Location-based Services (LBS) - Global Strategic Business Report

This report analyzes the Global market for Location-Based Services (LBS) in US$ Million. Annual estimates and forecasts are provided for the period 2006 through 2015. The report profiles 106 companies including: Network Operators: Orange UK, Sprint Nextel, T-Mobile Deutschland GmbH, Vodafone Group Plc, AT&T, Inc, Verizon Communications, Inc., and NTT DoCoMo, Inc., Handset/Mobile Terminal Vendors: Apple, Inc., Garmin International Inc., Motorola, Inc., Nokia Corporation, Research In Motion Limited, and Samsung Group, Location Platform Providers: DeCarta, Inc., Jentro Technologies GmbH, and TeleCommunication Systems, Inc., Location Based Service Application Providers: Brightkite, Inc., Findcall UK, Loopt, Ituran Location and Control Ltd., NAVTEQ, TeleNav, Inc., TomTom International BV, Trueposition, Inc., Telmap Ltd., Trimble Navigation Limited, Useful Networks Inc., and WHERE Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

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LOCATION BASED SERVICES (LBS)

A GLOBAL STRATEGIC BUSINESS REPORT

CONTENTS

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-3
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3

II. Executive Summary

1. INDUSTRY OVERVIEW II-1
Market Musings II-1
Telecommunication Services Move Beyond Voice II-1
Developments in GPS, a Key Enabler, Drive Commercial
Feasibility of LBS II-1
GPS-Enabled Touch-Screen Phones Propel Growth II-2
LBS: A Review of the Current Scenario II-2
“Location Does Matter” II-3
Development of An Effective Business Model: Critical to Success II-3
Market Fundamentals/Trends II-4
Pricing Dynamics II-4
Subscription Model II-4
Bundled Service Subscription Model II-5
One-Time Payment Model II-5
Pay-per-use II-5
Competition Comes Out of the Shadows II-6
Growing Popularity of Mobile Commerce Triggers Growth of LBS II-6
SMS based LBS: A Truly Out-Of-The-Box Service II-6
Passive/Push LBS Services to Grow in Popularity Over Active
/Pull LBS Services II-7
Satellite Imagery Throws the Spotlight on Image- Enhanced
Location Based Applications II-7
Emergence of Location-Based “X” II-8
The Open Geospatial Consortium (OGC) II-9
Smartphone Users: A Promising Consumer Cluster II-9
Smartphone Mobile Navigation Increases II-9
Location Based Shopping Applications Catch the Fancy of
Shoppers with Smartphones II-9
Service Market Metrics II-10
Location based Social Network Services: A Killer Service
Offering II-10
Demand for Location Enabled Search On the Rise II-10
Location Based Mobile Advertising: The Future of Mobile
Advertising II-10
Increasing Demand for Personal Navigation and Enterprise
Services II-11
Growing Demand for LBS that Provide Users with POI Information II-11
Social Networks and Apps Turn Location Data Collection into
Games II-12
Apps That Allow Users To Search & Review Food Joints Grow In
Popularity II-12
Demand Grows for Medical and Safety Monitoring Location Tech
Based Applications II-12
Demand for Content On the Rise II-13

2. FOCUS ON SELECT REGIONAL MARKETS II-14
United States II-14
Table 1: Consumer LBS Market in North America (2009):
Percentage Share Breakdown of Revenue by Application
(includes corresponding Graph/Chart) II-14

Table 2: Location Based Services (LBS) Market in the United
States (2007): Percentage Share Breakdown of Revenue by
Service/Business Model (includes corresponding Graph/Chart) II-14
Japan II-15
Europe II-15
Data Privacy Laws in Europe II-16
Galileo: An Introduction II-16
Purpose and Advantages of Galileo II-17
Features II-17
Guaranteed Service II-17
Global Integrity II-17
Enhanced Signal Performance II-18
Search and Rescue Services II-18
GLONASS (Russia) II-18
Key Statistical Findings II-19
Table 3: European Mobile Location Based Services (LBS)
Market (2008): Percentage Share Breakdown of Revenue by
Source (includes corresponding Graph/Chart) II-19
Asia-Pacific II-19
Table 4: Location Based Services (LBS) Applications Market in
Asia-Pacific(2008): Percentage Share Breakdown of Revenue by
Segment II-19

