Location is a vital mobile tool. A whole of market opportunities for LBS and LBA have emerged in sectors such as Emergency Services; Emergency Alert Services; Home-Zone Billing; Fleet Management; Asset Management; Person Tracking; Pet Tracking; Traffic Congestion Reporting; Routing to Nearest Commercial Enterprise; Roadside Assistance; Navigation; City Sightseeing; Localised Advertising; Mobile Yellow Pages and Network Planning and Dynamic Network Control.
From mobile handset manufacturers, operators, content and application developers to marketers and advertisers, a whole range of companies are jumping in to grab on the opportunities emerging within the location based services, location-aware mobile content & applications, and mobile advertising markets.
The idea of location based and contextually relevant advertising is still relatively new, particularly in terms of deployment. Interest in the sector has been increasing over the past two years, especially since the launch of bigger-screen 3G smartphones and consequent growth in mobile data. Location Based Advertising has started to emerge as a leading sector within the LBS and mobile advertising markets.
Mobile LBA technology is already here, and mobile LBA campaigns being successfully run by the leading global brands. More and more subscribers are using their handsets as mapping and navigation tools, and coupled with the spread of mobile advertising, Internet and search applications have created an exciting revenue opportunity. How quickly will take-up of these services grow? Can you afford to get left behind? This market will expand and taking first-mover position will be vital to securing your place in it.
The latest visiongain report, Mobile LBA 2009-2014: how to generate revenue by advertising on mobile content, LBS and mobile search, will provide you with the insight to this growing market area. It examines the opportunities offered by LBA, and how advertisers, operators and manufacturers can all get involved in providing profitable LBA services.
Reading this exclusive management report will tell you the following:
• Who are the main players in LBA and what are they doing?
• What different forms of Location Based Advertising are available and expected to appear in the future?
• Why is LBA so important to mobile?
• When will LBA start to make traction in the market? When will it become a mass market proposition?
• How successful will it be?
Find out the answers to these and many other questions by buying this vital industry insight.
Who needs to read this report?
Directors, VP and Senior managers in:
• Mobile/ Cellular carriers and operators
• Digital and Mobile Advertising agencies
• Mobile Search companies
• DA/DQ providers
• Handset manufacturers
• Location Based Service Providers
• Brands looking to tap into the mobile audience
Global Wireless Technology Industry
Table of Contents
Executive summary
E1 Mobile advertising
E2 Evolution of location based advertising
E3 Market opportunity for Mobile LBA
E3.1 Mobile LBS
E3.2 Mobile search and LBA
E3.3 Mobile social networking and UGC
E4. What does this report contain?- a chapter-wise outline
1. An overview of Mobile LBA
1.1 Introduction
1.1.1 Mobile as media
Table 1.1 Short Message Service-defined
1.2. Mobile advertising
1.2.0 The emergence of mobile advertising
1.2.1 Types of mobile ads
1.2.1.1 SMS
Table 1.2 Global SMS user-base
1.2.1.2 Premium SMS
1.2.2 MMS
Figure: 1.1 Use of mobile data services by the US consumers (mn) 2007-2008
1.2.3 Banner advertising
1.2.4 Mobile gaming
1.2.5 Interactive advertising
1.2.6 Viral advertising and marketing
Table 1.3. Mobile viral marketing
1.3 Evolution of Mobile LBA
Figure 1.2 The location-aware market in growth-phase
1.3.1 Location as a mobile tool
1.3.2 LBS
1.3.3 How are LBS offered?
1.3.3.1 Radiolocation through base stations
Figure 1.3. Mobile phone triangulation
1.3.4 GPS
Table 1.4: GPS error sources
1.3.4.1 GPS in mobile handsets
1.4 Mobile search
Figure 1.4 Atlas mobile search
1.4.1 Types of mobile search
1.4.1. 1. Mobile local search
1.5.1 Approaches to LBA
1.5.1.1 Push
1.5.1.2 Pull
1.5.1.3 Targeted advertising and privacy concerns
1.6 How does LBA work?
1.7 Potential for LBA
1.7.1 Reach
1.7.2 Relevance
1.7.3 Results
1.8 Mobile LBA technologies
2. LBA current market landscape
2.1 Current market for LBA
2.2 Mobile LBA
2.3. Will LBA really work?
2.4. LBS
2.4.1 Evolution of LBS
2.4.1 Current market for LBS
2.4.2 Market consolidation
Figure 2.1. Mergers & Acquisitions in LBS and navigational services markets, 1999-2008
Table: 2.1. A number of start-ups in the LBS and geotagging markets
2.4.3 Why LBS important to mobile?
2.4.4 LBS market opportunity
2.4.4.1 GPs in handsets
2.5 Mobile search
2.5.1 The importance of mobile search to advertising
2.5.2 Mobile search current landscape
Figure 2.2. Top search engines by market share (%)
2.5.3 Mobile social networking and targeted advertising
2.6 Mobile advertising
2.6.1 Mobile advertising grows in demand
Figure 2.3. UK Ad Spend Growth 2007-2008
Figure: 2.4. US Ad Spend Growth 2009-2014
2.6.1 US mobile ad revenues
2.6.3 Mobile ad campaigns
2.6.4 Mobile ad inventory
2.6.5 The mobile user and advertiser relationship
2.6.6 Ad-supported mobile gaming
2.7 Mobile social networking and UGC markets
2.7.1 The importance of instant content
2.7.2 Content breeds content
3 LBA market driving factors
3.1 Mobile advertising
3.1.1 Mobile advertising market trends
Table 3.1. Quarter-over-quarter increase (%) in mobile advertising awareness
3.1.2 Ad networks to drive mobile advertising
3.1.3 Mobile ad inventory
3.2 Factors to be instrumental to LBA growth
3.2.1 Mass market drivers
3.2.1.1 Popularity of mobile phone as first choice communication media
3.2.1.2. Mobile phone services market
3.2.1.3 Mobile phone shipments
Figure 3.1. Global handset sale forecast (2009-2014) and smartphone
share %
3.2.1.4 Smartphones market share
3.2.1.5 Mobile phone connections
3.2.1.6 Mobile broadband
3.2.1.6.1 3G uptake
3.2.1.6.2 Mobile data drives investment in mobile broadband
Figure 3.2: Cisco projects mobile data traffic will increase 66X from 2008 to 2013
3.3. LBS market
3.3.1 What will drive LBS Market
3.3.2 Market forces
3.3.3 Competitive forces
3.3.4 Technology forces
3.3.5 Pricing
3.3.6 LBS potential markets
3.3.7 Future of LBS services
3.4 Market for LBA
3.4.1 Individual users
3.4.1.1 Youth market segment
Figure 3.3. Changing social networks user landscape to 'broader & older' audience
3.4.2 The business user market
3.5 Mobile search
3.5.1 Mobile search differs from fixed line search
Table 3.2. Key differences between fixed line and and mobile search
3.5.2 The importance of mobile search to LBA
3.5.3 SMS to change the way for mobile search
3.5.4 Mobile local search to grow in demand
3.5.4.1 Importance of maps to mobile local search
3.5.5 Voice search and LBA
3.5.6 Advantages and disadvantages of voice search
3.5.7 Picture search and recognition
3.5.8 Location scenario search and LBA
3.5.9 Mobile web usage to spur growth in mobile ad sector
3.5.10 User-profiling to aid LBA
3.6. Mobile Social Networking and LBA
3.6.1 Popularity of mobile communities grows worldwide
Figure 3.4. Top 10 websites globally by reach, April-May 2009
3.6.2 MSN and UGC
3.6.3 The importance of instant content
3.7 Mobile LBA technologies
.7.1 Technological advancement to boost LBA prospects
3.7.2 Mobile barcodes
3.7.3 NFC
3.7.4 Wireless technologies
3.7.5 Application of wireless technologies for LBA
3.8 Mobile LBA market growth forces
3.8.1 Smaller players vital for LBA future
3.8.2 Mobile local search and directory services
4 How to deliver LBA: issues and market barriers
4.1 Barriers
Figure: 4.1. US search engine market share (2008-2009)
