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モバイルナビゲーションサービスと機器 (第7版)

Mobile Navigation Services and Devices - 7th 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
2014年9月Eur1,200Eur1,800
1-5ユーザライセンス
165

サマリー

この調査レポートは、世界のモバイルナビゲーションサービスと機器市場を調査し、詳細な市場動向や関連企業情報、市場予測などを掲載しています。

主な掲載内容

  1. 個人向けナビゲーションソリューション
    1. 個人向けナビゲーションソリューションの概要
    2. パーソナルナビゲーションデバイス (PND) のカテゴリとセグメント
    3. ナビゲーションアプリケーションの販売チャネルとビジネスモデル
    4. 法人車両とナビゲーションシステムの普及
  2. マップデータとコンテンツ提供会社
    1. デジタルマップデータと画像の提供会社
    2. 交通情報サービス
    3. 速度違反取締装置の警告機器とデータベース提供会社
    4. 旅行ガイド、見どころ(POI)データ、気象情報提供会社
  3. ナビゲーションソフトウェア開発会社
    1. 技術概要
    2. ベンダの市場シェア
    3. 企業情報と戦略
  4. モバイル事業者が提供するサービス
    1. 北米におけるモバイル事業者によるナビゲーションサービス
    2. 欧州におけるモバイル事業者によるナビゲーションサービス
    3. アジア太平洋、中東、アフリカにおけるモバイル事業者によるナビゲーションサービス
    4. ラテンアメリカにおけるモバイル事業者によるナビゲーションサービス
  5. 機器ベンダーの企業情報
    1. パーソナルナビゲーションデバイス (PND) 市場の発展
    2. パーソナルナビゲーションデバイス (PND) の出荷数とベンダの市場シェア
    3. パーソナルナビゲーションデバイス (PND) ベンダの企業情報と戦略
    4. 端末市場の発展
  6. 市場分析と予測
    1. ナビゲーション業界の動向
    2. 地域別市場

Description

Get up to date with the latest product and technology innovations from the navigation industry in Europe, North America and Rest of World with this report in the LBS Research Series. Find out what the industry leaders are doing and anticipate their strategies for the future. The number of mobile subscribers using a turn-by-turn navigation app or service monthly on their handset was 180 million worldwide in 2013 and is forecasted to grow at a CAGR of 13.8 percent to reach 390 million users worldwide in 2019.

Executive summary

Navigation  solutions  for  car  and  pedestrian  navigation  can  be  divided  into  multiple categories. Car manufacturers offer factory installed in-dash navigation systems as standard or optional equipment on a majority of their models sold in developed markets. Drivers that want  to  add  a  navigation  system  to  their  existing  vehicle  can  choose  among  numerous aftermarket  solutions,  including  in-dash  navigation  and  infotainment  systems,  Personal Navigation Devices (PNDs) and navigation apps for handsets. At the end of 2013, there were 180  million  dedicated  car  navigation  systems  in  use  globally,  including  an  estimated  70 million factory installed or aftermarket in-dash navigation systems and 110 million PNDs.

Even though the share of new cars fitted with factory installed in-dash navigation systems will grow  fast  as  prices  decline,  the  penetration  among  vehicles  in  use  will  grow  slowly.  The average  age  of  vehicles  in  North  America  and  Europe  has  grown  to  9  years.  Aftermarket navigation  solutions  will  thus  account  for  a  majority  of  navigation  systems  in  use  in  the foreseeable  future.  Since  the  different  solutions  are  tailored  for  slightly  different  use-cases, multiple navigation-capable device solutions can be expected to co-exist in the future. Many consumers are also likely to own and use more than one navigation capable device.

The  PND  device  category  is  facing  increasing  competition  from  low  cost  in-dash  OEM navigation  systems,  as  well  as  aftermarket  products  ranging  from  in-dash  systems  to navigation  apps  for  smartphones  and  tablets.  Moreover,  the  penetration  rate  for  PNDs  is already high in many markets. Global shipments of PNDs fell 21 percent to 22 million units in 2013, which marks the fourth year of decline from the peak of 40 million units sold in 2008 and  2009.  Even  though  some  emerging  markets  are  still  showing  growth,  this  will  not compensate for the decline in mature markets. Berg Insight forecasts global PND shipments to decline to 10 million units in 2019. However, there are signs that the rapid ASP declines experienced in the past few years are slowing down.

