Location Based Services 2011-2016: Monetising Opportunities and Challenges

Report Details
True Potential of Location Based Services

Have location based services already reached their full potential? Visiongain doesn't believe so. With some extraordinary successes already achieved with apps like Foursquare and Gowalla, the possible applications for location based services are still in their infancy. On the verge of LTE the LBS landscape is poised for explosion. This report reveals the opportunities that lie between 2011 and 2016 for all market entrants.

Shift in Revenue Share Model?

Who gains the most from the LBS revenue share model? This report dissects the value chain and further reveals how all ecosystem members can gain share of the LBS market. With revenues from the app market expected to surpass $60 billion by 2016 ecosystem players must act now to guarantee their place in the revenue share model.

Future Uses for LBS

With a proliferation of LBS capable devices, developers have a huge user base of potential LBS subscribers. Unlike many technologies, location based services are popular and desirable already - the market requires that developers create apps that capitalise on the untapped potential. This report details the current successful LBS apps, and analyses each one to reveal the most pertinent aspects of their success. Emerging uses that signal potential future opportunities for monetisation are also covered in detail providing a holistic and timely overview of the market.

What is Different about this Report?

We conducted an independent and unbiased non-vendor affiliated assessment of the LBS market. We surveyed and interviewed several key industry players to gain an in-depth view of the market. We believe such a research will help you in assessing the market potential and in designing LBS strategies. 

Some of the key points researched and forecasted include:
• What is the operators' view of mobile location based service?
• What is the mobile location based services value chain?
• What are the innovative concepts currently being used?
• What are best practices for mobile location services, advertising and marketing?
• What are the key drivers and inhibitors for the mobile location based services?
• How large will the mobile LBS market be by 2016?
• What are the innovative developments in the LBS field?
• Who are the new entrants and market players? What is their share and market strategies?
• Where are the biggest opportunities to capitalise on?
• What are Friend-Finding Systems and Services?
• What part will Local Search and "Deals" play?
• How profitable will Location-Based Advertising be?

Who needs to read this report?

• Operators- While it may appear that Operators have already lost the game with LBS, this report reveals a clear strategy for operator involvement and ways in which operators can monetise location based services.
• Enterprises - While the appeal of LBS may appear to apply only to social networking and app subscribers there is tremendous Enterprise potential as well. Fleet tracking represents one such application for enterprises; which could have a transformative effect on CapEx on OpEx.
• App Developers- Having already secured a central role in the LBS ecosystem app developers must devise a method to enable continued innovation and ensure that LBS retains popularity and usability.

Increase your understanding of this exciting market by ordering: Location Based Services 2011-2016: Monetising Opportunities and Challenges

Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6 
 
 

Global Navigation Systems Industry

Table of Contents
Executive Summary
E1 Vast Potential from LBS
E2 Challenges faced in Monestising LBS
E3 Will LTE Transform LBS?
E4 Future LBS Opportunities
E5 Points Emerged from this Research

1. Introduction to LBS Services
1.1 Definition and Recent History of Location Based Services
1.2 LBS: Main Categories of Enabling Technology 
1.3 Applications and Uses for LBS
1.4 How does LBS work?
1.4.1 LBS Components
1.5 Smartphone Adoption Rates - Installed Base for LBS
1.6 Aim of the Report
1.7 Questions Answered by the Report
1.8 Structure of the Report
1.9 Methodology

2. Current LBS Market 
2.1 Continued Growth of LBS Apps
2.1.1 LBS Applications Ecosystem
2.2 Shape of the future LBS App Market
2.2.1 Traditional LBS Applications 
2.2.2 LBS User Base 2011
2.3 Uses for LBS - Consumer vs. Enterprise
2.4 LBS Value Chain (Customer Focussed) 
2.5 Current Content and Application Market 
2.6 LBS Current Content and Application Market Opportunities
2.7 Monetising LBS Mobile Apps
2.8 Geosocial Universe - LBS Opportunities
2.9 LBS for Enterprise - A Better Opportunity for Monetisation?
2.9.1 LBS Enabling M2M Applications 
2.10 Strategy - Can Carriers Turn LBS into Revenue?
2.10.1 Can 4G Create Better Carrier Opportunities in LBS? 
2.10.2 How Carriers Can Monetise LBS?
2.10.3 Privacy and Fraud Issues Hampering Carrier Benefits
2.10.4 Revenue Share Model Preventing Carrier Involvement
2.10.5 Recommendations for Carrier Entry into LBS Market