4.1.1 Cost of search applications
4.1.2 Fixed line players move to mobile
4.2 Google Mobile internet and image Search
4.2.1 The dotMobi
4.2.2 Google mobile websearch
4.2.3 Google mobile local search
4.2.2.1 The dotMobi Advisory Group
4.2.4 Acquisitions to boost Google's Mobile Search and advertising
4.2.5. Google's GOOG411 services
4.2.6. Google android success story
4.2.6.1 Open handset alliance
4.2.7. Brand dilution issues
4.3 Yahoo
4.3.1 Yahoo mobile search
4.3.2 Yahoo oneSearch
4.3.3 Yahoo and Flicker
4.3.4 Yahoo mobile publisher services
4.3.5 Yahoo! mobile ad network
4.3.6 Yahoo! Mobile site submit
4.3.7 Yahoo! mobile content engine
4.4 Microsoft
4.5 Other vendors
4.5.1 Nokia
4.5.1.1 Nokia Mobile Search
4.5.1.2 Nokia LBS
4.5.1.3 Nokia Ad Service and Ad Connector
4.5.1.4 Nokia's future strategy
4.5.1.5 Evolution of Nokia's NSeries devices
4.5.1.6 Nokia and Navtaq
4.5.2 Enpocket
4.5.3 MobilePeople - monetising mobile search
4.5.3.1 MobilePeople MEF Initiative
4.5.4 m-spatial - mobile local search
4.5.5 The Local Data Company
4.5.6 The Mobile Data Association
4.5.7 Other Partners
4.5.7.1 Medio mobile search
4.5.7.2 Advertising and merchandising
4.5.8 AirG and mobile social networks
4.5.9 Hypertag - developing short-range LBA
4.5.10 Sprint's Slifter - product-based LBA
4.6 Directory assistance and directory enquiries services in LBA
4.6.1 Yell.com
4.6.2 JumpTap - bringing LBS to DA/DQ
4.6.3 INFONXX
4.6.3.1 INFONXX and 118 118 - The Number's mobile marketing service
4.7 Tele Atlas
5 Market developments & case studies
5.1 A brief overview of latest developments and case studies
5.1.1 Alcatel-Lucent expands its targeted advertising portfolio
5.2 Sense Networks plans to work social networks on targeted advertising
5.3 Terrestrica launches Location Triggered service for Mobiles with GPS
5.4 Cellcom offer location based services
5.5 New platform offers GPS location-based ads
5.6 Vodafone expands mobile advertising services to 18 markets
6 Conclusion
6.1 Mobile LBS
6.2 Main drivers to LBS growth
6.3 Mobile advertising
6.4 Mobile LBA
6.5 Drivers to Mobile LBA
6.6 Barriers to Mobile LBA
6.7 LBA Advantages
6.8 Will LBA succeed in the future?
6.9 Impact of mobile social networking
6.10 Adult content
6.11 Technology to drive Mobile LBA
6.12 Voice search and LBA
6.13 Advantages and disadvantages of voice search
6.14 Picture search and recognition
6.15 Recommendations
6.15.1 Mobile advertising in general
6.15.1.1 Quality will matter
6.15.1.2 Co-ordination and integration
6.15.1.3 Target individual needs
6.15.1.4 Segmentation
6.15.1.5 Awareness
6.15.1.6 Relevance
6.15.1.7 Value
6.15.1.8 Opt-in option
6.15.2 LBA-specific recommendations
6.15.2.1 For operators
