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Mobile Location-Based Services - 8th Edition Product Image

Mobile Location-Based Services - 8th Edition

  • ID: 2783082
  • March 2014
  • Region: North America
  • 171 Pages
  • Berg Insight AB


  • 3 Group
  • Bell Mobility
  • Orange Group
  • SFR
  • Telefónica Group
  • TeliaSonera Group
  • MORE

What are the latest developments on the European and North American LBS markets? Berg Insight estimates the total LBS revenues in the EU27+2 and North America to € 2.0 billion in 2013, which are forecasted to grow to about € 5.1 billion in 2018. This 170 page strategic report now in its eighth edition summarises the latest trends and forecasts for location-based services in these two regions.

Mobile Location-Based Services is the eighth consecutive report analysing the latest developments on the European and North American LBS markets. This report in the LBS Research Series provides you with 170 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.

This report will allow you to:
- Learn about the LBS strategies of major telecom operators in Europe and North America.
- Identify key players on the European and North American mobile LBS market.
- Understand the opportunities and challenges for location based advertising.
- Benefit from valuable insights about the most successful LBS propositions on the market.
- Comprehend how location technologies affect the user READ MORE >


  • 3 Group
  • Bell Mobility
  • Orange Group
  • SFR
  • Telefónica Group
  • TeliaSonera Group
  • MORE

Executive summary

1 Introduction to location-based services
1.1 Definition of mobile location-based services
1.2 Mobile communication services
1.2.1 Mobile voice and SMS
1.2.2 Mobile data and applications
1.2.3 Smartphone adoption and platform market shares
1.2.4 A brief history of location platforms and services
1.3 Mobile LBS categories
1.3.1 Mapping and navigation
1.3.2 Local search and information
1.3.3 Social networking and entertainment
1.3.4 Recreation and fitness
1.3.5 Family and people locator services
1.3.6 Mobile resource management
1.3.7 Mobile advertising
1.3.8 Other enterprise services
1.4 Mobile app monetisation strategies and business models
1.4.1 Free apps
1.4.2 Paid apps
1.4.3 Freemium apps and in-app payments
1.4.4 Ad-funding
1.4.5 New channel to market
1.4.6 Bundled products and services
1.4.7 Mobile app business model trends
1.5 Mobile location technologies and platforms
1.5.1 Mobile network-based location technologies
1.5.2 GNSS: GPS, GLONASS, Galileo and Compass/BeiDou 2
1.5.3 Bluetooth and Wi-Fi positioning
1.5.4 Hybrid and mixed mode location technologies
1.5.5 Probe-based and handset client-based location platforms

2 Smartphone ecosystems
2.1 Smartphone OS platforms
2.1.1 Smartphone platform market shares
2.1.2 Smartphone vendor market shares
2.2 App stores
2.2.1 Apple App Store
2.2.2 BlackBerry App World
2.2.3 Google Play
2.2.4 Nokia Store
2.2.5 Windows Phone Store
2.3 Ad networks and in-app ad solutions
2.3.1 Apple – iAd
2.3.2 BlackBerry – BlackBerry Advertising Service
2.3.3 Google – AdMob
2.3.4 Microsoft – Microsoft Advertising
2.4 Smartphone industry analysis
2.4.1 Smartphone platforms are becoming new vertical silos
2.4.2 Towards complete LBS offerings
2.4.3 Handset vendors and operators start to back emerging smartphone platforms 42
2.4.4 The mobile web, HTML5 web apps and native apps

3 Operator LBS offerings and strategies
3.1 The European operator LBS market
3.1.1 3 Group
3.1.2 Deutsche Telekom Group
3.1.3 Orange Group
3.1.4 SFR
3.1.5 Telefónica Group
3.1.6 Telenor Group
3.1.7 TeliaSonera Group
3.1.8 Vodafone Group
3.2 The North American operator LBS market
3.2.1 AT&T Mobility
3.2.2 Bell Mobility
3.2.3 Rogers Wireless
3.2.4 Sprint
3.2.5 TELUS
3.2.6 T-Mobile USA
3.2.7 US Cellular
3.2.8 Verizon Wireless
3.3 Industry analysis
3.3.1 Organisational capabilities and goals limit operator's ability to provide LBS
3.3.2 Smartphone platforms challenge operators' role as distribution channel
3.3.3 Operators are no longer the central source of location data
3.3.4 Emerging opportunities for operators to sell bulk location data

