目次
この調査レポートは、位置情報サービスの現状と市場規模を概観しています。モバイルオペレータの役割、収益を上げることのできるサービスの種類、位置情報サービスの主要なビジネスモデルなどについて記載しています。
Description
Following many years of high expectations, the location-based services market is finally coming of age. Growing adoption of GPS devices is the key driver, helping a whole host of different applications and services to grow. For mobile operators, this is an opportunity to drive new revenue streams, but it is also a threat because it means access to location information is no longer their monopoly. Operators need to become more active in the location space by driving their own-branded navigation and local search applications on devices they distribute, maximizing smartphone sales and bundling people-finding services with packages targeting specific segments. In other segments — including social networking, in-app advertising and advertising-based messaging — the opportunity is more limited, although there are some interesting opportunities here, as well.
The report provides a detailed overview of the current status and size of the location-based services market. It takes a specific look at the positioning of the mobile operators within the value chain and how they can leverage their assets to take a stake in this growing opportunity. A number of services are analyzed, but the biggest focus is on navigation, the largest in terms of revenue where various business models are establishing themselves and a range of different players are focusing their efforts, creating a dynamic and fast-changing market segment. Other services such as people finding and local search are also covered. We do not include fleet tracking services or location-based voice billing.
- The global location-based services market is enjoying strong growth. Revenue is expected to reach US$10.3bn in 2015, up from $2.8bn in 2010. There are a number of different factors driving market growth, including increasing GPS and smartphone adoption, success of new business models, continued growth of mobile advertising, and the wider coverage and higher speeds of mobile networks.
- Although operators are continuing to lose control over location information with the growth of GPS, this is also creating important growth opportunities. In 2008 operators gained around 80% of all location-based service revenue. This has fallen to around half, but the total market has grown more than fivefold. Navigation, local search and people-locating services are the key areas for operators to target because this is where we believe they are best positioned.
- Navigation applications are the largest location-based service revenue generators. Competition is intensifying among operators, handset vendors and operating system developers to capture users. While applications have cost advantages over stand-alone personal navigation devices (PNDs), Google and Nokia are shifting the business model from payment to advertising-funded.
- What role can mobile operators take in location-based services?
- Which type of services will generate significant revenue?
- What are the key business models in location based services?
- Mobile operators;
- Handset vendors;
- Location technology and platform vendors;
- Application developers;
- Operating system developers;
- Handset distributors;
- Search service providers;
- Local advertising media and content developers.
:
| 118000
3Sweden
ADAC
Airtelv
Alltel | Appello
Apple
Asus
AT&T
AutoNavi | Bharti
Blyk
Boost Mobile
Carphone Warehouse
Cellcom |
Location-Based Services: Market Forecast, 2011-2015 is part of Pyramid’s research report series. A blend of primary research and qualitative analysis, Pyramid’s research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.
Author: Jan ten Sythoff, Julian Morrison
TOP
Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Section 1: Market overview and background
1.1 Definitions and overview
1.1.1 Regulations continue to shape the location-based services industry
1.2 Location-based services scope
1.3 Navigation: Driving location-based service revenue
Section 2: Value chains and business models
2.1 Introduction to the location-based services value chain
2.2 Operator positioning in location-based services
2.3 Analyzing navigation application value chains and business models
2.3.1 An increasingly complex value chain
2.3.2 Smartphone platforms overview
2.3.3 Operators
2.3.4 Handset vendors
2.3.5 Navigation application developers
2.3.6 Data providers and advertisers
2.3.7 Distributors and retailers
2.3.8 Navigation market development
2.4 Analyzing people-finder application and service value chains and business models
2.5 Analyzing advertising value chains and business models
2.5.1 Location-based search
2.5.2 Messaging location-based advertising
2.5.3 Display location-based advertising
Section 3: Market sizing and forecast
3.1 Overview and methodology
3.2 Global forecast
3.3 Navigation services forecast
3.4 People-finder services forecast
3.5 Advertising revenue forecast
3.6 Revenue breakdown by region
3.7 North America
3.8 Europe
3.9 Asia-Pacific
3.10 Africa & the Middle East
3.11 Latin America
3.12 Comparing developed and emerging markets
Section 4: Case studies
4.1 North America
4.1.1 AT&T
- AT&T Navigator
- FamilyMap
- ShopAlert
4.1.2 Sprint
- Sprint Navigation
- Family Locator
4.2 Europe
4.3 Africa & the Middle East
- LOCATION-BASED SERVICES: MARKET FORECAST 2011-2015 7
4.4 Latin America
4.5 Asia-Pacific
Navigation
People finder
Related resource
Table of exhibits
Exhibit ES: Location-based services revenue forecast by segment, 2008-2015
Exhibit 1.1: Location technology overview
Exhibit 1.2: GPS penetration of subscriptions by region, 2010 and 2015
Exhibit 1.3: Report segmentationError! Bookmark not defined.
Exhibit 1.4: Garmin and TomTom revenues, 2006-2010
Exhibit 1.5: PND shipments and industry milestones, 2006-2011
Exhibit 2.1: Preload value chain elements
Exhibit 2.2: Smartphone sales by platform, 2010-2015
Exhibit 2.3: Growth of Google Maps users
Exhibit 2.4: European ‘free’ navigation service launch examples
Exhibit 2.5: Selected location vendors and operator partnerships
Exhibit 2.6: Selected handset vendor and navigation service provider partnership announcements
Exhibit 2.7: Dedicated device vs. smartphone usage penetration of cars, 2008-2015
Exhibit 2.8: Breakdown of smartphone navigation service providers, 2010 and 2015
Exhibit 2.9: People finder value chains
Exhibit 2.10: Comparison of various people-locator services
Exhibit 2.11: Mobile advertising growth by segment, 2010-2015
Exhibit 2.12: Mobile local search applications
Exhibit 2.13: Poynt local search details, 2009 and 2010
Exhibit 2.14: Selected operator SMS opt-in details
Exhibit 2.15: North Face alert screenshot
Exhibit 2.16: Selected location-based social networks and details
Exhibit 3.1: Total location-based service revenue forecast, 2008-2015
Exhibit 3.2: Navigation services revenue forecast, 2008-2015
Exhibit 3.3: People finder revenue forecast, 2008-2015
Exhibit 3.4: Location-based advertising revenues, and as a percentage of mobile advertising revenues, 2008-2015
Exhibit 3.5: Location-based advertising revenues and as a percentage of mobile advertising revenues, 2008-2015
Exhibit 3.6: North American location-based service revenue forecast, 2008-2015
Exhibit 3.7: European location-based services revenue forecast, 2008-2015
Exhibit 3.8: Asia-Pacific location-based services revenue forecast, 2008-2015
Exhibit 3.9: AME location-based services revenue forecast, 2008-2015
Exhibit 3.10: Latin American location-based services revenue forecast, 2008-2015
Exhibit 4.1: AT&T location-based services launch dates
Exhibit 4.2: AT&T Navigator subscriptions, 2007-2010
Exhibit 4.3: Sprint location-based services launch dates
Exhibit 4.4: Sprint Navigation subscriptions, 2007-2010
Exhibit 4.5: Orange France Origami tariffs and navigation
Exhibit 4.6: Orange UK satellite navigation services and pricing
Exhibit 4.7: Telcel Mexico’s navigation service pricing
