Download - Marketmap
2010 Location Based Services Market Map FirstPartner
Customers
Distribution
Pre-loading of maps and navigation software has become
standard on smart phones and increasingly common on
feature phones.
On-line and o�-line retail is the traditional distribution
channel for PNDs, handsets and on board maps distributed
via memory cards.
Now o�ered by all leading smart phone vendors and an
increasing number of Mobile Network Operators, application
stores are the major channel for independent mobile
navigation and LBS applications.
The Internet is the most widely used consumer channel
for mapping, navigation, location aware social
networking and other LBS services.
Faced with declining demand and downward price pressure,
PND manufacturers are increasingly o�ering connected
devices supporting premium value added services o�ered
through subscription or hardware bundles.
Premium navigation services are being o�ered by Mobile
Network Operators to stimulate ARPU. Threatened by the
launch of free services by Google and Nokia the model may
move to inclusion in premium tari� bundles.
Handset RetailMobile Application StoresInternetPND VendorsMobile Network Operators
Nokia Samsung RIM
Ovi MapsRoute 66BlackBerry Maps
Vodafone OrangeVerizon
Find&GoOrange MapsVZ Navigator
TomTom Navigon Garmin
Via MichelinTomTomGoogle
AppleAndroidNokia
App StoreMarketOvi
Carphone WarehouseCarrefourMedia Markt
TomTom Via MichelinTomTomGoogle
Navigon Garmin
Industry Bodies
and Legistlation International Association for the Wireless Communication Industry
Federal Communications Commission
Ministry of Internal Affairsand Communications
Mobile
Fixed and Mobile
Accuracy Tailored for indoorOutdoor
Cell ID Cell ID++
WiMAXTriangulation
E-OTD GPS/ A-GPS E A-GPS
StandaloneGPS
BlueTooth
WLANTriangulation
Location information TechnologyCell ID
Cell ID++
E-OTD
GPS
AGPS
Wix Triangulation
Standalone GPS
Bluetooth
WLAN Triangulation
E A-GPS
Network based, recognises location by nearest cell
Akin to Cell ID, smaller cell radius for greater accuracy
Network based, triangulation calculated by receivers
Handset based, uses relative satellite information
Hybrid, uses both GPS and network information
Not widely used, similar in nature to E-OTD
GPS operation within a single purpose
Recognises location by movement through cells
Not widely used, similar in nature to E-OTD
Combining GPS, Network and Galileo satellite info.
Cell ID Network based, recognises location by nearest cell
Cell ID++ Akin to Cell ID, smaller cell radius for greater accuracy
E-OTD Network based, triangulation calculated by receivers
GPS Handset based, uses relative satellite information
AGPS Hybrid, uses both GPS and network information
Wix Triangulation Not widely used, similar in nature to E-OTD
Standalone GPS GPS operation within a single purpose
Bluetooth Recognises location by movement through cells
WLAN Triangulation Not widely used, similar in nature to E-OTD
E A-GPS Combining GPS, Network and Galileo satellite info.
Network based, recognises location by nearest cell
Akin to Cell ID, smaller cell radius for greater accuracyAkin to Cell ID, smaller cell radius for greater accuracy
Network based, triangulation calculated by receivers
Handset based, uses relative satellite information
Hybrid, uses both GPS and network information
Not widely used, similar in nature to E-OTD
GPS operation within a single purpose
Recognises location by movement through cells
Not widely used, similar in nature to E-OTD
Combining GPS, Network and Galileo satellite info.
International TelecomsUnion
European Commission(USA) Federal Trade Commission
Mobile
Socialisers
Regular
Explorers
Cautious
TravellersCommuters
The typical mobile socialiser
wants to know the current
location of their friends, with
recommendations and
guidance to attractions such
as restaurants, clubs and
events.
Regular explorers want to
combine navigation with
access to reviews and
recommendations, points of
interest and local search to
gain information on the new
location
The cautious traveller
wants the security of
knowing where they are
going through access to
route navigation and
current information.
Commuters are time
limited and as such
want rapid access to
accurate transport
information, including
tra!c information and
public transport data.
JapanUSA European Union USA USA International
National Regulations
By country
Self Regulation
By company
The map includes information compiled from various reputable sources and other
methods like structured interviews and surveys, conference material and
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
map lies solely with the reader. Copyright 2010
Introduction
Prepared by
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:
• Nokia continues to build its capability to deliver its “social location” vision through the purchases of Navteq, Gate5, Bit-side, Dopplr and, most recently in April 2010, geographic intelligence company MetaCarta. • More acquisitions are expected as other handset vendors seek to compete with Nokia and independent navigation providers struggle to compete with free o�erings.
USA network deployment of positioning information capabilities has been driven by FCC regulation requiring operators to be able to provide subscribers’ location data for safety applications (E-911 directive).
• 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
regulations opt-in legislation. FCC has not currently provided clear guidance.
GPS-integrated Mobile Devices: PND, PMP, Mobile Handset & PDA
GPS-Integrated Mobile Devices
2007 2008 2009 2010 2011 2012
800
600
400
200
0
Mill
ion
s o
f U
nit
s
Source: 2008 Park Associates
Annual Shipments Global Forecast (2007-20012)
find us at www.firstpartner.net email us at [email protected]
Disclaimer
Regulation
Acquisitions and Consolidation
Platform Trends
Market TrendsLeading current trends include:
• The increasing range and volume of location enhanced mobile applications,
• Growing consumer usage of mobile mapping and navigation services. - 21.1
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
vendors and established Social Networking services on location based social
media.
