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モバイル位置情報サービス (第9版)

Mobile Location-Based Services

9th Edition

 

出版社 出版年月冊子体価格電子版価格 ページ数
Berg Insight
ベルグインサイト社
2015年8月Eur1,500Eur2,250
1-5ユーザライセンス
197

サマリー

Berg Insight - Mobile Location-Based Servicesこの調査レポートは、欧州と北米のモバイル位置情報サービス (LBS) 市場を調査し、最新動向と予測結果を掲載しています。

主な掲載内容

  1. 位置情報サービス概説
    1. モバイル位置情報サービスの定義
    2. モバイル通信サービス
    3. モバイル位置情報サービス(LBS)のカテゴリ
    4. モバイルアプリケーションの収益化戦略とビジネスモデル
    5. モバイル位置情報技術とプラットフォーム
    6. スマートフォンのエコシステム
  2. 通信事業者のLBSサービスと戦略
    1. 欧州
    2. 北米
    3. その他の国(ROW)
    4. 業界分析
  3. 一般ユーザ向け位置情報サービスカテゴリー
    1. マッピング、ナビゲーション、輸送サービス
    2. 旅行と観光事業
    3. ローカルサーチと情報
    4. ソーシャルネットワーキングとエンターテインメント
    5. リクリエーションとフィットネス
    6. 家族や知人などの位置検索
  4. 企業向け位置情報サービスカテゴリー
  5. モバイル広告
  6. 市場分析と予測

Description

What are the latest developments on the LBS markets? Berg Insight estimates the total LBS revenues to € 10.3 billion worldwide in 2014, which are forecasted to grow to about € 34.8 billion in 2020. This 190 page strategic report now in its ninth edition summarises the latest trends and forecasts for location-based services worldwide.

Executive summary

 

Berg Insight defines mobile location-based services (LBS) as applications and services that in some way utilise the geographic location of a handset. The increase in usage of LBS and the number of active users have also resulted in significant revenue growth, especially for leading players  including  Google,  Facebook,  Baidu,  Tencent,  Twitter  and  Yahoo!  that  together account for about 60 percent of global LBS revenues. Global LBS revenues are forecasted to
grow from € 10.3 billion in 2014 at a compound annual growth rate (CAGR) of 22.5 percent to reach  €  34.8  billion  in  2020.  The  main  growth  will  come  from  ad  revenues  in  the  social networking and local search segments. Many enterprise services such as mobile analytics, secure authentication and fraud management are also expected to grow substantially in the next few years.

There are a number of alternative ways to categorise LBS. In this report, LBS are divided into service categories based on primary function: mapping, navigation and transport; travel and tourism; local  search and  information;  social networking  and  entertainment;  recreation and fitness; family and people locator services; mobile resource management; mobile advertising, as  well  as  other  enterprise  and  B2B  services.  The  social  networking  and  entertainment category is now the largest LBS segment in terms of the number of users and the second largest is terms of revenues. It comprises a broad set of services that can be segmented into general  social  networking,  messaging  apps,  friendfinders  and  games.  The  mobile  channel has become a priority for the leading social networks that see rapid growth in access from mobile devices. 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  purchase  of  content.  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, and the largest  in  terms  of  revenues.  Revenue  growth  is  driven  by  the  adoption  of  handsets  with improved  capabilities  and  changing  user  habits.  Mapping,  navigation  and   transportation  is the third largest segment both in terms of revenues and in terms of 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. More navigation app developers are now focusing on freemium apps where the core navigation service is free and users have the option to purchase additional content and features. The service category also includes a number of apps that for instance enable users to find information about traffic and public transport, or facilitate car rental and ride sharing services. The travel and tourism category is one of the leading online e-commerce segments that is now experiencing fast uptake of mobile apps. Family locator services have been part of mobile  operators’  LBS  portfolios  for  many  years  in  developed  markets  and  are  being launched  by  some  operators  in  emerging  markets.  These  services  have  been  especially successful in the US. However, these operator-branded services are now facing competition from freemium people locator apps that experience rapid growth worldwide as smartphone penetration grows also among children. The recreation and fitness segment is also growing in terms of users and revenues along with current trends of increasing attention to personal wellness.  Businesses  in  more  and  more  industries  and  countries  are  deploying  workforce management solutions for smartphones in order to improve their operational efficiency. Even large  companies  that  have  previously  used  customised  solutions  are  now  adopting  more
standardised workforce management apps, with the aim of reducing IT system costs.

A  majority  of  mobile  operators  in  developed  countries  now  market  some  kind  of  LBS. However,  operators  increasingly  rely  on  third  party  services  rather  than  their  own  branded solutions.  Operators  are  instead  looking  for  new  opportunities  to  monetise  location  data though advertising and various forms of enterprise and B2B services. Network-based location data is valuable for developers and third parties that need to locate any device, not only GPS-enabled  smartphones.  Mobile  operators  now  provide  location  data  for  a  wide  range  of
services  such  as  fraud  management,  secure  authentication  and  analytics  services.  Some mobile  operators  have  now  started  to  use  anonymous  bulk  location  data  to  improve  the performance of their networks and to support internal marketing campaigns. 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 smart cities applications including urban planning and traffic monitoring.

 



目次

Table of Contents

Table of Contents ......................................................................................................................... i
List of Figures ............................................................................................................................. vi

Executive summary ..................................................................................................................... 1

1  Introduction to location-based services .............................................................................. 3

1.1  Definition of mobile location-based services ............................................................... 3
1.2  Mobile communication services .................................................................................. 4
1.2.1  Mobile voice and SMS .......................................................................................... 4
1.2.2  Mobile data and applications ................................................................................ 5
1.2.3  A brief history of location platforms and services ................................................. 6
1.3  Mobile LBS categories ................................................................................................. 8
1.3.1  Mapping, navigation and transportation ............................................................... 9
1.3.2  Local search and information .............................................................................. 10
1.3.3  Travel and tourism ............................................................................................... 10
1.3.4  Social networking and entertainment ................................................................. 10
1.3.5  Recreation and fitness ......................................................................................... 11
1.3.6  Family and people locator services .................................................................... 11
1.3.7  Location-based advertising ................................................................................. 12
1.3.8  Mobile resource management and other enterprise services ............................ 12
1.4  Mobile app monetisation strategies and business models ....................................... 14
1.4.1  Free apps ............................................................................................................ 14
1.4.2  Paid apps ............................................................................................................ 14
1.4.3  Freemium apps and in-app payments ................................................................ 15
1.4.4  Ad-funding ........................................................................................................... 15
1.4.5  New channel to market ....................................................................................... 16
1.4.6  Bundled products and services .......................................................................... 16
1.4.7  Mobile app business model trends ..................................................................... 17
1.5  Mobile location technologies and platforms ............................................................. 18
1.5.1  Mobile network-based location technologies ..................................................... 19
1.5.2  GNSS: GPS, GLONASS, Galileo and Compass/BeiDou 2 ................................. 20
1.5.3  Wi-Fi positioning .................................................................................................. 21
1.5.4  Bluetooth Low Energy and iBeacons .................................................................. 22
1.5.5  Hybrid and mixed mode location technologies .................................................. 24
1.5.6  Handset client-based and probe-based location platforms ............................... 25
1.6  Smartphone ecosystems ........................................................................................... 26
1.6.1  Smartphone platform market shares .................................................................. 28
1.6.2  Smartphone vendor market shares .................................................................... 31
1.6.3  App stores ........................................................................................................... 33
1.6.4  Competition among handset vendors intensifies as market growth slows ........ 37
1.6.5  Smartphone platforms are becoming new vertical silos ..................................... 38
1.6.6  Towards complete LBS offerings ........................................................................ 38
1.6.7  Handset vendors and operators start to back new smartphone platforms ........ 39
1.6.8  The mobile web, HTML5 web apps and native apps .......................................... 41

2  Operator LBS offerings and strategies .............................................................................. 43

2.1  Europe ....................................................................................................................... 44
2.1.1  3 Group ............................................................................................................... 46
2.1.2  Deutsche Telekom .............................................................................................. 47
2.1.3  Orange Group ..................................................................................................... 48
2.1.4  SFR ...................................................................................................................... 49
2.1.5  Telefónica Group ................................................................................................. 50
2.1.6  Telenor Group ..................................................................................................... 51
2.1.7  TeliaSonera Group .............................................................................................. 52
2.1.8  Vodafone Group .................................................................................................. 53
2.2  North America ............................................................................................................ 54
2.2.1  AT&T Mobility ...................................................................................................... 56
2.2.2  Bell Mobility ......................................................................................................... 56
2.2.3  Rogers Wireless .................................................................................................. 57
2.2.4  Sprint ................................................................................................................... 57
2.2.5  TELUS ................................................................................................................. 58
2.2.6  US Cellular ........................................................................................................... 59
2.2.7  Verizon Wireless .................................................................................................. 59
2.3  Rest of world .............................................................................................................. 60
2.3.1  América Móvil ...................................................................................................... 62
2.3.2  BSNL ................................................................................................................... 62
2.3.3  NTT DoCoMo ...................................................................................................... 63
2.3.4  Telkomsel ............................................................................................................ 64
2.3.5  Telstra .................................................................................................................. 64
2.4  Industry analysis ........................................................................................................ 65
2.4.1  Organisational capabilities and goals limit operator’s ability to provide LBS ..... 65
2.4.2  Smartphone platforms challenge operators’ role as distribution channel .......... 66
2.4.3  Operators are no longer the central source of location data .............................. 67
2.4.4  Emerging opportunities for operators in LBA and analytics ............................... 68

3  Consumer LBS categories ................................................................................................. 71

3.1  Mapping, navigation and transport services ............................................................. 71
3.1.1  Passenger cars and dedicated navigation systems ........................................... 71
3.1.2  Mapping and routing services ............................................................................. 73
3.1.3  Turn-by-turn navigation services ......................................................................... 76
3.1.4  Key mapping and navigation app developers .................................................... 81
3.1.5  Car rental, car sharing and ride sharing services ............................................... 92
3.1.6  Speed camera warning apps and services ......................................................... 96
3.1.7  Traffic information services ................................................................................. 97
3.1.8  Public transport services ..................................................................................... 99
3.2  Travel and tourism ................................................................................................... 102
3.2.1  Travel planning services .................................................................................... 102
3.2.2  Travel guides ..................................................................................................... 104
3.3  Local search and information .................................................................................. 104
3.3.1  Internet search engines ..................................................................................... 105
3.3.2  Directory services .............................................................................................. 108
3.3.3  Local discovery and review services ................................................................. 112
3.3.4  Shopping and coupon services ........................................................................ 114
3.4  Social networking and entertainment ...................................................................... 117
3.4.1  Social networking services ................................................................................ 118
3.4.2  Check-in services .............................................................................................. 121
3.4.3  Friendfinder services ......................................................................................... 121
3.4.4  Chat, instant messaging and VoIP services ...................................................... 123
3.4.5  Location-based games ...................................................................................... 124
3.5  Recreation and fitness ............................................................................................. 127
3.5.1  Geocaching apps .............................................................................................. 129
3.5.2  Outdoor navigation ............................................................................................ 130
3.5.3  Sports tracking apps ......................................................................................... 131
3.6  Family and people locator services ......................................................................... 134
3.6.1  Family locator services marketed by mobile operators .................................... 135
3.6.2  Family and people locator apps and services .................................................. 139

4  Enterprise LBS categories ............................................................................................... 145

4.1  Mobile resource management................................................................................. 145
4.1.1  Fleet management services .............................................................................. 145
4.1.2  Mobile workforce management services .......................................................... 148
4.1.3  Lone worker protection services ....................................................................... 153
4.2  Mobile analytics ....................................................................................................... 157
4.2.1  Mobile analytics platforms ................................................................................. 157
4.2.2  Drivers and barriers ........................................................................................... 158
4.3  Other enterprise and B2B services .......................................................................... 161
4.3.1  Location-enhanced call centre services ............................................................ 161
4.3.2  Fraud management ........................................................................................... 161
4.3.3  Secure authentication ....................................................................................... 162

5  Mobile advertising ............................................................................................................ 165

5.1  Introduction .............................................................................................................. 165
5.1.1  The advertising and marketing industry ............................................................ 165
5.1.2  Advertising on the mobile handset ................................................................... 167
5.1.3  Definitions and variants of location-based advertising (LBA) ........................... 169
5.1.4  LBA formats ....................................................................................................... 171
5.2  LBA industry analysis .............................................................................................. 174
5.2.1  Mobile search providers .................................................................................... 174
5.2.2  Mobile operators ............................................................................................... 174
5.2.3  Mobile coupons and deals providers ................................................................ 175
5.2.4  Traditional mobile advertising players .............................................................. 175
5.2.5  Major digital and telecom companies ............................................................... 175
5.2.6  LBA landscape trends ....................................................................................... 176

6  Market forecasts and trends ............................................................................................ 177

6.1  Summary of the LBS market ................................................................................... 177
6.1.1  Location-based service revenues ..................................................................... 178
6.1.2  Smartphone shipment and user forecast .......................................................... 179
6.2  Mobile advertising and LBA ..................................................................................... 180
6.2.1  Challenges and opportunities ........................................................................... 181
6.2.2  Location can improve ROI for advertisers ......................................................... 181
6.2.3  LBA market value forecast ................................................................................ 182
6.3  Vertical market trends .............................................................................................. 183
6.3.1  Navigation apps continue to transition from premium to freemium ................. 183
6.3.2  Mobile now contributes half of total traffic for leading travel services .............. 185
6.3.3  Mobile search and information service usage approach PC access levels ..... 186
6.3.4  Social networking and entertainment increasingly monetise mobile apps ...... 188
6.3.5  Smartphones are increasingly used as recreation and fitness devices ........... 190
6.3.6  Family and people locator service adoption is driven by free apps ................. 191
6.3.7  Focus on corporate efficiency drive WFM service adoption ............................. 193
6.3.8  Location data underpin a growing set of analytics and enterprise services ..... 194

Glossary .................................................................................................................................. 197

List of Figures

Figure 1.1: Mobile subscriptions by region (World 2014) .......................................................... 4
Figure 1.2: Wireless service revenues (World 2011–2014)......................................................... 5
Figure 1.3: Mobile location-based service categories ................................................................ 9
Figure 1.4: LBS system overview .............................................................................................. 18
Figure 1.5: Smartphone shipments by vendor and OS (World 2014) ...................................... 27
Figure 1.6: Smartphone adoption and market shares (EU28+2 2011–2014) .......................... 29
Figure 1.7: Smartphone adoption and market shares (North America 2011–2014) ................ 30
Figure 1.8: Leading mobile app stores (June 2015) ................................................................. 34
Figure 2.1: Mobile operators by number of subscribers (EU27+2 Q4-2014) .......................... 45
Figure 2.2: Mobile operators by number of subscribers (North America Q4-2014) ................. 55
Figure 2.3: Top global mobile network operators by subscriber base (Q4-2014) ................... 61
Figure 3.1: Mapping apps and mobile websites ...................................................................... 75
Figure 3.2: Android, BlackBerry, iPhone and Windows Phone navigation apps ..................... 79
Figure 3.3: Navigation app and service providers by active users (World Q4-2014) ............... 80
Figure 3.4: Car sharing and mobility service companies (World Q4-2014) ............................. 95
Figure 3.5: Traffic information platform ..................................................................................... 97
Figure 3.6: Traffic information apps and services ..................................................................... 98
Figure 3.7: Public transport information apps (June 2015) .................................................... 100
Figure 3.8: Online travel companies ....................................................................................... 102
Figure 3.9: Travel guide publishers ........................................................................................ 104
Figure 3.10: Leading mobile Internet search engines ............................................................ 106
Figure 3.11: Leading directory service providers (2015) ........................................................ 109
Figure 3.12: Directory provider distribution channels and business models ......................... 111
Figure 3.13: Local discovery and review services (June 2015) .............................................. 112
Figure 3.14: Shopping assistant and coupon services (June 2015) ...................................... 115
Figure 3.15: Top ten social networks (World Q4-2014) .......................................................... 118
Figure 4.16: Examples of friendfinder services (2015) ........................................................... 122
Figure 4.17: Leading communication and instant messaging services (Q4-2014) ................ 124
Figure 4.18: Examples of location-based game developers and games (2015).................... 125
Figure 3.19: Recreational GPS and wearable device sales (World 2012–2014) .................... 129
Figure 3.20: Examples of outdoor navigation app developers (2015) ................................... 130
Figure 3.21: Examples of sports tracking app developers (June 2015) ................................. 132
Figure 4.22: People locator services marketed by mobile operators (2015) ......................... 136
Figure 3.23: Third party people locator services using Cell-ID (EU28+2) ............................. 139
Figure 3.24: People locator and location sharing apps (June 2015) ..................................... 141
Figure 4.1: Examples of fleet management offerings by mobile operators ........................... 147
Figure 4.2: Workforce management services marketed by operators ................................... 149
Figure 4.3: Examples of mobile workforce management service providers .......................... 150
Figure 4.4: Mobile workforce management vendor segmentation ......................................... 152
Figure 4.5: Lone worker protection service providers (2015) ................................................. 156
Figure 4.6: Mobile marketing and analytics providers (2015) ................................................ 159
Figure 5.1: Global advertising expenditure by media (World 2014) ....................................... 166
Figure 6.1: Consumer and enterprise LBS revenue forecast (World 2013–2020) ................. 178
Figure 6.2: Unique smartphone users by region (World 2013–2020) .................................... 180
Figure 6.3: LBA revenue forecast (World 2013–2020) ............................................................ 182
Figure 6.4: Mapping, navigation and transport service revenues (World 2014–2020) .......... 184
Figure 6.5: Travel and tourism revenues (World 2014–2020)................................................. 185
Figure 6.6: Local search and directories revenues (World 2014–2020) ................................. 186
Figure 6.7: Shopping and coupon revenues (World 2014–2020) .......................................... 187
Figure 6.8: Social networking and entertainment revenues (World 2014–2020) ................... 188
Figure 6.9: Communication service revenues (World 2014–2020) ........................................ 189
Figure 6.10: Recreation and fitness revenues (World 2014–2020) ......................................... 190
Figure 6.11: Family and people locator services revenues (World 2014–2020) .................... 192
Figure 6.12: Workforce management revenues (World 2014–2020) ...................................... 194
Figure 6.13: Enterprise service revenues (World 2014–2020) ................................................ 195
Figure 6.14: Analytics service revenues (World 2014–2020) .................................................. 196

 

 

 

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プレスリリース

Location-based service revenues will grow to € 34.8 billion in 2020

2015-08-31

The global market for mobile location-based service (LBS) will show solid growth in the next few years, according to a new research report from the analyst firm Berg Insight. 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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