 were 214 million in 2008 and Berg Insight forecasts LBS revenues to grow to about 580 million in Including location-based tariffs for data and voice calls, total revenues are estimated to exceed 1,430 million. Several drivers are about to bring a breakthrough for LBS in Europe. With mobile penetration reaching saturation, intensified competition and regulations driving call prices down, mobile network operators increasingly seek new ways of maintaining revenue growth. Increased focus on delivering value added services, including location-based services, is one means of achieving this. At the same time, usage of mobile Internet services is growing steadily following wider availability of reasonably priced flat rate data plans, improving coverage of high-speed 3G networks, as well as increasing penetration of 3G handsets. Apple s highly successful launch of its App Store has led other handset vendors and mobile operators to introduce similar services, which can well bring about significant uptake of mobile applications, including location-enhanced applications, among mainstream mobile users. EU E112 regulations mandating location of emergency callers have driven operators to deploy positioning technology in their networks. To leverage the investments, more operators launch services and open their platforms to third party developers and location aggregators. In addition, some service providers, such as Google, even compile their own databases of cell tower locations that can be used as free alternatives. Moreover, at the end of 2008, there were more than 50 handset models with integrated GPS available in Europe and more than 20 percent of mobile phones sold in 2009 are forecasted to feature GPS. However, many location-enhanced services do not need very high location accuracy to deliver a good user experience, but are instead more affected by availability of indoor location and fast time to position fix. Navigation services on the other hand require high location accuracy and have received an upswing along with growing sales of GPS handsets. While current navigation services are centred on in-car navigation, many service providers are about to introduce new features such as pedestrian and multimodal navigation, better local search and social networking integration to enhance the value in every-day situations. There is currently great interest in ad-funded mobile services in general and ad-funded LBS in particular. However, the mobile marketing and advertising ecosystem is highly fragmented and complex. Much of the activities carried out are still on an experimental stage and actors are constantly looking for new business models and services that could generate revenues. Today, most ads are in the form of banners that are not targeted based on the users location. However, many actors in the value chain show great interest in providing targeted ads based on location. Nevertheless, several issues, such as user privacy, pricing of location data, along with scalability of the location technology need to be resolved before location-based advertisement campaigns can leave the trial stage and contribute significantly to overall LBS industry revenues. With the exception of search and information as well as social networking services that are likely to become predominantly ad-funded, many other service categories, notably tracking and most navigation services can be expected to remain premium services. However, besides monthly subscriptions and per-use fees, service providers increasingly offer one-time fees, service bundles or device bundles to match consumer expectations. This report answers the following questions: million Mobile LBS revenue forecast, million (EU ) Year What is the current status of the European mobile LBS market? How are regulations affecting the deployment of LBS in Europe? How will mobile navigation services evolve in the future? What are the mobile strategies of directory publishers? How is location technology used by mobile social networks and communities? How is GPS-technology altering the conditions for tracking services in Europe? Which operators have introduced location-based billing services?

3 Table of Contents 1 Introduction to location-based services 1.1 Definition of mobile location-based services 1.2 Overview of the European mobile communications market 1.3 Mobile LBS categories Mapping and navigation services Search and information services Community and entertainment services Tracking services Location-based billing services Other services 1.4 The mobile LBS value chain Location platform and network equipment vendors Location technology developers LBS middleware vendors Mobile network operators Application developers Handset manufacturers Location aggregators Content providers and aggregators 1.5 LBS business and revenue models LBS business models Revenue and pricing models for location-based services 1.6 Accuracy