4 Consumer LBS categories
4.1 Mapping and navigation
4.1.1 Mapping and routing services
4.1.2 Speed camera warning apps and services
4.1.3 Traffic information services
4.1.4 Turn-by-turn navigation services
4.1.5 Navigation app distribution channels and business models
4.1.6 Mobile operator navigation service offerings
4.1.7 Key mapping and navigation app developers
4.2 Local search and information
4.2.1 Directory services
4.2.2 Local discovery and review services
4.2.3 Travel planning, guides and information services
4.2.4 Shopping and coupon services
4.3 Social networking and entertainment
4.3.1 Social networking and community services
4.3.2 Check-in services
4.3.3 Friendfinder services
4.3.4 Chat, instant messaging and VoIP services
4.3.5 Location-based games
4.4 Recreation and fitness
4.4.1 Geocaching apps
4.4.2 Outdoor navigation
4.4.3 Sports tracking apps
4.5 Family and people locator services
4.5.1 Family locator services marketed by mobile operators
4.5.2 Third party family and people locator apps and services

5 Enterprise LBS categories and LBA
5.1 Mobile resource management
5.1.1 Fleet management services
5.1.2 Mobile workforce management services
5.1.3 Lone worker protection services
5.2 Mobile advertising
5.2.1 The advertising and marketing industry
5.2.2 Advertising on the mobile handset
5.2.3 Definitions and variants of location-based advertising (LBA)
5.2.4 LBA formats
5.2.5 LBA industry analysis
5.3 Mobile marketing and analytics
5.3.1 Case studies
5.4 Other B2B and enterprise services
5.4.1 Location-enhanced call centre services
5.4.2 Fraud management
5.4.3 Secure authentication
5.5 Location aggregators and Location-as-a-Service providers
5.5.1 Deveryware
5.5.2 Locaid
5.5.3 LocationSmart
5.5.4 Lociloci
5.5.5 Mobile Commerce
5.5.6 Skyhook Wireless

6 Market analysis and forecasts
6.1 Summary of the LBS market
6.1.1 The European LBS market
6.1.2 The North American LBS market
6.2 Mobile advertising and LBA
6.2.1 Challenges and opportunities
6.2.2 Location can improve ROI for advertisers
6.2.3 LBA market value forecast
6.3 Vertical market trends
6.3.1 Navigation apps continue to transition from premium to freemium
6.3.2 Mobile search and information service usage approach PC access levels
6.3.3 Social networking and entertainment increasingly monetise mobile apps
6.3.4 Smartphones are increasingly used as recreation and fitness devices
6.3.5 Family and people locator service adoption is driven by free apps
6.3.6 Corporate efficiency investments drive WFM service adoption
6.3.7 Enterprise services, mobile analytics and LBA


List of Figures
Figure 1.1: Mobile subscriptions by region (World 2013)
Figure 1.2: Wireless service revenues (World 2011–2013)
Figure 1.3: Smartphone adoption and market shares (EU27+2 2010–2013)
Figure 1.4: Smartphone adoption and market shares (North America 2010–2013)
Figure 1.5: Mobile location-based service categories
Figure 1.6: LBS system overview
Figure 2.1: Smartphone shipments by vendor and OS (World 2013)
Figure 2.2: Leading mobile app stores (February 2014)
Figure 2.3: Examples of mobile ad networks (World 2013)
Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q4-2013)
Figure 3.2: Mobile operators by number of subscribers (North America Q4-2013)
Figure 4.1: Mapping apps and mobile websites
Figure 4.2: Speed camera warning apps (February 2014)
Figure 4.3: Traffic information platform
Figure 4.4: Traffic information apps and services
Figure 4.5: Android, BlackBerry, iPhone and WP 8 turn-by-turn navigation apps
Figure 4.6: Business models for mobile navigation apps and services
Figure 4.7: Navigation offerings from European operators (February 2014)
Figure 4.8: Navigation offerings from North American operators (February 2014)
Figure 4.9: Navigation app providers by active users (EU27+2 and North America 2013)
Figure 4.10: Leading directory service providers (2014)
Figure 4.11: Directory provider distribution channels and business models
Figure 4.12: Local discovery and review services
Figure 4.13: Online travel companies
Figure 4.14: Travel guide publishers
Figure 4.15: Shopping assistant and coupon services (2014)
Figure 4.16: Top ten social networks (World February 2014)
Figure 4.17: Mobile-originated social networking services (World 2013)
Figure 4.18: Examples of friendfinder services (2014)
Figure 4.19: Location-enhanced communication and chat services (2014)
Figure 4.20: Examples of location-based game developers and games (2014)
Figure 4.21: Examples of outdoor navigation app developers (2014)
Figure 4.22: Examples of sports tracking app developers (January 2014)
Figure 4.23: People locator services marketed by mobile operators (2014)
Figure 4.24: Third party people locator services using Cell-ID (EU27+2 2014)
Figure 4.25: People locator and location sharing apps (February 2014)
Figure 5.1: Examples of fleet management offerings by mobile operators (2014)
Figure 5.2: Workforce management services marketed by operators (2014)
Figure 5.3: Examples of mobile workforce management service providers (2014)
Figure 5.4: Mobile workforce management vendor segmentation
Figure 5.5: Lone worker protection service providers (EU27+2 and North America 2014)
Figure 5.6: Global advertising expenditure by media (World 2013)
Figure 5.7: Mobile marketing and analytics providers (2014)
Figure 6.1: LBS revenue forecast (EU27+2 2012–2018)
Figure 6.2: LBS revenue forecast (North America 2012–2018)
Figure 6.3: LBA revenue forecast (EU27+2 and North America 2012–2018)
Figure 6.4: Mapping and navigation service revenues (EU27+2 2012–2018)
Figure 6.5: Mapping and navigation service revenues (North America 2012–2018)
Figure 6.6: Search and information service revenues (EU27+2 2012–2018)
Figure 6.7: Search and information service revenues (North America 2012–2018)
Figure 6.8: Social networking and entertainment revenues (EU27+2 2012–2018)
Figure 6.9: Social networking and entertainment revenues (North America 2012–2018)
Figure 6.10: Recreation and fitness revenues (EU27+2 2012–2018)
Figure 6.11: Recreation and fitness revenues (North America 2012–2018)
Figure 6.12: Family and people locator service revenues (EU27+2 2012–2018)
Figure 6.13: Family and people locator service revenues (North America 2012–2018)
Figure 6.14: Workforce management users and revenues (EU27+2 2012–2018)
Figure 6.15: Workforce management users and revenues (North America 2012–2018)
Figure 6.16: Enterprise services, B2B and LBA revenues (EU27+2 2012–2018)
Figure 6.17: Enterprise services, B2B and LBA revenues (North America 2012–2018)


