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.
What are the latest developments on the mobile LBS market?
Mobile location-based services (LBS) are gradually achieving mainstream market
acceptance. Popular service categories include mapping and navigation, search
and information, social networking and entertainment, tracking and
location-based voice tariffs. Mapping and navigation services is the leading
segment in terms of revenues and number of active users. Free navigation
services have been available for several years in Europe, which created
relatively little impact on the market until recently. Nokia and Google
launched at the beginning of 2010 free applications that instantly resulted in
significant pressure on the pricing for premium navigation services.
White-label navigation developers are now working with mobile operators to
create unique localised offerings and service bundles to be able to compete
with these new free offerings. Search and information services are growing
fast as more subscribers adopt mobile Internet services and handsets with
improved capabilities. The leading social networking services are also
experiencing rapidly growing uptake on the mobile web. Increasingly, these
services add various forms of location support. However, the significant
growth in usage and number of active LBS users in Europe has not yet resulted
in substantial growth in revenues. Total LBS revenues in the EU 27+2 reached
€ 220 million in 2009 and Berg Insight forecasts LBS revenues to grow to
about € 420 million in 2015.
Mobile network operators seek new ways of maintaining revenue growth as mobile
penetration is reaching saturation, competition intensifies and regulations
drive call prices down. Increased focus on delivering value added services
such as LBS, is one means of achieving this. Mobile users in Europe are
gradually adopting mobile Internet services and applications. Uptake of data
plans for mobile phones is growing fast in Europe, approaching 15 percent of
the mobile subscriber base. Other enablers include improved coverage of
highspeed 3G networks, as well as increasing penetration of 3G handsets and
smartphones. Apple' s highly successful launch of its App Store has influenced
other handset vendors and mobile operators to introduce similar services,
contributing to significant uptake of mobile applications including
location-enhanced applications also among mainstream mobile users.
EU E112 regulations that mandate caller location for emergency calls have
driven operators to deploy positioning technology in their networks. Mobile
operators launch commercial LBS and open their platforms to third party
developers and location aggregators to leverage these investments. Some
service providers, such as Google, compile their own databases of cell tower
locations that can be used as free alternatives. Moreover, all leading handset
vendors have now introduced GPS-enabled handsets in Europe and more than 100
models were available at the end of 2009. Shipments are growing rapidly as
ever more low cost models feature GPS. The installed base of GPS handsets is
approaching 15 percent of total handsets in Europe.
An increasing number of services are partially or fully ad-funded and
advertising is becoming the main source of revenues for a growing number of
mobile developers and publishers. Ad-funding is most likely to become the
primary source of revenues also for many locationbased services, especially in
the consumer segment. However, the mobile advertising ecosystem is still
fragmented and complex. Much of the activities carried out are still
essentially on an experimental stage. Mobile ad revenues are still very small
compared to premium mobile service revenues. Many actors in the mobile value
chain show great interest in location targeted ads. Although location can be a
very valuable targeting attribute for some brands and campaigns, many other
attributes are available that can be more relevant. In addition, several
issues - such as user privacy and pricing of location data - need to be
resolved before location-based ad campaigns can leave the trial stage and
contribute significantly to overall revenues.
Local search and social networking services are likely to become predominantly
ad-funded. Other consumer service categories can be expected to remain premium
services. Many operator navigation services are for instance likely to remain
predominantly funded by service fees and tracking services can be expected to
rely solely on premium fees. More and more service providers are also
introducing one-time fees or service bundles rather than monthly subscriptions.
This report answers the following questions:
- What is the current status of the European mobile LBS market?
- How will free navigation services affect the market dynamics?
- What are the mobile strategies of search engines and directory publishers?
- How is location technology used by mobile social networks and communities?
- How is GPS-technology altering the conditions for tracking services in Europe?
- Which operators have introduced location-based billing services?
- How is location being used to add value in mobile advertising?