Table 5: Location Based Services (LBS) Applications Market in
Asia-Pacific(2008): Percentage Share Breakdown of Revenue by
Country (includes corresponding Graph/Chart) II-19
Focus on Select Asian Countries II-20
New Zealand II-20
India II-20
Technology, Infrastructure & Regulations: A Peek Into the
Tri-Challenges II-20
China II-21

3. PRODUCT OVERVIEW II-22
Location-based services (LBS): A Definition II-22
Types of Location Based Services II-22
Location Aware Services II-22
Integrated Navigation Services II-23
Point-based Search Services II-23
Location Tracking Services II-23
Resource Tracking Services II-23
Child Tracking Services II-23
Transport Logistics II-23
Enabling Technologies II-24
Global Positioning System (GPS) II-24
Enhanced 911 (E911) II-25
Wi-Fi Positioning System (WPS) II-25
Radio Frequency Identification (RFID) II-25
GSM Localization II-25
Operator and GPS-Independent Location Service II-26
Cell of Origin (COO) II-26
Time Difference of Arrival (TDOA) II-26
The Angle of Arrival (AOA) II-26
The Enhanced Observed Time Difference (E-OTD) II-26
LBS Standards II-26
ISO and OGC Standards II-26
OpenLS 1.1 II-27
Directory Service II-27
Gateway Service II-27
Location Utility Service II-27
Presentation Service II-27
Route Service II-27
Open Mobile Alliance II-28
Secure User Plane Location (SUPL) II-28
Other LBS Standards II-29

4. PRODUCT/SERVICE LAUNCHES II-30
Mobile Commerce Introduces New Mobile Applications II-30
NAVTEQ Introduces NAVTEQ LocationPointTM Advertising II-30
Tata Teleservices Launches QUICKFINDER A-GPS Service II-31
Trimble Launches Trimble OutdoorsTM GPS Lifestyle Applications
on T-Mobile II-31
TeleNav Introduces GPS Navigator™ on T-Mobile Sidekick® LXTM II-32
TeleNav Introduces GPS Navigation Service on T-Mobile G1 II-32
TeleNav Unveils TeleNav Vehicle Manager II-32
MegaFon Introduces Navigator II-32
Ilse Media Unveils hier.nl II-33
MVNO Noverca Italia Unveils Vicino a te II-33
Arealcontrol Introduces GPS Lean Software II-33
Navitime Unveils Location-Based Services II-33
TeleCommunication & CTIA Introduces Integrated Hosted Solutions II-34
UbiEst Launches UbiSafe II-34
Research In Motion Launches TeleNav GPS NavigatorTM on
BlackBerry App WorldTM II-34
ZOS Communications Introduces Location-Based Messaging Platform II-35
NAVTEQ and LocatioNet Re-launches amAze Navigation Service II-35
Tele Atlas Introduces MultiNet® 2009.06 II-35
1020 Placecast and Alcatel-Lucent to Introduce Location-Based
Services II-35
Indosat to Launch Location-Based Services II-36
Telmap Rolls Out Telmap5 II-36
Cellcom Launches Location-based Services II-36
Google Introduces Latitude II-36
Sprint Unveils Where and Veriplace II-37
Gearworks Unveils OnCare by Gearworks™ II-37
Warid Telecom Rolls Out Location Based Services II-37
Microsoft and Mobile Commerce Introduces Location Gateway II-38
Redknee Solutions Launches Enhanced Location Services 6.0 II-38
deCarta Unveils deCarta Mobile™ II-38