3. Future Opportunities - Monetising LBS
3.1 LBS to Transform Mobile Advertising Industry
3.2 Mobile Advertising by Region 
3.2.1 Mobile Local Search to Reap Greatest Revenues?
3.2.1.1 How to Monetise Mobile Local Search 
3.2.1.2 Mobile Local Search Business Models
3.2.1.2.1 Caller Pays Model
3.2.1.2.2 Advertiser Pays Model
3.2.1.2.3 Hybrid Model 
3.2.1.3 Summary and Analysis of Mobile Local Search Business Models
3.3 Mobile Advertising by Region - North America
3.4 Mobile Advertising by Region - Europe
3.5 Mobile Advertising by Region - Asia
3.6 Location Based Advertising - Starbucks and o2 Case Study
3.6.1 Geo Fencing - Location Based Marketing 
3.6.2 How Operators can become Essential Players in LBS Market
3.6.2.1 Operators Able to use Customer Segmentation for LBS
3.7 Future LBS Opportunities 
3.7.1 Child Safety 
3.7.2 People Tracking
3.7.3 Traffic Control/Automotive
3.7.4 Mobile Gaming
3.7.4.1 LBS Gaming - Potential Revenues
3.7.5 Pet Locator Services and Apps
3.7.5.1 Alternative Uses for Monetising Animal Location Based Services
3.7.5.2 Location Based Animal Tracking Services - AT&T and Apisphere Case Study
3.7.5.2.1 Why Animal Tracking needs Operator Involvement 
3.8 LTE to Transform LBS
3.8.1 Key Markets for LTE and LBS Potential

4. LBS Apps: Changing the Competitive Landscape
4.1 Popular LBS Apps for Networking
4.1.1 Foursquare 
4.1.1.1 Analysing Foursquare's Advantages Over Other LBS Networking Apps 
4.1.1.2 Potential Strategies - How to Maintain LBS Success?
4.1.2 Gowalla
4.1.2.1 Gowalla Advantages over Other LBS Networking Apps 
4.1.3 Brightkite
4.1.3.1 Brightkite Advantages over Other LBS Networking Apps
4.1.3.1.1 Brightkite as a Tool for Business
4.1.4 Plazes
4.1.4.1 Plazes Advantages over Other LBS Networking Apps
4.1.5 Whatser
4.1.5.1 Whatser Advantages over Other LBS Networking Apps 
4.1.6 JustSpotted an LBS Failure
4.1.7 Hotlist
4.1.7.1 Hotlist Advantages over Other LBS Networking Apps
4.1.8 Babbleville
4.1.8.1 Babbleville Advantages over Other LBS Networking Apps
4.1.9 Facebook 
4.1.9.1 Facebook's Advantages over other LBS Networking Apps and Sites 
4.1.9.2 Facebook Places - Adopting LBS 
4.1.9.3 Facebook Places - An LBS Failure
4.2 Avoiding Failure - How to Make LBS Work
4.3 Networking LBS Apps by Region - 
4.3.1 North America 
4.3 Networking LBS Apps by Region - 
4.3.1 North America 
4.3.2 Europe
4.3.3 South East Asia
4.3.4 South America
4.3.5 Eurasia
4.4 LBS Dating Apps - An Untapped Market?
4.4.1 Advantages of LBS Dating Over Mobile Dating
4.4.2 Current Location Based Dating Successes
4.4.2.1 Badoo
4.4.2.1.1 Monetising Badoo - Premium Services
4.4.2.1.2 Badoo Facebook App - A Case Study 
4.4.2.2 Grindr
4.4.2.2.1 Analysis of Grindr's Success
4.5 LBS Networking Apps Summary

5. LBS Forecasts 2011-2016
5.1 Global Mobile App Revenues (2010-2016)
5.2 Global LBS App Revenues
5.3 Connected Devices 
5.4 M2M Forecasts
5.5 LBS User Base 
5.6 LBS Applications by Type (2011-2016)
5.7: LBS App Market Share and Revenues by Region

6. Recommendations and Conclusion
6.1 Who will Emerge as the leader In the LBS Market? 
6.1.1 Recommendations for Operator Success
6.2 Barriers to LBS Success
6.3 Drivers for LBS Success

