This document provides an overview of the 2010 location based services market and key player ecosystem. It identifies several market trends, including the increasing range and volume of location-enhanced mobile applications. It then describes the needs and characteristics of different types of mobile users that location based services can serve, such as social users wanting to know friends' locations, regular explorers seeking recommendations and guidance, and cautious travelers needing navigation and route information. The document suggests location based services can help businesses and governments by delivering efficiency through asset and employee tracking.

1. 2010 Location Based Services Market Map
Richard Warren rwarren@ rstpartner.net
Tim Ellis tellis@ rstpartner.net
Tom Heritage
www. rstpartner.net
theritage@ rstpartner.net
+44 (0)870 874 8700 FirstPartner
Introduction
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Welcome to the FirstPartner Location Based Services (LBS) Market Map
providing an overview of the LBS solution market and ecosystem players.
The major LBS market sector dynamics are shown below:
Customers
The typical mobile socialiser Regular explorers want to Commuters are time Administrations can use
Need solutions to deliver
wants to know the current combine navigation with The cautious traveller limited and as such LBS for location
Market Trends Mobile location of their friends, with Regular access to reviews and Cautious wants the security of want rapid access to
e ciency and optimal
costs. Tracking of Government dependent tolling, tra c
Leading current trends include: recommendations and recommendations, points of knowing where they are Commuters accurate transport Business employees and assets to
oyees & Public Sector
management,
• The increasing range and volume of location enhanced mobile applications, Socialisers guidance to attractions such Explorers interest and local search to Travellers going through access to information, including
achieve safety & security
emergency response and
as restaurants, clubs and gain information on the new route navigation and tra c information and other civil measurement
• Growing consumer usage of mobile mapping and navigation services. - 21.1 compliance.
events. location current information. public transport data. applications.
e
Million consumers in the ve largest European markets (Britain, France,
Germany, Spain and Italy) used their phones for navigation in Feb 2010 – a
68% year on year increase (comScore)
• The challenge to established PND brands by mobile handset and platform
vendors
• The continued focus by start-ups, Mobile Network Operators, handset Distribution
vendors and established Social Networking services on location based social
media. Handset Mobile Network Operators PND Vendors Internet Mobile Application Stores Retail
Market drivers include the rapid rise in the penetration of GPS equipped smart
phones and feature phones, the proliferation of mobile apps that are able to Pre-loading of maps and navigation software has become Premium navigation services are being o ered by Mobile Faced with declining demand and downward price pressure, The Internet is the most widely used consumer channel Now o ered by all leading smart phone vendors and an The focus of this LBS Market
On-line and o -line retail is the traditional distribution
ine
standard on smart phones and increasingly common on Network Operators to stimulate ARPU. Threatened by the PND manufacturers are increasingly o ering connected for mapping, navigation, location aware social obile
increasing number of Mobile Network Operators, application Map is the ecosystem around
n
access GPS and LBS functionality and consumer adoption of those apps. channel for PNDs, handsets and on board maps distributed
feature phones. launch of free services by Google and Nokia the model may devices supporting premium value added services o ered networking and other LBS services. stores are the major channel for independent mobile
memor
via memory cards. consumer LBS devices,
Business models for services are as yet unproven and, with the exception of move to inclusion in premium tari bundles. through subscription or hardware bundles. navigation and LBS applications. applications and services.
specialist and managed applications, are unlikely to be based purely on a
location or navigation value proposition. Google and Nokia’s decision to o er Nokia Ovi Maps Vodafone Find&Go TomTom Via Michelin Apple App Store Carphone Warehouse
turn-by-turn navigation free of charge challenges premium pricing models for Samsung Route 66 Orange Orange Maps Navigon TomTom Android Market Carrefour
mobile navigation and the established PND vendors. Vodafone has closed RIM BlackBerry Maps Verizon VZ Navigator Garmin Google Nokia Ovi Media Markt
t
newly acquired Way nder in response.
Vendors and service providers need to prove brand and service value to
consumers and develop innovative pricing models.
Services
Platform Trends
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Whilst growth in PND shipments is forecast to slow, GPS equipped mobile Navigation Local Search Travel POI & Recommendations Social Networking Entertainment & Leisure Advertising & Marketing People Tracking Telematics & Tracking
handset shipments are taking increasing market share.
