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Mobile Location-Based Services - 9th Edition

  • ID: 3396579
  • Report
  • August 2015
  • 197 pages
  • Berg Insight AB
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Location-Based Service Revenues to Grow to € 34.8 Billion in 2020


  • 3 Group
  • Bell Mobility
  • NTT DoCoMo
  • SFR
  • Telenor Group
  • Telstra
  • MORE
Mobile Location-Based Services is the ninth consecutive report analysing the latest developments on the LBS markets in all regions worldwide.

This report provides you with 190 pages of unique business intelligence including 5-year industry forecasts and expert commentary on which to base your business decisions.

Highlights from the ninth edition of the report:

- 360-degree overview of the LBS ecosystem.
- Insights from 30 executive interviews with market leading companies.
- In-depth analysis of market trends and key developments.
- Comprehensive overview of key market verticals.
- Detailed profiles of key players in the LBS market worldwide.
- Updated forecasts by region and market vertical lasting until 2020.

- How can mobile operators use location data for mobile analytics services?
- How is location data used in secure authentication and fraud management services?
- How are free navigation services affect the market dynamics?
- What are the mobile strategies of search engines and directory publishers?
- How is location technology used by mobile social networks and communities?
- How is GPS-technology altering the conditions for people locator services?
- What are the drivers for adoption of mobile workforce management services?
- How is location being used to add value in mobile advertising?
Note: Product cover images may vary from those shown
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  • 3 Group
  • Bell Mobility
  • NTT DoCoMo
  • SFR
  • Telenor Group
  • Telstra
  • 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 A brief history of location platforms and services
1.3 Mobile LBS categories
1.3.1 Mapping, navigation and transportation
1.3.2 Local search and information
1.3.3 Travel and tourism
1.3.4 Social networking and entertainment
1.3.5 Recreation and fitness
1.3.6 Family and people locator services
1.3.7 Location-based advertising
1.3.8 Mobile resource management and 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
GNSS: GPS, GLONASS, Galileo and Compass/BeiDou 2
1.5.3 Wi-Fi positioning
1.5.4 Bluetooth Low Energy and iBeacons
1.5.5 Hybrid and mixed mode location technologies
1.5.6 Handset client-based and probe-based location platforms
1.6 Smartphone ecosystems
1.6.1 Smartphone platform market shares
1.6.2 Smartphone vendor market shares
1.6.3 App stores
1.6.4 Competition among handset vendors intensifies as market growth slows
1.6.5 Smartphone platforms are becoming new vertical silos
1.6.6 Towards complete LBS offerings
1.6.7 Handset vendors and operators start to back new smartphone platforms
1.6.8 The mobile web, HTML5 web apps and native apps
2 Operator LBS offerings and strategies
2.1 Europe
2.1.1 3 Group
2.1.2 Deutsche Telekom
2.1.3 Orange Group
2.1.4 SFR
2.1.5 Telefónica Group
2.1.6 Telenor Group
2.1.7 TeliaSonera Group
2.1.8 Vodafone Group
2.2 North America
2.2.1 AT&T Mobility
2.2.2 Bell Mobility
2.2.3 Rogers Wireless
2.2.4 Sprint
2.2.5 TELUS
2.2.6 US Cellular
2.2.7 Verizon Wireless
2.3 Rest of world
2.3.1 América Móvil
2.3.2 BSNL
2.3.3 NTT DoCoMo
2.3.4 Telkomsel
2.3.5 Telstra
2.4 Industry analysis
2.4.1 Organisational capabilities and goals limit operator’s ability to provide LBS
2.4.2 Smartphone platforms challenge operators’ role as distribution channel
2.4.3 Operators are no longer the central source of location data
2.4.4 Emerging opportunities for operators in LBA and analytics
3 Consumer LBS categories
3.1 Mapping, navigation and transport services
3.1.1 Passenger cars and dedicated navigation systems
3.1.2 Mapping and routing services
3.1.3 Turn-by-turn navigation services
3.1.4 Key mapping and navigation app developers
3.1.5 Car rental, car sharing and ride sharing services
3.1.6 Speed camera warning apps and services
3.1.7 Traffic information services
3.1.8 Public transport services
3.2 Travel and tourism
3.2.1 Travel planning services
3.2.2 Travel guides
3.3 Local search and information
3.3.1 Internet search engines
3.3.2 Directory services
3.3.3 Local discovery and review services
3.3.4 Shopping and coupon services
3.4 Social networking and entertainment
3.4.1 Social networking services
3.4.2 Check-in services
Friendfinder services
3.4.4 Chat, instant messaging and VoIP services
3.4.5 Location-based games
3.5 Recreation and fitness
3.5.1 Geocaching apps
3.5.2 Outdoor navigation
3.5.3 Sports tracking apps
3.6 Family and people locator services
3.6.1 Family locator services marketed by mobile operators
3.6.2 Family and people locator apps and services
4 Enterprise LBS categories
4.1 Mobile resource management
4.1.1 Fleet management services
4.1.2 Mobile workforce management services
4.1.3 Lone worker protection services
4.2 Mobile analytics
4.2.1 Mobile analytics platforms
4.2.2 Drivers and barriers
4.3 Other enterprise and B2B services
4.3.1 Location-enhanced call centre services
4.3.2 Fraud management
4.3.3 Secure authentication
5 Mobile advertising
5.1 Introduction
5.1.1 The advertising and marketing industry
5.1.2 Advertising on the mobile handset