List of Figures

Figure 1.1: LBS Uses
Figure 1.2: LBS Technologies 
Figure 1.3: Necessary Components for LBS 
Figure 2.1: LBS Applications Ecosystem
Figure 2.5: Consumer vs. Enterprise uses for LBS
Figure 2.6: LBS Value Chain (for Consumers)
Figure 2.16: M2M and LBS Enterprise Benefits
Figure 2.19: eBook Reader Utilising LBS 
Figure 3.7: LBS Starbucks advertising
Figure 3.8: Starbucks geo-fence 
Figure 3.10: Life360
Figure 3.12: Speedbump App
Figure 3.13: Shadow Cities
Figure 3.14: MyTown LBS Game App
Figure 3.16: The GEODOG collar
Figure 3.17: GEODOG App
Figure 4.3: Foursquare
Figure 4.14: Brighkite Check In Screen
Figure 4.45: Badoo Facebook App Quiz
Figure 4.46: Grindr

List of Tables
Table 1.5: Total Smartphone Sales to End Users 2010-2016
Table 2.2: Top Consumer Growth Areas for Mobile Applications 2011-2012
Table 2.7: LBS Consumer Value Chain
Table 2.11: Available Apps - Free and Paid Q2 2011
Table 2.15: User Base of Geosocial Networks 2010-2011
Table 2.18: 4G vs. 3G for LBS
Table 3.3: North American Mobile Advertising Revenues by Type in USD millions (2010-2016)
Table 3.4: European Mobile Advertising Revenues by Region (2010-2016) in USD millions
Table 3.9: ALSA Company Details (2010)
Table 3.11: Life360 Company Details
Table 3.16: LTE Roll Out Schedule
Table 3.17: LTE Roll Out Schedule
Table 3.18: LTE Roll Out Schedule
Table 3.19: LTE Roll Out Schedule
Table 4.1: LBS Networking App Comparison
Table 4.2: LBS Networking App Comparison
Table 4.6: Score Card Analysis of Foursquare's Offering
Table 4.12: Score Card Analysis of Gowalla's Offering
Table 4.16: Visiongain Summary Analysis of Brightkite's Offering
Table 4.18: Score Card Analysis of Plazes Offering
Table 4.20: Score Card Analysis of Whatser's Offering
Table 4.22: Score Card Analysis of Justspotted's Offering
Table 4.24: Score Card Analysis of Hotlist's Offering
Table 4.26: Score Card Analysis of Babbleville's Offering
Table 4.32: Facebook Places - Available Countries
Table 4.40: Market Value of Mobile Dating Industry (2010-2016)
Table 4.42: Score Card Analysis of Badoo's Offering
Table 4.49: Score Card Analysis of Grindr's Offering
Table 5.2: Global Mobile App Revenues (2010-2016)
Table 5.11: Available LBS Apps by Type (2011)
Table 5.13: Available LBS Apps by Type (2011)
Table 5.14: Available LBS Apps by Type 2011-2016 Comparison