Table of Contents
MOBILE LOCATION-BASED SERVICES
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)
PERSONAL NAVIGATION DEVICES
Table of Contents
List of Figures
Executive summary
1 Personal navigation solutions
- 1.1 Vehicle fleets and navigation system penetration
- 1.1.1 The European passenger car market
- 1.1.2 The North American passenger car and light truck market
- 1.2 Overview of personal navigation systems and services
- 1.2.1 Factory installed in-dash navigation and telematics solutions
- 1.2.2 Aftermarket in-dash navigation and telematics systems
- 1.2.3 Personal Navigation Devices
- 1.2.4 Smartphones and mobile phones
- 1.2.5 Internet tablets and netbooks
- 1.3 PND categories and segments
- 1.3.1 Entry-level PNDs offer increasing value for money
- 1.3.2 Mid-range PNDs now include text-to-speech and lane guidance as
standard
- 1.3.3 High-end PNDs are gaining new visual features to aid orientation
- 1.3.4 Connected PNDs
- 1.3.5 Embedded PNDs
- 1.3.6 Multimode and rugged PNDs
- 1.3.7 Truck PNDs
2 Map data and content providers
- 2.1 Digital map data and content suppliers
- 2.1.1 NAVTEQ
- 2.1.2 Tele Atlas
- 2.1.3 AND
- 2.1.4 AutoNavi
- 2.1.5 Blom
- 2.1.6 CE Info Systems
- 2.1.7 ZENRIN
- 2.2 Travel guide, POI data and weather information providers
- 2.2.1 Coyote System
- 2.2.2 CustomWeather
- 2.2.3 Foreca
- 2.2.4 Fodor' s
- 2.2.5 Langenscheidt
- 2.2.6 Mairdumont
- 2.2.7 NavX
- 2.2.8 RoadPilot
- 2.2.9 ViaMichelin
- 2.2.10 Wcities
- 2.3 Directory publishers
- 2.3.1 Eniro
- 2.3.2 PagesJaunes
- 2.3.3 Truvo
- 2.3.4 Yell Group
- 2.4 Traffic information services
- 2.4.1 Traffic information systems
- 2.4.2 RDS-TMC services
- 2.4.3 The VICS traffic information system
- 2.4.4 The TPEG standard
- 2.4.5 AirSage
- 2.4.6 Clear Channel Radio' s Total Traffic Network
- 2.4.7 INRIX
- 2.4.8 ITIS Holdings
- 2.4.9 Mediamobile
- 2.4.10 SmartRoute Systems
- 2.4.11 TrafficCast
- 2.4.12 Trafficmaster
3 Navigation device vendor profiles
- 3.1 Garmin
- 3.1.1 Garmin nuvi and zumo PNDs
- 3.1.2 The Garmin nuvi 1690 and 1695 connected PNDs
- 3.1.3 Garmin announces new strategy for mobile services
- 3.2 TomTom
- 3.2.1 TomTom is seeking growth beyond PNDs
- 3.2.2 TomTom services for PNDs and connected PNDs
- 3.2.3 TomTom PNDs
- 3.2.4 The new generation connected PNDs come with 12-month services
- 3.3 MiTAC International
- 3.3.1 Mio Technology PNDs
- 3.3.2 Magellan PNDs
- 3.4 NAVIGON
- 3.4.1 NAVIGON PNDs
- 3.4.2 Connected PNDs and services
- 3.5 Second-tier PND vendors
- 3.5.1 Airis
- 3.5.2 MapmyIndia
- 3.5.3 MEDION
- 3.5.4 Nextar
- 3.5.5 Panasonic and Sanyo
- 3.5.6 Shinco
- 3.5.7 Sony
- 3.5.8 United Navigation: Falk and Becker PNDs
- 3.6 Handset, Internet tablet and PMP vendors
- 3.6.1 ARCHOS
- 3.6.2 Dell
- 3.6.3 Motorola
- 3.6.4 Nokia
- 3.6.5 Samsung Electronics
- 3.6.6 TeleNav
- 3.6.7 Thinkware Systems
4 Software developer profiles
- 4.1 PND software
- 4.1.1 PND operating systems
- 4.1.2 PND navigation applications and features
- 4.2 Navigation software developers
- 4.2.1 CosmicNavigation
- 4.2.2 deCarta
- 4.2.3 Elektrobit
- 4.2.4 Google.
- 4.2.5 Intrinsyc Software
- 4.2.6 Microsoft
- 4.2.7 NavNGo
- 4.2.8 NDrive
- 4.3 Text-to-speech and automatic speech recognition software
- 4.3.1 Loquendo
- 4.3.2 Nuance Communications
- 4.3.3 SVOX
- 4.3.4 VoiceBox Technologies
5 Connected PNDs and services
- 5.1 PND vendor service offerings
- 5.1.1 Garmin launches its second connected PND
- 5.1.2 TomTom expands availability of LIVE services to 16 countries
- 5.1.3 NAVIGON expands its Live services offerings with Live PRO services
- 5.1.4 Mobile Devices provides connectivity solutions for Coyote and
Mappy PNDs
- 5.1.5 Best Buy' s Insignia PNDs are based on deCarta' s connected services
- 5.2 Telematics service providers
- 5.2.1 Airbiquity
- 5.2.2 ATX Group.
