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1、文档来源为 :从网络收集整理 .word 版本可编辑 .欢迎下载支持 .纸介版价格： 电子版价格： 联系方式： 2010-5 价格网址：1500 EUR移动位置服务研究报告 MOBILE LOCATION-BASED SERVICES 1500 美元/篇 页数： 140 页 完成日期： 2010-06-02 2250 美元 / 篇 0086-10-Paper copyPDF 1-5 user license 2250 EURPDF corporate license 4500 EUR摘要Executive summaryMobile location-based services (LBS)
2、are gradually achieving mainstream market acceptance. Popular service categories include mapping and navigation, search and information, social networking and entertainment, tracking and location-based voice tariffs. Mapping and navigation services is the leading segment in terms of revenues and num
3、ber of active users. Free navigation services have been available for several years in Europe, which created relatively little impact on the market until recently. Nokia and Google launched at the beginning of 2010 free applications that instantly resulted in significant pressure on the pricing for
4、premium navigation services. White-label navigation developers are now working with mobile operators to create unique localised offerings and service bundles to be able to compete with these new free offerings. Search and information services are growing fast as more subscribers adopt mobile Interne
5、t services and handsets with improved capabilities. The leading social networking services are also experiencing rapidly growing uptake on the mobile web. Increasingly, these services add various forms of location support. However, the significant growth in usage and number of active LBS users in Eu
6、rope has not yet resulted in substantial growth in revenues. Total LBS revenues in the EU 27+2 reached ? 220 million in 2009 and Berg Insight forecasts LBS revenues to grow to about ? 420 million in 2015.Mobile network operators seek new ways of maintaining revenue growth as mobile penetration is re
7、aching saturation, competition intensifies and regulations drive call prices down. Increased focus on delivering value added services such as LBS, is one means of achieving this. Mobile users in Europe are gradually adopting mobile Internet services and applications. Uptake of data plans for mobile
8、phones is growing fast in Europe, approaching 15 percent of the mobile subscriber base. Other enablers include improved coverage of highspeed 3G networks, as well as increasing penetration of 3G handsets and smartphones.Apple s highly successful launch of its App Store has influenced other handset v
9、endors and mobile operators to introduce similar services, contributing to significant uptake of mobile applications including location-enhanced applications also among mainstream mobile users. SUMMARY MOBILE LOCATION-BASED SERVICES 2 LSBTSR ARTEESGEIACR RCEHS ESAERCIEHS SERIESEU E112 regulations th
10、at mandate caller location for emergency calls have driven operators to deploy positioning technology in their networks. Mobile operators launch commercial LBS and open their platforms to third party developers and location aggregators to leverage these investments. Some service providers, such as G
11、oogle, compile their own databases of celltower locations that can be used as free alternatives. Moreover, all leading handset vendors have now introduced GPS-enabled handsets in Europe and more than 100 models were available at the end of 2009. Shipments are growing rapidly as ever more low cost mo
12、dels feature GPS. The installed base of GPS handsets is approaching 15 percent of total handsets in Europe.An increasing number of services are partially or fully ad-funded and advertising is becoming the main source of revenues for a growing number of mobile developers and publishers. Adfundingis m
13、ost likely to become the primary source of revenues also for many location-based services, especially in the consumer segment. However, the mobile advertising ecosystem is still fragmented and complex. Much of the activities carried out are still essentially on an experimental stage. Mobile ad reven
14、ues are still very small compared to premium mobile service revenues. Many actors in the mobile value chain show great interest in location targeted ads. Although location can be a very valuable targeting attribute for some brands and campaigns, many other attributes are available that can be more r
15、elevant. In addition, several issues -such as user privacy and pricing of location data -need to be resolved before location-based ad campaigns can leave the trial stage and contribute significantly to overall revenues.Local search and social networking services are likely to become predominantly ad
16、-funded. Other consumer service categories can be expected to remain premium services. Many operator navigation services are for instance likely to remain predominantly funded by service fees and tracking services can be expected to rely solely on premium fees. More and more service providers are al
17、so introducing one-time fees or service bundles rather than monthly subscriptions.目录及图表Table of ContentsTable of Contents12文档来源为 :从网络收集整理 .word 版本可编辑 .欢迎下载支持 .List of FiguresExecutive summary1 Introduction to location-based services 1.1 Definition of mobile location-based services1.2 Overview of the
18、 European mobile communications market 1.2.1 Mobile voice and data subscribers 1.2.2 Handset shipments and installed base1.2.3 Mobile service revenues1.3 Smartphones and application stores 1.3.1 Proliferation of mobile operating systems1.3.2 Application stores provide a new channel to the market. 1.
