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U.S. Location-based Service (LBS) Markets - Defining the Enterprise Opportunity
Frost & Sullivan, Feb 2005
Necessity for Viable Revenue Models Built around Location-based Services
A relatively lukewarm response to location-based services (LBS) in the consumer segment is compelling mobile operators to turn their attention toward a more lucrative enterprise market. While the ability to strike attractive revenue sharing arrangements with different participants in the value chain remains a huge challenge, it is equally critical to fix a price point acceptable to the enterprise and service providers. However, tangible return on investments through improved asset utilization, enhanced customer service, higher job completion rates, and overall improved business productivity has made enterprises more receptive to LBS deployments. Going forward, companies that have traditionally relied on mobile resource management (MRM) solutions are expected to present the greatest opportunities for LBS.
This Frost & Sullivan research offers a comprehensive analysis of the U.S. enterprise markets for LBS. It identifies growth opportunities and highlights emerging verticals and products that will enable vendors to create value for the customer. The study also offers application and technology trends, demand analysis, revenue forecasts, and strategic recommendations that enable carriers to maximize revenues and profits.
LBS for Handheld Devices Expand Market Opportunities for Carriers
Hardware solutions for LBS offerings are moving away from conventional vehicle-mounted devices to handheld systems. While vehicle-mounted devices serve as an adequate hardware solution, many companies are demanding the option of locating field and remote staff at any point of time whether or not they are in their vehicles, explains the analyst of this research. Handheld systems are also expected to serve as a more practical and cost-effective solution for the small and medium business (SMB) segment.
Mobile carriers are creating innovative pricing packages to drive demand in the SMB segment. Smaller companies can now rent location based services instead of purchasing the entire gamut of expensive hardware and software packages. Nextel Communications, in particular, has been highly successful in targeting the SMB segment with its sophisticated yet affordable range of navigational, tracking, and locating solutions.
Accuracy Proves to Play a Key Role in Driving Uptake of LBS in the U.S. Enterprise Markets
The total U.S. enterprise market for LBS is expected to grow from 390,000 users in 2004 to slightly over 1.6 million users in 2007. While these growing figures are representative of the wealth of opportunities for mobile carriers, they also signify intense competition as carriers compete for customers. Each application has its own set of performance requirements and as application developers introduce more compelling services, the technical requirements have become more demanding, observes the analyst In this regard, accuracy and compatibility of LBS are going to be critical competitive factors in the future.
Hybrid location technologies are emerging, as the industry moves toward assisted-GPS (A-GPS) that offers greater accuracy levels. These hybrid solutions combine A-GPS with other location positioning services in a manner which balances the strengths and weaknesses of each to provide a more reliable and robust location solution. Moreover, since A-GPS is air-interface independent, it can be combined easily with other technologies to suit the network plan and service offering, rollout plans, and budget restrictions of the operator.
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