- 5.3 Mobile operators
- 5.4 Cellular connectivity integration
- 5.4.1 Chipsets, modules and terminals
- 5.4.2 Wireless connectivity
- 5.4.3 Chipset and module vendors
6 Market trends and forecasts
- 6.1 Navigation industry trends
- 6.1.1 Handset-based navigation services are gaining traction
- 6.1.2 Low cost in-dash navigation systems drive take rates
- 6.2 PND market trends
- 6.2.1 Further market consolidation can be expected
- 6.2.2 PND feature evolution
- 6.2.3 Connected PNDs
- 6.3 Worldwide PND shipments
- 6.3.1 Shipments by geographical region
- 6.3.2 PND hardware revenues
- 6.4 Vendor market shares
- 6.5 The European PND market
- 6.5.1 PND unit shipments forecast
- 6.5.2 PND hardware and service revenue forecast
- 6.6 The North American PND market
- 6.6.1 PND unit shipments forecast
- 6.6.2 PND hardware and service revenue forecast
- 6.7 The Rest of World PND market
- 6.7.1 PND unit shipments forecast
- 6.7.2 PND hardware and service revenue forecast
Glossary
List of Figures
- Figure 1.1: The European passenger car market (2009)
- Figure 1.2: Car navigation system shipments in Europe (2002 - 2009)
- Figure 1.3: The North American car and light truck market (2009)
- Figure 1.4: Car navigation system shipments in North America (2002 - 2009)
- Figure 1.5: Main car navigation system categories
- Figure 1.6: Evolution of portable navigation solutions
- Figure 1.7: Internet tablets with GPS and cellular connectivity (November
2010)
- Figure 1.8: The Samsung Galaxy Tab and Apple iPad Internet tablets
- Figure 1.9: Typical PND features by price segment
- Figure 1.10: High-end car navigation PNDs
- Figure 1.11: Multimode and rugged PNDs
- Figure 2.1: Examples of content providers
- Figure 2.2: Major international digital map data suppliers
- Figure 2.3: Directory distribution channels and business models
- Figure 2.4: Traffic information platform
- Figure 2.5: Examples of TMC service providers (2010)
- Figure 3.1: PND brands by original industry
- Figure 3.2: Examples of Garmin nuvi PNDs
- Figure 3.3: Garmin nuvi PNDs and the nuvifone A10 handset
- Figure 3.4: Examples of TomTom PNDs and connected PNDs
- Figure 3.5: The TomTom Start2 and GO 1005 LIVE PNDs
- Figure 3.6: Overview of current Mio Technology PNDs
- Figure 3.7: Examples of NAVIGON PNDs
- Figure 3.8: Examples of MEDION PND models
- Figure 4.1: Examples of navigation software developers
- Figure 4.2: CosmicNavigation software summary
- Figure 4.3: deCarta White-label Navigation Application summary
- Figure 4.4: EB street director features summary
- Figure 4.5: Soleus and Destinator summary
- Figure 4.6: NavNGo iGO Amigo and iGO Primo navigation software
- Figure 5.1: Connected PND services comparison
- Figure 5.2: NAVIGON connected PNDs (September 2010)
- Figure 5.3: Cost versus time diagram for wireless technology integration
- Figure 5.4: Cellular module vendors, by estimated revenues (World 2010)
- Figure 5.5: Leading cellular IC developers by revenues (2009)
- Figure 6.1: PND feature penetration in Europe and North America (2007 -
2010)
- Figure 6.2: Global annual PND shipments and revenues (2004 - 2009)
- Figure 6.3: PND shipments by region (Million units 2006 - 2009)
- Figure 6.4: PND vendor market shares (Worldwide 2006 - 2010)
- Figure 6.5: PND vendor market shares (Europe 2006 - 2010)
- Figure 6.6: PND vendor market shares (North America 2006 - 2010)
- Figure 6.7: Annual PND shipments in Europe (2006 - 2015)
- Figure 6.8: PND ASP, device and service revenues in Europe (2009 - 2015)
- Figure 6.9: Annual PND shipments in North America (2006 - 2015)
- Figure 6.10: PND ASP, device and service revenues in North America (2009 -
2015)
- Figure 6.11: Annual PND shipments in ROW (2006 - 2015)
- Figure 6.12: PND ASP, device and service revenues in ROW (2009 - 2015)
MOBILE NAVIGATION SERVICES
Table of Contents
List of Figures
Executive summary
1 Mobile navigation solutions
- 1.1 Portable navigation solutions
- 1.1.1 Evolution of portable navigation systems
- 1.1.2 The performance gap between PNDs and smartphones is closing
