行動定位資訊服務(MLBS)市場：第5版

本報告已在2011年11月23日停止出版。

更改為出版

行動定位服務(MLBS)市場:第6版

Mobile Location-Based Services - 6th Edition

出版日期 : 2011年11月

商品編碼: 224223

簡介

本報告為，調查分析歐洲行動定位資訊服務(MLBS)市場現況及今後5年成長展望，並匯整主要通訊營運商之LBS策略、主要MLBS市場企業、行動定位廣告機會及課題、定位技術對LBS對用戶經驗之影響、未來業務機會等，以下列摘要形式闡述。

實施概要

第1章 定位資訊服務(MLBS)簡介

• MLBS之定義
• 歐洲行動通訊市場概要
• 智慧型電話及應用
• MLBS類別
• LBS商業模式及收益模式
• 法規環境
• MLBS技術及平台

第2章 通訊營運商LBS服務及策略

• 3 Group
• KPN Group
• Orange Group
• Telecom Italia Mobile
• Telefonica Group
• Telenor Group
• TeliaSonera Group
• T-Mobile Group
• Vodafone Group

第3章 趨勢、預測

• 歐洲LBS市場概要
• 終端趨勢
• 行動廣告、定位
• 產業別市場趨勢

第4章 繪圖、導航服務

• 繪圖、導航概要
• 繪圖、路由服務
• TBT（Turn-by-turn）導航服務
• 主要企業

第5章 本地搜尋、資訊服務

• 行動裝置搜尋、資訊服務概要
• 目錄服務
• 主要目錄出版商
• 搜尋、POI、資訊服務
• 企業簡介

第6章 社群網路、娛樂服務

• 應用程式類別
• 聊天及即時通訊服務
• 社群網路、社交服務
• 社群網路服務
• 交友服務
• 具定位資訊之遊戲、尋寶遊戲
• 休閒及健身應用

第7章 追蹤服務

• 業務服務
• 消費者服務
• 企業簡介

第8章 廣告、行銷

• 行動廣告、行銷
• 具定位資訊之行動廣告簡介
• 案例研究

專業用語

目錄

Abstract

Mobile Location-Based Services is the fifth consecutive report from Berg Insight analysing the latest developments on the European LBS market.

This report in the LBS Research Series from Berg Insight provides you with 140 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.

This report will allow you to:

• Learn about the LBS strategies of major telecom operators in Europe.
• Profit from 30 new executive interviews with market leading companies.
• Identify key players on the European mobile LBS market.
• Understand the opportunities and challenges for locationbased advertising.
• Benefit from valuable insights about the most successful LBS propositions on the market.
• Comprehend how location technologies affect the user experience of LBS.
• Predict future business opportunities for mobile industry players in LBS.

Table of Contents

Table of Contents

List of Figures

Executive summary

1 Introduction to location-based services

• 1.1 Definition of mobile location-based services
• 1.2 Overview of the European mobile communications market
  • 1.2.1 Mobile voice and data subscribers
  • 1.2.2 Handset shipments and installed base
  • 1.2.3 Mobile service revenues
• 1.3 Smartphones and application stores
  • 1.3.1 Proliferation of mobile operating systems
  • 1.3.2 Application stores provide a new channel to the market
• 1.4 Mobile LBS categories
  • 1.4.1 Mapping and navigation services
  • 1.4.2 Search and information services
  • 1.4.3 Social networking and entertainment services
  • 1.4.4 Tracking services
  • 1.4.5 Location-based billing services
  • 1.4.6 Other services
• 1.5 LBS business and revenue models
  • 1.5.1 LBS business models
  • 1.5.2 Pricing models for location-based services
• 1.6 Regulatory environment
  • 1.6.1 European emergency call regulations and implementation
  • 1.6.2 Legal aspects of privacy for electronic communications and LBS
• 1.7 Mobile network location technologies and platforms
  • 1.7.1 Mobile network-based location technologies
  • 1.7.2 Assisted GPS and hybrid location technologies
  • 1.7.3 Control Plane and User Plane location platforms
  • 1.7.4 Accuracy requirements for LBS

2 Operator LBS services and strategies

• 2.1 3 Group
• 2.2 KPN Group
• 2.3 Orange Group
• 2.4 Telecom Italia Mobile
• 2.5 Telefonica Group
• 2.6 Telenor Group
• 2.7 TeliaSonera Group
• 2.8 T-Mobile Group
• 2.9 Vodafone Group