19、4 Mobile LBS categories1.4.1 Mapping and navigation services 1.4.2 Search and information services1.4.3 Social networking and entertainment services 1.4.4 Tracking services 1.4.5 Location-based billing services.55vii3346.7.78.10111112.131314.151.5.1 LBS business models1.5.2 Pricing models for locati
20、on-based services 1.6 Regulatory environment 1.6.1 European emergency call regulations and implementation 1.6.2 Legal aspects of privacy for electronic communications and LBS1.7 Mobile network location technologies and platforms 1.7.1 Mobile network-based location technologies 1.7.2 Assisted GPS and
21、 hybrid location technologiesINDEX MOBILE LOCATION-BASED SERVICESii LSBTSR ARTEESGEIACR RCEHS ESAERCIEHS SERIES.15.1617.1718.1920211.7.3 Control Plane and User Plane location platforms1.7.4 Accuracy requirements for LBS 2 Operator LBS services and strategies 2.1 3 Group2.2 KPN Group2.3 Orange Group2
22、.4 Telecom Italia Mobile2324 27.272830342.5 Telef o nica Group2.6 Telenor Group2.7 TeliaSonera Group 2.8 T-Mobile Group2.9 Vodafone Group 3 Trends and forecasts 3.1 Summary of the European LBS market3.2 Handset trends 35373941.444747.493.2.1 Rapid growth of GPS-enabled handsets and smartphones 3.2.2
23、 Web technologies and runtimes will challenge native applications .3.2.3 Augmented reality applications brings a new dimension to handsets 3.3 Mobile advertising and location3.3.1 Challenges and opportunities for mobile advertising 3.3.2 Location can improve ROI for advertisers3.4 Vertical market tr
24、ends.495050515151531.4.6 Other services 1.5 LBS business and revenue models61.61 .62 .62623.4.1 Mapping and navigation services become free for end-users533.4.2 Growing usage of search and information services driven by smartphones 553.4.3 Social networking and entertainment services gradually add l
25、ocation 563.4.4 Tracking service market growth driven by corporate services 583.4.5 Location-based billing services face decline as mobile call rates fall594 Mapping and navigation services4.1 Overview of mapping and navigation services4.2 Mapping and routing services4.2.1 Service provider offerings
26、 4.2.2 Mobile network operator offerings MOBILE LOCATION-BASED SERVICES INDEXSTRATEGLIBCS R REESSEEAARRCCHH S SEERRIEIESS iii4.3 Turn-by-turn navigation services 4.3.1 Handset vendor offerings4.3.2 Branded software vendor and service provider offerings 4.3.3 Mobile network operator offerings 4.4 Key
27、 market players4.4.1 amAze GPS: Ad-sponsored navigation from LocatioNet Systems.4.4.2 Appello Systems: White-label navigation application developer4.4.3 Google: Deploying free turn-by-turn navigation 4.4.4 Nokia: Free mapping and navigation bundling with GPS handsets4.4.5 Telmap: Leading white-label
28、 navigation service provider in EMEA4.4.6 TomTom: Vertically integrated navigation solution vendor 5 Local search and information services 5.1 Overview of mobile search and information services6465676871.72737474.767779795.2 Directory services 5.2.1 An industry in transformation from print to online
29、 services5.2.2 Accelerating growth for mobile directory services5.3 Key directory publishers5.3.1 Das?rtliche81818284845.3.2 Eniro 5.3.3 European Directories 5.3.4 PagesJaunes5.3.5 Seat Pagine Gialle 5.3.6 Truvo 5.3.7 Yell Group5.4 Search, POI and information services5.4.1 Local search and POI servi
30、ces5.4.2 Weather information services.8484858586868787885.4.3 Traffic information services 5.4.4 Other information services 5.5 Company profiles 5.5.1 Amdocs 5.5.2 GoogleINDEX MOBILE LOCATION-BASED SERVICESiv LSBTSR ARTEESGEIACR RCEHS ESAERCIEHS SERIES8889.9090915.5.3 Microsoft5.5.4 Mobile Commerce5
31、.5.5 mxData .9292.945.5.6 Searchteq 5.5.7 Yahoo! 6 Social networking and entertainment services 6.1 Application categories 6.2 Chat and instant messaging services 95959797996.2.1 Chat Orange.6.2.2 Chat Movistar.991006.2.3 TIM KISS6.2.4 eBuddy 6.2.5 Fring 6.2.6 Ovi Contacts6.2.7 Palringo 6.3 Social n
32、etworking and community services6.3.1 Desktop-centric services add mobile support 6.3.2 Mobile-centric social networks continue to gain traction6.4 Social networking services 6.4.1 Brightkite: Location-enabled micro-blogging and content sharing .6.4.2 Foursquare: Rewarding users for discovering thei