The  intense  competition  in  the  PND  segment  has  led  to  market  consolidation.  Several vendors have exited the market – either in the most competitive markets or altogether, while others have acquired competitors. On a global level, the PND market is now dominated by the  three  vendors  –  Garmin,  TomTom  and  MiTAC  –  that  together  hold  75  percent  market share globally and more than 90 percent market share in Western Europe and North America. These  companies  have  highly  integrated  operations  ranging  from  hardware  and  software development  to  distribution.  There  are  also  some  vendors  that  hold  strong  positions  on  a local or regional level such as United Navigation in Germany, Prestigio in Eastern Europe and Panasonic in Japan. As the market is declining, the leading PND vendors Garmin, TomTom and MiTAC, as well as the leading white-label PND software developers Elektrobit and NNG are  increasingly  focusing  on  developing  in-dash  navigation  systems  for  the  automotive industry.

Navigation services for mobile phones have been available since 2002, but have only become a serious threat to PNDs in the last few years as smartphone performance has improved and device  adoption  accelerated.  The  global  active  installed  base  of  smartphones  grew  to  1.9 billion units at the end of 2013. Smartphone adoption – i.e. the share of all handsets in use – had reached about 35 percent worldwide, 67 percent in North America and about 58 percent in the EU27+2. Berg Insight estimates that the number of monthly active users of navigation apps for mobile phones was 180 million worldwide at the end of 2013.

The growing usage of mobile navigation apps has largely been driven by broader availability of free services. Starting in late 2009, all the leading smartphone platform and device vendors have  introduced  free  navigation  apps  for  end-users.  Apple,  Google  and  Nokia  have developed  their  navigation  apps  in-house,  while  other  device  vendors  such  as  BlackBerry, LG,  Samsung  and  Sony  Mobile  cooperate  with  navigation  app  developers  like  Appello, Navmii, NDrive, ROUTE 66 and TeleCommunication Systems. Besides handset vendors, app developers  also  use  distribution  channels  including  app  stores  and  mobile  operators.  As competition  from  free  apps  has  intensified,  app  developers  are  increasingly  focusing  on freemium business models where the core turn-by-turn navigation service is free and users have  the  option  to  purchase  additional  content  and  features.  Advertising  is  also  gradually becoming a source of revenues for developers with large active user bases. 



目次

Table of contents

Table of contents ......................................................................................................................... i
List of figures .............................................................................................................................. vii

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

1  Personal navigation solutions .............................................................................................. 3

1.1  Overview of personal navigation solutions .................................................................. 4
1.1.1  Factory installed in-dash navigation and telematics solutions ............................. 5
1.1.2  Aftermarket in-dash infotainment and navigation systems ................................... 6
1.1.3  Personal Navigation Devices ................................................................................ 7
1.1.4  Smartphones and mobile phones ......................................................................... 7
1.1.5  Portable media players, tablets and phablets ....................................................... 8
1.2  PND categories and segments .................................................................................. 10
1.2.1  Car navigation PNDs ........................................................................................... 10
1.2.2  Embedded PNDs ................................................................................................ 13
1.2.3  Multimode and rugged PNDs ............................................................................. 14
1.2.4  Truck and recreational vehicle PNDs .................................................................. 14
1.3  Navigation app distribution channels and business models .................................... 15
1.3.1  Navigation app distribution channels .................................................................. 15
1.3.2  Active monthly navigation app users by distribution channel ............................ 18
1.3.3  Evolution of handset navigation app business models ...................................... 18
1.3.4  App store strategies ............................................................................................ 20
1.4  Vehicle fleets and navigation system penetration ..................................................... 21
1.4.1  The European passenger car market ................................................................. 22
1.4.2  The North American passenger car and light truck market ................................ 23

2  Map data and content providers........................................................................................ 27

