Index Table of Contents Table of Contents... i List of Figures... vi Executive summary...1 1 Mobile navigation solutions...3 1.1 Portable navigation solutions...3 1.1.1 Evolution of portable navigation systems...4 1.1.2 The performance gap between PNDs and smartphones is closing...5 1.2 Enabling technologies...7 1.2.1 Satellite positioning technologies...7 1.2.2 Navigation software platforms...8 1.2.3 Handset operating systems and software platforms...9 1.3 Handset segments and device categories...10 1.3.1 Handset segments...10 1.3.2 Handset form factors and categories...10 1.3.3 GPS handset trends...12 1.4 Handset-based mapping and navigation service trends...13 1.4.1 Mobile local search and information services...13 1.4.2 Mapping and routing services...13 1.4.3 Turn-by-turn navigation services...14 1.5 Navigation service distribution channels and business models...17 1.5.1 Mobile network operators...17 1.5.2 Handset vendors...18 1.5.3 Search and mapping service providers...18 1.5.4 On-device application stores provide a new channel to the market...19 1.5.5 Active handset navigation users...22 2 Map data and content providers...23 2.1 Digital map data and content suppliers...25 2.1.1 NAVTEQ...26 STRATEGIC LBS RESEARCH SERIES i
2.1.2 Tele Atlas...28 2.1.3 AND...30 2.1.4 OpenStreetMap...30 2.1.5 AutoNavi...31 2.1.6 Blom...31 2.1.7 CloudMade...32 2.2 Travel guide, POI data and weather information providers...33 2.2.1 Fodor s...33 2.2.2 Langenscheidt...33 2.2.3 Mairdumont...33 2.2.4 RoadPilot...34 2.2.5 ViaMichelin...34 2.2.6 Wcities...34 2.3 Traffic information providers...35 2.3.1 AirSage...36 2.3.2 INRIX...36 2.3.3 ITIS Holdings...37 2.3.4 Mediamobile...37 2.3.5 SmartRoute Systems...38 2.3.6 TrafficCast...38 2.3.7 Trafficmaster...38 3 Navigation software developers...39 3.1 On-board navigation software developers...41 3.1.1 ALK Technologies: Expanding direct-to-consumer sales through app stores...42 3.1.2 Geolife: Developer of the Navmii low cost navigation application...43 3.1.3 Intrinsyc Software: Navigation and LBS partner for OEMs...43 3.1.4 NAVIGON: Deploying free navigation apps with T-Mobile group...44 3.1.5 NavNGo: White-label developer seeking growth in the in-dash market...45 3.1.6 NDrive: Aims for growth through low cost navigation apps...46 3.1.7 ROUTE 66: Develops white-label software for Samsung and HTC...46 3.1.8 Sygic: Navigation with support for 3D hardware acceleration...47 3.1.9 TomTom: Vertically integrated navigation solution vendor...48 ii STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES
3.2 Server-based navigation solution developers...49 3.2.1 amaze GPS: Ad-sponsored navigation from LocatioNet Systems...51 3.2.2 Appello Systems: Continues expansion outside Europe...52 3.2.3 decarta: Leading white-label geospatial software developer...54 3.2.4 Fullpower Technologies: Leading iphone navigation app developer in the US.56 3.2.5 NaviExpert: Leveraging the customer-base for GPS probe traffic data...56 3.2.6 NAVITIME: Leading Japanese navigation provider...57 3.2.7 Nokia Ovi Maps: Free mapping and navigation bundling with GPS handsets..57 3.2.8 TeleCommunication Systems: True end-to-end LBS provider...59 3.2.9 TeleNav: World leading handset navigation service provider...60 3.2.10 Telmap: Leading navigation service provider in EMEA...62 3.2.11 UbiEst: Expanding from fleet management into tracking and navigation...64 3.2.12 Yapp Mobile: Focuses on the Australian and New Zeeland markets...64 4 Mobile operator service offerings...65 4.1 Navigation services from mobile operators in North America...65 4.1.1 AT&T Wireless...67 4.1.2 Bell Mobility...67 4.1.3 Rogers Wireless...68 4.1.4 Sprint Nextel...68 4.1.5 TELUS...69 4.1.6 Verizon Wireless...69 4.2 Navigation services from mobile operators in Europe...70 4.2.1 Orange Group...72 4.2.2 Telefónica Group...74 4.2.3 Telekom Austria Group...75 4.2.4 TeliaSonera Group...76 4.2.5 T-Mobile...77 4.2.6 Vodafone Group...78 4.3 Navigation services from mobile operators in Asia Pacific...80 4.3.1 Country profile: Australia...81 4.3.2 Country profile: Japan...82 4.3.3 Country profile: South Korea...84 STRATEGIC LBS RESEARCH SERIES iii
