Carriers sit on a wealth of location technology and information, which they have failed to utilize fully, largely due to privacy, cost issues, and difficulty in identifying the markets where location is of value, beyond consumers. As the carrier LBS market faces increasing pressure and long-term declines in mature markets, the focus has shifted to new non-consumer markets where carriers have a number of distinct advantages over smartphone applications.
The report identifies the growing areas of location information services, analytics, and advertising in markets such as insurance, banking, gaming, retail, hospitality, and Interactive Voice Response (IVR). Forecasts are provided for revenues generated through the provision of Location Information Services to these verticals using network-based cellular location technology. The report also looks at what initiatives carriers across the globe have put in place to support these markets, as well as an analysis of leading LBS platform, location aggregators, and VAS providers working in this space.