Local search is a dynamic service using live Often combining local information with Location awareness combined with mobility allows Ads are targeted based on a consumer’s Consumer and business applications Applications Including vehicle tracking and
Handset Navigation: Navigation is evolving from dedicated in car
database directories to search attractions,
Travel guides, travel information and
social networking, and increasingly enhanced users to track friends and share location orientated
ack
Games, event guides, sports and leisure apps
location (through geofencing). This may be combining geofencing with "panic alerts" control , road pricing, workforce management,
• Berg Insight has estimated 2009 sales of GPS-enabled GSM/WCDMA to and leisure devices to encompass a range of planning advice available through mobile integrate location awareness, geotagging
with the enhancement of results with augmented reality, services o er rich content and experiences. Specialist services combined with other demographic, include child, vulnerable person and lone and asset management delivered via
be 150 million units (15% attachment rate) and forecasts total GPS driving, pedestrian and public transport apps and the internet. and Social Networking features to deliver
ocial
automatically being ltered based upon the local information and member integrate with Facebook and Twitter which will also preference and contextual information. worker tracking. specialist devices, inbuilt vehicle systems and
applications for mobile phones. compelling experiences.
enabled handset sales to reach 960 million (60% of all sales) by 2014. user’s physical location. recommedations. o er location awareness on mobile in 2010. mobile handsets.
• GfK reports almost 66% of navigation devices in the EU are phone
based with 33% being PNDs
a
Personal Navigation Devices (PND): Latitude
• The European PND market has matured quickest. Out of an estimated TomTom Apello ActiveGuru Vicinity Lonely Planet FourSquare Google Geomium Spoonfed Media Spoonfed Mobgeo WaveMarket Family Finder TomTom WORK
40 million units sold in 2008, the European market accounts for Nav N Go MapQuest Multiplied Media Poynt Dopplr Rummble Loopt Hummba Orbster GPS Mission
ission Alcatel Lucent/1020 Placecast Reliance Security Protect Combain Mobile AB
approximately 45%, America 41% and Asia/ Paci c 13%. However sales Presselite NIM Mobile Commerce Wcities Yelp Gypsii Locr Navteq Buddi Trimble
volume in the 5 major European markets declined by12.4% in 2009 (from
10.87 to 9.52 million units) and average selling prices also fell 14.6%.
(Source GfK)
• ABI Research forecasts that PND shipments will stagnate at 48M units by
2015 with the largest growth in Asian markets. Platforms Monetisation
P
In Dash Navigation:
• 12% of new cars will ship with embedded telematics by 2010 with safety Applications Content Mobile Handsets PNDs
and security features such as emergency calling (eCall) and breakdown • Apple • Nokia • TomTom • Navigon The following business models are
assistance (bCall) as the most popular LBS applications (ABI Research). Mobile Navigation Software Houses Technology Providers Static Content Dynamic Content • HTC • RIM • Garmin • Netropia being deployed but are challenged by
• Fully integrated co branded TomTom navigation solutions are being
Vendors o ering Navigation products Software development and
Provide technology solutions which Directory listings, PoI information and
ectory Fee based or advertising funded • LG • Samsung • Magellan • Navman free o erings.
deployed by Renault and Fiat. simplify development of o erings specialist geo referenced data utilised information which gets updated
to Mobile Network Operators, consulting for custom mapping, Google • SonyEricsson • Mio • Biota Group
such as turn-by-turn voice by third party consumer and business frequently
t
Handset Vendors and Directly to tracking, geographical information ications
applications
navigation, location tracking, and
Consumers. and location based services.
advertising enabled services. Business listings Fuel Prices
Tablets Consumer / Leisure Subscription
GPS-Integrated Mobile Devices Community facilities Weather
• Apple iPad • Sony • Satmap Regular automated payments taken for access
Apello Andes B.V. Route Planning MapIT Map Creation Entertainment locations Event Information
• Garmin • Satmap premium services, notably turn by turn
to
EnGIS Technologies Indra Enterprise Solutions LOGIBALL Enterprise Solutions
erprise Demographics Tra c information
Annual Shipments Global Forecast (2007-20012) navigation.
800 Navigon Maporama Enterprise Mapping VisioGlobe 3D UI Engine Social indicators Restaurant ratings • Lowrance
Millions of Units
Route 66 Nexus Geogra cs Custom GIS WaveMarket Navigation Engine Local government Booking information • Polar
600
TCS (Networks in Motion) OnPoint Security, GIS and Novasys Mapping, GIS & LBS
,
s
and business data Pay By Use
400 Telmap Caribbean Mapping Spime Navigation
• AT&T • NeoSpeech • SVOX
200
TomTom MetaCarta Geographic Search Voice Technologies • Cepstral • Nuance
The premium product is usually distributed
free of charge, with charges being made per
• Atheros • eRide • Qualcomm • U-blox use.
