行動定位服務(MLBS)市場:第6版

行動定位服務(MLBS)市場:第6版 是由出版商Berg Insight AB在2011年11月所出版的。 這份英文市場調查報告書價格從美金2250起跳。

簡介

行動定位服務(MLBS)市場開始以主流服務的身分徐徐打入市場。就各分類來看，地圖導航服務部門的收益規模相當之大，是目前用戶數第二大的市場。由於智慧型手機的普及，地圖導航服務的用戶數將持續增加，在免費服務、低成本服務的競爭下，收益以非常緩慢的速度上昇。

本報告提供行動定位服務(MLBS)市場現況與展望調查分析，MLBS的分類種類與概要，收益模式·經營模式，MLBS的實行技術和平台，智慧型手機的生態系統，歐洲及北美主要業者的LBS服務與策略，不同分類的主要趨勢·服務概要·業務收益預測(∼2016年)等彙整資料，為您概述為以下內容。

摘要整理

第1章 簡介:定位服務(LBS)

• 行動定位服務(MLBS)定義
• 行動通訊服務
• MLBS的分類
  • 地圖導航
  • 地方性檢索·當地情報
  • 社群網路·娛樂
  • 娛樂·健身
  • 追蹤服務
• 行動應用程式的貨幣化策略與經營模式
• MLBS的技術和平台
• 法規環境

第2章 智慧型手機的生態系統

• 智慧型手機OS平台
  • Android
  • iOS
  • Windows Phone 7
  • Symbian
  • BlackBerry OS·BBX
  • 三星的Bada平台
• 應用程式商店
  • Android Market
  • Apple App Store
  • BlackBerry App World
  • Nokia Ovi Store
  • Windows Phone Marketplace
• 廣告網路·應用程式內廣告解決方案
  • Apple iAd
  • RIM BlackBerry Advertising Service
  • Microsoft Windows Phone 7·Microsoft Advertising
  • Nokia的應用程式內廣告·NAVTEQ Media Solutions
  • Google Admob
• 主要智慧型手機供應商
  • Apple
  • HTC
  • LG Electronics
  • Motorola Mobility
  • Nokia
  • RIM
  • Samsung Electronics
  • Sony Ericsson
• 產業分析

第3章 主要業者的LBS服務與策略

• 歐洲市場
  • 3 Group
  • Deutsche Telekom Group
  • KPN Group
  • Orange Group
  • Telecom Italia Mobile
  • Telefonica Group
  • Telenor Group
  • TeliaSonera Group
  • Vodafone Group
• 北美市場
  • AT&T Mobility
  • Bell Mobility
  • MetroPCS
  • Rogers Wireless
  • Sprint Nextel
  • TELUS
  • T-Mobile USA
  • Verizon Wireless
• rokeshon'agurigeta· LaaS(Location-as-a-Service)供應商
• 產業分析

第4章 主要LBS分類

• 地圖導航
• 地方性檢索·當地情報
• 社群網路·娛樂
• 娛樂·健身
• 追蹤服務

第5章 市場分析與預測

• LBS市場:摘要
• 行動廣告·地點
• 最終消費者市場趨勢

用語

圖表

目錄

Abstract

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, recreation and fitness as well as tracking. Mapping and navigation is the leading segment in terms of revenues and the second largest in terms of number of active users. Despite continued growth of active users driven by rising adoption of smartphones, revenues for mapping and navigation services are only growing slowly as competition from free and low cost services has intensified. White-label navigation developers are now working with mobile operators to create unique localised offerings and attractive service bundles. Some navigation service providers are focusing on freemium apps where the core turn-by-turn navigation service is free and users have the option to purchase additional content and features. Usage of search and information services is growing fast as more subscribers adopt mobile Internet services and handsets with improved capabilities. Local search is now the leading LBS category in terms of unique users. The popular social networking services are also experiencing rapidly growing uptake from mobile users. Increasingly, these services add various forms of location support.

