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Mobile Location-Based Services – 7th Edition Product Image

Mobile Location-Based Services – 7th Edition

  • ID: 2412576
  • February 2013
  • 163 Pages
  • Berg Insight AB


  • 3 Group
  • Bell Mobility
  • Locaid
  • Microsoft
  • Rogers Wireless
  • Telenor 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 € 0.98 billion in 2012, which are forecasted to grow to about € 1.83 billion in 2017. This 160 page strategic report now in its seventh edition summarises the latest trends and forecasts for location-based services in these two regions.

Mobile Location-Based Services is the seventh consecutive report from Berg Insight analysing the latest developments on the
European and North American LBS markets.

This report in the LBS Research Series from Berg Insight provides you with 160 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:

- Profit from 30 new executive interviews with market leading companies.
- 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 READ MORE >


  • 3 Group
  • Bell Mobility
  • Locaid
  • Microsoft
  • Rogers Wireless
  • Telenor 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 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 and marketing
1.3.8 Other 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
1.5.3 Bluetooth and Wi-Fi positioning
1.5.4 Hybrid and indoor location technologies
1.5.5 Handset client and probe-based location platforms
1.6 The regulatory environment in Europe and North America
1.6.1 European emergency call and privacy regulations
1.6.2 LBS regulatory environment in the US
1.6.3 Emergency call regulations in Canada

2 Smartphone ecosystems
2.1 Smartphone OS platforms
2.1.1 Smartphone platform developments and market shares
2.1.2 Smartphone vendor market shares
2.1.3 Android
2.1.4 iOS
2.1.5 Windows Phone
2.1.6 BlackBerry OS and BlackBerry 10
2.1.7 Samsung's Bada platform
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 RIM – BlackBerry Advertising Service
2.3.3 Microsoft – Windows Phone/Microsoft Advertising
2.3.4 Nokia – Nokia Ad Exchange
2.3.5 Android – AdMob and third-party ad networks
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 Operators start to back emerging smartphone platforms
2.4.4 Handset vendor strategies
2.4.5 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 KPN Group
3.1.4 Orange Group
3.1.5 SFR
3.1.6 Telefónica Group
3.1.7 Telenor Group
3.1.8 TeliaSonera Group
3.1.9 Vodafone Group
3.2 The North American operator LBS market
3.2.1 AT&T Mobility
3.2.2 Bell Mobility
3.2.3 MetroPCS
3.2.4 Rogers Wireless
3.2.5 Sprint Nextel
3.2.6 TELUS
3.2.7 T-Mobile USA
3.2.8 US Cellular
3.2.9 Verizon Wireless
3.3 Location aggregators and Location-as-a-Service providers
3.3.1 Deveryware
3.3.2 Locaid
3.3.3 Location Labs
3.3.4 Lociloci
3.3.5 Mobile Commerce
3.4 Industry analysis
3.4.1 Organisational capabilities and goals limit operator's ability to provide LBS
3.4.2 Smartphone platforms challenge operators' role as distribution channel
3.4.3 Operators are no longer the central source of location data
3.4.4 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 Mapping and navigation industry trends
4.1.6 Mobile operator service offerings
4.1.7 Handset vendor offerings
4.1.8 App stores and service providers
4.1.9 Key market players
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 Communication, chat and instant messaging 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 and marketing
5.2.1 The marketing and advertising industry
5.2.2 Advertising on the mobile handset
5.2.3 Definitions and variants of LBA
5.2.4 LBA formats
5.2.5 LBA industry analysis

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 location
6.2.1 Challenges and opportunities for mobile advertising
6.2.2 Location can improve ROI for advertisers
6.2.3 LBA market value forecast
6.3 Vertical market trends
6.3.1 Mapping and navigation services become free for end-users
6.3.2 Search and information services growth driven by smartphone uptake
6.3.3 Social networking and entertainment services gradually add location
6.3.4 Smartphones are increasingly used as recreation and fitness devices
6.3.5 Family and people locator service uptake driven by free apps
6.3.6 Corporate efficiency investments drive WFM service adoption



