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The Structure of the European LBS Market 2005
Berg Insight AB, July 2005
Table of Contents i
List of Figures .xiii
Executive summary 1
1 Consumer and business location based services 5
1.1 Definition of LBS 6
1.2 Categorisation of LBS in different ways 7
1.3 Consumer LBS 9
1.3.1 Location enhanced information services 9
1.3.2 Emergency services 10
1.3.3 Location-based billing 10
1.3.4 Tracking services 10
1.3.5 Entertainment11
1.3.6 1.3.6 Community applications11
1.3.7 LBS games 12
1.3.8 Telematics services 12
1.3.9 Cell broadcast 13
1.3.10 Location-based advertising 13
1.3.11 1.4 Corporate LBS 13
1.4.1 Fleet management 14
1.4.2 Workforce management.14
1.4.3 Asset management 14
1.4 Accuracy requirements for different LBS 15
1.5 1.6 Privacy issues 16
1.6 2 LBS business models and value chains 19
1.7 2.1 The value chain of LBS 20
1.8 2.1.1 Location technology vendors 22
1.9 2.1.2 Equipment vendors 22
1.10 2.1.3 Mobile network operators 22
2.1.4 Handset manufacturers 23
2.1.5 LBS middleware providers 23
2.1.6 Content providers 23
2.1.7 Application developers 24
2.1.8 Portals and location data brokers 24
2.1.9 Mergers and acquisitions 24
2.1.10 Collaboration between actors 25
2.2 Business models 26
2.2.1 Business model considerations 27
2.2.2 Raising market awareness 28
2.2.3 Revenue models 28
2.2.4 Revenue sharing between the main actors in the value chain 29
2.2.5 Billing models29
2.3 Selected business models 30
2 Technology and positioning 33
3 3.1 Introduction 33
4 3.2 Positioning technologies 34
5 3.2.1 Cell-ID 35
6 3.2.2 Cell-ID + TA 36
7 3.2.3 Uplink Time Difference of Arrival (U-TDOA) 37
8 3.2.4 Enhanced Observed Time Difference (E-OTD)40
9 3.2.5 Global Positioning System (GPS) 42
3.2.6 Assisted GPS (A-GPS) 43
3.2.7 Galileo 45
3.2.8 Theoretical limitations of wireless positioning systems 46
3.3 LBS roaming 4
3.4 Platforms, middleware and applications49
3.5 Mobile devices 50
3.6 Legal aspects of privacy and security when rolling out LBS 51
4 European regulations and harmonisation but a natural evolution 5
4.1 Introduction 53
4.2 The history of E112 55
4.3 European regulation and harmonization57
4.4 Emergency authority issues 60
4.5 Industry-driven initiatives and associations 62
4.5.1 3GPP 62
4.5.2 ETSI 62
4.5.3 GSM Association 63
4.5.4 LOCOMOTION project 63
4.5.5 OGC 64
4.5.6 Open GIS Consortium 64
4.5.7 OMA 65
4.5.8 MMA 65
4.5.9 Telematics Valley 66
4.6 Key findings and conclusions 66
5 Country profiles – LBS offerings, market strategies and equipment 71
5.1 Austria 71
5.2 Belgium72
5.3 Croatia.73
5.4 Czech Republic 74
5.5 Denmark 75
5.6 Estonia.76
5.7 Finland.77
5.8 France 78
5.9 Germany 79
5.10 Greece 81
5.11 Hungary 82
5.12 Ireland 83
5.13 Italy 84
5.14 Latvia85
5.15 Lithuania 86
5.16 Netherlands 87
5.17 Norway 88
5.18 Poland 89
5.19 Portugal 89
5.20 Russia 90
5.21 Slovakia 91
5.22 Slovenia 92
5.23 Spain93
5.24 Sweden 94
5.25 Switzerland 95
5.26 Turkey 97
5.27 United Kingdom98
6 Operator LBS strategies 101
6.1 3 Group 101
6.1.1 Hutchison 3G Austria 102
6.1.2 Hi3G, Denmark and Sweden 102
6.1.3 H3G Italy 103
6.1.4 Hutchison 3G UK 104
6.2 Megafon 104
6.2.1 Botfighters game 105
6.2.2 Locator service 107
6.2.3 Nearest service 107
6.3 MTS 108
6.4 O2 Group 110
6.4.1 O2 UK 112
6.4.2 O2 Germany 115
6.4.3 O2 Ireland 116
6.5 Orange Group 116
6.5.1 Orange France 117
6.5.2 Orange UK 119
6.6 T-Mobile Group 120
