MOBILE LOCATION-BASED SERVICES

Transcription

1 MOBILE LOCATION-BASED SERVICES INDEX Index Table of Contents Table of Contents... i List of Figures... vi Executive summary Introduction to location-based services Definition of mobile location-based services Mobile communication services Mobile voice and SMS service revenues Mobile data and application revenues Location apps and service revenues Mobile LBS categories Mapping and navigation Local search and information Social networking and entertainment Recreation and fitness Tracking services Other services Mobile app monetisation strategies and business models Free apps Paid apps Freemium apps and in-app payments Ad-funding New channel to market Bundled products and services Mobile app business model trends Mobile location technologies and platforms Mobile network-based location technologies GNSS: GPS, GLONASS, Galileo and Compass Hybrid and mixed mode technologies...20 STRATEGIC LBS RESEARCH SERIES i

2 INDEX MOBILE LOCATION-BASED SERVICES Accuracy requirements for LBS The regulatory environment in Europe and North America European emergency call and privacy regulations LBS regulatory environment in the US Emergency call regulations in Canada Smartphone ecosystems Smartphone OS platforms Android ios Windows Phone Symbian BlackBerry OS and BBX Samsung s Bada platform App stores Android Market Apple App Store BlackBerry App World Nokia Ovi Store Windows Phone Marketplace Ad networks and in-app ad solutions Apple iad RIM BlackBerry Advertising Service Microsoft Windows Phone 7 and Microsoft Advertising Nokia in-app advertising and NAVTEQ Media Solutions Google Admob Leading smartphone vendors Apple HTC LG Electronics Motorola Mobility Nokia RIM...48 ii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

3 MOBILE LOCATION-BASED SERVICES INDEX Samsung Electronics Sony Ericsson Industry analysis New vertical silos Towards a complete LBS stack Operator strategies Handset vendor strategies The mobile web, HTML5 web apps and native apps Operator LBS offerings and strategies The European operator LBS market Group Deutsche Telekom Group KPN Group Orange Group Telecom Italia Mobile Telefónica Group Telenor Group TeliaSonera Group Vodafone Group The North American operator LBS market AT&T Mobility Bell Mobility MetroPCS Rogers Wireless Sprint Nextel TELUS T-Mobile USA Verizon Wireless Location aggregators and Location-as-a-Service providers Deveryware LOC-AID Location Labs...72 STRATEGIC LBS RESEARCH SERIES iii

4 INDEX MOBILE LOCATION-BASED SERVICES Lociloci Mobile Commerce TechnoCom Industry analysis Organisational capabilities and goals limit operator s ability to provide LBS Smartphone platforms challenge operators central role The rise of third party developers and apps Key LBS categories Mapping and navigation Mapping and routing services Traffic information services Turn-by-turn navigation services Mapping and navigation industry trends Mobile operator service offerings Handset vendor offerings App stores and service providers Key market players Local search and information Directory services Local discovery and review services Travel planning, guides and information services Shopping and coupon services Social networking and entertainment Social networking and community services Check-in services Friendfinder services Chat and instant messaging services Location-based games Recreation and fitness Geocaching apps Outdoor navigation Sports tracking apps iv STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

5 MOBILE LOCATION-BASED SERVICES INDEX 4.5 Tracking services Family locator services Smartphone tracking apps Enterprise tracking services Market analysis and forecasts Summary of the LBS market The European LBS market The North American LBS market Mobile advertising and location Challenges and opportunities for mobile advertising Location can improve ROI for advertisers Vertical market trends Mapping and navigation services become free for end-users Search and information services growth driven by smartphone uptake Social networking and entertainment services gradually add location Smartphones are increasingly used as recreation and fitness devices Corporate efficiency investments drive tracking service revenues Glossary STRATEGIC LBS RESEARCH SERIES v

6 INDEX MOBILE LOCATION-BASED SERVICES Index List of Figures Figure 1.1: Mobile subscriptions by region (World Q4-2010)...4 Figure 1.2: Wireless service revenues (World 2010)...5 Figure 1.3: Smartphone adoption and market shares (Western Europe )...6 Figure 1.4: Smartphone adoption and market shares (North America )...6 Figure 1.5: Mobile location-based service categories...8 Figure 1.6: Free versus paid apps available for ios and Android devices (May 2011)...13 Figure 1.7: LBS system overview...17 Figure 1.8: Assisted GPS technologies...19 Figure 1.9: Accuracy requirements for LBS services...22 Figure 2.1: Smartphone shipments by vendor and OS (World Q3-2011)...28 Figure 2.2: Leading mobile app stores (Q3-2011)...34 Figure 2.3: Examples of mobile ad networks...39 Figure 2.4: Smartphone vendor revenues and profits (H1-2011)...44 Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2011)...56 Figure 3.2: LBS offered by mobile operators (Europe )...57 Figure 3.3: Mobile operators by number of subscribers (North America Q2-2011)...65 Figure 4.1: Mapping app and service offerings...80 Figure 4.2: Examples of mapping and routing services marketed by operators (2011)...81 Figure 4.3: Traffic information platform...82 Figure 4.4: Traffic information apps and services...83 Figure 4.5: Turn-by-turn navigation system overview...84 Figure 4.6: New business models for mobile navigation services...86 Figure 4.7: Navigation offerings from European operators (October 2011)...89 Figure 4.8: Navigation offerings from North American operators (September 2011)...90 Figure 4.9: Android, BlackBerry and iphone turn-by-turn navigation apps...91 Figure 4.10: Navigation app and service providers by active users (World Q3-2011)...93 Figure 4.11: Local search and information services marketed by operators (2011) Figure 4.12: Leading directory service providers (2011) vi STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES

7 MOBILE LOCATION-BASED SERVICES INDEX Figure 4.13: Mobile directory service usage and app downloads (EU ) Figure 4.14: Directory provider distribution channels and business models Figure 4.15: Local discovery and review services Figure 4.16: Online travel companies Figure 4.17: Travel guide publishers Figure 4.18: Shopping assistant and coupon services Figure 4.19: Social networking and entertainment service segments Figure 4.20: Top 10 social networks (World 2011) Figure 4.21: Location-enhanced community and social networking services (2011) Figure 4.22: Social networking services with check-in feature (World 2011) Figure 4.23: Examples of Friendfinder services (2011) Figure 4.24: Location-enhanced chat and IM services (2011) Figure 4.25: Examples of location-based game developers (2011) Figure 4.26: Examples of outdoor navigation app developers (2011) Figure 4.27: Examples of sports tracking app developers (2011) Figure 4.28: Operator marketed people tracking services (2011) Figure 4.29: Cross network people tracking services using Cell-ID (2011) Figure 4.30: People tracking apps (2011) Figure 4.31: Examples of fleet management services marketed by operators (2011) Figure 4.32: Workforce management services marketed by operators (2011) Figure 5.1: LBS revenue forecast (EU ) Figure 5.2: LBS revenue forecast (North America ) Figure 5.3: Mapping and navigation service revenues (EU ) Figure 5.4: Mapping and navigation service revenues (North America ) Figure 5.5: Search and information service revenues (EU ) Figure 5.6: Search and information service revenues (North America ) Figure 5.7: Social networking and entertainment revenues (EU ) Figure 5.8: Social networking and entertainment revenues (North America ) Figure 5.9: Recreation and fitness revenues (EU ) Figure 5.10: Recreation and fitness revenues (North America ) Figure 5.11: Tracking service revenues (EU ) Figure 5.12: Tracking service revenues (North America ) STRATEGIC LBS RESEARCH SERIES vii

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