Abstract
"Mobility Revolution" Steers Consumers toward Location-based Services
In contrast to the passive fixed Internet, users in the mobile environment are demanding personalized, localized and timely access to content and services. As operators search for new types of products and services to leverage network investments, location-based services (LBS) have emerged as an opportunity to provide a means of differentiation, a way to build customer loyalty, and a new revenue stream in the increasingly competitive mobile environment.
This Frost and Sullivan research service provides insights into the U.S. consumer LBS markets and the enhancement of carrier average revenue per user (ARPU). It performs an in-depth survey of the competitive landscape of these markets and provides detailed technology assessments. Assisted global positioning system (A-GPS), enhanced observed time difference (EOTD), uplink time difference of arrival (U-TDOA), advanced forward link trilateration (AFLT), cell ID, and dueling architectures such as control plane and user plane are discussed in detail. This study includes analysis of market forecasts, mobile data usage trends, and carrier profiles.
LBS Versatility and Nascent Location Determination Technologies make Commercial LBS Suite a Reality
"The overwhelming variety of possible applications in LBS from pure content and advertising, to emergency 911 (E911), navigational aids, social networking, and tracking services highlights its adaptability," notes the analyst of this study. "With advancements in location determination technologies and proliferation of A-GPS handsets, the essential ingredients for a compelling, commercial LBS suite are moving into place."
With high overall performance and widespread location coverage even in areas of low-cell density, A-GPS is likely to emerge as the long-term technology of choice for operators in North America. E-OTD and U-TDOA are grappling with issues such as accuracy and regulation of user privacy. Unique to code division multiple access (CDMA) networks, AFLT is a hybrid location technology that combines A-GPS with other location positioning in a way that allows the strengths of one to compensate for the weaknesses of the other and provide a more reliable and robust location solution. This is likely to prove the most successful among the technologies as LBS adoption becomes ubiquitous.
Identification of LBS Applications that Enable Enhancement of ARPUs Essential for Carriers
"Location as a 'killer-enabler' to existing services is more effective than chasing the elusive next 'killer application'; in fact, research on trends in LBS adoption indicates that this approach is likely to prove most effective," explains the analyst. "In a dynamic environment such as this, carriers need to identify where the opportunities are and what emerging applications are likely to prove a value addition and enhance carrier ARPUs."
Heightened awareness of LBS and carriers examining the ways that LBS initiatives can enhance ARPU and reduce churn have made it the recent buzzword in the markets. Application categories such as mobile resource management (MRM), entertainment, information services, as well as security services and their sub segments are likely to make commercialization of LBS successful. Overall, the growing traction of LBS services, and their high level of sophistication and integration among other factors are expected to contribute to the high
Table of Contents
- 1. Introduction & Competitive Landscape
- 1. Overview
- 1. Table of Contents
- 2. Defining Location-based Services
- 3. Life Cycle Analysis: Location-based Services
- 4. Value Chain
- 2. Technology Assessment
- 1. Assisted GPS
- 2. Enhanced Observed Time Difference
- 3. Uplink Time Difference of Arrival
- 4. Advanced Forward Link Trilateration
- 5. Cell ID
- 6. Dueling Architectures: Control Plane vs User Plane
- 7. Control Plane
- 8. User Plane
- 9. LBS Mode Comparison
- 10. Carrier Technology Choices
- 3. LBS Application Trends: 'The Killer Enabler'?
- 1. Enhancing Carrier ARPU Through LBS
- 2. Radar Screen: Consumer Location-based Services
- 3. What Application Categories Will Drive LBS Adoption?
- 4. Keys to Success for Consumer LBS
- 5. Keys to Success for Consumer LBS
- 6. LBS-initiated Messaging
- 7. Navigation & Mapping
- 8. End User Perception on LBS
- 9. End-User Perception on LBS
- 4. Market Forecasts
- 1. Frost & Sullivan Forecasts: Methodology
- 2. LBS Total Market Forecasts
- 3. Consumer vs Enterprise Splits
- 4. Matching Technology to Application Performance
- 5. Usage Trends in Premium Content
- 1. Usage Levels: Indications for Mobile Data Adoption
- 2. Buying Patterns: Change in Premium Product Mix
- 3. Buying Patterns: Non-Operator Storefront Sales
- 4. LBS Pricing Trends
- 6. Carrier Trends
- 1. US Mobile Carrier Observations
- 2. Nextel
- 3. Sprint
- 7. Profiles
- 1. Profiles
- 2. Profiles
- 3. Profiles
- 8. Frost & Sullivan Awards
- 1. LBS Platform of the Year
- 2. LBS Technology of the Year
- 3. LBS Company of the Year
- 4. Product Line Strategy
- 1. Overview