2.1  Digital map data and image suppliers ....................................................................... 29
2.1.1  Nokia HERE ......................................................................................................... 30
2.1.2  TomTom Maps .................................................................................................... 31
2.1.3  AND ..................................................................................................................... 33
2.1.4  AutoNavi .............................................................................................................. 34
2.1.5  Blom .................................................................................................................... 34
2.1.6  CE Info Systems – MapmyIndia .......................................................................... 35
2.1.7  DigitalGloble ........................................................................................................ 35
2.1.8  Intermap Technologies ....................................................................................... 36
2.1.9  OpenStreetMap ................................................................................................... 36
2.1.10  ZENRIN ................................................................................................................ 37
2.2  Traffic information services ........................................................................................ 38
2.2.1  Traffic information systems ................................................................................. 38
2.2.2  RDS-TMC services .............................................................................................. 39
2.2.3  The TPEG standard ............................................................................................. 42
2.2.4  The VICS traffic information system .................................................................... 43
2.2.5  Market developments .......................................................................................... 43
2.2.6  AirSage ................................................................................................................ 44
2.2.7  Be-Mobile ............................................................................................................ 44
2.2.8  CE-Traffic ............................................................................................................. 45
2.2.9  Clear Channel Radio’s Total Traffic Network ...................................................... 45
2.2.10  Decell ................................................................................................................... 45
2.2.11  INRIX .................................................................................................................... 46
2.2.12  Mediamobile ........................................................................................................ 46
2.2.13  TrafficCast ........................................................................................................... 47
2.2.14  Trafficmaster ........................................................................................................ 47
2.3  Speed camera warning devices and database providers ......................................... 48
2.3.1  Coyote Systems .................................................................................................. 49
2.3.2  Cyclops ............................................................................................................... 49
2.3.3  FoxyTag ............................................................................................................... 49
2.3.4  Road Angel .......................................................................................................... 50
2.3.5  Wikango .............................................................................................................. 50
2.4  Travel guide, POI data and weather information providers ....................................... 51
2.4.1  CustomWeather ................................................................................................... 51
2.4.2  Foreca ................................................................................................................. 51
2.4.3  Fodor’s Travel ...................................................................................................... 51
2.4.4  Langenscheidt ..................................................................................................... 52
2.4.5  Mairdumont ......................................................................................................... 52
2.4.6  PagesJaunes Group ........................................................................................... 53
2.4.7  NavX .................................................................................................................... 54
2.4.8  ViaMichelin .......................................................................................................... 54
2.4.9  Wcities ................................................................................................................. 54

3  Navigation software developers ........................................................................................ 57

3.1  Technology overview ................................................................................................. 57
3.1.1  On-board, off-board and hybrid navigation software .......................................... 58
3.1.2  Evolution of navigation software features ........................................................... 58
3.2  Vendor market shares ............................................................................................... 60
3.2.1  Handset navigation app market shares in Europe.............................................. 62
3.2.2  Handset navigation app market shares in North America .................................. 63
3.3  Company profiles and strategies .............................................................................. 64
3.3.1  ALK Technologies ............................................................................................... 66
3.3.2  Aponia Software .................................................................................................. 67
3.3.3  Appello Systems ................................................................................................. 67
3.3.4  deCarta ................................................................................................................ 68
3.3.5  Dynavix ................................................................................................................ 69
3.3.6  Elektrobit ............................................................................................................. 70
3.3.7  Fullpower Technologies ...................................................................................... 71
3.3.8  Google ................................................................................................................. 71
3.3.9  GPS Tuner ........................................................................................................... 72
3.3.10  Intrinsyc Software ................................................................................................ 72
3.3.11  MapQuest ............................................................................................................ 73
3.3.12  Mireo .................................................................................................................... 73
3.3.13  NaviExpert ........................................................................................................... 74
3.3.14  Navitel .................................................................................................................. 74
3.3.15  NAVITIME ............................................................................................................ 75
3.3.16  Navmii .................................................................................................................. 76
3.3.17  NDrive .................................................................................................................. 76
3.3.18  NNG ..................................................................................................................... 77
3.3.19  Papago ................................................................................................................ 78
3.3.20  PH Informatica ..................................................................................................... 79
3.3.21  ROUTE 66 ............................................................................................................ 79
3.3.22  Skobbler .............................................................................................................. 80
3.3.23  Sygic .................................................................................................................... 80
3.3.24  TeleCommunication Systems ............................................................................. 81
3.3.25  Telenav ................................................................................................................ 82
3.3.26  Telmap ................................................................................................................. 83
3.3.27  UbiEst .................................................................................................................. 84
3.3.28  Waze .................................................................................................................... 85
3.3.29  Yapp Mobile ........................................................................................................ 86