6.15.2.2 For advertisers
6.15.2.3 For search vendors
6.15.2.4 For handset manufacturers
6.15.2.5 For DA/DQ providers
7. Analysis & forecast
7.1 Growth in LBS
7.2 Revenues
Figure 7.1. Overall LBS revenue forecast 2009-2014
Figure 7.2. Carrier-generated revenue forecast 2009-2014
7.3 Ad-funded LBS
Figure 7.3. Ad-funded LBS forecast 2009-2014
7.4 Subscribers
Figure 7.4. LBS global subscribers forecast 2009-2014
7.5 GPS in mobile handsets
Figure 7.5 GPS-enabled handset forecast 2009-2014
7.6 Mobile search
7.7 Ad funded models
7.8 Mobile search forecast
7.9 Mobile ad-spend
Table 7.1. Global Ad Spend, 2009-2014 (Selected Formats)
Table 7.6. Global mobile messaging ad spend forecast, 2009-2014
Figure 7.7. Global mobile display and mobile search ad spend,
2009-2014
Figure 7.8. Overall global mobile ad spend, 2009-2014
Figure 7.9: Mobile communities users as % of total mobile subscribers, 2009-2014
7.10 Mobile social networks
Companies Listed
3deep
3G America
4Info
5pm
Alcatel-Lucent
Autodesk
AT&T
ARM Holdings Plc
Atheros Communications
Asustek Computer Inc.
AdMob
Adidas
AOL
AirG
AirSage
AdWords
AskMeNow
Atlas
Apple
Broadcom Corporation
Bebo
Baidu
Brightkite
Cellcom
Conduit Limited
Cisco
Calvin Klein
ChaCha Mobile
Cellfire
Coca-Cola
Citysense
Citysearch
dotMobi
Digital Media and Advertising Group
dotMobi Advisory Group
Didmo Sweden
Domino's Pizza
Dodgeball
Ford
Forrester Research
Flickr
Flytxt
FourSquare
EDC
Ents24
Garmin Ltd
GSM Alliance Services Working Group
GFK
Google Earth
Greystripe
gigaom.com
GLONASS
Galileo
Google
GeoTango
Gowalla
GSMA
HTC
Hitwise
HipCricket
hotSMS
HSBC
Hypertag
IKEA
IAB
Intel
INFONXX
ipling
iLoop
IDATE
innerActive
Jamster
Jaiku
JumpTap
Kizoom
Kakiloc
Kelsey
LECG
Limbo
Loopt
Lee Fenton
LiteScape Technologies
LG
m-spatial
MobilePeople
Motorola
Marvell Technology Group
McDonalds
Millennial Media
Medio
Microsoft
M:Metrics
MSNBC
MSN
mBlox
Multimap2Mobile
MX Telecom
mxData
mobileStorm
Mobile Marketer
Mobile Data Association
MySpace
MyHelpa
Nvidia
NeuStar
NearU Search
Nokia
Nokia Siemens Networks
NOAA
Nuance
Navteq
Open Handset Alliance
Online Computer Library Center
Orange
Promptu
Pricewaterhouse Coopers
Pelago
PointX
PingMobile
Qualcomm
Quattro Wireless
Ringleader Digita
RIM
Sensis in Australia
Storefinder4Mobile
Softbank
Sony Ericsson
Sprint Nextel
Samsung Electronics
Samsung
Sumotext
Smart Media
SocialBomb
Socialight
Sense Networks
Sensis
SuperPages.com
Tele Atlas
Technocom
Terrestrica
Tim Kring
Toshiba Corp
T-Mobile
Texas Instruments
The Nielsen Company
Third Screen
TomTom
VentureBeat
Via Venture Partners
Vexcel
Vicinity Corporation
Vodafone Group
VoiceSignal
Whatis.com
WhitePages.com
Yahoo
YellowPin
YouTube
Yell.com
Yandex