5. ENABLING TECHNOLOGY DEVELOPMENTS II-39
Andrew Solutions Unveils GeoLENsTM Policy Server II-39
Trimble Launches CondorTM GPS Modules Range II-39
Gearworks Unveils etrace® 7.1 II-40
Trimble Launches Trimble® Construction Manager Version 2.4 II-40
WebTech Wireless Unveils WT7000 Series LocatorTM II-40
GyPSii Introduces GyPSii OpenExperience API II-41
Micro ElectroMechanical Systems Introduces Magnetic Sensors II-41
Loc-Aid Launches Carrier-Class Aggregation Platform II-42
Sarantel Unveils Pro Antenna II-42
Sensorlogic Launches XpressIQ Position II-42
Ekahau and Ascom Wireless Solutions Unveils Integrated Wi-Fi
Positioning Solution II-42
Telesoft Technologies Introduces HINTON Locator II-43
Andrew Solutions Unveils GeoLEN Range of Products II-43
CSR Unveils BlueCore BC7830 II-44
SiRF Technology Holdings Launches SiRFatlasIV® Platform II-44

6. RECENT INDUSTRY ACTIVITY II-45
Google Acquires Admob II-45
Apple Takes over Quattro Wireless II-45
Useful Networks Enters into Alliance with MoVoxx II-45
Novasys Takes Over Tridoo II-46
Novasys Enters into Partnership with Pointer Telocation II-46
Nokia to Form Joint Venture with HCL Infosystems II-47
Vodafone Group Inks Agreement with Tele Atlas II-47
TeleCommunication Systems Takes Over LocationLogic II-47
NAVTEQ Acquires T-Systems Traffic II-48
SiRF Technology Holdings Merges with CSR's Subsidiary II-48
FindWhere Enters into Joint Venture with I2TC II-48
Sprint Enters into Partnership with uLocate Communications and
WaveMarket II-49
Mobile Messaging Solutions Purchases Stake in Truck-Loc II-49
America Movil and Nokia Enter into Partnership II-49
BlueSky Positioning Enters into Partnership with Gecko Landmarks II-49
Alcatel-Lucent Enters into Partnership with 1020 Placecast II-50
NetScout Collaborates with Cisco II-50
WebTech Wireless Signs Definitive Agreement with Grey Island
Systems International II-50
China Aerospace Science and Technology Enters into Partnership
with China Telecom II-51
Mobile Commerce and O2 UK Enter into Collaboration II-51
DeviceAnywhere Enters into Collaboration with Navteq II-51
Gearworks Merges with Xora II-52
Limbo Merges with Brightkite II-52
TeleCommunication Enters into Partnership with Alliance
Development Group II-52
Hale Capital Partners and Autodesk Spins-Off Location Services
Business II-52
Location Based Services Enters into Settlement and License
Agreement with Leap Wireless International II-53
UbiEst Enters into Partnership with Aepona II-53
In Real Life Enters into Partnership with GeoMe II-53
WebTech Wireless Receives Order from Sat Company II-54
Nokia Takes Over NAVTEQ II-54
Homeland Integrated Security Systems Signs Letter of
Intentwith Global Tracking Technologies II-54
uLocate Communications Takes Over Zync II-55
Xora Enters into Partnership with WeatherBug II-55
GyPSii Signs Agreement with Garmin II-55
Tele Atlas Signs Agreement with Datamap II-56
AvMap and Tele Atlas Extends Collaboration II-56
China Telecom Takes Over China Unicom's Location-Based
Services Division II-56
Orbster Collaborates with LocatioNet II-56
infoUSA Licensing Partners with GeoSpot II-57
Appello and deCarta Collaborate with LG Electronics II-57
Appello Systems Enters into Strategic Partnership with Sony
Ericsson II-57
u-blox Holding Acquires Geotate II-57
TeleCommunication Systems Acquires Networks In Motion II-58
Intel Joins Partner Zone Program on NN4D.com of NAVTEQ II-58
NAVTEQ Purchases Acuity Mobile II-58
io global Partners with mxData for BT MyPlace Service II-59
Tele Atlas Signs Agreement with Nextar II-59
Telmap to Provide GPS Navigation Services to Telefónica II-59
ALK and Tele Atlas Sign License Agreement II-59
T-Mobile Selects Appello and deCarta for Location-Based Services II-60
Trimble Extends Agreement with NAVTEQ II-60
TeleCommunication Systems Signs Agreement with nTelos II-60
Tele Atlas Signs Definitive Agreement with Kalyani Group II-61
Wireless Matrix and Ventyx Enters into Partnership II-61
Contigo Enters into Partnership with Jasper Wireless II-62
Spirent Inks Agreement with China Telecommunications
Technology Labs II-62
Aepona Enters into Partnership with WaveMarket II-62
Tata Teleservices to Deploy A-GPS Location-Based Services Network II-62
Eniro and Appello Sign Location-Based Service Agreement II-63
Valassis Signs Location-Based Service Agreement with Tele Atlas II-63
Vodafone to Acquire Wayfinder Systems II-63
SK Telecom Takes Over E-eye High Tech II-63
Nokia Acquires Plazes II-64
Artilium Takes Over Trisent II-64
Useful Networks Purchases KnowledgeWhere II-64
Apishere to Purchase Navit Innovations II-64