requirements for location-based services 1.7 Drivers and barriers for location-based services Key drivers Key barriers 2 Technology overview 2.1 Mobile network location platforms Control Plane and User Plane location platforms OMA SUPL OMA SUPL Network-based positioning technologies Cell-ID Cell-ID+TA, Cell-ID+RTT and E-CID E-OTD and OTDOA Uplink Time Difference of Arrival (U-TDOA) 2.3 GPS, assisted-gps and hybrid location technologies Assisted-GPS Enhanced-GPS Hybrid technologies 2.4 Handset hardware and software platforms Handset hardware platforms Handset software platforms 3 Regulatory environment 3.1 Emergency call regulations European emergency call regulations E112 implementation E112 regulatory compliance 3.2 Other regulations Occupational safety regulations Legal aspects of privacy and security for LBS 4 Operator LBS and strategies Group 4.2 KPN Group 4.3 Orange Group 4.4 Telecom Italia Mobile 4.5 Telefónica Group 4.6 Telenor Group 4.7 TeliaSonera Group 4.8 T-Mobile Group 4.9 Vodafone Group 5 Mapping and navigation services 5.1 Mapping and routing services Service provider offerings Mobile network operator offerings 5.2 Turn-by-turn navigation services Handset vendor service offerings Branded software vendor and service provider offerings Navigation service offerings from mobile operators 5.3 Key market players Appello Systems Google Jentro Technologies LocatioNet Systems Mappy Nav4All Nokia Telmap Yahoo! 6 Search and information services 6.1 Overview of mobile search and information services 6.2 Directory services DasÖrtliche Eniro European Directories PagesJaunes Seat Pagine Gialle Truvo Yell Group 6.3 Local search, POI and information services Local search and POI services Weather information services Traffic information services Other information services 6.4 Company profiles JumpTap Mobile Commerce Motricity mxdata Microsoft Oxford Softworks Searchteq SharpMind YellowMap 7 Community and entertainment services 7.1 Application categories 7.2 Chat and instant messaging services Chat Orange Chat movistar TIM KISS ebuddy Fring Ovi Contacts Palringo 7.3 Community and social networking services Brightkite GyPSii Itsmy.com Jaiku MobiLuck Rummble Skobbler Socialight ZYB 7.4 Friendfinder services Friendfinder CellVision mbuddy Lociloci Mecomo Friends Useful Networks Sniff 7.5 Location-based games and geo-caching Art & Smart Creative Workline Mopius Orbster TikGames Trimble Geocache Navigator 7.6 Recreation and fitness applications 8 Tracking services 8.1 Consumer services People tracking services Asset tracking services 8.2 Business services Fleet management services Tracking, workforce management and lone worker protection services 8.3 Company profiles Argyll Telecom Creativity Software Cybit Masternaut UbiEst 9 Other LBS categories 9.1 Location-based billing plans O2 Germany T-Mobile Group Vodafone Group Service plans from KPN, Mobistar and SFR Seeker Wireless SeekerZone zone detection technology 9.2 Advertising and marketing Mobile advertising and marketing Location and mobile advertising 10 Trends and forecasts 10.1 Key market trends Mobile handset trends Mobile service trends Mapping and navigation service trends Search and information service trends Community and entertainment service trends Tracking service trends Location-based billing and other service trends 10.2 LBS revenue forecasts Mapping and navigation services Search and information services Community and entertainment services Tracking services Location-based billing services Glossary

4 About the Author LBS Research Series André Malm is a telecom analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include locationbased services, wireless M2M and personal navigation services. 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 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. Mobile Navigation Services GPS and Mobile Handsets Personal Navigation Devices The European Wireless M2M Market Berg Insight AB - No. 38 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

5 LBS Research Series GPS and Mobile Handsets GPS and Mobile Handsets is the third consecutive report from Berg Insight analysing the latest trends on the worldwide market for GNSS technology in mobile handsets. 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: Identify the opportunities and challenges with integration of GPS in mobile handsets. Learn about the GPS strategies of the leading chipset and handset vendors in the mobile industry. Understand the reshaping of the GPS value chain and consolidation trends. Anticipate future design trends and technology developments. Realize the importance of Assisted-GPS and hybrid location technologies. Predict when GPS technology will become a standard feature in GSM/WCDMA handsets. 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? 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 services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.