3 Trends and forecasts

• 3.1 Summary of the European LBS market
• 3.2 Handset trends
  • 3.2.1 Rapid growth of GPS-enabled handsets and smartphones
  • 3.2.2 Web technologies and runtimes will challenge native applications
  • 3.2.3 Augmented reality applications brings a new dimension to handsets
• 3.3 Mobile advertising and location
  • 3.3.1 Challenges and opportunities for mobile advertising
  • 3.3.2 Location can improve ROI for advertisers
• 3.4 Vertical market trends
  • 3.4.1 Mapping and navigation services become free for end-users
  • 3.4.2 Growing usage of search and information services driven by smartphones
  • 3.4.3 Social networking and entertainment services gradually add location
  • 3.4.4 Tracking service market growth driven by corporate services
  • 3.4.5 Location-based billing services face decline as mobile call rates fall

4 Mapping and navigation services

• 4.1 Overview of mapping and navigation services
• 4.2 Mapping and routing services
  • 4.2.1 Service provider offerings
  • 4.2.2 Mobile network operator offerings
• 4.3 Turn-by-turn navigation services
  • 4.3.1 Handset vendor offerings
  • 4.3.2 Branded software vendor and service provider offerings
  • 4.3.3 Mobile network operator offerings
• 4.4 Key market players
  • 4.4.1 amAze GPS: Ad-sponsored navigation from LocatioNet Systems
  • 4.4.2 Appello Systems: White-label navigation application developer
  • 4.4.3 Google: Deploying free turn-by-turn navigation
  • 4.4.4 Nokia: Free mapping and navigation bundling with GPS handsets
  • 4.4.5 Telmap: Leading white-label navigation service provider in EMEA
  • 4.4.6 TomTom: Vertically integrated navigation solution vendor

5 Local search and information services

• 5.1 Overview of mobile search and information services
• 5.2 Directory services
  • 5.2.1 An industry in transformation from print to online services
  • 5.2.2 Accelerating growth for mobile directory services
• 5.3 Key directory publishers
  • 5.3.1 DasOrtliche
  • 5.3.2 Eniro
  • 5.3.3 European Directories
  • 5.3.4 PagesJaunes
  • 5.3.5 Seat Pagine Gialle
  • 5.3.6 Truvo
  • 5.3.7 Yell Group
• 5.4 Search, POI and information services
  • 5.4.1 Local search and POI services
  • 5.4.2 Weather information services
  • 5.4.3 Traffic information services
  • 5.4.4 Other information services
• 5.5 Company profiles
  • 5.5.1 Amdocs
  • 5.5.2 Google
  • 5.5.3 Microsoft
  • 5.5.4 Mobile Commerce
  • 5.5.5 mxData
  • 5.5.6 Searchteq
  • 5.5.7 Yahoo!

6 Social networking and entertainment services

• 6.1 Application categories
• 6.2 Chat and instant messaging services
  • 6.2.1 Chat Orange
  • 6.2.2 Chat Movistar
  • 6.2.3 TIM KISS
  • 6.2.4 eBuddy
  • 6.2.5 Fring
  • 6.2.6 Ovi Contacts
  • 6.2.7 Palringo
• 6.3 Social networking and community services
  • 6.3.1 Desktop-centric services add mobile support
  • 6.3.2 Mobile-centric social networks continue to gain traction
• 6.4 Social networking services
  • 6.4.1 Brightkite: Location-enabled micro-blogging and content sharing
  • 6.4.2 Foursquare: Rewarding users for discovering their surroundings
  • 6.4.3 Facebook: World' s largest social network gaining mobile traction
  • 6.4.4 Gowalla: Social networking game
  • 6.4.5 GyPSii: Co-branded geo-location platform and social network
  • 6.4.6 MobiLuck: Mobile chat and friendfinder
  • 6.4.7 Rummble: Search and discover recommended places
  • 6.4.8 Twitter: Popular micro-blogging service introduces location support
• 6.5 Friendfinder services
  • 6.5.1 3Friendfinder
  • 6.5.2 CellVision mBuddy
  • 6.5.3 Lociloci
  • 6.5.4 Mecomo Friends
• 6.6 Location-based games and geocaching
  • 6.6.1 Creative Workline
  • 6.6.2 MeanFreePath
  • 6.6.3 Orbster
  • 6.6.4 Trimble Geocache Navigator
• 6.7 Recreation and fitness applications
  • 6.7.1 Fitness applications
  • 6.7.2 Recreation applications