7. FOCUS ON SELECT PLAYERS II-65
Network Operators II-65
Orange UK (UK) II-65
Sprint Nextel (USA) II-65
T-Mobile Deutschland GmbH (Germany) II-65
Vodafone Group Plc (UK) II-65
AT&T, Inc. (USA) II-66
Verizon Communications, Inc. (USA) II-66
NTT DoCoMo, Inc. (Japan) II-66
Handset/Mobile Terminal Vendors II-66
Apple, Inc., (USA) II-66
Garmin International Inc. (USA) II-66
Motorola, Inc., (USA) II-67
Nokia Corporation (Finland) II-67
Research In Motion Limited (Canada) II-67
Samsung Group (South Korea) II-68
Location Platform Providers II-68
DeCarta, Inc., (USA) II-68
Jentro Technologies GmbH (Germany) II-69
TeleCommunication Systems, Inc. (USA) II-69
Location Based Service Application Providers II-69
Brightkite, Inc., (USA) II-69
Creativity Software (UK) II-70
Findcall UK (UK) II-70
Loopt (USA) II-70
Ituran Location and Control Ltd. (Israel) II-71
NAVTEQ (USA) II-71
TeleNav, Inc. (USA) II-71
TomTom International BV (The Netherlands) II-71
Trueposition, Inc. (USA) II-72
Telmap Ltd (Israel) II-72
Trimble Navigation Limited (USA) II-72
Useful Networks Inc. (USA) II-72
WHERE Inc (USA) II-73

8. GLOBAL MARKET PERSPECTIVE II-74
Table 6: World Recent Past, Current and Future Analysis for
Location-Based Services by Geographic Region - North America,
Japan, Europe, and Asia-Pacific (excluding Japan) Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for Years 2006 through 2015 (includes corresponding
Graph/Chart) II-74

Table 7: World 10-Year Perspective for Location-Based Services
by Geographic Region - Percentage Breakdown of Annual Revenues
for North America, Japan, Europe, and Asia-Pacific (excluding
Japan) Markets for Years 2006, 2009 and 2015 (includes
corresponding Graph/Chart) II-75

Table 8: World Recent Past, Current and Future Analysis for
Location-Based Services by Geographic Region - North America,
Japan, Europe, and Asia-Pacific (excluding Japan) Markets
Independently Analyzed with Number of Subscribers in Thousands
for Years 2006 through 2015 (includes corresponding
Graph/Chart) II-76

Table 9: World 10-Year Perspective for Location-Based Services
by Geographic Region - Percentage Breakdown of Subscribers
Base for North America, Japan, Europe, and Asia-Pacific
(excluding Japan) Markets for Years 2006, 2009 and 2015
(includes corresponding Graph/Chart) II-77

III. COMPETITIVE LANDSCAPE

Total Companies Profiled: 106 (including Divisions/Subsidiaries - 112)