6 LBS Research Series When will GPS become mainstream in mass-market handsets? Technology development enabling GPS integration in mass-market handsets was driven by the Federal Communications Commission (FCC) E911 emergency call mandates requiring all US mobile operators to provide highaccuracy location of emergency callers. While the GSM operators opted for network-based location technologies such as U-TDOA or RF fingerprinting, the CDMA and iden operators chose to use the handset-based GPS location technology for locating emergency callers. This has led to rapidly increasing penetration of GPS in iden and CDMA handsets in North America. Emergency call location regulation is being introduced in other regions as well. Canada has also chosen to stipulate location accuracy requirements as in the US, while no such rules are yet in place in Japan or in Europe where Cell-ID-type location accuracy is enough for compliance. Although the first GSM handsets with integrated GPS were launched already in the late 1990 s, broader availability of consumer-oriented handsets with GPS did not appear until late 2006, primarily in Japan. In other parts of the world, the major handset and smartphone vendors commenced rollout of a growing number of models, mainly to address the growing interest in commercial location-based services. The number of GPS-enabled handset models available on worldwide markets outside Japan has increased from about 40 at the end of 2007, to more than 130 at the end of Q Sales of GPS-enabled GSM/WCDMA handsets grew to about 78 million units in 2008, up from 28 million devices the previous year. Berg Insight estimates that shipments of GPS-enabled GSM/WCDMA handsets will grow to 770 million units in 2014, representing an attach rate of 55 percent. Including handsets based on other air interface standards such as CDMA and iden, GPS-enabled handsets sales are estimated to reach about 960 million, or 60 percent of total handset shipments in The cellular and connectivity chipset industry is going through a phase of consolidation and strategic change of focus following increasing competition, technology developments and changing customer demands. In 2008, NXP Semiconductors and STMicroelectronics (ST) formed a joint venture for wireless semiconductors that barely commenced operations before a new deal between ST and Ericsson to merge with Ericsson Mobile Platforms was announced. The new 50/50 joint venture ST-Ericsson started operations in February Moreover, in early 2009, the GPS specialist NemeriX filed for bankruptcy and the connectivity chipset vendor CSR announced its plans to merge with the GPS developer SiRF. Handset software and applications are becoming more important as handset performance improves and new functionality is being added. Especially smartphone operating systems are receiving more attention from handset manufacturers, mobile network operators, application developers and last but not least users. Smartphones are devices that support installation of native third party applications. Most smartphones also allow full multitasking, enabling users to run multiple applications at once, including background applications. Spurred by Apples success, most major handset vendors have now announced or launched on-device application stores that allow users to download applications and content directly to their handsets. More and more of these applications have some kind of support for GPS location. Chipset vendors are developing a variety of solutions targeting various segments. Products include GPS modules, standalone GPS chipsets, host-based GPS chipsets, multi-mode chipsets, integrated GPS cores and software-based GPS receivers. GPS technology for handsets has matured greatly, offering much better performance in terms of sensitivity, power consumption, size and price than was possible a few years ago. Furthermore, the OMA SUPL A-GPS standard has enabled lower cost deployment of A-GPS services that ensure a better and more consistent user experience necessary for the consumer market. The SUPL standard allows cost efficient deployment of A-GPS services that reduce the time-to-first-fix, lowers power consumption and enhances the sensitivity of GPS receivers. New business models have also become possible, ranging from hosted services for operators, to services deployed by handset vendors for end-users that cannot get similar services from their network operator yet. Handset vendors are also starting to adopt hybrid location technologies that combine GPS with other wireless and sensor-based technologies, including Wi-Fi positioning, accelerometers, gyroscopes or electronic compasses. This report answers the following questions: Million units Annual shipments of GPS-enabled handsets, million units (Worldwide ) 2014 Year What is driving the adoption of GPS technology in GSM/ WCDMA handsets? Who are the leading developers of cellular, connectivity and GPS chipsets? What is the technology development roadmap for handset GPS in the coming years? How can Assisted-GPS, A-GNSS and hybrid location technologies benefit handset manufacturers, network operators and end-users? How is GPS supported in Android, BREW, Java ME, OS X, Palm webos, Symbian OS and Windows Mobile? Which handset vendors have adopted GPS in their products? When will satellite positioning technologies become a standard feature in handsets?

