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A recent study commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting (BLM) and carried out by strategy consultant Goldmedia has found that location-based services in Germany ...

A recent study commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting (BLM) and carried out by strategy consultant Goldmedia has found that location-based services in Germany are providing a wide variety of offers, have an increasing user base and are also likely to experience high rates of growth.

At the end of 2012, there were 181 location-based services (LBS) providers in Germany. That number is expected to increase, with experts predicting that almost every app will incorporate an LBS function in the future. One in four Germans are already using a service of this kind.

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    Location based services-2013_goldmedia_short_report_en Location based services-2013_goldmedia_short_report_en Presentation Transcript

    • Location Based Services 2013 in Germany Short report Berlin, February 2013 Prof. Dr. Klaus Goldhammer | Christine Link | Johanna Tietz Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +4930-246 266-0 | Fax -66 | Info[at]Goldmedia.de www.Goldmedia.com Picture: © Seyyahil_Fotolia.com Goldmedia GmbH Strategy Consulting
    • Location-based services 2013 Objectives and methodology Client  Goldmedia carried out a study on the location-based services market in Germany for the Bavarian Regulatory Authority for Commercial Broadcasting (BLM) Objectives  Market overview of the current situation, range of services, usage and local advertising market potentials of location-based services (LBS) in Germany Methodology  Project period: November 2012 to February 2013, presentation of the results on February 2, 2013 at the Local Web Conference in Nuremberg  Approach: extensive online desk research as well as five expert interviews with service providers and industry representatives Bild: © Seyyahil_Fotolia.com Vertraulich/Confidential, © Goldmedia 2
    • Location-based services Table of contents 1. Definition 2. Market structure 3. Usage 4. Potentials 5. Legal concerns 6. Forecast Vertraulich/Confidential, © Goldmedia 3
    • Functionality of location-based services (LBS): after localization location-based information are provided Using procedure/definition of location-based services (schematic) + locating position-fixing (via GPS, GSM, WLAN, etc.) end device service providers transmit location-based information map/ data locating provider user service Source: Goldmedia analysis, 02/2013 Vertraulich/Confidential, © Goldmedia 4
    • Location-based services Table of contents 1. Definition 2. Market structure 3. Usage 4. Potentials 5. Legal concerns 6. Forecast Vertraulich/Confidential, © Goldmedia 5
    • LBS development since 2005: dramatic increase of providers from less than 10 to more than 180 in GER number of providers >180 <10 2005 2006 Source: Goldmedia analysis, 02/2013 Vertraulich/Confidential, © Goldmedia 2007 2008 2009 2010 2011 2012 2013 Picture: © Seyyahil_Fotolia.com 6
    • general information 12 % 5 % 12 % navigation & maps 9% 4% 7% food service industry 8% Share of LBS providers 3% based on181 services Germany, 1/2013 2% 7% 5% Source: Goldmedia analysis, 2/2013 Vertraulich/Confidential, © Goldmedia taxi 6% 6 % 12 % 6 % social gaming 7
    • Location-based services Table of contents 1. Definition 2. Market structure 3. Usage 4. Potentials 5. Legal concerns 6. Forecast Vertraulich/Confidential, © Goldmedia 8
    • Study overview: 30% to 42% of smartphone owners in Germany used LBS at least once a week in 2012 30% 37% 42% of Germans already use location-based services, 29% are interested of mobile internet users utilize location-based services at least once a day of smartphone users search for local information at least once a week Results  Studies by TNS, AGOF and Google from 2012 show that at least every third German is already using location-based services  Two in three smartphone owners have location-based applications at their disposal Source: TNS (Mobile Life Study 2012), Google (Unser mobiler Planet: Deutschland), AGOF (mobile facts 2012-II), 02/2013 Vertraulich/Confidential, © Goldmedia 9
    • Mobile Monitor: location-based apps are among the most-used apps of smartphone users in GER in 2012 Results My three most-used apps are… (2012) What's App facebook Weather forecast ebay Deutsche Bahn Spiegel Navigation Angry Birds Kicker web.de Skype GMX Opera Google Search tagesschau n-tv google maps Bild.de Amazon Twitter Calendar Barcode reader TV Spielfilm Public transport 552 522 294 85 65 64 64 58 50 44 43 42 39 39 36 36 34 32 32 29 29 28 27 27 0 100  Asking smartphone users for their most-used apps, 7 in 24 apps are locationbased  522 in 1,969 respondents use the facebook app most frequently, which also includes facebook Places  The second most-used LBS-app is ebay; it is used by 85 in 1,969 respondents and also uses location-based data 200 300 400 frequency of nominations 500 600  Other approved locationbased services refer to navigation and locationbased information as well as information about local transport (except for Twitter) Source: Goldmedia Mobile Monitor / respondi 2012: n=1,969 Vertraulich/Confidential, © Goldmedia 10
    • Location-based services Table of contents 1. Definition 2. Market structure 3. Usage 4. Potentials 5. Legal concerns 6. Forecast Vertraulich/Confidential, © Goldmedia 11
