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U.S. Consumer Location-based Service Markets - Enhancing Carrier ARPU Through LBS
Frost & Sullivan, Nov 2005
Mobility Revolution Steers Consumers toward Location-based Services
In contrast to the passive fixed Internet, users in the mobile environment are demanding personalized, localized and timely access to content and services. As operators search for new types of products and services to leverage network investments, location-based services (LBS) have emerged as an opportunity to provide a means of differentiation, a way to build customer loyalty, and a new revenue stream in the increasingly competitive mobile environment.
This Frost and Sullivan research service provides insights into the U.S. consumer LBS markets and the enhancement of carrier average revenue per user (ARPU). It performs an in-depth survey of the competitive landscape of these markets and provides detailed technology assessments. Assisted global positioning system (A-GPS), enhanced observed time difference (EOTD), uplink time difference of arrival (U-TDOA), advanced forward link trilateration (AFLT), cell ID, and dueling architectures such as control plane and user plane are discussed in detail. This study includes analysis of market forecasts, mobile data usage trends, and carrier profiles.
LBS Versatility and Nascent Location Determination Technologies make Commercial LBS Suite a Reality
The overwhelming variety of possible applications in LBS from pure content and advertising, to emergency 911 (E911), navigational aids, social networking, and tracking services highlights its adaptability, notes the analyst of this study. With advancements in location determination technologies and proliferation of A-GPS handsets, the essential ingredients for a compelling, commercial LBS suite are moving into place.
With high overall performance and widespread location coverage even in areas of low-cell density, A-GPS is likely to emerge as the long-term technology of choice for operators in North America. E-OTD and U-TDOA are grappling with issues such as accuracy and regulation of user privacy. Unique to code division multiple access (CDMA) networks, AFLT is a hybrid location technology that combines A-GPS with other location positioning in a way that allows the strengths of one to compensate for the weaknesses of the other and provide a more reliable and robust location solution. This is likely to prove the most successful among the technologies as LBS adoption becomes ubiquitous.
Identification of LBS Applications that Enable Enhancement of ARPUs Essential for Carriers
Location as a ‘killer-enabler’ to existing services is more effective than chasing the elusive next ‘killer application’; in fact, research on trends in LBS adoption indicates that this approach is likely to prove most effective, explains the analyst. In a dynamic environment such as this, carriers need to identify where the opportunities are and what emerging applications are likely to prove a value addition and enhance carrier ARPUs.
Heightened awareness of LBS and carriers examining the ways that LBS initiatives can enhance ARPU and reduce churn have made it the recent buzzword in the markets. Application categories such as mobile resource management (MRM), entertainment, information services, as well as security services and their sub segments are likely to make commercialization of LBS successful. Overall, the growing traction of LBS services, and their high level of sophistication and integration among other factors are expected to contribute to the high revenue potential of this market.
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Argentina Location Based Services (LBS) Market Forecast, 2009 - 2013: Total spend in the LBS market in Argentina to rise to $15.4 million in 2013
Austria Location Based Services (LBS) Market Forecast, 2009 - 2013: Total spend in the LBS market in Austria to rise to $71.4 million in 2013
Canada Location Based Services (LBS) Market Forecast, 2009 - 2013: Total spend in the LBS market in Canada to rise to $121 million in 2013
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