7 Table of Contents 1 GNSS in mobile phones 1.1 Introduction to GPS in mobile handsets Global navigation satellite systems GPS in mobile handsets 1.2 Overview of the GPS handset value-chain Handset manufacturers Cellular, connectivity and GPS chipset vendors Handset OS and software vendors Location-platform and A-GPS solution vendors Mobile network operators 1.3 Handset segments and device categories Handset segments Handset categories and form factors 1.4 GPS-enabled handset trends GSM/UMTS handsets GPS-enabled WCDMA handsets in Japan CDMA and iden handsets 1.5 Drivers and barriers to GPS integration Key drivers Key barriers 2 Technology overview 2.1 Overview of global navigation satellite systems Global Positioning System (GPS) Galileo GLONASS Compass/Beidou Mobile network location technologies and platforms Mobile location technologies Control Plane and User Plane location platforms Location platforms and technologies in 3GPP2 standard networks 2.3 Assisted GPS and hybrid location technologies Assisted GPS Enhanced-GPS Hybrid and mixed mode technologies 2.4 GPS, cellular and wireless technology integration GPS receiver functionality and architectures Handset hardware and software platforms Wireless connectivity technologies Horizontal and vertical integration of connectivity technologies 3 GPS and wireless chipset developers 3.1 Overview of the wireless chipset industry Handset baseband vendors GPS and connectivity chipset vendors Sensor IC vendors 3.2 GPS and connectivity chipset vendor profiles Atheros Communications CSR / SiRF CellGuide Epson u-blox 3.3 Cellular chipset vendor profiles Broadcom Freescale Semiconductor Infineon Technologies Marvell MediaTek Qualcomm Renesas Technology ST-Ericsson Texas Instruments 4 Handset operating systems 4.1 Handset operating systems and software platforms Symbian OS BlackBerry OS Windows Mobile iphone OS The Android platform Palm webos BREW Java Micro Edition 4.2 Application stores The Apple App Store The Android Market BlackBerry App World Ovi Store Windows Marketplace for Mobile 5 Handset manufacturers 5.1 Nokia 5.2 Samsung Electronics 5.3 LG Electronics 5.4 Sony Ericsson 5.5 Motorola 5.6 Research In Motion 5.7 Apple 5.8 HTC 5.9 Second tier handset vendors Acer / E-TEN ASUSTeK - Garmin Casio Computer Fujitsu Gigabyte Hitachi Hewlett Packard i-mate Kyocera Sanyo Telecom Mio Technology NEC Palm Panasonic Pantech Sharp Toshiba 6 Market trends and forecasts 6.1 Market trends Handset trends The wireless chipset industry GPS IC architectures Assisted GPS and hybrid navigation solution developments 6.2 Handset shipment forecasts Handset shipment forecasts by device segment Handset shipment forecasts by access technology 6.3 GPS-enabled CDMA handset shipment forecasts 6.4 GPS-enabled GSM/WCDMA handset shipments GPS handset market shares GPS handset shipment forecasts by segment GPS handset shipment forecasts by region 6.5 GPS solution shipments and revenue forecasts GPS IC vendor market shares GPS receiver solution revenue forecasts Glossary

8 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 location-based services, handset technologies and personal navigation services. Berg Insight offers premier business intelligence to the tele com 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 GPS and Mobile Handsets is the foremost source of information about the worldwide market for GNSS functionality in mobile handsets. 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 Navigation Services Mobile Location-Based Services LBS Platforms and Technologies Personal Navigation Devices Berg Insight AB - No. 36 Order form TO RECEIVE YOUR COPY OF GPS and Mobile Handsets 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 gives first-hand insights into the trends on the European market for LBS platforms and middleware. This report in the LBS Research Series from Berg Insight provides you with 90 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: Understand the opportunities and challenges for mobile location-based services in Europe. Learn about the latest trends for location platforms and technologies in Europe. Identify new business opportunities enabled by new location technology standards. Predict which location technologies will be deployed in the future. Anticipate future drivers for location platforms and middleware revenues. 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 European 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 services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.