    • Europe: high growth in LBS market revenues expected by 2017, about 1 bn EUR in just 5 countries Mobile LBS market revenues in million €, EU27 and EU5, 2010-2017 1.400 1,270 EU27: 27 EU countries 1.200 1,040 EU5: Germany, France, UK, Italy, Spain 1.000 850 800 600 400 325 400 200 58 50 115 100 630 500 965 800 650 210 170 2010 2011 2012 2013 2014 2015 2016 2017 Facts  Countries of EU5 (Germany, France, UK, Italy and Spain) generate most of LBS revenues – by 2017, 178 m mobile users are expected. For the EU27 255 m mobile LBS users are expected. Source: IDATE, “Mobile LBS”-Report, June 2012, Electronics.ca Publications, ”Mobile LBS Market and Data Report”, June 2012 Vertraulich/Confidential, © Goldmedia 12
    • LBS advertising revenues of German providers increase to 188 m EUR by 2017 in GER, CAGR 63% Share of LBS market revenues in Germany 2011-2017 in EUR / Goldmedia forecast Goldmedia forecast 265 159 37 57 85 206 Other revenues 118 10 16 33 56 2011 2012 2013 2014 87 2015 130 2016 188 Advertising revenues 2017 Details  LBS revenues increase by 49 percent from 2012 to 2013  Ad-financed services with highest growth potential: share of ad revenues in total revenues is expected to be around 40 percent in 2013 and will increase to around 71 percent in the next five years Source: Goldmedia analysis, 02/2013, German LBS/providers only Vertraulich/Confidential, © Goldmedia picture: © Seyyahil_Fotolia.com 13
    • Business models: almost half of location-based services in GER are ad-financed (44%), 24% with in-app sales Share of business models by a total of 180 German LBS providers (1/2013) free 21% freemium 3% sale of app 8% advertising 44% in-app sale 24% Source: Goldmedia analysis, 01/2013 Vertraulich/Confidential, © Goldmedia 14
    • Location-based services Table of contents 1. Definition 2. Market structure 3. Usage 4. Potentials 5. Legal concerns 6. Forecast Vertraulich/Confidential, © Goldmedia 15
    • LBS: only 39 percent of respondents feel safe by using apps with incorporated localization ”Do you use location-based applications which reveal your current location (GPS)?” ”Do you feel safe by using apps with incorporated localization?” (e.g. Google Maps, Facebook, AroundMe, etc.) no 31% yes 39% no 61% yes 69% 69% use them… …but 61% don‘t feel safe. Source: Goldmedia Mobile Monitor / respondi 2012: n=1.969 Vertraulich/Confidential, © Goldmedia 16
    • Smartphone users are afraid of data abuse when they use location-based services Concerns of smartphone users in Germany regarding data privacy (5/2012) I ‘m afraid of using localization because I’m not sure whether my privacy is protected. I always pay attention to which apps trigger my local position. 8% 10% 5% I fully agree squarely agree I agree 10% 53% 21% I don't know 11% 40% 17% I don't agree I don't agree at all 24% Facts  Half of smartphone users in Germany pay attention to apps using localization  40 percent of users have concerns about revealing their location  Insecurity regarding data protection inhibits LBS usage Source: Goldmedia analysis, based on fittkaumaass.de, W3B report “Location-based Services”, April/May 2012. Sample: 65,884 German internet users, internet representatives quoted and weighed of age, sex and federal states Vertraulich/Confidential, © Goldmedia 17
    • Location-based services Table of contents 1. Definition 2. Market structure 3. Usage 4. Potentials 5. Legal concerns 6. Forecast Vertraulich/Confidential, © Goldmedia 18
    • SWOT analysis: location-based services Strengths Weaknesses  Vicinity to user and daily deals/ offers in real-time  Facilitation of everyday life in numerous fields  Advertising meets customers at point of sale (POS) Prospects Threats  Advertisers are increasingly interested in targeting and localizing their potential customers  Growth potential for start-ups  Prospective location-based feature will be integrated in almost every app Result  Approvals for localization of smartphone users are necessary  LBS require advertising customers with local basis/effort of targeting  Booking and measuring systems  No successful mobile advertising media on the market yet  Concerns in terms of data protection law/ fear of data abuse inhibit growth LBS can be incorporated in almost every single service; however, successful monetization depends on future acceptance Vertraulich/Confidential, © Goldmedia 19
    • Impact of location-based services on the local advertising market in Germany  Advertising revenues generated by location-based services/ market volume in Germany (85 m EUR) still too low  No observable effects on the local advertising market 2013 2014/2015  There is still a comparatively small market for German providers  Therefore, no cannibalization effects are expected  However, additional revenues were expected because of the novelty effect From 2016  Optionally shifting tendencies or budget restructuring  This potential development has to be further monitored and possibly to be operationalized for local advertisers themselves Source: Goldmedia, 02/2013 Picture: © Seyyahil_Fotolia.com Vertraulich/Confidential, © Goldmedia 20
    • Thank you! Please contact us for further information. Berlin, February 2013 Prof. Dr. Klaus Goldhammer | Christine Link | Johanna Tietz Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany Tel. +4930-246 266-0 | Fax -66 | Info[at]Goldmedia.de www.Goldmedia.com Picture: © Seyyahil_Fotolia.com Goldmedia GmbH Strategy Consulting