4.3.4 Country profile: Taiwan...85 4.3.5 SingTel Group...85 4.3.6 Tata Indicom...86 4.3.7 Vodafone New Zealand...87 4.4 Navigation services in other countries...87 4.4.1 Country profile: Israel...87 4.4.2 Country profile: South Africa...88 4.4.3 América Móvil...89 4.4.4 NII Holdings...90 4.4.5 Vivo Brazil...90 4.4.6 Mobile TeleSystems...91 5 Branded service offerings...93 5.1 Directory publishers and search engines...94 5.1.1 Ask.com: Ask Mobile GPS still available for select Sprint handsets...96 5.1.2 DasÖrtliche: Looking for a new service provider for free navigation...97 5.1.3 Eniro: Leading directory provider in the Nordics...97 5.1.4 Google: Deploying free navigation for Android handsets...97 5.1.5 Microsoft: Turn-by-turn directions now part of Bing maps for smartphones...98 5.2 Mapping and travel portal providers...99 5.2.1 Falk...99 5.2.2 MapmyIndia...99 5.2.3 Mappy...100 5.2.4 MapQuest...101 5.2.5 Rand McNally...101 5.2.6 ZENRIN...102 5.3 Off-road navigation and recreational applications...103 6 Device vendor offerings...105 6.1 Handset market developments...105 6.1.1 Handset shipments and market shares...105 6.1.2 GPS handset shipments...106 6.1.3 Handset vendor OS strategies...107 6.2 Handset vendor navigation service strategies...108 iv STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES
6.2.1 Nokia... 109 6.2.2 Samsung Electronics... 110 6.2.3 LG Electronics... 111 6.2.4 Sony Ericsson... 112 6.2.5 Motorola... 112 6.2.6 Research In Motion... 113 6.2.7 Garmin... 114 7 Market trends and forecasts... 117 7.1 Mobile navigation market trends... 117 7.1.1 Smartphones and GPS-enabled handsets becoming ubiquitous... 117 7.1.2 Consumer interest in navigation services continues to grow... 118 7.1.3 Evolution of navigation application functionality... 120 7.1.4 Evolution of sales channels... 121 7.1.5 New business models for navigation services... 122 7.2 Mobile navigation services in Europe... 124 7.2.1 Service provider market shares... 124 7.2.2 Subscriber and revenue forecasts... 125 7.3 Mobile navigation services in North America... 127 7.3.1 Service provider market shares... 127 7.3.2 Subscriber and revenue forecasts... 128 7.4 Mobile navigation services in ROW... 130 7.4.1 Leading service providers... 130 7.4.2 Subscriber and revenue forecasts... 130 Glossary... 133 STRATEGIC LBS RESEARCH SERIES v
Index List of Figures Figure 1.1: Evolution of portable navigation solutions...5 Figure 1.2: Advantages and disadvantages of handset-based navigation solutions...6 Figure 1.3: Mapping and navigation server platform...8 Figure 1.4: Examples of mobile handset form factors...11 Figure 1.5: Number of GSM/WCDMA GPS-handset models by category (2006-2010)...12 Figure 1.6: On-board navigation application screenshots...15 Figure 1.7: Advantages and disadvantages of on-board and off-board navigation...16 Figure 1.8: Off-board navigation application screenshots...17 Figure 1.9: Examples of mobile application stores (September 2010)...20 Figure 1.10: Android, BlackBerry and iphone navigation app developers...21 Figure 1.11: Active navigation users by distribution channel (2008-2010)...22 Figure 2.1: Examples of content providers...24 Figure 2.2: Major international digital map data suppliers...25 Figure 3.1: On-board navigation feature comparison (September 2010)...40 Figure 3.2: Off-board navigation feature comparison (September 2010)...41 Figure 3.3: Examples of on-board navigation application developers...42 Figure 3.4: Off-board navigation solution developers...50 Figure 4.1: Navigation offerings from North American operators (September 2010)...66 Figure 4.2: Navigation offerings from European operators (September 2010)...71 Figure 4.3: A1 Navi navigation service packages...75 Figure 4.4: Examples of navigation offerings from APAC operators (September 2010)...80 Figure 5.1: Examples of branded navigation service providers...93 Figure 5.2: Directory provider distribution channels and business models...95 Figure 6.1: Tier 1 mobile phone and smartphone vendor market shares...106 Figure 6.2: Vendor market shares, GPS-enabled GSM/WCDMA handsets outside Japan...107 Figure 6.3: Garmin nüvifone GPS handsets...115 Figure 7.1: GPS-enabled handset shipments by region (2008 2015)...118 Figure 7.2: Active handset navigation users (Worldwide 2006-2010)...119 vi STRATEGIC RESEARCH SERIES LBS RESEARCH SERIES
Figure 7.3: New business models for mobile navigation services... 122 Figure 7.4: Active handset navigation users (EU27+2 2006-2010)... 124 Figure 7.5: Handset navigation service forecast (EU27+2 2008-2015)... 125 Figure 7.6: Handset navigation service revenue forecast (EU27+2 2008 2015)... 126 Figure 7.7: Handset navigation service market shares (North America 2006-2010)... 127 Figure 7.8: Handset navigation service forecast (North America 2008-2015)... 128 Figure 7.9: Handset navigation service revenue forecast (North America 2008-2015)... 129 Figure 7.10: Handset navigation service forecast (ROW 2008-2015)... 131 Figure 7.11: Turn-by-turn navigation service revenues (ROW 2008 2015)... 132 STRATEGIC LBS RESEARCH SERIES vii
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