6.6.1 T-Mobile Germany 121
6.6.2 T-Mobile Austria 123
6.7 Telefónica Móviles 125
6.8 Telenor Norway 128
6.9 TeliaSonera Group 132
6.9.1 Telia Mobile, Sweden 132
6.9.2 NetCom, Norway 139
6.10 Vodafone Group 140
6.10.1 D2 Vodafone, Germany141
6.10.2 Vodafone Ireland 142
6.10.3 Vodafone Sweden 143
6.10.4 Vodafone UK 143
6.10.5 Vodafone Italy 145
7 LBS market forecasts and trends 147
7.1 Forecast categories and methodology 147
7.1.1 Basic market data and forecasts 147
7.1.2 Market segmentation 14
7.2 European market observations and trends 149
7.3 LBS revenue growth forecast 151
7.4 Key market segment analysis 155
7.4.1 Community and entertainment 155
7.4.2 Information services 157
7.4.3 Navigation services 158
7.4.4 Tracking services 160
8 Strategic issues and conclusions 161
8.1 Strategic considerations for LBS 161
8.2 Key drivers for LBS 163
8.3 The importance of the E112 initiative in Europe 165
8.4 Conclusions 166
8.4.1 LBS is an important driver for mobile data 166
8.4.2 Tracking, navigation and messaging are the key service categories 166
8.4.3 Ten tips for mobile operators when creating LBS 167
10 Company profiles: LBS platform and technology suppliers 169
11 9.1 Alcatel169
12 9.1.1 Products and services 170
13 9.1.2 Market strategy 171
9.2 Appear Networks171
9.2.1 Products and services 172
9.2.2 Market strategy 173
9.3 Autodesk Location Services174
9.3.1 Products and services 174
9.3.2 Market strategy 175
9.4 CPS – Cambridge Positioning Systems 175
9.4.1 Products and services 176
9.4.2 Market strategy 177
9.5 Cellpoint 178
9.5.1 Products and services 178
9.5.2 Market strategy 178
9.6 Ekahau 179
9.6.1 Products and services 180
9.6.2 Market strategy 181
9.7 Ericsson 181
9.7.1 Products and services 181
9.7.2 Market strategy 184
9.8 Lucent184
9.8.1 Products and services 184
9.8.2 Market strategy 185
9.9 Mobile Arts 186
9.9.1 Products and services 186
9.9.2 Market strategy 188
9.10 Motorola 188
9.10.1 Products and services 188
9.10.2 Market strategy 189
9.11 Nokia 190
9.11.1 Products and services 190
9.11.2 Market strategy 191
9.12 Nortel 192
9.12.1 Products and services 192
9.12.2 Market strategy 192
9.13 Oksijen 194
9.13.1 Products and services 194
9.13.2 Market strategy 195
9.14 Qualcomm/Snaptrack 195
9.14.1 Products and services 195
9.14.2 Market strategy 196
9.15 Siemens 196
9.15.1 Products and services 196
9.15.2 Market strategy 198
9.16 TCS201
9.16.1 Products and services 201
9.16.2 Market strategy 202
9.17 TruePosition 202
9.17.1 Products and services 202
9.17.2 Market strategy 204
9.18 Global Locate 205
9.18.1 Products and services 205
9.18.2 Market strategy 206
9.19 SiRF Technolgy 206
9.19.1 Products and services 207
9.19.2 Market strategy 207
10 Company profiles: LBS middleware suppliers 209
10.1 Cellvision 209
10.1.1 Products and services 210
10.1.2 Market strategy 211
10.2 Genasys 212
10.2.1 Products and services 212
10.2.2 Market strategy 215
10.3 Locationet 216
10.3.1 Products and services 216
10.3.2 Market strategy 217
10.4 Mobilaris 218
10.4.1 Products and services 219
10.4.2 Market strategy 220
10.5 Openwave 221
10.5.1 Products and services 221
10.5.2 Market strategy 222
10.6 PTV.223
10.6.1 Products and services 223
10.6.2 Market strategy 225
10.7 Reach-U 225
10.7.1 Products and services 225
10.7.2 Market strategy 226
10.8 Redknee 228
10.8.1 Products and services 228
10.8.2 Market strategy 229
10.9 Telcontar 229
10.9.1 Products and services 230