4  Mobile operator service offerings ...................................................................................... 87

4.1  Navigation services from mobile operators in North America ................................... 87
4.1.1  AT&T .................................................................................................................... 88
4.1.2  Bell Mobility ......................................................................................................... 89
4.1.3  MetroPCS ............................................................................................................ 89
4.1.4  Rogers Wireless .................................................................................................. 89
4.1.5  Sprint Nextel ........................................................................................................ 90
4.1.6  TELUS ................................................................................................................. 91
4.1.7  US Cellular ........................................................................................................... 91
4.1.8  Verizon Wireless .................................................................................................. 91
4.2  Navigation services from mobile operators in Europe .............................................. 92
4.2.1  Deutsche Telekom Group ................................................................................... 94
4.2.2  Orange Group ..................................................................................................... 95
4.2.3  SFR ...................................................................................................................... 97
4.2.4  Telefónica Group ................................................................................................. 97
4.2.5  Telekom Austria Group ....................................................................................... 98
4.2.6  TeliaSonera Group .............................................................................................. 99
4.2.7  Vodafone Group ................................................................................................ 101
4.3  Navigation services from mobile operators in Asia Pacific ..................................... 103
4.3.1  Country profile: Australia ................................................................................... 104
4.3.2  Country profile: Japan ....................................................................................... 105
4.3.3  Country profile: South Korea ............................................................................. 107
4.3.4  SingTel Group ................................................................................................... 108
4.3.5  Bharti Airtel ........................................................................................................ 109
4.3.6  Vodafone New Zealand ..................................................................................... 109
4.4  Navigation services in other countries .................................................................... 109
4.4.1  Country profile: Israel ........................................................................................ 110
4.4.2  Country profile: South Africa ............................................................................. 111
4.4.3  América Móvil .................................................................................................... 112
4.4.4  NII Holdings ....................................................................................................... 112
4.4.5  Telefónica Latin America ................................................................................... 113
4.4.6  Mobile TeleSystems .......................................................................................... 114

5  Device vendor profiles ..................................................................................................... 115

5.1  PND market developments ..................................................................................... 115
5.1.1  PND feature evolution ....................................................................................... 115
5.1.2  Market consolidation ......................................................................................... 117
5.2  PND shipments and vendor market shares ............................................................ 119
5.2.1  Shipments by geographical region ................................................................... 119
5.2.2  PND hardware revenues ................................................................................... 120
5.2.3  Vendor market shares ....................................................................................... 121
5.3  PND vendor profiles and strategies ......................................................................... 123
5.3.1  Garmin ............................................................................................................... 123
5.3.2  TomTom ............................................................................................................ 127
5.3.3  MiTAC ................................................................................................................ 132
5.3.4  Airis .................................................................................................................... 134
5.3.5  AvMap ............................................................................................................... 134
5.3.6  Mappy / Logicom .............................................................................................. 135
5.3.7  MEDION ............................................................................................................ 135
5.3.8  Panasonic .......................................................................................................... 136
5.3.9  Prestigio............................................................................................................. 136
5.3.10  Shinco ............................................................................................................... 137
5.3.11  Thinkware Systems ........................................................................................... 137
5.3.12  UniStrong .......................................................................................................... 138
5.3.13  United Navigation .............................................................................................. 139
5.4  Handset market developments ............................................................................... 140
5.4.1  Smartphone platform market shares ................................................................ 141
5.4.2  Smartphone vendor market shares .................................................................. 143
5.4.3  Smartphone ecosystems .................................................................................. 144
5.4.4  Towards complete LBS offerings ...................................................................... 145
5.4.5  Handset vendor navigation service strategies .................................................. 146
5.5  Handset vendor profiles .......................................................................................... 147
5.5.1  Apple ................................................................................................................. 147
5.5.2  BlackBerry ......................................................................................................... 148
5.5.3  HTC ................................................................................................................... 149
5.5.4  LG Electronics ................................................................................................... 149
5.5.5  Nokia ................................................................................................................. 150
5.5.6  Samsung Electronics ........................................................................................ 151
5.5.7  Sony Mobile ...................................................................................................... 152