List of Charts
Chart 1.4: Total Smartphone Sales to End Users 2010-2016
Chart 1.6: Global LBS App Revenues (2010-2011)
Chart 2.3: Most Popular Smartphone Features (2011)
Chart 2.4: LBS User Base 2010-2011
Chart 2.8: Downloaded LBS Apps 2011
Chart 2.9: % of LBS Apps Downloaded - 2011
Chart 2.10: Available Apps - Free and Paid 2011
Chart 2.12: User Base of Social Networks (2010)
Chart 2.13: User Base of Social Networks (2011)
Chart 2.14: User Base of Social Networks (2010-2011)
Chart 2.17: Global M2M Connections 2009-2010
Chart 2.20: Kindle Sales 2009-2010
Chart 3.1: Top Mobile Internet Subscribers by Region (2011)
Chart 3.2: North American Mobile Advertising Revenues by Type (2010-2016)
Chart 3.5: European Mobile Advertising Revenues by Region (2010-2016)
Chart 3.15: Mobile Gaming Market Value (2010-2016)
Chart 4.4: Foursquare Users (2010-2011)
Chart 4.5: Foursquare Users (2010-2016)
Chart 4.7: Summary Analysis of Foursquare's Offering 
Chart 4.8: Foursquare Consumers and Merchants (2011)
Chart 4.9: % Foursquare Consumers and Merchants (2011)
Chart 4.10: Gowalla Users (2010-2011)
Chart 4.11: Gowalla Users (2010-2016)
Chart 4.13: Score Card Analysis of Gowalla's Offering
Chart 4.15: Brightkite Users (2010-2011)
Chart 4.17: Summary Analysis of Brightkite's Offering 
Chart 4.19: Summary Analysis of Plazes Offering
Chart 4.21: Summary Analysis of Whatser's Offering 
Chart 4.23: Summary Analysis of Justspotted's Offering 
Chart 4.25: Summary Analysis of Hotlist's Offering 
Chart 4.27: Summary Analysis of Babbleville's Offering 
Chart 4.28: Facebook Users (2010-2011) 
Chart 4.29: Facebook Users (2010-2016) 
Chart 4.33: % of Facebook Users Accessing Places 
Chart 4.34: LBS Networking App Popularity - North America (2011)
Chart 4.35: LBS Networking App Popularity - Europe (2011)
Chart 4.36: LBS Networking App Popularity - South East Asia (2011)
Chart 4.37: LBS Networking App Popularity - South America (2011)
Chart 4.38: LBS Networking App Popularity - Eurasia (2011)
Chart 4.39: Market Value of Mobile Dating Industry (2010-2016)
Chart 4.41: Online Dating User Base US (2011)
Chart 4.43: Visiongain Summary Analysis of Badoo's Offering
Chart 4.44: Badoo Facebook App - Daily Active Users (March-April 2011)
Chart 4.47: Grindr Users (2010-2011)
Chart 4.48: Grindr Users by Region (Q3 2011)
Chart 4.50: Visiongain Summary Analysis of Grindr's Offering
Chart 4.51: Global Mobile App Score Card Average (2010-2016)
Chart 5.1: Global Mobile App Revenues (2010-2016)
Chart 5.3: Global LBS Apps revenues (2010-2016)
Chart 5.4: Connected Devices (2010-2016)
Chart 5.5: eBook Reader Sales (2010-2016)
Chart 5.6: Global M2M Market Value (2010-2016)
Chart 5.7: % Share of M2M Connections by Region (2010)
Chart 5.8: Share of M2M Connections by Region (2010)
Chart 5.9: Global LBS User Base (2010-2016)
Chart 5.10: Available LBS Apps by Type (2011)
Chart 5.12: Available LBS Apps by Type (2016)
Chart 5.15: LBS Apps Market Share by Region (2011)
Chart 5.16: LBS Apps Revenue Share by Region (2011)
Chart 5.17: LBS Apps Market Share by Region (2016)
Chart 5.18: LBS Apps Revenue Share by Region (2016)
Chart 5.19: LBS User Base by Region (2011)
Chart 5.20: LBS User Base by Region (2016) 
 
Companies Listed

3 Denmark
Aircell
Akamai
Al Madar
ALSA
Apisphere
Apple
Asiaspace
AT&T
AT&T Mobility
BayRICS
Bell Canada
Bite
BlackBerry
Cell C
Cellcom
Cellular South
CentreNet
CenturyTel
China Mobile
China Telecom
Chunghwa Telecom
Claro
CLEAR Mobitel
Commnet Wireless
Cox Communications
CSL Limited
Deutsche TeleKom
DiGi
DNA
E Plus
Elisa
Emobile
EMT
Entel PCS
Etisalat
Etisalat Mobility
Facebook
Fancy Transport
Foursquare
GEODOG
Google
Hutchison 3
Kcell
KDDI
KPN
KT
Lap wireless
Level 3 Communications
LG
LG Telecom
LightSquared
LMT
M1
MetroPCS
Microsoft
Millennial Media
Mobikom Austria
Mobyland 
Motorola
Movistar
MTS
MTS Allstream
NTT DoCoMo
O2 
Optus
Orange
PCCW
Places
Public Service Wireless
Qualcomm
Quattro Wireless
RIM
Rogers Wireless
Rostelecom
Samsung
Sasktel
SFR
Shaw Communications
SingTel
SK Telecom
Smartone Vodafone
SNCF
Softbank Mobile
Sprint
Starhub
STC
Svyazinvest
Swisscom
T Mobile
TDC
TelaSonera
Tele2 
Telecom Italia
TeleNor
Telenor (Magyarorszag)
Telenor (Sweden)
Telia Danmark
TeliaSonera
Telstra
Telus
Texas Energy Network
TMN
T-Mobile
T-mobile (USA)
Twitter
UCell
UME EPM
VeriSign
Verizon Wireless (US)
VHA
Viva Cell-MTS
Vivo
Vodacom
Vodafone
Vodafone (NZ)
Vodafone (Portugal)
Where
Wind
Yahoo
Yota
Zain
Ziggo 4