7 Tracking services

• 7.1 Business services
  • 7.1.1 Fleet management services
  • 7.1.2 Tracking, workforce management and lone worker protection services
• 7.2 Consumer services
  • 7.2.1 People tracking services
  • 7.2.2 Asset tracking services
• 7.3 Company profiles
  • 7.3.1 Connexion2: Identicom and the SoloProtect managed lone worker service
  • 7.3.2 Creativity Software: White-label LBS specialist
  • 7.3.3 UbiEst: Expanding from fleet management into consumer tracking

8 Advertising and marketing

• 8.1 Mobile advertising and marketing
  • 8.1.1 Challenges and opportunities for mobile advertising
  • 8.1.2 Mobile advertising formats
  • 8.1.3 Ad pricing models and revenues
• 8.2 Introduction to location-based mobile advertising
  • 8.2.1 Push advertising with location targeting
  • 8.2.2 Location is only one of many targeting attributes
  • 8.2.3 Improving ROI for advertisers
  • 8.2.4 Location technologies and aggregation services
• 8.3 Case studies
  • 8.3.1 Apple iAd
  • 8.3.2 NAVTEQ LocationPoint Advertising
  • 8.3.3 SFR Regie

Glossary

List of Figures

• Figure 1.1: Mobile operators by number of subscribers (EU27+2 Q4-2009)
• Figure 1.2: Wireless service revenue forecast (EU27+2 2009 - 2015)
• Figure 1.3: Overview of smartphone operating systems (2010)
• Figure 1.4: Examples of mobile application stores
• Figure 1.5: Mobile location-based service categories
• Figure 1.6: LBS system overview
• Figure 1.7: Assisted GPS technologies
• Figure 1.8: Accuracy requirements for LBS services
• Figure 3.1: LBS offered by mobile operators (Europe 2008-2010)
• Figure 3.2: LBS revenue forecast (EU27+2 2008 - 2015)
• Figure 3.3: Handset shipments forecast (EU27+2 2008 - 2014)
• Figure 3.4: Ad spend distribution
• Figure 3.5: Mapping and navigation service revenues (EU27+2 2009 - 2015)
• Figure 3.6: Search and information service revenues (EU27+2 2009 - 2015)
• Figure 3.7: Social networking and entertainment service revenues (EU27+2 2009 - 2015)
• Figure 3.8: Tracking service revenues (EU27+2 2009 - 2015)
• Figure 3.9: Annual revenues from location-based tariff plans (EU27+2 2009 - 2015)
• Figure 4.1: Examples of mapping and routing services marketed by operators (2010)
• Figure 4.2: Turn-by-turn navigation system overview
• Figure 4.3: Top handset vendors by shipments (EU27+2 2009)
• Figure 4.4: Examples of branded navigation services (2010)
• Figure 4.5: Navigation offerings from European operators and MVNOs (2010)
• Figure 4.6: Handset navigation service users (EU27+2 2006-2010)
• Figure 5.1: Local search and information services marketed by operators (2010)
• Figure 5.2: Leading European directory service providers (2010)
• Figure 5.3: Directory provider distribution channels and business models
• Figure 6.1: Social networking and entertainment service segments
• Figure 6.2: Location-enhanced operator chat services (2010)
• Figure 6.3: Top 10 social networks (2010)
• Figure 6.4: Location-enhanced social networking services (2010)
• Figure 6.5: Examples of Friendfinder services (2010)
• Figure 7.1: Fleet management infrastructure overview
• Figure 7.2: Top ten fleet management providers by installed base (EU27+2 Q4-2009)
• Figure 7.3: Examples of fleet management services marketed by operators (2010)
• Figure 7.4: Workforce management services marketed by operators (2010)
• Figure 7.5: Third party tracking and lone worker protection services (2010)
• Figure 7.6: Operator marketed people tracking services (2010)
• Figure 7.7: Third party people tracking services using Cell-ID (2010)
• Figure 8.1: Typical CPM rates for mobile advertising (2009)

Press Release

普及與踏實前進的行動定位資訊服務

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