- 1.2 Enabling technologies
- 1.2.1 Satellite positioning technologies
- 1.2.2 Navigation software platforms
- 1.2.3 Handset operating systems and software platforms
- 1.3 Handset segments and device categories
- 1.3.1 Handset segments
- 1.3.2 Handset form factors and categories
- 1.3.3 GPS handset trends
- 1.4 Handset-based mapping and navigation service trends
- 1.4.1 Mobile local search and information services
- 1.4.2 Mapping and routing services
- 1.4.3 Turn-by-turn navigation services
- 1.5 Navigation service distribution channels and business models
- 1.5.1 Mobile network operators
- 1.5.2 Handset vendors
- 1.5.3 Search and mapping service providers
- 1.5.4 On-device application stores provide a new channel to the market
- 1.5.5 Active handset navigation users
2 Map data and content providers
- 2.1 Digital map data and content suppliers
- 2.1.1 NAVTEQ
- 2.1.2 Tele Atlas
- 2.1.3 AND
- 2.1.4 OpenStreetMap
- 2.1.5 AutoNavi
- 2.1.6 Blom
- 2.1.7 CloudMade
- 2.2 Travel guide, POI data and weather information providers
- 2.2.1 Fodor' s
- 2.2.2 Langenscheidt
- 2.2.3 Mairdumont
- 2.2.4 RoadPilot
- 2.2.5 ViaMichelin
- 2.2.6 Wcities
- 2.3 Traffic information providers
- 2.3.1 AirSage
- 2.3.2 INRIX
- 2.3.3 ITIS Holdings
- 2.3.4 Mediamobile
- 2.3.5 SmartRoute Systems
- 2.3.6 TrafficCast
- 2.3.7 Trafficmaster
3 Navigation software developers
- 3.1 On-board navigation software developers
- 3.1.1 ALK Technologies: Expanding direct-to-consumer sales through app
stores
- 3.1.2 Geolife: Developer of the Navmii low cost navigation application
- 3.1.3 Intrinsyc Software: Navigation and LBS partner for OEMs
- 3.1.4 NAVIGON: Deploying free navigation apps with T-Mobile group
- 3.1.5 NavNGo: White-label developer seeking growth in the in-dash market
- 3.1.6 NDrive: Aims for growth through low cost navigation apps
- 3.1.7 ROUTE 66: Develops white-label software for Samsung and HTC
- 3.1.8 Sygic: Navigation with support for 3D hardware acceleration
- 3.1.9 TomTom: Vertically integrated navigation solution vendor
- 3.2 Server-based navigation solution developers
- 3.2.1 amAze GPS: Ad-sponsored navigation from LocatioNet Systems
- 3.2.2 Appello Systems: Continues expansion outside Europe
- 3.2.3 deCarta: Leading white-label geospatial software developer
- 3.2.4 Fullpower Technologies: Leading iPhone navigation app developer in
the US
- 3.2.5 NaviExpert: Leveraging the customer-base for GPS probe traffic data
- 3.2.6 NAVITIME: Leading Japanese navigation provider
- 3.2.7 Nokia Ovi Maps: Free mapping and navigation bundling with GPS
handsets
- 3.2.8 TeleCommunication Systems: True end-to-end LBS provider
- 3.2.9 TeleNav: World leading handset navigation service provider
- 3.2.10 Telmap: Leading navigation service provider in EMEA
- 3.2.11 UbiEst: Expanding from fleet management into tracking and
navigation
- 3.2.12 Yapp Mobile: Focuses on the Australian and New Zeeland markets
4 Mobile operator service offerings
- 4.1 Navigation services from mobile operators in North America
- 4.1.1 AT&T Wireless
- 4.1.2 Bell Mobility
- 4.1.3 Rogers Wireless
- 4.1.4 Sprint Nextel
- 4.1.5 TELUS
- 4.1.6 Verizon Wireless
- 4.2 Navigation services from mobile operators in Europe
- 4.2.1 Orange Group
- 4.2.2 Telefonica Group
- 4.2.3 Telekom Austria Group
- 4.2.4 TeliaSonera Group
- 4.2.5 T-Mobile
- 4.2.6 Vodafone Group
- 4.3 Navigation services from mobile operators in Asia Pacific
- 4.3.1 Country profile: Australia
- 4.3.2 Country profile: Japan
- 4.3.3 Country profile: South Korea
- 4.3.4 Country profile: Taiwan
- 4.3.5 SingTel Group
- 4.3.6 Tata Indicom
- 4.3.7 Vodafone New Zealand
- 4.4 Navigation services in other countries
- 4.4.1 Country profile: Israel
- 4.4.2 Country profile: South Africa
- 4.4.3 America Movil
- 4.4.4 NII Holdings
- 4.4.5 Vivo Brazil
- 4.4.6 Mobile TeleSystems
5 Branded service offerings
- 5.1 Directory publishers and search engines
- 5.1.1 Ask.com: Ask Mobile GPS still available for select Sprint handsets
- 5.1.2 DasOrtliche: Looking for a new service provider for free navigation
- 5.1.3 Eniro: Leading directory provider in the Nordics