6  Market analysis and forecasts ......................................................................................... 155

6.1  Navigation industry trends ....................................................................................... 155
6.1.1  PND sales continue to decline in developed markets ...................................... 155
6.1.2  Low cost in-dash navigation systems drive take rates ...................................... 156
6.1.3  Free navigation apps now available for all smartphone platforms ................... 157
6.2  Regional markets ..................................................................................................... 159
6.2.1  Total navigation system penetration rate by region .......................................... 160
6.2.2  The European mobile navigation market .......................................................... 161
6.2.3  The European PND market ............................................................................... 162
6.2.4  The North American mobile navigation market ................................................ 164
6.2.5  The North American PND market ...................................................................... 165
6.2.6  The Rest of World mobile navigation market .................................................... 167
6.2.7  The Rest of World PND market ......................................................................... 168

Glossary .................................................................................................................................. 171

List of figures

Figure 1.1: Main car navigation system categories .................................................................... 4
Figure 1.2: Examples of GPS-enabled tablets (March 2012) ..................................................... 9
Figure 1.3: Car navigation PND feature comparison by products segment ............................ 11
Figure 1.4: Garmin and TomTom PNDs ................................................................................... 13
Figure 1.5: Examples of leading mobile app stores (Q4-2012) ................................................ 17
Figure 1.6: Active navigation users by distribution channel (World 2008–2012) ..................... 18
Figure 1.7: Business models for mobile navigation apps and services ................................... 19
Figure 1.8: The European passenger car market (2012) ......................................................... 22
Figure 1.9: Car navigation system shipments in Europe (2002–2012) .................................... 23
Figure 1.10: Car navigation system shipments in North America (2002–2012) ....................... 24
Figure 1.11: The North American passenger car and light truck market (2012) ...................... 25
Figure 2.1: Examples of content providers ............................................................................... 28
Figure 2.2: Major international digital map data suppliers ....................................................... 29
Figure 2.3: Traffic information platform ..................................................................................... 39
Figure 2.4: Examples of TMC service providers (2012) ............................................................ 41
Figure 2.5: Speed camera warning device and database vendors (Q1-2013) ........................ 48
Figure 2.6: Travel guide publishers .......................................................................................... 52
Figure 3.1: Mapping and navigation server platform ................................................................ 57
Figure 3.2: Navigation app and service providers by active users (World Q4-2012) ............... 61
Figure 3.3: Handset navigation service market shares (EU27+2 2008–2012) ........................ 62
Figure 3.4: Handset navigation service market shares (North America 2008–2012) ............... 63
Figure 3.5: Handset navigation app developers ....................................................................... 65
Figure 4.1: Navigation offerings from North American operators (January 2013) ................... 88
Figure 4.2: Navigation offerings from European operators (February 2013) ........................... 93
Figure 4.3: Examples of navigation offerings from APAC operators (February 2013) ........... 103
Figure 5.1: PND feature penetration in Europe and North America (2007–2012) .................. 116
Figure 5.2: PND brands by original industry .......................................................................... 117
Figure 5.3: Global annual PND shipments and revenues (2005–2012) ................................. 119
Figure 5.4: PND shipments by region (Million units 2007–2012) ........................................... 120
Figure 5.5: PND vendor market shares (World 2006–2012) ................................................... 121
Figure 5.6: PND vendor market shares (Europe 2006–2012) ................................................ 122
Figure 5.7: PND vendor market shares (North America 2006–2012) ..................................... 122
Figure 5.8: Examples of Garmin nüvi PNDs ........................................................................... 125
Figure 5.9: Examples of TomTom PNDs and connected PNDs ............................................. 131
Figure 5.10: Smartphone shipments by vendor and OS (World 2012) .................................. 142
Figure 6.1: Smartphone, GPS-enabled Internet tablet and PND shipments (2011–2017) ..... 159
Figure 6.2: PND and in-dash navigation system penetration (World 2007–2012) ................. 160
Figure 6.3: Navigation app and service revenues (EU27+2 2011–2017) .............................. 161
Figure 6.4: Annual PND shipments in Europe (2006–2017) ................................................... 162
Figure 6.5: PND ASP, device and service revenues in Europe (2011–2017) ......................... 163
Figure 6.6: Navigation app and service revenues (North America 2011–2017) ..................... 164
Figure 6.7: Annual PND shipments in North America (2006–2017) ....................................... 165
Figure 6.8: PND ASP, device and service revenues in North America (2011–2017) .............. 166
Figure 6.9: Navigation app and service revenues (ROW 2011–2017) .................................... 167
Figure 6.10: Annual PND shipments in ROW (2006–2017) .................................................... 168
Figure 6.11: PND ASP, device and service revenues in ROW (2011–2017) .......................... 169