33、r surroundings .6.4.3 Facebook: World s largest social ngeatwinoinrkg mobile traction6.4.4 Gowalla: Social networking game 6.4.5 GyPSii: Co-branded geo-location platform and social network 6.4.6 MobiLuck: Mobile chat and friendfinder .100.100.101101.101.102103103 104 105105 .105 .1061061076.4.7 Rumm
34、ble: Search and discover recommended places 6.4.8 Twitter: Popular micro-blogging service introduces location support6.5 Friendfinder services 6.5.1 3Friendfinder 6.5.2 CellVision mBuddy6.5.3 Lociloci 6.5.4 Mecomo Friends MOBILE LOCATION-BASED SERVICES INDEXSTRATEGLIBCS R REESSEEAARRCCHH S SEERRIEIE
35、SS v6.6 Location-based games and geocaching6.6.1 Creative Workline 6.6.2 MeanFreePath .108108109.1101101101101111111126.6.3 Orbster6.6.4 Trimble Geocache Navigator 6.7 Recreation and fitness applications6.7.1 Fitness applications6.7.2 Recreation applications7 Tracking services7.1 Business services 1
36、12112.1131131141151157.1.1 Fleet management services 7.1.2 Tracking, workforce management and lone worker protection services7.2 Consumer services.1151201227.2.1 People tracking services 1227.2.2 Asset tracking services1257.3 Company profiles 1267.3.1 Connexion2: Identicom and the SoloProtect manage
37、d lone worker service .1267.3.2 Creativity Software: White-label LBS specialist1277.3.3 UbiEst: Expanding from fleet management into consumer tracking8 Advertising and marketing8.1 Mobile advertising and marketing 8.1.1 Challenges and opportunities for mobile advertising 8.1.2 Mobile advertising for
38、mats8.1.3 Ad pricing models and revenues 8.2 Introduction to location-based mobile advertising8.2.1 Push advertising with location targeting 8.2.2 Location is only one of many targeting attributes8.2.3 Improving ROI for advertisers 8.2.4 Location technologies and aggregation services 8.3 Case studie
39、s 127129129130131132.133.134134.1351361368.3.1 Apple iAd8.3.2 NAVTEQ LocationPoint Advertising INDEX MOBILE LOCATION-BASED SERVICESvi LSBTSR ARTEESGEIACR RCEHS ESAERCIEHS SERIES8.3.3 SFR R e gie137.138139Glossary MOBILE LOCATION-BASED SERVICES INDEX141STRATEGLIBCS R REESSEEAARRCCHH S SEERRIEIESS vii
40、IndexList of FiguresFigure 1.1: Mobile operators by number of subscribers (EU27+2 Q4-2009) .Figure 1.2: Wireless service revenue forecast (EU27+2 2009 -2015)Figure 1.3: Overview of smartphone operating systems (2010)Figure 1.4: Examples of mobile application storesFigure 1.5: Mobile location-based s
41、ervice categoriesFigure 1.6: LBS system overviewFigure 1.7: Assisted GPS technologies Figure 1.8: Accuracy requirements for LBS services Figure 3.1: LBS offered by mobile operators (Europe 2008-2010) Figure 3.2: LBS revenue forecast (EU27+2 2008-2015)Figure 3.3: Handset shipments forecast (EU27+2 20
42、08 -2014)Figure 3.4: Ad spend distribution Figure 3.5: Mapping and navigation service revenues (EU27+2 2009 -2015)Figure 3.6: Search and in formation service reve nues (EU27+2 2009 -2015).4 6 .7.9101921.254748.495254.55Figure 3.7: Social n etwork ing and en terta inment service reve nues (EU27+2 200
43、9015).57Figure 3.8: Track ing service revenues (EU27+2 2009-2015)58Figure 3.9: Annual reven ues from locati on-based tar肝 p la ns (EU27+2 2009 -015)60Figure 4.1: Examples of mapping and routing services marketed by operators (2010) Figure 4.2: Turn-by-turn navigation system overviewFigure 4.3: Top h
44、andset vendors by shipments (EU27+2 2009)Figure 4.4: Examples of branded navigation services (2010) Figure 4.5: Navigation offerings from European operators and MVNOs (2010) 63.6466.67.68.7180.8183.98.99102104.109116124132Figure 4.6: Handset navigation service users (EU27+2 2006-2010) Figure 5.1: Lo
45、cal search and information services marketed by operators (2010)Figure 5.2: Leading European directory service providers (2010) Figure 5.3: Directory provider distribution channels and business modelsFigure 6.1: Social networking and entertainment service segments Figure 6.2: Location-enhanced operator chat services (2010)INDEX MOBILE LOCATION-BASED SERVICES