  • 3 Group
  • Bell Mobility
  • Orange Group
  • SFR
  • Telefónica Group
  • TeliaSonera Group
  • MORE

Location-based service revenues in Europe and North America will grow to € 5 billion in 2018

According to a new research report by Berg Insight, mobile location-based service (LBS) revenues in Europe are forecasted to grow from € 735 million in 2013 at a compound annual growth rate (CAGR) of 25.8 percent to reach € 2.3 billion in 2018. The North American LBS market is forecasted to grow at a CAGR of 16.1 percent from US$ 1.8 billion in 2013 to reach US$ 3.8 billion in 2018. The main growth will come from increasing ad revenues in the social networking and local search segments. Berg Insight estimates that about 50 percent of all mobile subscribers in Europe were frequent users of at least one location-based service at the end of 2013. In North America where adoption of GPS-enabled handsets is still somewhat higher, an estimated 60 percent of all handset users now access location-based services at least monthly.

The social networking and entertainment category has now become the largest LBS segment both in terms of number of active users and revenues. It comprises a broad set of services that can be segmented into general social networking, messaging apps, friendfinders and games. Mapping and navigation is the second largest segment in terms of revenues and the third largest in terms of number of active users. Local search is now the second largest LBS category in terms of active users and the third largest in terms of revenues.

“Advertising is the main source of revenues for most consumer oriented LBS”, said André Malm, Senior Analyst, Berg Insight. He adds that the increase in number of active users and usage of LBS has now also resulted in significant revenue growth. “Revenues are however far from evenly distributed as major players including Facebook and Google with broad audiences have attracted the majority of ad spend”. Mobile operators no longer hold a central role in the consumer LBS ecosystem that is now dominated by OTT players that leverage location data from handsets and on-device app stores for distribution. Instead, mobile operators are exploring opportunities in the enterprise and B2B market where network-based location data can be used for a wide range of services such as asset tracking, fraud management, secure authentication and location-based advertising. “Some mobile operators have also started to collect passive location information of subscribers for use in mobile analytics services”, said Mr Malm.

This anonymous bulk location data can be used to improve the performance of mobile networks and support operators’ internal marketing campaigns. Location analytics data is also being adopted for diverse purposes such as site selection in the retail industry, as well as for urban planning and traffic monitoring by public authorities and private companies.

- 3 Group
- AT&T Mobility
- Bell Mobility
- Deutsche Telekom Group
- Orange Group
- Rogers Wireless
- Sprint
- Telefónica Group
- Telenor Group
- TeliaSonera Group
- T-Mobile USA
- US Cellular
- Verizon Wireless
- Vodafone Group

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