行動設備導航應用：可能造成全球個人導航設備市場的威脅

Abstract

At a time when personal navigation devices are soaring in popularity, cell phones are now available that can replicate most of their capabilities. Mobile operators now find themselves with the ability to market a downloadable application that is just as good as, if not better, than expensive navigation devices.

• In-Stat believes that mobile handset-based navigation applications, like digital cameras and MP3 players, are not necessarily a replacement for more sophisticated, single-purpose consumer devices, but instead will act as a compliment to personal navigation devices (PNDs).
• The value proposition, however, for handset applications is stronger than that of PNDs and, in many ways, the functionality is superior.
• In-Stat' s survey finds that consumer awareness and understanding of mobile operators' offerings are woefully inadequate.

Table of Contents

• Executive Summary
• Introduction
• Market and Product Description
  • Where it all Started: Location Technologies
  • Personal Navigation Devices (PNDs)
  • Handset Navigation Applications
    • Integration with 3G
    • Effect of Network Position Determination Technology
  • Consumer and Business Markets for Handset Navigation
    • Business AVL and Handset-based Verticals
    • Navigation and Driving Directions
    • Safety and Security- Child Monitoring
    • Outdoor Applications
    • Social Networking
• Ecosystem and Players
  • Handset Location Technologies and Status
    • Global
    • US
    • Europe
    • Asia
  • Operators
    • US Operators
    • European Operators
• Consumer Attitudes
  • Most Likely Handset Navigation Adopters
  • PND and Handset Applications
  • Likelihood to Change Operators
    • Attitudes by Wireless Operator Preference
• Conclusions and Assessment
  • In a Price Sensitive Market, Handsets are the Only Low-cost Alternative
  • Handset Navigation Functionality Can Be Superior to Personal Navigation Devices
    • Customer Awareness will be Critical
    • Lack of Compatible Handsets and Networks Will Delay the Market
• Market Outlook/Forecasts
  • Worldwide Navigation/Mapping Subscribers
  • Worldwide Mapping/Navigation Revenues
• Glossary
• Related In-Stat Reports
• Appendix- Survey Questions

• Table 1. Description and Comparison of Handset Location Technologies
• Table 2. Characteristics of Personal Navigation Device vs. Mobile Handset Application
• Table 3. Location-based Social Networking Application Providers
• Table 4. Sprint Location Applications, Vendors, and Prices
• Table 5. Nextel Business Location Applications, Vendors, and Prices
• Table 6. Sample Navigation Applications from European Wireless Operators
• Table 7. Application vs. PND by Interest in Handset Applications
• Table 8. Likelihood to Change Operators in Next 12 Months by Interest in Navigation Applications
• Table 9. Interest in Handset Navigation Applications by Current Wireless Operator
• Table 10. Subscriber Awareness of Operator Navigation Offerings (Base: Do Not Already Use Handset Navigation Applications)
• Table 11. Global Mapping/Navigation Subscribers by Region (in Thousands)
• Table 12. Global Mapping/Navigation Revenues by Region (US$ in Thousands)

• Figure 1. Global Mapping/Navigation Subscribers by Region (in Thousands)
• Figure 2. Personal Navigation Device (Garmin Nuvi)
• Figure 3. Mobile Handset Navigation Application (TeleNav)
• Figure 4. Handset Navigation Ecosystem
• Figure 5. Interest in Handset-based Navigation Applications
• Figure 6. Likelihood to Purchase a Personal Navigation Device (PND)
• Figure 7. Interest in Purchasing Personal Navigation Device vs. Mobile Phone Application
• Figure 8. Likelihood to Change Operators to Obtain Navigation Applications
• Figure 9. Interest in Handset Navigation Applications by Current Wireless Operator