Berg Insight estimates that the number of active users of location-based services and apps more than doubled in 2011. At the end of the year, about 20 percent of mobile subscribers in Europe are frequent users of location-based services. In North America where adoption of smartphones and GPS-enabled handsets is higher, an estimated one third of all handset users now access location-based services regularly. However, the significant growth in usage and number of active LBS users have not yet resulted in substantial growth in revenues. Total LBS service revenues in the EU 27+2 reached € 205 million in 2010 and Berg Insight forecasts LBS revenues to grow to about € 435 million in 2016. In North America, revenues are forecasted to grow from US$ 620 million in 2010 to an estimated US$ 710 million in 2016.

Ad-funding is already the main source of revenues in many consumer LBS categories. Notable exceptions include the mapping and navigation as well as tracking service categories where ad revenues now account for less than 10 percent of total revenues. Along with increasing usage and a maturing advertising ecosystem, ad revenues will grow both in absolute terms and as a share of total revenues also in the mapping and navigation segment. 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. Moreover, 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.

Historically, mobile operators have been key partners and the main distribution channel for app and service developers. Operators have had a unique position with a direct relationship with a large user base, allowing them to market services, pre-install applications on new handsets, present links to services from their portals and handle end-user billing. This central role is now being challenged by the rising smartphone ecosystems such as Android, iOS and Windows Phone that in many cases integrate key location-based services and give developers access to location data, distribution channels in the form of on-device app stores as well as billing and advertising solutions for monetisation. Developers can also access location data from numerous independent Wi-Fi and cellular base station location database providers. These location services are well suited for a range of consumer-oriented services primarily targeting smartphone users.

Many operators are now opening their location platforms to third party developers and location aggregators that play an important role as intermediaries between mobile operators and developers. Network-based location data is valuable for developers and third parties that need to locate any device, not only GPS-enabled smartphones, without the need to install a client app that collects location data on each device. Most operators' location platforms have a limited capacity and operators therefore maintain relatively high prices for each location look-up. This is a justifiable cost for services where a successful location look-up adds significant value and the developer can charge their customers accordingly. This is the case for a range of enterprise and B2B services including asset tracking, workforce management, authentication and fraud prevention.

Table of Contents

List of Figures

Executive summary

1. Introduction to location-based services

• 1.1. Definition of mobile location-based services
• 1.2. Mobile communication services
  • 1.2.1. Mobile voice and SMS service revenues
  • 1.2.2. Mobile data and application revenues
  • 1.2.3. Location apps and service revenues
• 1.3. Mobile LBS categories
  • 1.3.1. Mapping and navigation
  • 1.3.2. Local search and information
  • 1.3.3. Social networking and entertainment
  • 1.3.4. Recreation and fitness
  • 1.3.5. Tracking services
  • 1.3.6. Other services
• 1.4. Mobile app monetisation strategies and business models
  • 1.4.1. Free apps
  • 1.4.2. Paid apps
  • 1.4.3. Freemium apps and in-app payments
  • 1.4.4. Ad-funding
  • 1.4.5. New channel to market
  • 1.4.6. Bundled products and services
  • 1.4.7. Mobile app business model trends
• 1.5. Mobile location technologies and platforms
  • 1.5.1. Mobile network-based location technologies
  • 1.5.2. GNSS: GPS, GLONASS, Galileo and Compass
  • 1.5.3. Hybrid and mixed mode technologies
  • 1.5.4. Accuracy requirements for LBS
• 1.6. The regulatory environment in Europe and North America
  • 1.6.1. European emergency call and privacy regulations
  • 1.6.2. LBS regulatory environment in the US
  • 1.6.3. Emergency call regulations in Canada