5.1.3 Definitions and variants of location-based advertising (LBA)
5.1.4 LBA formats
5.2 LBA industry analysis
5.2.1 Mobile search providers
5.2.2 Mobile operators
5.2.3 Mobile coupons and deals providers
5.2.4 Traditional mobile advertising players
5.2.5 Major digital and telecom companies
5.2.6 LBA landscape trends
6 Market forecasts and trends
6.1 Summary of the LBS market
6.1.1 Location-based service revenues
6.1.2 Smartphone shipment and user forecast
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 now contributes half of total traffic for leading travel services
6.3.3 Mobile search and information service usage approach PC access levels
6.3.4 Social networking and entertainment increasingly monetise mobile apps
6.3.5 Smartphones are increasingly used as recreation and fitness devices
6.3.6 Family and people locator service adoption is driven by free apps
6.3.7 Focus on corporate efficiency drive WFM service adoption
6.3.8 Location data underpin a growing set of analytics and enterprise services
List of Figures
Figure 1.1: Mobile subscriptions by region (World 2014)
Figure 1.2: Wireless service revenues (World 2011–2014)
Figure 1.3: Mobile location-based service categories
Figure 1.4: LBS system overview
Figure 1.5: Smartphone shipments by vendor and OS (World 2014)
Figure 1.6: Smartphone adoption and market shares (EU28+2 2011–2014)
Figure 1.7: Smartphone adoption and market shares (North America 2011–2014)
Figure 1.8: Leading mobile app stores (June 2015)
Figure 2.1: Mobile operators by number of subscribers (EU27+2 Q4-2014)
Figure 2.2: Mobile operators by number of subscribers (North America Q4-2014)
Figure 2.3: Top global mobile network operators by subscriber base (Q4-2014)
Figure 3.1: Mapping apps and mobile websites
Figure 3.2: Android, BlackBerry, iPhone and Windows Phone navigation apps
Figure 3.3: Navigation app and service providers by active users (World Q4-2014)
Figure 3.4: Car sharing and mobility service companies (World Q4-2014)
Figure 3.5: Traffic information platform
Figure 3.6: Traffic information apps and services
Figure 3.7: Public transport information apps (June 2015)
Figure 3.8: Online travel companies
Figure 3.9: Travel guide publishers
Figure 3.10: Leading mobile Internet search engines
Figure 3.11: Leading directory service providers (2015)
Figure 3.12: Directory provider distribution channels and business models
Figure 3.13: Local discovery and review services (June 2015)
Figure 3.14: Shopping assistant and coupon services (June 2015)
Figure 3.15: Top ten social networks (World Q4-2014)
Figure 4.16: Examples of friendfinder services (2015)
Figure 4.17: Leading communication and instant messaging services (Q4-2014)
Figure 4.18: Examples of location-based game developers and games (2015)
Figure 3.19: Recreational GPS and wearable device sales (World 2012–2014)
Figure 3.20: Examples of outdoor navigation app developers (2015)
Figure 3.21: Examples of sports tracking app developers (June 2015)
Figure 4.22: People locator services marketed by mobile operators (2015)
Figure 3.23: Third party people locator services using Cell-ID (EU28+2)
Figure 3.24: People locator and location sharing apps (June 2015)
Figure 4.1: Examples of fleet management offerings by mobile operators
Figure 4.2: Workforce management services marketed by operators
Figure 4.3: Examples of mobile workforce management service providers
Figure 4.4: Mobile workforce management vendor segmentation
Figure 4.5: Lone worker protection service providers (2015)
Figure 4.6: Mobile marketing and analytics providers (2015)
Figure 5.1: Global advertising expenditure by media (World 2014)
Figure 6.1: Consumer and enterprise LBS revenue forecast (World 2013–2020)
Figure 6.2: Unique smartphone users by region (World 2013–2020)
Figure 6.3: LBA revenue forecast (World 2013–2020)
Figure 6.4: Mapping, navigation and transport service revenues (World 2014–2020)
Figure 6.5: Travel and tourism revenues (World 2014–2020)
Figure 6.6: Local search and directories revenues (World 2014–2020)
Figure 6.7: Shopping and coupon revenues (World 2014–2020)
Figure 6.8: Social networking and entertainment revenues (World 2014–2020)
Figure 6.9: Communication service revenues (World 2014–2020)
Figure 6.10: Recreation and fitness revenues (World 2014–2020)
Figure 6.11: Family and people locator services revenues (World 2014–2020)
Figure 6.12: Workforce management revenues (World 2014–2020)
Figure 6.13: Enterprise service revenues (World 2014–2020)
Figure 6.14: Analytics service revenues (World 2014–2020)
Note: Product cover images may vary from those shown
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  • 3 Group
  • Bell Mobility
  • NTT DoCoMo
  • SFR
  • Telenor Group
  • Telstra
  • MORE
The global market for mobile location-based service (LBS) will show solid growth in the next few years, according to this new research report. LBS revenues are forecasted to increase from € 10.3 billion in 2014 at a compound annual growth rate (CAGR) of 22.5 percent to € 34.8 billion in 2020. “The increase in usage of LBS has resulted in significant revenue growth, especially for leading players like including Google, Facebook, Baidu, Tencent, Twitter and Yahoo!”, said André Malm, Senior Analyst, Berg Insight. Together, these companies accounted for an estimated 60 percent of global LBS revenues in 2014.

