行動LBA（適地性廣告）市場（2009-2014年）：確保利用廣告之行動內容・LBS・行動搜尋之收益 是由出版商Visiongain在2009年07月所出版的。
這份英文市場調查報告書包含132 pages 價格從美金2331起跳。
Abstract
Location is a vital mobile tool. A whole of market opportunities for LBS and
LBA have emerged in sectors such as Emergency Services; Emergency Alert
Services; Home-Zone Billing; Fleet Management; Asset Management; Person
Tracking; Pet Tracking; Traffic Congestion Reporting; Routing to Nearest
Commercial Enterprise; Roadside Assistance; Navigation; City Sightseeing;
Localised Advertising; Mobile Yellow Pages and Network Planning and Dynamic
Network Control.
From mobile handset manufacturers, operators, content and application
developers to marketers and advertisers, a whole range of companies are
jumping in to grab on the opportunities emerging within the location based
services, location-aware mobile content & applications, and mobile advertising
markets.
The idea of location based and contextually relevant advertising is still
relatively new, particularly in terms of deployment. Interest in the sector
has been increasing over the past two years, especially since the launch of
bigger-screen 3G smartphones and consequent growth in mobile data. Location
Based Advertising has started to emerge as a leading sector within the LBS and
mobile advertising markets.
Mobile LBA technology is already here, and mobile LBA campaigns being
successfully run by the leading global brands. More and more subscribers are
using their handsets as mapping and navigation tools, and coupled with the
spread of mobile advertising, Internet and search applications have created an
exciting revenue opportunity. How quickly will take-up of these services grow?
Can you afford to get left behind? This market will expand and taking
first-mover position will be vital to securing your place in it.
The latest visiongain report, Mobile LBA 2009-2014: how to generate revenue by
advertising on mobile content, LBS and mobile search, will provide you with
the insight to this growing market area. It examines the opportunities offered
by LBA, and how advertisers, operators and manufacturers can all get involved
in providing profitable LBA services.
Reading this exclusive management report will tell you the following:
- Who are the main players in LBA and what are they doing?
- What different forms of Location Based Advertising are available and
expected to appear in the future?
- Why is LBA so important to mobile?
- When will LBA start to make traction in the market? When will it become a
mass market proposition?
- How successful will it be?
Find out the answers to these and many other questions by buying this vital
industry insight.
Who needs to read this report?
Directors, VP and Senior managers in:
- Mobile/ Cellular carriers and operators
- Digital and Mobile Advertising agencies
- Mobile Search companies
- DA/DQ providers
- Handset manufacturers
- Location Based Service Providers
- Brands looking to tap into the mobile audience
Table of Contents
Executive summary
- E1 Mobile advertising
- E2 Evolution of location based advertising
- E3 Market opportunity for Mobile LBA
- E3.1 Mobile LBS
- E3.2 Mobile search and LBA
- E3.3 Mobile social networking and UGC
- E4. What does this report contain?- a chapter-wise outline
1. An overview of Mobile LBA
- 1.1 Introduction
- 1.1.1 Mobile as media
- Table 1.1 Short Message Service-defined
- 1.2. Mobile advertising
- 1.2.0 The emergence of mobile advertising
- 1.2.1 Types of mobile ads
- 1.2.1.1 SMS
- Table 1.2 Global SMS user-base
- 1.2.1.2 Premium SMS
- 1.2.2 MMS
- Figure: 1.1 Use of mobile data services by the US consumers (mn)
2007-2008
- 1.2.3 Banner advertising
- 1.2.4 Mobile gaming
- 1.2.5 Interactive advertising
- 1.2.6 Viral advertising and marketing
- Table 1.3. Mobile viral marketing
- 1.3 Evolution of Mobile LBA
- Figure 1.2 The location-aware market in growth-phase
- 1.3.1 Location as a mobile tool
- 1.3.2 LBS
- 1.3.3 How are LBS offered?
- 1.3.3.1 Radiolocation through base stations
- Figure 1.3. Mobile phone triangulation
- 1.3.4 GPS
- Table 1.4: GPS error sources
- 1.3.4.1 GPS in mobile handsets
- 1.4 Mobile search
- Figure 1.4 Atlas mobile search
- 1.4.1 Types of mobile search
- 1.4.1.1. Mobile local search
- 1.5.1 Approaches to LBA
- 1.5.1.1 Push
- 1.5.1.2 Pull
- 1.5.1.3 Targeted advertising and privacy concerns
- 1.6 How does LBA work?