10 LBS Research Series What is the current status of the European LBS platforms and middleware market? Mobile location-based services are services that in some way utilise the geographic location of a handset, either to enhance existing applications, or enable new applications. Countless consumer and corporate services that make use of automatic location of handsets or other assets have been launched in Europe. Mobile location platforms enable mobile network operators and service providers to offer location enhanced services to end-users. Location platforms typically comprise several enabling servers and software extensions to network infrastructure components that together can calculate the position of a handset and mediate the data to a querying application. Many mobile operators also deploy middleware platforms, or location-enabling servers. The middleware functions as a mediator between the location platform, applications and support systems, and more importantly, provides centralised control of privacy settings for all applications. Location technologies can be divided into handset-based technologies, like GPS, with intelligence in the handset, network-based technologies, such as Cell-ID, with intelligence in the network and hybrid technologies, for instance A-GPS, with intelligence in the handset and the network. Handset-based and hybrid technologies often require additional hardware and software in the handset, while network-based technologies require deployment of hardware and software in the mobile network. Operators need to consider several technical and economical aspects when choosing what location technologies to deploy for emergency and commercial services. Each technology has different characteristics and ultimately, no single technology performs best in every aspect. Demand for location platforms is increasing in Europe, as more operators need to comply with E112 mandates and end-users show a growing interest in commercial location services. Although GPS in general and the user plane SUPL A-GPS standard in particular receive much of the attention along with the growing number of A- GPS handsets being introduced, network-based location methods are also experiencing an upswing. Emergency services and many commercial services need to be able to locate any handset and therefore favour network-based methods. Moreover, A-GPS services also need fallback methods when a GPS fix is unobtainable. Berg Insight forecasts total annual revenues in Europe for mobile location platforms, including A-GPS servers and middleware platforms, to grow from about 17 million in 2008 to 34 million in These revenues comprise setup fees and licenses for new platform deployments and capacity and technology upgrades, maintenance and associated services, in addition to GPS data feeds. This report answers the following questions: million Location platform and middleware revenue forecast, million (Europe ) 2014 Year What is the current status of the European mobile LBS platform market? How is GPS-technology altering the conditions for providers of location-based services? What is the current status of E112 in Europe? Which mobile operators have deployed LBS platforms and middleware? How is GPS-technology affecting network-based location technologies? Which vendors provide location platforms and middleware today?

11 Table of Contents 1 Introduction to location platforms 1.1 Location platforms and locationbased services 1.2 Overview of the European mobile communication market 1.3 Mobile location platforms and technologies Mobile location platforms Mobile location technologies Location middleware and GIS 1.4 The mobile LBS value chain Location platform and network equipment vendors Location technology developers LBS middleware vendors Handset manufacturers Mobile network operators Application developers and service providers Location aggregators Content providers and aggregators 1.5 LBS platform pricing models Capacity-based model Transaction-based model Subscriber-based model 1.6 Industry trends E112 regulation and compliance Rollout of location platforms and services in Europe New location architectures and technologies enable new business models 2 Technology overview 2.1 Introduction 2.2 Mobile network location platforms Control Plane and User Plane location platforms OMA SUPL OMA SUPL Network-based positioning technologies Cell-ID Cell-ID+TA, Cell-ID+RTT and E-CID E-OTD and OTDOA Uplink Time Difference of Arrival (U-TDOA) 2.4 GPS, assisted GPS and hybrid location technologies Assisted GPS Enhanced-GPS Hybrid technologies 2.5 Theoretical limitations of positioning technologies 3 Commercial deployments Group 3.2 Orange Group 3.3 Telecom Italia Mobile 3.4 Telefónica Group 3.5 Telenor Group 3.6 TeliaSonera Group 3.7 T-Mobile Group 3.8 Vodafone Group 4 Market forecasts and trends 4.1 LBS service revenue forecast 4.2 Location platform deployments A-GPS and SUPL A-GPS deployments 4.3 Location middleware deployments 5 Location platform and technology vendor profiles 5.1 Location platform and infrastructure vendors Alcatel-Lucent CommScope/Andrew Wireless Solutions Ericsson Mobile Arts Motorola Nokia Siemens Networks Openwave Redknee Septier TeleCommunication Systems TruePosition 5.2 Location technology developers Broadcom CSR NEC Qualcomm Rx Networks Seeker Wireless SiRF Skyhook Wireless 5.3 Middleware vendors Autodesk CellVision Genasys Mobilaris Reach-U Telenity 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 services, wireless M2M and personal navigation services. 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 Europe. 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 Navigation Services Mobile Location-Based Services The Global Wireless M2M Market Personal Navigation Devices Berg Insight AB - No. 34 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 Mobile Navigation Services Mobile Navigation Services is the third consecutive report from Berg Insight analysing the latest developments on the mobile turn-by-turn navigation market now covering globally for the first time. This report in the LBS Research Series 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: Identify key players on the mobile turn-by-turn navigation market. Learn about the latest propositions from leading software developers and service providers. Understand the opportunities and challenges for mobile navigation services worldwide. Comprehend how navigation software can seamlessly integrate with other LBS to improve the user experience. Predict future business opportunities for mobile navigation services. Anticipate future drivers for subscriber growth. 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 European 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 services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.