The social networking and entertainment category – comprising services like social networking, messaging apps and games – is now the largest LBS segment in terms of the number of users and the second largest is terms of revenues. “Revenue growth in the category comes from a larger active user base and the fact that more leading players have started to monetise their mobile services, primarily through ads and in-app purchases”, said Mr Malm. The local search and information service category, which includes general search services, directories, local discovery, shopping and coupon services, is now the second largest LBS category in terms of unique users, but the largest in terms of revenues. Mapping, navigation and transportation is the third largest segment both in terms of revenues and in terms of the number of active users. Although the number of active users of mapping and navigation services is still growing, revenues are only increasing slowly as competition from free and low cost services has intensified. Since over-the-top players now dominate the LBS ecosystem for consumer oriented apps and services, mobile operators are instead looking for new opportunities to monetise location data through various forms of enterprise and B2B services.

Location data is now used to enhance a broad range of services such as fraud management, secure authentication and location-based advertising. Some operators have also launched analytics services for external customers that use the insights for applications such as site selection and footfall monitoring in the retail industry, outdoor media planning for advertisers, as well as for urban planning and traffic monitoring. “Operators however often face uncertainty regarding subscribers’ reaction to privacy issues regarding mass location data collection, which still limits the willingness to launch analytics services on a broad scale”, concluded Mr Malm.
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- 3 Group
- AT&T Mobility
- América Móvil
- Bell Mobility
- Deutsche Telekom
- NTT DoCoMo
- Orange Group
- Rogers Wireless
- Sprint
- Telefónica Group
- Telenor Group
- TeliaSonera Group
- Telkomsel
- Telstra
- US Cellular
- Verizon Wireless
- Vodafone Group

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown