Mobile Location Based Services

Applications, Platforms, Positioning Technology, Handset Evolution, and Business Model Migration

The number of subscribers to handset-based location based services doubled in 2008 to more than eighteen million, with North America continuing to be the dominant region, accounting for slightly more than two-thirds of the total market. While navigation continued to lead in terms of total subscribers, two other application areas -- enterprise and community (including social networking) -- posted the highest year-to-year growth rates. Non-network based location based services are beginning to gain traction, as several well-known companies with significant financial resources announce service and platform models that rely on IP and browser connections with the handset. These models will place pressure on network operators to define their next-generation business models – models that are likely to embrace a data-centric approach. This change in tack will force network operators to be more open to partnerships beyond the traditional handset supplier relationships.

This study examines the evolution occurring within the LBS sector, and the impact it will have on ecosystem members and the long-term profitability of this sector. The report includes forecasts for location based subscriptions by segment and region, and provides assessments of technology drivers, evaluation of market risks, and recommendations to industry participants.

What Questions Does This Report Answer?

  • How are the limitations of GPS positioning affecting LBS market growth?
  • How can network operators respond to the threat to their business model of non-network LBS?
  • How important are GPS-enabled handsets for driving the LBS and navigation services markets?
  • How will the increasing availability of open handset operating systems and published APIs influence LBS applications?
  • What are the alternative positioning methods that will have an impact on LBS devices and applications?
  • What are the current monetization strategies of LBS market participants?
  • What are the key drivers, barriers, and the latest trends influencing the market for GPS-enabled mobile phones?
  • What are the market opportunities for mobile operators, handset vendors, application developers, satellite navigation companies and other industry players?
  • What are the risks to sustainable growth within the LBS sector?
  • What are the underlying and enabling technologies driving LBS?
  • What is the current size of the location based services market?
  • Who are the key players in the location based services market?

Who Needs This Report?

  • Consulting firms
  • Content specialists
  • Financial institutions involved with mobile communications
  • Government agencies
  • GPS hardware suppliers
  • Handset positioning technology vendors
  • Handset vendors
  • LBS platform companies
  • Location based services application developers
  • Mobile operators and MVNOs
  • ODMs and OEMs
  • Satellite navigation companies
  • System integrators
  • Trade associations
  • Venture capitalists and other investors

Table of Contents


Section 1.
Executive Summary
1.1. Scope and Definitions
1.2. Key Market Drivers, Business Issues, and Competitive Forces
1.3. Enabling Technology Factors
1.3.1. Wireless Data
1.3.2. Handset Design
1.3.3. Satellite Positioning
1.3.4. Network Airlink Technology Evolution
1.3.5. Alternative Positioning Technologies
1.4. Key Forecasts and Market Data
1.4.1. GPS Handsets - Installed Base
1.4.2. Location Based Service Subscribers by Application
1.4.3. Location Based Service Revenue by Application
1.4.4. Location Based Service Revenue by Region

Section 2.
Recommendations
2.1. Recommendations for Network Operators
2.2. Recommendations for Handset Suppliers
2.3. Recommendations for Location Based Service Applications Providers

Section 3.
Location Based Services - Market Dynamics
3.1. Location Based Services - Application Segment Analysis
3.1.1. Community
3.1.2. Enterprise
3.1.3. Gaming & Recreation
3.1.4. Navigation & Mapping
3.1.5. Emergency Services
3.1.6. People & Pet Tracking
3.2. Non-Carrier Based Location Applications
3.3. Emerging Location Based Service Applications
3.3.1. Location Based Advertising
3.3.2. Location Based Billing and Payments
3.4. The Location Based Service Ecosystem
3.5. Market Risks and Opportunities
3.5.1. Accelerated Device Design Cycles (Opportunity)
3.5.2. Privacy and Safety Concerns (Risk)
3.5.3. Location Based Service Application Proliferation (Opportunity)
3.5.4. Non-Carrier Location Based Service Models (Opportunity, Risk)

Section 4.
Wireless Network Device Positioning Technology
4.1. Accuracy Requirements for Location Based Services
4.2. Network-Based Positioning
4.2.1. Cell ID
4.2.2. GSM Network Location Methods
4.2.2.1. Enhanced-Observed Time Difference (E-OTD)
4.2.2.2. Uplink Time Difference of Arrival (U-TDOA)
4.2.3. CDMA Network Location Methods
4.2.3.1. Assisted-Forward Link Trilateration (A-FLT)
4.2.4. Wi-Fi
4.3. Navigational Satellite Positioning
4.3.1. GPS
4.3.1.1. GPS Positioning Technology Overview
4.3.1.2. GPS-Enabled Location Methods
4.3.1.2.1. Autonomous GPS
4.3.1.2.2. Assisted GPS
4.3.2. Alternative Satellite Positioning Systems
4.4. Emerging Positioning Technologies