14 LBS Research Series When will mobile navigation services reach mass market adoption? There are now more than 150 million turn-by-turn navigation systems worldwide, including about 35 million factory installed and aftermarket in-dash navigation systems, over 90 million Personal Navigation Devices (PNDs) and an estimated 28 million navigation-enabled mobile phones with GPS. PNDs still dominate the personal navigation market, especially in Europe and North America, but more and more handset owners are discovering navigation software and services for mobile phones. Even though PNDs and in-car navigation systems often provide a better user experience than handset-based navigation services, new handset models designed especially for navigation have closed the gap considerably. Rapid developments in handset user interfaces, software integration and hardware performance will make handsets even more competitive in the future. What is more, handset navigation services are well suited as a complement to other solutions, especially for use outside the car. Pedestrian navigation features gradually being introduced include improved map data and multimodal navigation, which will enable users to plan routes taking into account all available modes of transportation, for instance including trains, busses and walking. Multiple navigation solutions and device types are likely to co-exist also in the future, mainly in developed markets where users can afford multiple devices. Navigation services are available as on-board solutions 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 of these solutions will converge into hybrid services that store frequently used maps in the internal memory and leverage wireless connectivity to access dynamic content such as traffic flow information, fuel prices and weather. In the future, virtually all GPS-enabled handsets can be expected to have mapping and navigation software as part of the standard feature set, similar to media players today. Mobile navigation services are primarily marketed by network operators, handset vendors and other service providers such as search, mapping and directory publishers. Today, most customers use software or subscribe to services marketed by network operators and handset vendors. The proliferation of on-device application stores is however likely to facilitate distribution for other service provider offerings. Network operators and handset vendors have introduced several pricing models, ranging from daily or monthly subscriptions to onetime fees and various service bundles. One time fees and bundles that for instance include navigation services with wireless data subscriptions or the cost of the handset are important in Europe, where many users are unwilling to sign multiple subscriptions for services. Ad-funded services have been launched in several markets by various actors, including mapping and directory providers. In the future, many services are likely to combine subscriptions with ad-funded service components. Significant revenues from advertisements are not likely to materialise until usage increases substantially and more partnerships have been formed. Berg Insight forecasts the number of active navigation service subscribers, i.e. those that have used a navigation service at least once in the past quarter, to reach 40 million in Europe and 32 million in North America in In other parts of the world, handset-based navigation services are likely to become the main form of personal navigation solution already in the next few years and total active subscribers are expected to grow to 88 million at the end of Free ad-funded services will grow in importance over time and Berg Insight expects that 30 percent of the total 160 million navigation users will use adfunded services in This report answers the following questions: Which are the leading developers of turn-by-turn navigation services and software for mobile phones? Million users Year Active mobile turn-by-turn navigation users (Worldwide ) What are the main differences and similarities between the different geographical markets worldwide? What are the business models and revenue opportunities for mobile navigation? Will navigation services for mobile phones replace portable navigation devices? Which mobile operators have introduced mobile turn-by-turn navigation services? How are device manufacturers such as Nokia, Garmin and TomTom positioning themselves on this market? What are the mobile navigation strategies of mapping portals and directory publishers? How will mobile navigation services evolve in the future?