2. Smartphone ecosystems

• 2.1. Smartphone OS platforms
  • 2.1.1. Android
  • 2.1.2. iOS
  • 2.1.3. Windows Phone 7
  • 2.1.4. Symbian
  • 2.1.5. BlackBerry OS and BBX
  • 2.1.6. Samsung's Bada platform
• 2.2. App stores
  • 2.2.1. Android Market
  • 2.2.2. Apple App Store
  • 2.2.3. BlackBerry App World
  • 2.2.4. Nokia Ovi Store
  • 2.2.5. Windows Phone Marketplace
• 2.3. Ad networks and in-app ad solutions
  • 2.3.1. Apple iAd
  • 2.3.2. RIM BlackBerry Advertising Service
  • 2.3.3. Microsoft Windows Phone 7 and Microsoft Advertising
  • 2.3.4. Nokia in-app advertising and NAVTEQ Media Solutions
  • 2.3.5. Google Admob
• 2.4. Leading smartphone vendors
  • 2.4.1. Apple
  • 2.4.2. HTC
  • 2.4.3. LG Electronics
  • 2.4.4. Motorola Mobility
  • 2.4.5. Nokia
  • 2.4.6. RIM
  • 2.4.7. Samsung Electronics
  • 2.4.8. Sony Ericsson
• 2.5. Industry analysis
  • 2.5.1. New vertical silos
  • 2.5.2. Towards a complete LBS stack
  • 2.5.3. Operator strategies
  • 2.5.4. Handset vendor strategies
  • 2.5.5. The mobile web, HTML5 web apps and native apps

3. Operator LBS offerings and strategies

• 3.1. The European operator LBS market
  • 3.1.1. 3 Group
  • 3.1.2. Deutsche Telekom Group
  • 3.1.3. KPN Group
  • 3.1.4. Orange Group
  • 3.1.5. Telecom Italia Mobile
  • 3.1.6. Telefonica Group
  • 3.1.7. Telenor Group
  • 3.1.8. TeliaSonera Group
  • 3.1.9. Vodafone Group
• 3.2. The North American operator LBS market
  • 3.2.1. AT&T Mobility
  • 3.2.2. Bell Mobility
  • 3.2.3. MetroPCS
  • 3.2.4. Rogers Wireless
  • 3.2.5. Sprint Nextel
  • 3.2.6. TELUS
  • 3.2.7. T-Mobile USA
  • 3.2.8. Verizon Wireless
• 3.3. Location aggregators and Location-as-a-Service providers
  • 3.3.1. Deveryware
  • 3.3.2. LOC-AID
  • 3.3.3. Location Labs
  • 3.3.4. Lociloci
  • 3.3.5. Mobile Commerce
  • 3.3.6. TechnoCom
• 3.4. Industry analysis
  • 3.4.1. Organisational capabilities and goals limit operator's ability to provide LBS
  • 3.4.2. Smartphone platforms challenge operators' central role
  • 3.4.3. The rise of third party developers and apps

4. Key LBS categories

• 4.1. Mapping and navigation
  • 4.1.1. Mapping and routing services
  • 4.1.2. Traffic information services
  • 4.1.3. Turn-by-turn navigation services
  • 4.1.4. Mapping and navigation industry trends
  • 4.1.5. Mobile operator service offerings
  • 4.1.6. Handset vendor offerings
  • 4.1.7. App stores and service providers
  • 4.1.8. Key market players
• 4.2. Local search and information
  • 4.2.1. Directory services
  • 4.2.2. Local discovery and review services
  • 4.2.3. Travel planning, guides and information services
  • 4.2.4. Shopping and coupon services
• 4.3. Social networking and entertainment
  • 4.3.1. Social networking and community services
  • 4.3.2. Check-in services
  • 4.3.3. Friendfinder services
  • 4.3.4. Chat and instant messaging services
  • 4.3.5. Location-based games
• 4.4. Recreation and fitness
  • 4.4.1. Geocaching apps
  • 4.4.2. Outdoor navigation
  • 4.4.3. Sports tracking apps
• 4.5. Tracking services
  • 4.5.1. Family locator services
  • 4.5.2. Smartphone tracking apps
  • 4.5.3. Enterprise tracking services

5. Market analysis and forecasts

• 5.1. Summary of the LBS market
  • 5.1.1. The European LBS market
  • 5.1.2. The North American LBS market
• 5.2. Mobile advertising and location
  • 5.2.1. Challenges and opportunities for mobile advertising
  • 5.2.2. Location can improve ROI for advertisers
• 5.3. Vertical market trends
  • 5.3.1. Mapping and navigation services become free for end-users
  • 5.3.2. Search and information services growth driven by smartphone uptake
  • 5.3.3. Social networking and entertainment services gradually add location
  • 5.3.4. Smartphones are increasingly used as recreation and fitness devices
  • 5.3.5. Corporate efficiency investments drive tracking service revenues