---------
Region/Country Players
---------
The United States 52
Canada 6
Japan 2
Europe 35
France 3
Germany 7
The United Kingdom 11
Italy 1
Spain 1
Rest of Europe 12
Asia-Pacific (Excluding Japan) 12
Latin America 1
Middle East 4
---------

Technological advancements have added numerous functional dimensions to the mobile phone, leading to the broad acceptance of mobile data services on par with the hitherto voice only service. With most mobile service providers looking beyond the initial subscriber value, the focus is on new emerging technologies that can help in delivering high-value, differentiated communication services beyond the traditional voice. Against this backdrop, Location Based Services (LBS) as a highly personalized mobile data/information service ranks as a powerful and lucrative service differentiation tool in the marketplace. Location information about mobile devices on a network can be transformed into a strategic asset for mobile carriers, given the fact that such location information can be utilized to provide tailored value-added information services that enhance the user experience and simultaneously result in incremental profitability for the service provider.

Surging levels of mobile data service subscribers, emergence of GPS-enabled mobile devices, rollout of 3G and 3.5G mobile broadband networks, emergence of Web 2.0 and Mobile 2.0, introduction of new mobile platforms (Google's Android and Apple's iPhone) have all helped drive growth in the global location based services market. With growing number of people using mobile Internet, the question of “location” will assume profound importance. Given the criticality of location identification to ensure smooth trading transaction, development of cutting edge location-aware applications flaunt the potential to change the future of m-Commerce and in the process business prospects for LB-services. Similarly, for advertisers/marketers/ entrepreneurs location-enriched data promises to emerge into a powerful resource tool for value addition. Location based advertising for instance, enables behavioral targeting leading to unrivalled levels of ad customization that heightens the relevancy of the same to the customer and also the chances of effecting a sale transaction.

LBS mostly use Global Positioning System (GPS) technology to track the current location of the subscriber. As availability of GPS technology for public applications increases, commercial feasibility of LBS is also expected to witness a parallel rise. Additionally, with falling prices of GPS chipsets and hardware, penetration of GPS technology in cellular phones has paved the way for a whole new world of location based services. Technology has shrunk GPS modules in terms of both size and price, making them available to general consumers in the form of GPS enabled handhelds, notebooks, personal navigation devices (PNDs) and phones, thus heightening the business case for consumer-centric location-based services (LBS).

As stated by the new market research report on LBS, North America is the largest regional market registering service revenues of US$695.75 million. Europe is projected to display the fastest CAGR of more than 100% over the analysis period. Technology affinity of developed countries and greater diffusion of service innovation in these countries explain the dominance of North America in the world LBS market. Rising consumerism has heightened the need for tracking and monitoring services in these markets, while a large mobile phone user base, and proliferation of enabling technologies like location enabled Wi-Fi, GPS and terrestrial network expansions provide a fertile environment for easy proliferation of these services. Asia-Pacific rakes in a 30.8% share in the total number of subscribers estimated in the year 2009. Rising levels of urbanization ranks as a prime driver for LBS penetration in developing markets such as Asia-Pacific, since higher population densities result in lowering the cost of the service, thus accelerating its adoption.

Players in the market include Orange UK, Sprint Nextel, T-Mobile Deutschland GmbH, Vodafone Group Plc, AT&T Inc., Verizon Communications Inc., NTT DoCoMo Inc., Garmin International Inc., TeleCommunication Systems Inc., Ituran Location and Control Ltd., TeleNav Inc., TomTom International BV and Trueposition Inc, among others.

© Global Industry Analysts, Inc.

- Orange
- Sprint Nextel
- T-Mobile Deutschland GmbH
- Vodafone Group Plc
- AT&T Inc.
- Verizon Communications Inc.
- NTT DoCoMo Inc.
- Garmin International Inc.
- TeleCommunication Systems Inc.
- Ituran Location and Control Ltd.
- TeleNav Inc.
- TomTom International BV
- Trueposition Inc