- 1.7 Potential for LBA
- 1.7.1 Reach
- 1.7.2 Relevance
- 1.7.3 Results
- 1.8 Mobile LBA technologies
2. LBA current market landscape
- 2.1 Current market for LBA
- 2.2 Mobile LBA
- 2.3. Will LBA really work?
- 2.4. LBS
- 2.4.1 Evolution of LBS
- 2.4.1 Current market for LBS
- 2.4.2 Market consolidation
- Figure 2.1. Mergers & Acquisitions in LBS and navigational services
markets, 1999-2008
- Table: 2.1. A number of start-ups in the LBS and geotagging markets
- 2.4.3 Why LBS important to mobile?
- 2.4.4 LBS market opportunity
- 2.5 Mobile search
- 2.5.1 The importance of mobile search to advertising
- 2.5.2 Mobile search current landscape
- Figure 2.2. Top search engines by market share (%)
- 2.5.3 Mobile social networking and targeted advertising
- 2.6 Mobile advertising
- 2.6.1 Mobile advertising grows in demand
- Figure 2.3. UK Ad Spend Growth 2007-2008
- Figure: 2.4. US Ad Spend Growth 2009-2014
- 2.6.1 US mobile ad revenues
- 2.6.3 Mobile ad campaigns
- 2.6.4 Mobile ad inventory
- 2.6.5 The mobile user and advertiser relationship
- 2.6.6 Ad-supported mobile gaming
- 2.7 Mobile social networking and UGC markets
- 2.7.1 The importance of instant content
- 2.7.2 Content breeds content
3. LBA market driving factors
- 3.1 Mobile advertising
- 3.1.1 Mobile advertising market trends
- Table 3.1. Quarter-over-quarter increase (%) in mobile advertising
awareness
- 3.1.2 Ad networks to drive mobile advertising
- 3.1.3 Mobile ad inventory
- 3.2 Factors to be instrumental to LBA growth
- 3.2.1 Mass market drivers
- 3.2.1.1 Popularity of mobile phone as first choice communication media
- 3.2.1.2 Mobile phone services market
- 3.2.1.3 Mobile phone shipments
- Figure 3.1. Global handset sale forecast (2009-2014) and smartphone
share %
- 3.2.1.4 Smartphones market share
- 3.2.1.5 Mobile phone connections
- 3.2.1.6 Mobile broadband
- 3.2.1.6.1 3G uptake
- 3.2.1.6.2 Mobile data drives investment in mobile broadband
- Figure 3.2: Cisco projects mobile data traffic will increase 66X
from 2008 to 2013
- 3.3. LBS market
- 3.3.1 What will drive LBS Market
- 3.3.2 Market forces
- 3.3.3 Competitive forces
- 3.3.4 Technology forces
- 3.3.5 Pricing
- 3.3.6 LBS potential markets
- 3.3.7 Future of LBS services
- 3.4 Market for LBA
- 3.4.1 Individual users
- 3.4.1.1 Youth market segment
- Figure 3.3. Changing social networks user landscape to ' broader &
older' audience
- 3.4.2 The business user market
- 3.5 Mobile search
- 3.5.1 Mobile search differs from fixed line search
- Table 3.2. Key differences between fixed line and and mobile search
- 3.5.2 The importance of mobile search to LBA
- 3.5.3 SMS to change the way for mobile search
- 3.5.4 Mobile local search to grow in demand
- 3.5.4.1 Importance of maps to mobile local search
- 3.5.5 Voice search and LBA
- 3.5.6 Advantages and disadvantages of voice search
- 3.5.7 Picture search and recognition
- 3.5.8 Location scenario search and LBA
- 3.5.9 Mobile web usage to spur growth in mobile ad sector
- 3.5.10 User-profiling to aid LBA
- 3.6. Mobile Social Networking and LBA
- 3.6.1 Popularity of mobile communities grows worldwide
- Figure 3.4. Top 10 websites globally by reach, April-May 2009
- 3.6.2 MSN and UGC
- 3.6.3 The importance of instant content
- 3.7 Mobile LBA technologies
- 3.7.1 Technological advancement to boost LBA prospects
- 3.7.2 Mobile barcodes
- 3.7.3 NFC
- 3.7.4 Wireless technologies
- 3.7.5 Application of wireless technologies for LBA
- 3.8 Mobile LBA market growth forces
- 3.8.1 Smaller players vital for LBA future
- 3.8.2 Mobile local search and directory services
4. How to deliver LBA: issues and market barriers
- 4.1 Barriers
- Figure: 4.1. US search engine market share (2008-2009)
- 4.1.1 Cost of search applications
- 4.1.2 Fixed line players move to mobile
- 4.2 Google Mobile internet and image Search
- 4.2.1 The dotMobi
- 4.2.2 Google mobile websearch
- 4.2.3 Google mobile local search
- 4.2.2.1 The dotMobi Advisory Group
- 4.2.4. Acquisitions to boost Google' s Mobile Search and advertising
- 4.2.5. Google' s GOOG411 services
- 4.2.6. Google android success story
- 4.2.6.1 Open handset alliance
- 4.2.7. Brand dilution issues
- 4.3 Yahoo
- 4.3.1 Yahoo mobile search
- 4.3.2 Yahoo oneSearch
- 4.3.3 Yahoo and Flicker
- 4.3.4 Yahoo mobile publisher services
- 4.3.5 Yahoo! mobile ad network
- 4.3.6 Yahoo! Mobile site submit
- 4.3.7 Yahoo! mobile content engine
- 4.4 Microsoft
- 4.5 Other vendors
- 4.5.1 Nokia
- 4.5.1.1 Nokia Mobile Search
- 4.5.1.2 Nokia LBS
- 4.5.1.3 Nokia Ad Service and Ad Connector
- 4.5.1.4 Nokia' s future strategy
- 4.5.1.5 Evolution of Nokia' s NSeries devices
- 4.5.1.6 Nokia and Navtaq
- 4.5.2 Enpocket
- 4.5.3 MobilePeople - monetising mobile search
- 4.5.3.1 MobilePeople MEF Initiative
- 4.5.4 m-spatial - mobile local search
- 4.5.5 The Local Data Company
- 4.5.6 The Mobile Data Association
- 4.5.7 Other Partners
- 4.5.7.1 Medio mobile search
- 4.5.7.2 Advertising and merchandising
- 4.5.8 AirG and mobile social networks
- 4.5.9 Hypertag - developing short-range LBA
- 4.5.10 Sprint' s Slifter - product-based LBA
- 4.6 Directory assistance and directory enquiries services in LBA
- 4.6.1 Yell.com
- 4.6.2 JumpTap - bringing LBS to DA/DQ
- 4.6.3 INFONXX
- 4.6.3.1 INFONXX and 118 118 - The Number' s mobile marketing service
- 4.7 Tele Atlas
5. Market developments & case studies
- 5.1 A brief overview of latest developments and case studies
- 5.1.1 Alcatel-Lucent expands its targeted advertising portfolio
- 5.2 Sense Networks plans to work social networks on targeted advertising
- 5.3 Terrestrica launches Location Triggered service for Mobiles with GPS
- 5.4 Cellcom offer location based services
- 5.5 New platform offers GPS location-based ads
- 5.6 Vodafone expands mobile advertising services to 18 markets
6. Conclusion
- 6.1 Mobile LBS
- 6.2 Main drivers to LBS growth
- 6.3 Mobile advertising
- 6.4 Mobile LBA
- 6.5 Drivers to Mobile LBA
- 6.6 Barriers to Mobile LBA
- 6.7 LBA Advantages
- 6.8 Will LBA succeed in the future?