15 Table of Contents 1 Mobile navigation solutions 1.1 Portable navigation solutions Evolution of portable navigation systems Usability aspects of handset navigation services 1.2 Enabling technologies Satellite positioning technologies Navigation software platforms Digital maps and content Handset software platforms 1.3 Handset segments and device categories Handset segments Handset form factors and categories GPS handset trends 1.4 Handset-based mapping and navigation service trends Mobile local search and information services Mapping and routing services Turn-by-turn navigation software and services 1.5 Evolution of mobile navigation service distribution channels Mobile network operators Handset vendors Equipment distributors and service providers Application stores become game changers 2 Map data and content providers 2.1 Digital map data and content suppliers NAVTEQ Tele Atlas AND Blom 2.2 Travel guide, POI data and weather information providers CustomWeather Foreca Fodor s Langenscheidt Mairdumont RoadPilot ViaMichelin Wcities 2.3 Traffic information providers AirSage INRIX ITIS Holdings Mediamobile SmartRoute Systems TrafficCast Trafficmaster 3 Navigation software developers 3.1 On-board navigation software developers ALK Technologies Intrinsyc Software NAVIGON NavNGo ROUTE Sygic 3.2 Server-based navigation solution developers DVU: Handset navigation with real 3D aerial imagery and terrain Amaze GPS: Ad-funded navigation from LocatioNet Systems Appello Systems: Continues expansion outside Europe decarta: Leading white-label geospatial software developer Jentro: White-label provider now trialling direct-to-consumer services Masternaut: Europe s leading telematics provider Nav4All: Pioneer of free navigation services for mobile phones NaviExpert: Leveraging the customer-base for GPS probe traffic data NAVITIME: Leading Japanese navigation provider expanding overseas Networks In Motion: Improving traffic info through Traffic Gauge acquisition Ovi Maps: Hybrid navigation service from Nokia TeleCommunication Systems: True end-toend LBS provider TeleNav: World leading handset navigation service provider Telmap: Leading navigation service provider in EMEA expanding globally UbiEst: Expanding from fleet management into tracking and navigation Wayfinder Systems: Now a core part of Vodafone s services offerings 4 Mobile operator service offerings 4.1 Navigation services from mobile operators in North America AT&T Wireless Bell Mobility Rogers Wireless Sprint Nextel TELUS Verizon Wireless 4.2 Navigation services from mobile operators in Europe Orange Group Telefónica Group Telekom Austria Group TeliaSonera Group T-Mobile Vodafone Group 4.3 Navigation services from mobile operators in Asia Pacific Country profile: Australia Country profile: Japan Country profile: South Korea Country profile: Taiwan SingTel Group Tata Indicom Vodafone New Zealand 4.4 Navigation services in other countries Country profile: Israel Country profile: South Africa América Móvil NII Holdings Vivo Brazil 5 Branded service offerings 5.1 Directory publishers and search engines Ask.com DasÖrtliche Eniro European Directories Google PagesJaunes Yell Group 5.2 Mapping and travel portal providers Falk MapmyIndia MapQuest Rand McNally ZENRIN 5.3 Automobile clubs AAA 6 Device vendor offerings 6.1 Handset manufacturers Handset shipments and market shares GPS handset shipments Handset vendor OS strategies Handset vendor navigation service strategies Nokia Samsung Electronics LG Electronics Motorola Sony Ericsson Research In Motion HTC Palm 6.2 PND vendors PND vendor navigation service strategies Garmin MiTAC NDrive TomTom 7 Market forecasts and trends 7.1 Mobile navigation market trends Growing consumer interest in navigation services GPS-enabled handsets becoming ubiquitous Mobile location-based services gaining popularity Evolution of business models and sales channels Future development of mobile navigation services 7.2 Navigation software and service forecasts OEM mapping and navigation software market forecast Active turn-by-turn service users 7.3 Mobile navigation services in Europe Service provider market shares Subscriber and revenue forecasts 7.4 Mobile navigation services in North America Service provider market shares Subscriber and revenue forecasts 7.5 Mobile navigation services in ROW Service provider market shares Subscriber and revenue forecasts Glossary

16 About the Author LBS Research Series André Malm is a telecom analyst with a Masters degree from Chalmers University of Technology. He joined Berg Insight in 2006 and his areas of expertise include locationbased services, wireless M2M and personal navigation services. Berg Insight offers premier business intelligence to the tele com 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 is the foremost source of information about the emerging personal navigation market focusing on 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. Personal Navigation Devices Mobile Location-Based Services The Global Wireless M2M Market Car Telematics and Wireless M2M Berg Insight AB - No. 42 Order form TO RECEIVE YOUR COPY OF Mobile Navigation 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

17 LBS Research Series Personal Navigation Devices Personal Navigation Devices gives first-hand insights into the markets for personal navigation focusing on the market segment PNDs. 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: Understand the dynamics of the navigation market in Europe and North America. Learn about the latest trends in navigation hardware, software and value-added content. Identify new business opportunities in live map and real-time traffic information. Realize the true commercial potential of car-based online navigation solutions. Anticipate future drivers for increasing penetration and replacement sales. 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 European 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 services and location-enabled content services. Once per year we also publish a summary of our research with detailed forecasts for the European mobile LBS market.