Context and Communities – The Evolution of the Mobile Location-based Services in Europe

Frost & Sullivan, June 2009, Pages: 46

This study analyses the mobile location based services market in Europe. It provides the reader with revenue analysis, discussion on market forces (drivers, barriers, and challenges) and market forecast. One chapter contains companies' case studies in order to illustrate what companies do in the market. An extensive part of the study is dedicated to emerging trends such as the rise of context-aware social networking services and the importance of privacy and regulation.

This Frost & Sullivan research service titled Context and Communities – The Evolution of the Mobile Location-based Services in Europe explores the ways in which innovation on positioning technologies, the diffusion of the mobile Internet, and the success of social networking applications have introduced new business opportunities in mobile location-based services. The research discuses this evolution while examining positioning technologies, revenue models, the role of advertising, value chain, market size, and future directions of the mobile location services market in Europe.

Market Overview

Combining Location and Social Networking, Mobile location-based Services Market in Europe Undergoes Reshaping

The rise of the mobile Internet and mobile social networking sites is driving the development of a new set of location-based services where users cannot just locate other users, but also share content, places of interests, and information. Out of this new scenario, new business opportunities are possible for industry participants of different backgrounds.

"Navigation services have been the core of location-based services for many years through the diffusion of positioning technologies such as GPS," notes the analyst of this research. "Innovation on positioning technologies, the diffusion of the mobile Internet, and the success of social networking applications have introduced new business opportunities in mobile location-based services." The concept of location, combined with the concept of mobile communities, is transforming the classical navigation and presence service into a facilitator of other community-oriented services.

However, three main factors can hamper the growth of the mobile location-based services market in Europe. These include expensive data tariffs that can cause consumers to defer the adoption of mobile Internet-bases solutions; the need to develop convenient revenues models in order to satisfy consumers and make the service sustainable (i.e. advertising based models); and the need to address data privacy and security issues in order to eliminate consumers’ worries and regulators concerns.

"Consumers will increasingly adopt mobile location-based services only if they are affordable, add value to their mobile experience and are transparent from the point of view of pricing, data privacy and security," remarks the analyst. "Partnerships among different participants of the value chain can lead to the design of value-added solutions and a transparent approach able to meet consumers’ needs and concerns."

Market Sectors

Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Mobile communications market
- Mobile advertising market
- Mobile location-based services market

1. EXECUTIVE SUMMARY
- Context and Communities - The Evolution of Mobile Location-based Services in Europe
Introduction to the Study
Defining and Classifying Mobile Location-based Services
The Mobile Location-based Services Market in Europe - An Evolving System

2. SCOPE AND METHODOLOGY
- Introduction to the Study
Scope and Methodology of the Study

3. INTRODUCING MOBILE LOCATION-BASED SERVICES
- Mobile Location-based Services - Scope and Technology
Defining Mobile Location-based Services
Technologies for Mobile Location-based Services

4. MOBILE LOCATION-BASED SERVICES - COMPANIES IN ACTION
- Classifying Mobile Location-based Services
Categories of Mobile Location-based Services
- Navigation and Location Services
Creativity Software
LocatioNet (amAze)
modomodo
Telmap
Navigation and Location Services in the Real Estate Market: The Case of casaclick.it
- Context-aware Social Networking Services
aka-aki
Belysio
Buddycloud
GyPSii
Locle
Mobiluck
Tooio

5. ANALYSING THE VALUE CHAIN
- The Value Chain of Mobile Location-based Services
Value Chain - Participants and Partnerships
The Role of Mobile Network Operators
The Role of Mobile Device Manufacturers

6. REVENUE MODELS AND THE ROLE OF ADVERTISING
- Discussing Revenue Models for Mobile Location-based Services
- Different Revenue Models for Different Business Opportunities
- The Role of Advertising

7. MOBILE LOCATION-BASED SERVICES MARKET IN EUROPE IN 2008
- The State of the Market

The Economics of Mobile Location-based Services

Data Privacy and Regulation

8. THE FUTURE OF MOBILE LOCATION-BASED SERVICES
- Looking at the Evolution of the Market

Introduction to the Analysis

Market Forces

Market Forecasts

9. CONCLUSIONS
- Evolving Scenario for the Mobile Location-based Services Market in Europe
Location - The Catalyst for New Business Opportunities

- aka-aki
- Belysio
- Buddycloud
- GyPSii
- Locle
- Mobiluck
- Tooio

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