10.9.2 Market strategy 231
10.10 Telenity 232
10.10.1 Products and services 232
10.10.2 Market strategy 235
11 Company profiles: LBS applications, content and games supplierses 237
11.1 Cityneo 238
11.1.1 Products and services 238
11.1.2 Market strategy 239
11.2 Cyantel 240
11.2.1 Products and services 240
11.2.2 Market strategy 240
11.3 Daydream Software (It's Alive Mobile Games) 24
11.3.1 Products and services 241
11.3.2 Market strategy 241
11.4 Gate5 242
11.4.1 Products and services 242
11.4.2 Market strategy 243
11.5 Geodan 244
11.5.1 Products and services 245
11.5.2 Market strategy 246
11.6 Geodata 246
11.6.1 Products and services 246
11.6.2 Market strategy 247
11.7 Gizmondo 247
11.7.1 Products and services 248
11.7.2 Market strategy 248
11.8 Intergraph (Intelliwhere) 249
11.8.1 Products and services 250
11.8.2 Market strategy 250
11.9 Intrado 251
11.9.1 Products and services 252
11.9.2 Market strategy 253
11.10 M-spatial 253
11.10.1 Products and services 254
11.10.2 Market strategy 254
11.11 Mecomo 255
11.11.1 Products and services 256
11.11.2 Market strategy 256
11.12 Mobile Commerce .257
11.12.1 Products and services 257
11.12.2 Market strategy 259
11.13 Mobiloco 260
11.13.1 Products and services 260
11.13.2 Market strategy 261
11.14 MS Location 261
11.14.1 Products and services 261
11.14.2 Market strategy 262
11.15 Newt Games 263
11.15.1 Products and services 263
11.15.2 Market strategy 263
11.16 OnPosition 264
11.16.1 Products and services 264
11.16.2 Market strategy 264
11.17 Teydo/Mobispot 264
11.17.1 Products and services 265
11.17.2 Market strategy 266
11.18 Trackwell 267
11.18.1 Products and services 267
11.18.2 Market strategy 268
11.19 Varetis 269
11.19.1 Products and services 269
11.19.2 Market strategy 270
11.20 Wayfinder 270
11.20.1 Products and services 271
11.20.2 Market strategy 271
11.21 Wavemarket 272
11.21.1 Products and services 273
11.21.2 Market strategy 273
11.22 Wcities 274
11.22.1 Products and services 27
11.22.2 Market strategy 275
11.23 Webraska 275
11.23.1 Products and services 275
11.23.2 Market strategy 276
11.24 Wherify Wireless 278
11.24.1 Products and services 278
11.24.2 Market strategy 278
11.25 YDreams 279
11.25.1 Products and services 279
11.25.2 Market strategy 280
12 Company profiles: Maps and GIS providers 281
12.1 ESRI 281
12.1.1 Products and services 282
12.1.2 Market strategy 282
12.2 Geomicro 283
12.2.1 Products and services 283
12.2.2 Market strategy 283
12.3 Istar284
12.3.1 Products and services 284
12.3.2 Market strategy 285
12.4 Mapflow 285
12.4.1 Products and services 285
12.4.2 Market strategy 286
12.5 Mapinfo 287
12.5.1 Products and services 287
12.5.2 Market strategy 288
12.6 Maporama 289
12.6.1 Products and services 289
12.6.2 Market strategy 289
12.7 Microsoft Mappoint 290
12.7.1 Products and services 290
12.7.2 Market strategy 291
12.8 Multimap 293
12.8.1 Products and services 293
12.8.2 Market strategy 293
12.9 Navteq 295
12.9.1 Products and services 29
12.9.2 Market strategy 297
12.10 Sagie Research (Enarro).298
12.10.1 Products and services 298
12.10.2 Market strategy 299
12.11 Tele Atlas 299
12.11.1 Products and services 299
12.11.2 Market strategy 300
12.12 Telmap 300
12.12.1 Products and services 300
12.12.2 Market strategy 302
12.13 Telenavis 303
12.13.1 Products and services 303
12.13.2 Market strategy 304
Glossary 305
List of Figures
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