 

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プレスリリース

[プレスリリース原文]

PND shipments fell to 22 million units while users of navigation apps grew to 180 million worldwide in 2013

2014-09-17

According to a new research report from the analyst firm Berg Insight, global shipments of Personal Navigation Devices (PNDs) declined from 28 million units in 2012 to 22 million units in 2013. There are signs that the decline is slowing and some emerging markets still experience growth. However, on the whole, the PND market is set for a continued downturn on a global basis. Berg Insight forecasts that PND shipments will decline to only 10 million units worldwide in 2019. A number of developments are affecting the PND market. Retailers have reduced shelf space and marketing for PNDs in favour of other consumer electronics products. Competition from other navigation solutions, especially navigation apps, is also intensifying. Over time, PNDs will also face further competition from in-dash navigation systems as more car brands launch low cost systems. Moreover, the installed base of PNDs is already high and replacement cycles are likely to be prolonged since PNDs have matured considerably and many devices are now sold with lifetime map updates, giving users less reason to replace their existing devices as frequently.

The user experience for handset-based navigation apps is now improving through better integration in the car. Some vendors have released NFC-enabled car mounts enabling the owner to configure the handset to turn on the GPS and launch a navigation app when the phone is placed in the mount. A majority of car manufacturers have also started to offer smartphone integration solutions that connect the vehicle’s infotainment system with the user’s smartphone via Bluetooth, Wi-Fi, USB or HDMI. It is then possible to display and control smartphone apps using the touchscreen and controls in the car. Higher smartphone adoption along with broader availability of low cost and free navigation apps are important factors for the continued increase in usage of mobile navigation services worldwide.

“The number of mobile subscribers worldwide using a turn-by-turn navigation app on their handset at least once per month grew from 150 million in 2012 to 180 million in 2013”, said André Malm, Senior Analyst, Berg Insight. He adds that in most markets, smartphones from major vendors now come bundled with free navigation apps. The leading navigation service providers on a global basis include Google, Apple, Telenav, Appello Systems, Nokia and Garmin. Examples of major local players include AutoNavi and Careland in China, SK Planet in South Korea, NAVITIME and ZENRIN in Japan, as well as Navitel and Yandex in Russia. Despite increasing competition from free navigation apps, many mobile operators are still marketing their own navigation services developed by companies such as Telenav, TeleCommunication Systems and Appello Systems. “App developers and operators are now trying to monetise navigation apps by introducing premium features and advertising. Developers are also forced to reduce costs as competition increases, for instance by adopting OpenStreetMap data to reduce map licensing fees”, concludes Mr Malm.
 


下記は2013年4月に出版された旧版のプレスリリースです。

[日本語訳]

ナビゲーションアプリによる競争の激化により、2012年のPND出荷数は2800万まで下落

2013年4月19日
スウェーデンの調査会社Berg Insightの調査レポート「モバイルナビゲーションサービスと機器 (第6版)ー Mobile Navigation Services and Devices:6th Edition」は、世界のPND(Personal Navigation Device)の出荷数は2011-2012年に3300万から2800万に減少するだろうと報告している。欧州の公的債務危機の継続によって消費者の支出が減少していることが一因であるものの、PDN市場にはそれ以外の動向も影響しているようだ。特に成熟市場では、PNDはすでにかなり普及している。PNDは、マーケティング的にもすでにマージンの高い家電製品ではなくなっており、小売業者は販売スペースを縮小している。スマートフォンのナビゲーションアプリなどの他のナビゲーションソリューションとの競争も激化している。PDNはそのうちに、より多くの車種に搭載される次世代の低コストのシステムによる、車載型(内蔵型)のナビゲーションシステムとの競争にさらされることになるだろう。PDNの出荷数は、東欧や南米、インドなどの市場ではまだ成長しているが、成熟市場での減少を補完するほどではない。Berg Insightは、世界のPDN出荷数は2017年には1700万にまで減少するだろうと予測している。