Section 5.
Drivers and Barriers of Mobile Location Based Services
5.1. Drivers
5.1.1. Converged Handset Designs
5.1.2. Ubiquitous and Diverse Positioning Technology
5.1.3. Third-Party Location Based Service Applications
5.1.4. 3G/4G Buildout
5.1.5. Increasing User Awareness
5.1.6. Subsidized Location Based Services
5.2. Barriers
5.2.1. GPS Signal Processing Latency
5.2.2. Indoor Environments and Urban Canyons
5.2.3. Network Diversity and Interoperability Issues
5.2.4. Regional Differences in Handset Perceptions and Adoption Rates
5.2.5. Monitoring and Control of Downloadable Third-Party Applications
5.2.6. User Privacy
5.2.7. Data Roaming Charges
5.2.8. Device and OS Fragmentation
5.2.9. Restrictive Carrier Strategies

Section 6.
Business Models and Monetization
6.1. Network-Based Model
6.1.1. Pre-Loaded Application
6.1.2. Downloaded Application
6.2. OEM Model
6.3. Direct-to-Consumer Model
6.4. Location Based Advertising Platform Model

Section 7.
Competitive Landscape
7.1. Profiles of Network Operators
7.1.1. AT&T
7.1.2. Sprint Nextel
7.1.3. T-Mobile USA
7.1.4. Verizon
7.1.5. Vodafone
7.2. Profiles of Handset Suppliers
7.2.1. Apple
7.2.2. LG Electronics
7.2.3. Motorola
7.2.4. Nokia
7.2.5. Research In Motion
7.2.6. Samsung
7.2.7. Virgin Mobile
7.3. Profiles of Location Platform Providers
7.3.1. deCarta
7.3.2. Jentro
7.3.3. WaveMarket
7.3.4. uLocate/WHERE
7.4. Profiles of Location Based Service Applications Providers
7.4.1. Acuity Mobile
7.4.2. Google
7.4.3. GyPSii
7.4.4. NAVTEQ
7.4.5. Networks In Motion
7.4.6. Orbster
7.4.7. Placecast
7.4.8. TeleNav
7.4.9. Telmap
7.4.10. Trimble Outdoors

Section 8.
Market Forecasts
8.1. Methodology
8.2. General Trends
8.3. North America
8.3.1. Location Based Service Subscribers by Application
8.3.2. Location Based Service Revenue by Application
8.4. Latin America
8.4.1. Location Based Service Subscribers by Application
8.4.2. Location Based Service Revenue by Application
8.5. Western Europe
8.5.1. Location Based Service Subscribers by Application
8.5.2. Location Based Service Revenue by Application
8.6. Eastern Europe
8.6.1. Location Based Service Subscribers by Application
8.6.2. Location Based Service Revenue by Application
8.7. Asia-Pacific
8.7.1. Location Based Service Subscribers by Application
8.7.2. Location Based Service Revenue by Application
8.8. Middle East and Africa
8.8.1. Location Based Service Subscribers by Application
8.8.2. Location Based Service Revenue by Application

Section 9.
Company Directory

Section 10.
Acronyms
Sources and Methodology
Notes





Tables
  • GPS-Enabled Handset Installed Base, World Market, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, World Market, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, World Market, Forecast: 2006 to 2014
  • Location Based Service Revenue by Region, World Market, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, North America, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, North America, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Latin America, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Latin America, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Western Europe, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Western Europe, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Eastern Europe, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Eastern Europe, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Asia-Pacific, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Asia-Pacific, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Middle East and Africa, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Middle East and Africa, Forecast: 2006 to 2014

Charts
  • GPS-Enabled Handset Installed Base, World Market, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, World Market, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, World Market, Forecast: 2006 to 2014
  • Location Based Service Revenue by Region, World Market, Forecast: 2006 to 2014
  • Carrier vs. Non-Carrier Based LBS Subscriptions, North America, Forecast: 2006 to 2014
  • Carrier vs. Non-Carrier Based LBS Subscriptions, Europe, Forecast: 2006 to 2014
  • Carrier vs. Non-Carrier Based LBS Subscriptions, Asia-Pacific, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, North America, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, North America, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Latin America, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Latin America, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Western Europe, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Western Europe, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Eastern Europe, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Eastern Europe, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Asia-Pacific, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Asia-Pacific, Forecast: 2006 to 2014
  • Location Based Service Subscribers by Application, Middle East and Africa, Forecast: 2006 to 2014
  • Location Based Service Revenue by Application, Middle East and Africa, Forecast: 2006 to 2014