Glossary

• Figure 1.1: Mobile subscriptions by region (World Q4-2010)
• Figure 1.2: Wireless service revenues (World 2010)
• Figure 1.3: Smartphone adoption and market shares (Western Europe 2009 - 2011)
• Figure 1.4: Smartphone adoption and market shares (North America 2009 - 2011)
• Figure 1.5: Mobile location-based service categories
• Figure 1.6: Free versus paid apps available for iOS and Android devices (May 2011)
• Figure 1.7: LBS system overview
• Figure 1.8: Assisted GPS technologies
• Figure 1.9: Accuracy requirements for LBS services
• Figure 2.1: Smartphone shipments by vendor and OS (World Q3-2011)
• Figure 2.2: Leading mobile app stores (Q3-2011)
• Figure 2.3: Examples of mobile ad networks
• Figure 2.4: Smartphone vendor revenues and profits (H1-2011)
• Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2011)
• Figure 3.2: LBS offered by mobile operators (Europe 2008 - 2011)
• Figure 3.3: Mobile operators by number of subscribers (North America Q2-2011)
• Figure 4.1: Mapping app and service offerings
• Figure 4.2: Examples of mapping and routing services marketed by operators (2011)
• Figure 4.3: Traffic information platform
• Figure 4.4: Traffic information apps and services
• Figure 4.5: Turn-by-turn navigation system overview
• Figure 4.6: New business models for mobile navigation services
• Figure 4.7: Navigation offerings from European operators (October 2011)
• Figure 4.8: Navigation offerings from North American operators (September 2011)
• Figure 4.9: Android, BlackBerry and iPhone turn-by-turn navigation apps
• Figure 4.10: Navigation app and service providers by active users (World Q3-2011)
• Figure 4.11: Local search and information services marketed by operators (2011)
• Figure 4.12: Leading directory service providers (2011)
• Figure 4.13: Mobile directory service usage and app downloads (EU 27+2 2009 - 2011)
• Figure 4.14: Directory provider distribution channels and business models
• Figure 4.15: Local discovery and review services
• Figure 4.16: Online travel companies
• Figure 4.17: Travel guide publishers
• Figure 4.18: Shopping assistant and coupon services
• Figure 4.19: Social networking and entertainment service segments
• Figure 4.20: Top 10 social networks (World 2011)
• Figure 4.21: Location-enhanced community and social networking services (2011)
• Figure 4.22: Social networking services with check-in feature (World 2011)
• Figure 4.23: Examples of Friendfinder services (2011)
• Figure 4.24: Location-enhanced chat and IM services (2011)
• Figure 4.25: Examples of location-based game developers (2011)
• Figure 4.26: Examples of outdoor navigation app developers (2011)
• Figure 4.27: Examples of sports tracking app developers (2011)
• Figure 4.28: Operator marketed people tracking services (2011)
• Figure 4.29: Cross network people tracking services using Cell-ID (2011)
• Figure 4.30: People tracking apps (2011)
• Figure 4.31: Examples of fleet management services marketed by operators (2011)
• Figure 4.32: Workforce management services marketed by operators (2011)
• Figure 5.1: LBS revenue forecast (EU27+2 2009 - 2016)
• Figure 5.2: LBS revenue forecast (North America 2009 - 2016)
• Figure 5.3: Mapping and navigation service revenues (EU27+2 2009 - 2016)
• Figure 5.4: Mapping and navigation service revenues (North America 2009 - 2016)
• Figure 5.5: Search and information service revenues (EU27+2 2009 - 2016)
• Figure 5.6: Search and information service revenues (North America 2009 - 2016)
• Figure 5.7: Social networking and entertainment revenues (EU27+2 2009 - 2016)
• Figure 5.8: Social networking and entertainment revenues (North America 2009 - 2016)
• Figure 5.9: Recreation and fitness revenues (EU27+2 2009 - 2016)
• Figure 5.10: Recreation and fitness revenues (North America 2009 - 2016)
• Figure 5.11: Tracking service revenues (EU27+2 2009 - 2016)
• Figure 5.12: Tracking service revenues (North America 2009 - 2016)

Press Release

預計2016年歐洲位置資訊服務的收益規模將達到4億3,500萬歐元

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