- 5.1.4 Google: Deploying free navigation for Android handsets
- 5.1.5 Microsoft: Turn-by-turn directions now part of Bing maps for
smartphones
- 5.2 Mapping and travel portal providers
- 5.2.1 Falk
- 5.2.2 MapmyIndia
- 5.2.3 Mappy
- 5.2.4 MapQuest
- 5.2.5 Rand McNally
- 5.2.6 ZENRIN
- 5.3 Off-road navigation and recreational applications
6 Device vendor offerings
- 6.1 Handset market developments
- 6.1.1 Handset shipments and market shares
- 6.1.2 GPS handset shipments
- 6.1.3 Handset vendor OS strategies
- 6.2 Handset vendor navigation service strategies
- 6.2.1 Nokia
- 6.2.2 Samsung Electronics
- 6.2.3 LG Electronics
- 6.2.4 Sony Ericsson
- 6.2.5 Motorola
- 6.2.6 Research In Motion
- 6.2.7 Garmin
7 Market trends and forecasts
- 7.1 Mobile navigation market trends
- 7.1.1 Smartphones and GPS-enabled handsets becoming ubiquitous
- 7.1.2 Consumer interest in navigation services continues to grow
- 7.1.3 Evolution of navigation application functionality
- 7.1.4 Evolution of sales channels
- 7.1.5 New business models for navigation services
- 7.2 Mobile navigation services in Europe
- 7.2.1 Service provider market shares
- 7.2.2 Subscriber and revenue forecasts
- 7.3 Mobile navigation services in North America
- 7.3.1 Service provider market shares
- 7.3.2 Subscriber and revenue forecasts
- 7.4 Mobile navigation services in ROW
- 7.4.1 Leading service providers
- 7.4.2 Subscriber and revenue forecasts
Glossary
List of Figures
- Figure 1.1: Evolution of portable navigation solutions
- Figure 1.2: Advantages and disadvantages of handset-based navigation
solutions
- Figure 1.3: Mapping and navigation server platform
- Figure 1.4: Examples of mobile handset form factors
- Figure 1.5: Number of GSM/WCDMA GPS-handset models by category (2006-2010)
- Figure 1.6: On-board navigation application screenshots
- Figure 1.7: Advantages and disadvantages of on-board and off-board
navigation
- Figure 1.8: Off-board navigation application screenshots
- Figure 1.9: Examples of mobile application stores (September 2010)
- Figure 1.10: Android, BlackBerry and iPhone navigation app developers
- Figure 1.11: Active navigation users by distribution channel (2008-2010)
- Figure 2.1: Examples of content providers
- Figure 2.2: Major international digital map data suppliers
- Figure 3.1: On-board navigation feature comparison (September 2010)
- Figure 3.2: Off-board navigation feature comparison (September 2010)
- Figure 3.3: Examples of on-board navigation application developers
- Figure 3.4: Off-board navigation solution developers
- Figure 4.1: Navigation offerings from North American operators (September
2010)
- Figure 4.2: Navigation offerings from European operators (September 2010)
- Figure 4.3: A1 Navi navigation service packages
- Figure 4.4: Examples of navigation offerings from APAC operators
(September 2010)
- Figure 5.1: Examples of branded navigation service providers
- Figure 5.2: Directory provider distribution channels and business models
- Figure 6.1: Tier 1 mobile phone and smartphone vendor market shares
- Figure 6.2: Vendor market shares, GPS-enabled GSM/WCDMA handsets outside
Japan
- Figure 6.3: Garmin nuvifone GPS handsets
- Figure 7.1: GPS-enabled handset shipments by region (2008 - 2015)
- Figure 7.2: Active handset navigation users (Worldwide 2006-2010)
- Figure 7.3: New business models for mobile navigation services
- Figure 7.4: Active handset navigation users (EU27+2 2006-2010)
- Figure 7.5: Handset navigation service forecast (EU27+2 2008-2015)
- Figure 7.6: Handset navigation service revenue forecast (EU27+2 2008 -
2015)
- Figure 7.7: Handset navigation service market shares (North America
2006-2010)
- Figure 7.8: Handset navigation service forecast (North America 2008-2015)
- Figure 7.9: Handset navigation service revenue forecast (North America
2008-2015)
- Figure 7.10: Handset navigation service forecast (ROW 2008-2015)
- Figure 7.11: Turn-by-turn navigation service revenues (ROW 2008 - 2015)
GPS AND MOBILE HANDSETS
Table of Contents
List of Figures
Executive summary
1 GNSS in mobile phones
- 1.1 Introduction to GPS in mobile handsets
- 1.1.1 Global navigation satellite system technology
- 1.1.2 Challenges of GPS integration in mobile handsets
- 1.2 GPS handset value chain analysis
- 1.2.1 Traditional handset vendors face competition from new entrants
- 1.2.2 Mobile network operators show interest in smartphones and apps
- 1.2.3 Handset software and applications central to new user experiences
- 1.2.4 Reformation of the cellular chipset industry continues
- 1.3 Drivers and barriers to GPS integration in handsets
- 1.3.1 Key drivers
- 1.3.2 Key barriers
- 1.4 Overview of key handset segments
- 1.4.1 Main handset segments
- 1.4.2 Popular handset categories and form factors
- 1.4.3 New devices blur the line between handsets and mobile computers
- 1.5 GPS handset trends
- 1.5.1 Proliferation of GSM/WCDMA handset models
- 1.5.2 Best selling GPS-enabled GSM/WCDMA handsets in 2009
- 1.5.3 GPS gradually becoming a standard feature in Japanese WCDMA
handsets
2 Technology overview
- 2.1 Overview of global navigation satellite systems
- 2.1.1 Global Positioning System (GPS)
- 2.1.2 Galileo
- 2.1.3 GLONASS
- 2.1.4 Compass/Beidou 2
- 2.2 Mobile network location technologies and platforms
- 2.2.1 Mobile location technologies
- 2.2.2 Control Plane and User Plane location platforms
- 2.2.3 Location platforms and technologies in 3GPP2 standard networks
- 2.3 Assisted GPS and hybrid location technologies
- 2.3.1 Assisted GPS
- 2.3.2 Enhanced GPS
- 2.3.3 Hybrid and mixed mode technologies
- 2.4 GPS, cellular and wireless technology integration
- 2.4.1 GPS receiver functionality and architectures
- 2.4.2 Handset hardware and software platforms
- 2.4.3 Wireless connectivity technologies
- 2.4.4 Horizontal and vertical integration of connectivity technologies
3 GPS and wireless chipset developers
- 3.1 Overview of the wireless chipset industry
- 3.1.1 Handset baseband vendors
- 3.1.2 GPS and connectivity chipset vendors
- 3.1.3 Sensor IC vendors
- 3.2 GPS and connectivity chipset vendor profiles
- 3.2.1 Atheros Communications
- 3.2.2 CellGuide
- 3.2.3 CSR
- 3.2.4 Texas Instruments
- 3.2.5 u-blox
- 3.3 Cellular chipset vendor profiles
- 3.3.1 Broadcom
- 3.3.2 Freescale Semiconductor
- 3.3.3 Infineon Technologies
- 3.3.4 Marvell
- 3.3.5 MediaTek
- 3.3.6 Qualcomm
- 3.3.7 Renesas Technology
- 3.3.8 ST-Ericsson
4 Handset operating systems
- 4.1 Introduction to mobile operating systems
- 4.1.1 Proliferation of mobile operating systems
- 4.1.2 Efforts to reduce fragmentation for Linux and Symbian
- 4.1.3 Application stores provide a new channel to the market
- 4.1.4 Web technologies and runtimes will eventually overtake native
applications
- 4.2 Leading operating systems and software platforms
- 4.2.1 The Android platform
- 4.2.2 BlackBerry OS
- 4.2.3 iPhone OS
- 4.2.4 Symbian Foundation
- 4.2.5 webOS
- 4.2.6 Windows Mobile
- 4.2.7 BREW
- 4.2.8 Java Micro Edition
- 4.3 Application stores
- 4.3.1 The Apple App Store
- 4.3.2 The Android Market
- 4.3.3 BlackBerry App World
- 4.3.4 Ovi Store
- 4.3.5 Windows Marketplace for Mobile
5 Handset manufacturers
- 5.1 Nokia
- 5.2 Samsung Electronics
- 5.3 LG Electronics
- 5.4 Sony Ericsson
- 5.5 Motorola
- 5.6 Research In Motion
- 5.7 Apple
- 5.8 HTC
- 5.9 Second tier handset vendors
- 5.9.1 Acer
- 5.9.2 ASUSTeK - Garmin
- 5.9.3 Dell
- 5.9.4 Fujitsu
- 5.9.5 Hewlett Packard
- 5.9.6 Huawei
- 5.9.7 Kyocera Sanyo Telecom
- 5.9.8 NEC Casio Mobile Communications
- 5.9.9 Palm
- 5.9.10 Panasonic
- 5.9.11 Pantech
- 5.9.12 Sharp
- 5.9.13 Toshiba
- 5.9.14 ZTE
6 Market trends and forecasts
- 6.1 Market trends
- 6.1.1 Focus on smartphones and apps among vendors and operators
- 6.1.2 Changing demands reshapes the wireless chipset industry
- 6.1.3 Cost requirements drive development of integrated GPS architectures
- 6.1.4 Further performance improvements from A-GPS and hybrid navigation
- 6.2 Handset shipment forecasts
- 6.2.1 Handset shipment forecasts by access technology
- 6.2.2 Handset shipment forecasts by feature and price segment
- 6.3 GPS-enabled CDMA handset shipment forecasts
- 6.4 GPS-enabled GSM/WCDMA handset shipments
- 6.4.1 GPS handset vendor market shares
- 6.4.2 GPS handset shipments by OS and primary input method
- 6.4.3 GPS handset shipment forecasts by segment
- 6.4.4 GPS handset shipment forecasts by geographical region
- 6.5 GPS solution shipments and revenue forecasts
- 6.5.1 GPS IC vendor market shares
- 6.5.2 GPS receiver solution revenue forecasts
Glossary
List of Figures
- Figure 1.1: Mobile handset and smartphone vendor market shares (2006-2009)
- Figure 1.2: Mobile subscribers and handset sales by region (2009)
- Figure 1.3: Mobile handset form factors
- Figure 1.4: Comparison of GPS-enabled GSM/WCDMA handset form factors
- Figure 1.5: Number of GPS-enabled GSM/WCDMA handset models available
- Figure 1.6: Number of GPS-handset models available by category, outside
Japan
- Figure 1.7: Top 10 best selling GPS-enabled GSM/WCDMA handsets (2009)
- Figure 1.8: Examples of latest GPS-enabled GSM/WCDMA handsets
- Figure 1.9: Examples of current GPS-enabled Japanese WCDMA handsets
- Figure 2.1: GPS navigation message
- Figure 2.2: Current and planned Galileo and GPS signals
- Figure 2.3: LBS system overview
- Figure 2.4: Assisted GPS technologies
- Figure 2.5: Mobile phone hardware and software platform
- Figure 3.1: Handset semiconductor revenues, by company (2009)
- Figure 3.2: Connectivity chipset revenues and attach rates (2007-2012)
- Figure 3.3: Key wireless IC and handset platform vendors
- Figure 3.4: GPS technology developers and offerings
- Figure 3.5: Key sensor IC vendors
- Figure 3.6: Atheros Communications A-GPS receivers
- Figure 3.7: Examples of SiRF GPS ICs for handsets
- Figure 3.8: Examples of Texas Instruments GPS solutions
- Figure 3.9: Examples of u-blox GPS receivers for mobile applications
- Figure 3.10: Broadcom A-GPS solutions
- Figure 3.11: Infineon GPS ICs
- Figure 3.12: Qualcomm wireless chipset sales
- Figure 3.13: Examples of Qualcomm wireless basebands and single-chip
solutions
- Figure 3.14: Examples of ST-Ericsson A-GPS receivers for handsets
- Figure 4.1: Overview of smartphone operating systems (2009)
- Figure 4.2: Smartphone OS market shares (2006-2009)
- Figure 5.1: Handset shipments (Worldwide 2003-2009)
- Figure 5.2: Mobile phone vendor market shares and revenues (2009)
- Figure 5.3: Nokia handset sales and market share
- Figure 5.4: GPS-enabled Nokia GSM/UMTS handsets
- Figure 5.5: Samsung handset sales and market share
- Figure 5.6: Samsung GPS-enabled GSM/UMTS handsets
- Figure 5.7: LG handset sales and market share
- Figure 5.8: GPS-enabled LG GSM/UMTS handsets
- Figure 5.9: Sony Ericsson handset sales and market share
- Figure 5.10: Sony Ericsson GPS-enabled GSM/UMTS handsets
- Figure 5.11: Motorola handset sales and market share
- Figure 5.12: Motorola GPS-enabled GSM/UMTS handsets
- Figure 5.13: RIM handset sales and market share
- Figure 5.14: GPS-enabled RIM BlackBerry smartphones
- Figure 5.15: GPS-enabled HTC handsets
- Figure 6.1: Worldwide handset sales by technology (2006-2014)
- Figure 6.2: Handset shipments by segment and price range (2008-2014)
- Figure 6.3: GPS enabled handset sales as share of total CDMA handset sales
- Figure 6.4: Vendor market shares, GPS-enabled GSM/WCDMA handsets outside
Japan
- Figure 6.5: GPS handset OS market share, excluding Japan
- Figure 6.6: GPS handset shipments by primary input method (2006-2009)
- Figure 6.7: GPS attach rate forecast by handset segment (2008-2014)
- Figure 6.8: GPS attach rate forecast by handset price segment (2008-2014)
- Figure 6.9: GPS-enabled GSM/WCDMA handset sales and attach rate by region
- Figure 6.10: GPS IC vendor market shares (2006 - 2009)
- Figure 6.11: GPS chipset shipments and revenues by category (2008-2014)
LBS PLATFORMS AND TECHNOLOGIES
Table of Contents
List of Figures
Executive summary
1 Introduction to location platforms
- 1.1 Location platforms and location-based services
- 1.1.1 Overview of mobile location platforms
- 1.1.2 Rollout of location platforms and services in Europe