- 6.9 Impact of mobile social networking
- 6.10 Adult content
- 6.11 Technology to drive Mobile LBA
- 6.12 Voice search and LBA
- 6.13 Advantages and disadvantages of voice search
- 6.14 Picture search and recognition
- 6.15 Recommendations
- 6.15.1 Mobile advertising in general
- 6.15.1.1 Quality will matter
- 6.15.1.2 Co-ordination and integration
- 6.15.1.3 Target individual needs
- 6.15.1.4 Segmentation
- 6.15.1.5 Awareness
- 6.15.1.6 Relevance
- 6.15.1.7 Value
- 6.15.1.8 Opt-in option
- 6.15.2 LBA-specific recommendations
- 6.15.2.1 For operators
- 6.15.2.2 For advertisers
- 6.15.2.3 For search vendors
- 6.15.2.4 For handset manufacturers
- 6.15.2.5 For DA/DQ providers
7. Analysis & forecast
- 7.1 Growth in LBS
- 7.2 Revenues
- Figure 7.1. Overall LBS revenue forecast 2009-2014
- Figure 7.2. Carrier-generated revenue forecast 2009-2014
- 7.3 Ad-funded LBS
- Figure 7.3. Ad-funded LBS forecast 2009-2014
- 7.4 Subscribers
- Figure 7.4. LBS global subscribers forecast 2009-2014
- 7.5 GPS in mobile handsets
- Figure 7.5 GPS-enabled handset forecast 2009-2014
- 7.6 Mobile search
- 7.7 Ad funded models
- 7.8 Mobile search forecast
- 7.9 Mobile ad-spend
- Table 7.1. Global Ad Spend, 2009-2014 (Selected Formats)
- Table 7.6. Global mobile messaging ad spend forecast, 2009-2014
- Figure 7.7. Global mobile display and mobile search ad spend, 2009-2014
- Figure 7.8. Overall global mobile ad spend, 2009-2014
- Figure 7.9: Mobile communities users as % of total mobile subscribers,
2009-2014
- 7.10 Mobile social networks
Companies Listed
- 3deep
- 3G America
- 4Info
- 5pm
- Alcatel-Lucent
- Autodesk
- AT&T
- ARM Holdings Plc
- Atheros Communications
- Asustek Computer Inc.
- AdMob
- Adidas
- AOL
- AirG
- AirSage
- AdWords
- AskMeNow
- Atlas
- Apple
- Broadcom Corporation
- Bebo
- Baidu
- Brightkite
- Cellcom
- Conduit Limited
- Cisco
- Calvin Klein
- ChaCha Mobile
- Cellfire
- Coca-Cola
- Citysense
- Citysearch
- dotMobi
- Digital Media and Advertising Group
- dotMobi Advisory Group
- Didmo Sweden
- Domino' s Pizza
- Dodgeball
- Ford
- Forrester Research
- Flickr
- Flytxt
- FourSquare
- EDC
- Ents24
- Garmin Ltd
- GSM Alliance Services Working Group
- GFK
- Google Earth
- Greystripe
- gigaom.com
- GLONASS
- Galileo
- Google
- GeoTango
- Gowalla
- GSMA
- HTC
- Hitwise
- HipCricket
- hotSMS
- HSBC
- Hypertag
- IKEA
- IAB
- Intel
- INFONXX
- ipling
- iLoop
- IDATE
- innerActive
- Jamster
- Jaiku
- JumpTap
- Kizoom
- Kakiloc
- Kelsey
- LECG
- Limbo
- Loopt
- Lee Fenton
- LiteScape Technologies
- LG
- m-spatial
- MobilePeople
- Motorola
- Marvell Technology Group
- McDonalds
- Millennial Media
- Medio
- Microsoft
- M:Metrics
- MSNBC
- MSN
- mBlox
- Multimap2Mobile
- MX Telecom
- mxData
- mobileStorm
- Mobile Marketer
- Mobile Data Association
- MySpace
- MyHelpa
- Nvidia
- NeuStar
- NearU Search
- Nokia
- Nokia Siemens Networks
- NOAA
- Nuance
- Navteq
- Open Handset Alliance
- Online Computer Library Center
- Orange
- Promptu
- Pricewaterhouse Coopers
- Pelago
- PointX
- PingMobile
- Qualcomm
- Quattro Wireless
- Ringleader Digita
- RIM
- Sensis in Australia
- Storefinder4Mobile
- Softbank
- Sony Ericsson
- Sprint Nextel
- Samsung Electronics
- Samsung
- Sumotext
- Smart Media
- SocialBomb
- Socialight
- Sense Networks
- Sensis
- SuperPages.com
- Tele Atlas
- Technocom
- Terrestrica
- Tim Kring
- Toshiba Corp
- T-Mobile
- Texas Instruments
- The Nielsen Company
- Third Screen
- TomTom
- VentureBeat
- Via Venture Partners
- Vexcel
- Vicinity Corporation
- Vodafone Group
- VoiceSignal
- Whatis.com
- WhitePages.com
- Yahoo
- YellowPin
- YouTube
- Yell.com
- Yandex