List of Figures
Figure 1.1: Mobile subscriptions by region (World Q2-2012)
Figure 1.2: Wireless service revenues (World 2012)
Figure 1.3: Smartphone adoption and market shares (Western Europe 2009–2012)
Figure 1.4: Smartphone adoption and market shares (North America 2009–2012)
Figure 1.5: Mobile location-based service categories
Figure 1.6: LBS system overview
Figure 2.1: Smartphone shipments by vendor and OS (World 9M-2012)
Figure 2.2: Leading mobile app stores (Q4-2012)
Figure 2.3: Examples of mobile ad networks (World 2012)
Figure 3.1: Mobile operators by number of subscribers (EU27+2 Q2-2012)
Figure 3.2: LBS offered by mobile operators (Europe 2008–2012)
Figure 3.3: Mobile operators by number of subscribers (North America Q2-2012)
Figure 4.1: Mapping app and service offerings
Figure 4.2: Speed camera warning apps
Figure 4.3: Traffic information platform
Figure 4.4: Traffic information apps and services
Figure 4.5: New business models for mobile navigation services
Figure 4.6: Navigation offerings from European operators (December 2012)
Figure 4.7: Navigation offerings from North American operators (December 2012)
Figure 4.8: Android, BlackBerry, iPhone and WP7/8 turn-by-turn navigation apps
Figure 4.9: Navigation app and service providers by active users (World Q4-2012)
Figure 4.10: Local search and information services marketed by operators (2012)
Figure 4.11: Leading directory service providers (2012)
Figure 4.12: Mobile yellow pages usage and app downloads (EU 27+2 2009–2012)
Figure 4.13: Directory provider distribution channels and business models
Figure 4.14: Local discovery and review services
Figure 4.15: Online travel companies
Figure 4.16: Travel guide publishers
Figure 4.17: Shopping assistant and coupon services (2012)
Figure 4.18: Social networks with over 100 million users (World 2012)
Figure 4.19: Mobile-originated social networking services (2012)
Figure 4.20: Social networking services with check-in feature (World 2012)
Figure 4.21: Examples of friendfinder services (2012)
Figure 4.22: Location-enhanced communication, chat and IM services (2012)
Figure 4.23: Examples of location-based game developers (2012)
Figure 4.24: Examples of outdoor navigation app developers (2012)
Figure 4.25: Examples of sports tracking app developers (2012)
Figure 4.26: People locator services marketed by mobile operators (2012)
Figure 4.27: Third party people locator services using Cell-ID (EU27+2 2012)
Figure 4.28: People tracking and location sharing apps (2012)
Figure 5.1: Examples of fleet management offerings by mobile operators (2012)
Figure 5.2: Workforce management services marketed by operators (2012)
Figure 5.3: Examples of mobile workforce management service providers (2012)
Figure 5.4: Lone worker protection service providers (2012)
Figure 5.5: Global advertising expenditure by media (World 2012)
Figure 6.1: LBS revenue forecast (EU27+2 2011–2017)
Figure 6.2: LBS revenue forecast (North America 2011–2017)
Figure 6.3: LBA revenues and forecasts (EU27+2 and North America 2011–2017)
Figure 6.4: Mapping and navigation service revenues (EU27+2 2011–2017)
Figure 6.5: Mapping and navigation service revenues (North America 2011–2017)
Figure 6.6: Search and information service revenues (EU27+2 2011–2017)
Figure 6.7: Search and information service revenues (North America 2011–2017)
Figure 6.8: Social networking and entertainment revenues (EU27+2 2011–2017)
Figure 6.9: Social networking and entertainment revenues (North America 2011–2017)
Figure 6.10: Recreation and fitness revenues (EU27+2 2011–2017)
Figure 6.11: Recreation and fitness revenues (North America 2011–2017)
Figure 6.12: Family and people locator service revenues (EU27+2 2011–2017)
Figure 6.13: Family and people locator service revenues (North America 2011–2017)
Figure 6.14: Workforce management service revenues (EU27+2 2011–2017)
Figure 6.15: Workforce management service revenues (North America 2011–2017)


  • 3 Group
  • Bell Mobility
  • Locaid
  • Microsoft
  • Rogers Wireless
  • Telenor Group
  • MORE

Location-based service revenues in Europe to reach € 825 million by 2017

According to a new research report by Berg Insight, mobile location-based service (LBS) revenues in Europe are forecasted to grow from € 325 million in 2012 at a compound annual growth rate (CAGR) of 20.5 percent to reach € 825 million in 2017. The North American LBS market is forecasted to grow at a CAGR of 9.2 percent from US$ 835 million in 2012 to reach US$ 1,295 million in 2017. Berg Insight estimates that 40 percent of all mobile subscribers in Europe use some kind of location-enhanced application on a regular basis. In North America, the larger installed base of GPS-enabled handsets and smartphones has enabled higher uptake of LBS. Berg Insight estimates that about 50 percent of all mobile subscribers in the region now access LBS at least monthly. Local search, social networking and navigation services are the top application categories in terms of number of active users. Mobile workforce management services that aim to improve operational efficiency for businesses are also gaining traction in new industry segments. “Smartphones is the most important enabler for LBS adoption in general. The installed base of smartphones in Europe has now reached 45 percent of total handsets and already surpassed 55 percent in North America”, said André Malm, Senior Analyst, Berg Insight. He adds that besides differences in smartphone adoption, there are other regional differences. “Mobile operators still play a more central role in North America than in Europe, marketing branded services to both consumer and enterprise customers”. However, the operators' central role in the LBS ecosystem is now being challenged by the smartphone ecosystems that bundle key LBS and give developers access to location data and distribution channels in the form of on-device app stores. Mobile operators are therefore showing renewed interest in offering network-based bulk location data for advertising and analytics, as well as new services like secure authentication and fraud management.

- Apple
- Microsoft
- Nokia
- Android
- 3 Group
- Deutsche Telekom Group
- KPN Group
- Orange Group
- Telefónica Group
- Telenor Group
- TeliaSonera Group
- Vodafone Group
- AT&T Mobility
- Bell Mobility
- MetroPCS
- Rogers Wireless
- Sprint Nextel
- T-Mobile USA
- US Cellular
- Verizon Wireless
- Deveryware
- Locaid
- Location Labs
- Lociloci

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