- 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 Mobile location platforms and technologies
- 1.3.1 Mobile location platforms
- 1.3.2 Mobile location technologies
- 1.3.3 Location middleware and GIS
- 1.4 The mobile LBS value chain
- 1.4.1 Location platform and network equipment vendors
- 1.4.2 Location technology developers
- 1.4.3 LBS middleware vendors
- 1.4.4 Handset manufacturers
- 1.4.5 Mobile network operators
- 1.4.6 Location aggregators
- 1.4.7 Application developers and service providers
- 1.5 LBS platform pricing models
- 1.5.1 Capacity-based model
- 1.5.2 Transaction-based model
- 1.5.3 Subscriber-based model
- 1.6 European telecoms regulations
- 1.6.1 European emergency call regulations and implementation
- 1.6.2 Legal aspects of privacy for electronic communications and LBS
2 Technology overview
- 2.1 Mobile network location platforms
- 2.1.1 Location architecture for GSM/UMTS networks
- 2.1.2 Location architecture for LTE networks
- 2.1.3 Control Plane and User Plane location platforms
- 2.1.4 OMA SUPL 1.0
- 2.1.5 OMA SUPL 2.0
- 2.1.6 OMA SUPL 3.0
- 2.2 Network-based positioning technologies
- 2.2.1 Cell-ID
- 2.2.2 Cell-ID+TA, Cell-ID+RTT and E-CID
- 2.2.3 E-OTD and OTDOA
- 2.2.4 Uplink Time Difference of Arrival (U-TDOA)
- 2.3 GPS, assisted GPS and hybrid location technologies
- 2.3.1 Assisted GPS
- 2.3.2 GNSS: Global Navigation Satellite Systems
- 2.3.3 Hybrid and mixed mode technologies
- 2.4 Theoretical limitations of positioning technologies
3 Commercial deployments
- 3.1 3 Group
- 3.2 KPN Group
- 3.3 Orange Group
- 3.4 Telecom Italia Mobile
- 3.5 Telefonica Group
- 3.6 Telenor Group
- 3.7 TeliaSonera Group
- 3.8 T-Mobile Group
- 3.9 Vodafone Group
- 3.10 Other mobile operators
4 Market forecasts and trends
- 4.1 LBS market trends
- 4.1.1 LBS service revenue forecast
- 4.1.2 Rapid growth of GPS-enabled handsets and smartphones
- 4.2 Location platform deployments
- 4.2.1 GMLC and SMLC deployment forecasts
- 4.2.2 SUPL A-GPS deployment forecast
- 4.3 Location middleware deployments
5 Location platform and technology vendor profiles
- 5.1 Location platform and infrastructure vendors
- 5.1.1 Alcatel-Lucent
- 5.1.2 CommScope / Andrew Wireless Solutions
- 5.1.3 Creativity Software
- 5.1.4 Ericsson
- 5.1.5 Mobile Arts
- 5.1.6 Motorola
- 5.1.7 Nokia Siemens Networks
- 5.1.8 Openwave
- 5.1.9 Redknee
- 5.1.10 Septier
- 5.1.11 TeleCommunication Systems
- 5.1.12 TruePosition
- 5.2 Location technology developers
- 5.2.1 Broadcom
- 5.2.2 CSR
- 5.2.3 GBSD Technologies
- 5.2.4 Polaris Wireless
- 5.2.5 Qualcomm
- 5.2.6 Rx Networks
- 5.2.7 Seeker Wireless
- 5.2.8 Skyhook Wireless
- 5.3 Middleware vendors
- 5.3.1 CellVision
- 5.3.2 Genasys
- 5.3.3 Mobilaris
- 5.3.4 Reach-U
- 5.3.5 Telenity
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: Mobile location system overview
- Figure 1.4: Overview of the LBS value chain
- Figure 1.5: Mobile location-based service categories
- Figure 1.6: Capacity-based price model
- Figure 1.7: Transaction-based price model
- Figure 2.1: Location architecture overview
- Figure 2.2: Cellular frequency reuse pattern
- Figure 2.3: Cell-ID location methods
- Figure 2.4: TDMA Frame
- Figure 2.5: U-TDOA location
- Figure 2.6: Assisted GPS technologies
- Figure 2.7: Performance and limiting factors for key positioning
technologies
- Figure 3.1: Key location platform vendors and European deployments
- Figure 4.1: LBS service revenue forecast (EU 27+2 2009 - 2015)
- Figure 4.2: GPS handset forecast (EU 27+2 2008 - 2014)
- Figure 4.3: Location infrastructure vendor market shares (Worldwide 2010)
- Figure 4.4: Location platform deployments and revenues (EU 27+2 2009 -
2015)
- Figure 4.5: SUPL A-GPS server deployment and revenue forecast (EU 27+2
2009 - 2015)
- Figure 4.6: Middleware platform deployments and revenues (EU 27+2 2009 -
2015)
- Figure 5.1: Location infrastructure and technology vendor customer
references
- Figure 5.2: Location infrastructure and technology product offerings by
vendor
- Figure 5.3: Middleware vendor customer references