0
2007 2008 2009 2010 2011 2012
GPS Chipsets • Broadcom • In neon • SiGe
• CSR/SIRF • Mediatek • Texas Instruments
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Source: 2008 Park Associates
Service Bundling
GPS-integrated Mobile Devices: PND, PMP, Mobile Handset & PDA
O ering Location Based Services along side
another service (such as mobile calls) with
Acquisitions and Consolidation joint billing.
Defining Location
i
• Nokia continues to build its capability to deliver its “social location”
vision through the purchases of Navteq, Gate5, Bit-side, Dopplr and, Location directories and APIs form the basis of many LBS services. Mapping APIs Digital Maps Digital Imaging Advertising
most recently in April 2010, geographic intelligence company
MetaCarta. Location Finding Location Sharing & Mashups Digital Map Data is critical for navigation and some location based services. The consumer market is dominated by NAVTQ (Nokia) and TeleAtlas
(TomTom). Smaller suppliers serve specialist and niche markets.
Satellite and aerial digital images add
richness to consumer mapping and
Advertisers subsidise the cost of a service or
• More acquisitions are expected as other handset vendors seek to navigation services and are essential for
Geolocation APIs and services determine the current location of the Digital Mapping, POI and Geodata suppliers
ital product in exchange for brand exposure.
compete with Nokia and independent navigation providers struggle Location brokering databases/APIs allow Commercial Maps Open Source Specialists many commercial applications.
requestor often from a combination of sources including on board increasingly deliver live LBS content to
users to share their location with 3rd
o
to compete with free o erings. ated
GPS, MNO generated cell id, Aggregators, or proprietary databases
parties and other services
independent application developers via service
applic
comprising cell id , WiFi and/or IP addess and mapping information. delivery platform APIs. New service opportunities
F
are created along with a rich ecosystem of 3rd Upgrades
Regulation party develpers exploting their sector speci c
par
expertise. Users actively agree to purchase
USA network deployment of positioning information capabilities has been enhancements or updated content such as
Ovi CloudMade
driven by FCC regulation requiring operators to be able to provide subscribers’ maps.
location data for safety applications (E-911 directive). Google
• Di erent location determination technologies have been required to meet
the indoor location x requirements.
User privacy requirements are fragmented:
• Informed opt-in consent for LBS services required by both Japan (Personal
Data Protection Law 2003) and EU (Article 9 of EU directive 2002/58/EC)
• USA currently self regulatory by CTIA (Consumer Code) and some state level MNO Infastructure and Applications Location information Technology
regulations opt-in legislation. FCC has not currently provided clear guidance. Cell ID Network based, recognises location by nearest cell
Solutions deployed by Mobile Network Operators to determine location from the network,
deliver against E911 requirements and deliver commercial location based services.
iver Mobile Cell ID Cell ID++ E-OTD GPS/ A-GPS E A-GPS
Cell ID++
E-OTD
Akin to Cell ID, smaller cell radius for greater accuracy
Network based, triangulation calculated by receivers
GPS Handset based, uses relative satellite information
Prepared by WiMAX Standalone Blue WLAN
Acatel Lucent Radiant Technologies Polaris Wireless Fixed and Mobile Triangulation GPS Tooth Triangulation
AGPS
Wix Triangulation
Hybrid, uses both GPS and network information
Not widely used, similar in nature to E-OTD
FirstPartner Ericsson
TCS
Redknee
Openwave
Andrew
Truposition Accuracy Outdoor Tailored for indoor
Standalone GPS
Bluetooth
WLAN Triangulation
GPS operation within a single purpose
Recognises location by movement through cells
Not widely used, similar in nature to E-OTD
Nokia Siemens Networks Qualcomm
Richard Warren | Tim Ellis | Tom Heritage E A-GPS Combining GPS, Network and Galileo satellite info.
find us at www.firstpartner.net email us at hello@firstpartner.net
Disclaimer
The map includes information compiled from various reputable sources and other
methods like structured interviews and surveys, conference material and Industry Bodies
information available in the public domain. As data and information sources are
outside our control, FirstPartner make no representation as to its accuracy or
completeness. All responsibility for any interpretation or actions based on this
and Legistlation (USA) Federal Trade
Commission
European Commission International Association for the
Wireless Communication Industry
Federal Communications
Commission
Ministry of Internal Affairs
and Communications
International Telecoms
Union
European Automotive
Digital Innovation Studio
National Regulations Self Regulation
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map lies solely with the reader. Copyright 2010