スマートフォンの普及が進み、適正な価格のサービスが拡大すれば、モバイルナビゲーションアプリの利用は拡大するだろう。「少なくとも1か月に1回は、自分の端末で、ターンバイターンのナビゲーション(交差点などでの進行方向を音声やアイコンで表示する方式)アプリを使っているモバイル加入者の数は、世界で2011-2012年に1億500万から1億5000万に増加するだろう」とBerg InsightのシニアアナリストAndre Malm氏は語る。現在ナビゲーションを実際に使用している加入者の過半数が、モバイル事業者から端末やサービスプランにバンドルされている無料のアプリを使っている。多くの先進市場では、主要ベンダのスマートフォンには、無料のナビゲーションアプリが付いている。グーグルとノキアが最初に無料のナビゲーションを開始し、アップルとブラックべリーがそれに続いた。無料のナビゲーションアプリが増加したため、モバイル事業者の多くが、エンドユーザー向けのコストを相殺するために、フリーミアム(基本サービスは無料提供し、高度な機能や付加価値サービスなどは有料で提供するビジネスモデル、無料+プレミアム)のナビゲーションサービスのバンドルに転換している。アプリ開発者やオペレータは、広告やプレミアム機能を導入して、収益をはかれるサービスを模索している。ユーザーは、新しい機能やコンテンツのアドオンを購入することで、嗜好にあうようにアプリをカスタマイズすることができる。主要なナビゲーション機能に加えて、交通情報やspeed camera alert(速度違反取締カメラを警告)、駐車場情報、ローカル検索、ローカルサービスなどの機能を備えたナビゲーションアプリは、より多くの消費者にとって日常的に有益なものになっていくだろう。「アプリ開発者とモバイル事業者にとって大切なのは、利用を刺激して、広告による収益の増加を追及することである」とMalm氏は語る。

[プレスリリース原文]

PND shipments declined to 28 million units in 2012 as competition from nav apps intensified

2013-04-19
According to a new research report from the analyst firm Berg Insight, global shipments of Personal Navigation Devices (PNDs) declined from 33 million units in 2011 to 28 million units in 2012. Even though part of the decline can be attributed to lower consumer spending in Europe resulting from the continuing sovereign debt crisis, other developments are also affecting the PND market. The installed base of PNDs is already high, especially in mature markets. Retailers have reduced shelf space and marketing for PNDs in favour of higher margin consumer electronics products. Competition from other navigation solutions, notably navigation apps for smartphones is furthermore growing. Over time, PNDs will also start to face more competition from factory installed in-dash navigation systems as more car brands launch next generation low cost systems. Shipments of PNDs are still growing in markets such as Eastern Europe, South America and India, but not fast enough to compensate for the decline in mature markets.

Berg Insight therefore forecasts that global PND shipments will decline to about 17 million units in 2017. Higher smartphone adoption and broader availability of attractively priced services are key factors for growing usage of mobile navigation apps. “The number of mobile subscribers worldwide using a turn-by-turn navigation app on their handset at least once per month grew from 105 million in 2011 to 150 million in 2012”, said André Malm, Senior Analyst, Berg Insight. He adds that more than half of the current active navigation subscriber base uses free apps that are bundled with handsets or service plans from mobile operators. In most developed markets, smartphones from major vendors now come bundled with free navigation apps. Google and Nokia were the first to launch free navigation and have later been followed by Apple and BlackBerry. In response to the proliferation of free navigation apps, many mobile operators have switched to bundled freemium navigation services to offset the cost for end users. App developers and operators are now trying to monetise services by introducing advertising and premium features. Users can customise their app to suit their personal preferences by purchasing new features and content add-ons. Complementing core navigation with features including traffic information, speed camera alerts, parking space information, local search and local offers can make navigation apps useful on a daily basis for more potential customers. “Stimulating usage is important for app developers and mobile operators that want to pursue additional revenues from advertising”, commented Mr Malm.

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