Mobile LBS: Location based services: From traditional navigation to social check-ins

• Publication date: June 2012
• Report size: 69 pages

Mobile LBS has now expanded from traditional maps and navigation services to social networking in the form of check-ins. For 2017 in the EU27, mobile LBS penetration of mobile subscribers will reach 35% - or 255 million users - generating revenues of 1.3 billion EUR from apps and advertising. This report provides detailed information about: • the market structure • data & forecasts 2010-2017 • competit...

Mobile LBS has now expanded from traditional maps and navigation services to social networking in the form of check-ins. For 2017 in the EU27, mobile LBS penetration of mobile subscribers will reach 35% - or 255 million users - generating revenues of 1.3 billion EUR from apps and advertising.

This report provides detailed information about:

• the market structure
• data & forecasts 2010-2017
• competition structure and market trends

• What are the key figures, in terms of both usage and revenues, for mobile LBS in Europe, US and Japan?
• Is mobile LBS suited as a standalone service, or will it evolve as an enabler to enhance other services?
• What is SoLoMo (Social, Local, Mobile) and why is it a key concept?
• What are the business models for mobile LBS, and what are their trends?
• Is mobile LBS a market for start-ups, or is a playing field for the Internet juggernauts?

Navigation Systems Industry in Japan

Contents

1. Executive Summary 6
1.1. Mobile LBS in Figures . 7
1.2. The SoLoMo concept . 7
1.3. Business models 9
1.4. Mobile LBS: an enabler for the juggernauts . 10
2. Methodology .. 12
3. Market structure & Key factors . 14
3.1. Market overview ... 14
3.1.1. Definition . 14
3.1.2. Market segmentation and trends . 14
3.2. Key drivers / aspects 27
3.2.1. Key technologies . 27
3.2.2. Augmented reality 33
3.2.3. Privacy issues .. 35
3.2.4. Usage .. 37
4. Market structure and player strategies 39
4.1. Industry structure .. 39
4.1.1. Value chain .. 39
4.1.2. Competition landscape and profiles . 41
4.1.3. Business models . 45
4.2. Strategic analysis . 52
5. Markets and forecasts ... 58
5.1. Market development factors . 58
5.1.1. Analysis of growth drivers and barriers 58
5.1.2. Forecast hypotheses ... 59
5.2. Market forecasts 2010 ± 2017 .. 59
5.2.1. Mobile LBS users 59
5.2.2. Mobile LBS revenues .. 62
6. Appendix 63
6.1. Mobile advertising in detail ... 63LBS ± Location-based services

Tables

Table 1: Comparison of CoPilot standard and premium packages and in-app purchase options. 10
Table 2: Mobile LBS span over different market segments .. 10
Table 3: Recent acquisitions of LBS players 11
Table 4: Timing-based cellular triangulation characteristics . 30
Table 5: Comparison of the key technologies ... 32
Table 6: Recent acquisitions of LBS players 44
Table 7: Recent acquisitions and partnerships by Groupon . 48
Table 8: Support for in-app purchase ... 51
Table 9: Comparison of CoPilot standard and premium package and in-app purchase options... 51
Table 10: Mobile LBS span over different market segments .. 53
Table 11: Worldwide social networkers and % among Internet users, 2009-2015 . 53
Table 12: Gross CPM rates of banners on the Orange Mobile portal . 65

Figures

Figure 1: The SoLoMo concept 8
Figure 2: Examples of advertising within mobile LBS .. 9
Figure 3: Google Maps for Mobile .. 15
Figure 4: Mappy Navigation app for iPhone ... 16
Figure 5: My V-Trafic app for iPhone . 16
Figure 6: The Shopkick application 18
Figure 7: TripAdvisor application for the iPhone 19
Figure 8: Yelp application for the iPhone ... 20
Figure 9: G1taxi application for the iPhone 21
Figure 10: Stootie application for the iPhone ... 21
Figure 12: MyTown2 app, by Booyah .. 23
Figure 13: Foursquare mayor .. 24
Figure 14: Sharing location info on Facebook .. 25
Figure 15: Find My Friends app by Apple 26
Figure 17: A-GPS using three satellites and a cell tower to locate a user 28
Figure 18: Mapping of the key localisation technologies in terms of accuracy and coverage .. 33
Figure 19: Use of augmented reality on the Metro Paris Subway mobile application .. 34
Figure 20: Screenshot of Borglar location-based augmented reality game .. 34
Figure 21: Reasons smartphone users do not use geolocation apps .. 36
Figure 22: Awareness and usage of geolocation apps 37
Figure 23: iPhone, Android and BlackBerry: Total LBS applications released per month 38
Figure 24: The mobile Internet and LBS value chain ... 39
Figure 25: Example of a geo-fence, identifying charging zones in London .. 45
Figure 26: ShopAlerts by AT&T ... 46
Figure 27: Examples of advertising within mobile LBS 47
Figure 28: iPhone application from Groupon ... 48
Figure 29: JiWire, a location-based ad network ... 49
Figure 30: Various regional iPhone paid apps by TomTom . 50LBS ± Location-based services
Figure 31: The revenue sharing model adopted by native iOS app stores .. 50
Figure 32: iCoyote subscription-based app .. 52
Figure 33: Share of smartphones in mobile shipments, 2011-2016 forecast ... 54
Figure 34: Mobile Internet penetration, 2011-2015 forecasts ... 55
Figure 35: Localised Internet advertising as a share of overall Internet advertising, USA 2011
(million EUR) ... 55
Figure 36: The SoLoMo concept .. 56
Figure 37: Traditional LBS users: EU27, USA and Japan, 2010-2017 (million) ... 60
Figure 38: Traditional LBS users as a percentage of mobile subscriptions, EU27, USA and Japan,
2010-2017 ... 60
Figure 39: All LBS users as a percentage of mobile subscriptions, EU27, USA and Japan, 2010-
2017 61
Figure 40: Mobile LBS revenues, EU27, USA and Japan, 2010-2017 (million EUR) ... 62
Figure 41: Examples of mobile advertising .. 64
Figure 42: Different banner formats advertised by the Orange mobile portal ... 66
Figure 43: Google AdWords sponsored links ... 67
Figure 44: Google AdWords targeting and tracking options . 67
Figure 45: 'HWDLOV RI 4\SH¶V SUHPLXP SEO . 68
Figure 46: Optimisation iPhone technical features for a Nissan ad campaign . 69