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
access GPS and LBS functionality and consumer adoption of those apps.
Business models for services are as yet unproven and, with the exception of
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
turn-by-turn navigation free of charge challenges premium pricing models for
mobile navigation and the established PND vendors. Vodafone has closed
newly acquired Way"nder in response.
Vendors and service providers need to prove brand and service value to
consumers and develop innovative pricing models.
FirstPartner
Business
Need solutions to deliver
e!ciency and optimal
costs. Tracking of
employees and assets to
achieve safety & security
compliance.
Government
& Public Sector
Administrations can use
LBS for location
dependent tolling, tra!c
management,
emergency response and
other civil measurement
applications.
Defining LocationDigital Maps
Satellite and aerial digital images add
richness to consumer mapping and
navigation services and are essential for
many commercial applications.
European Automotive Digital Innovation Studio
European Union
Digital Imaging
Richard Warren | Tim Ellis | Tom Heritage
MNO Infastructure and Applications
Acatel LucentEricssonTCSNokia Siemens Networks
Radiant TechnologiesRedkneeOpenwaveQualcomm
Solutions deployed by Mobile Network Operators to determine location from the network,
deliver against E911 requirements and deliver commercial location based services.
rwarren@�rstpartner.nettellis@�rstpartner.nettheritage@�rstpartner.net+44 (0)870 874 8700
Richard WarrenTim Ellis
Tom Heritagewww.�rstpartner.net
Platforms
GPS Chipsets• Atheros• Broadcom• CSR/SIRF
• eRide• In"neon• Mediatek
• Qualcomm• SiGe• Texas Instruments
• U-blox
Voice Technologies
Software HousesMobile Navigation Technology Providers
Applications
ApelloEnGIS TechnologiesNavigonRoute 66TCS (Networks in Motion)TelmapTomTom
Andes B.V.IndraMaporamaNexus Geogra"csOnPoint Caribbean
Route PlanningEnterprise SolutionsEnterprise MappingCustom GISSecurity, GIS and Mapping
MapITLOGIBALLVisioGlobeWaveMarketNovasysSpimeMetaCarta
Map CreationEnterprise Solutions3D UI EngineNavigation EngineMapping, GIS & LBSNavigationGeographic Search
Vendors o�ering Navigation products
to Mobile Network Operators,
Handset Vendors and Directly to
Consumers.
Software development and
consulting for custom mapping,
tracking, geographical information
and location based services.
Provide technology solutions which
simplify development of o�erings
such as turn-by-turn voice
navigation, location tracking, and
advertising enabled services.
Mapping APIs
& Mashups
PNDs
Location Finding
Location directories and APIs form the basis of many LBS services.
Geolocation APIs and services determine the current location of the
requestor often from a combination of sources including on board
GPS, MNO generated cell id, Aggregators, or proprietary databases
comprising cell id , WiFi and/or IP addess and mapping information.
Location SharingLocation brokering databases/APIs allow
users to share their location with 3rd
parties and other services
SpecialistsOpen SourceCommercial MapsDigital Mapping, POI and Geodata suppliers
increasingly deliver live LBS content to
independent application developers via service
delivery platform APIs. New service opportunities
are created along with a rich ecosystem of 3rd
party develpers exploting their sector speci"c
expertise.
OviGoogle
CloudMade
Consumer / Leisure• Sony • Garmin• Lowrance• Polar
• Satmap
Tablets
Mobile Handsets
• Garmin• Satmap• Sony
• Lowrance• Polar
• Navigon• Netropia• Navman• Biota Group
• Apple • HTC• LGGoogle
• Nokia• RIM• Samsung• SonyEricsson
• TomTom • Garmin• Magellan• Mio
• Satmap• Apple iPad
Whilst growth in PND shipments is forecast to slow, GPS equipped mobile handset shipments are taking increasing market share.Handset Navigation:
• Berg Insight has estimated 2009 sales of GPS-enabled GSM/WCDMA to be 150 million units (15% attachment rate) and forecasts total GPS enabled handset sales to reach 960 million (60% of all sales) by 2014. • GfK reports almost 66% of navigation devices in the EU are phone based with 33% being PNDsPersonal Navigation Devices (PND):
• The European PND market has matured quickest. Out of an estimated 40 million units sold in 2008, the European market accounts for approximately 45%, America 41% and Asia/ Paci"c 13%. However sales 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.In Dash Navigation:
• 12% of new cars will ship with embedded telematics by 2010 with safety and security features such as emergency calling (eCall) and breakdown assistance (bCall) as the most popular LBS applications (ABI Research). • Fully integrated co branded TomTom navigation solutions are being deployed by Renault and Fiat.
ContentDynamic ContentStatic Content
Directory listings, PoI information and
specialist geo referenced data utilised
by third party consumer and business
applications
Fee based or advertising funded
information which gets updated
frequently
Business listingsCommunity facilitiesEntertainment locationsDemographicsSocial indicatorsLocal governmentand business data
Fuel PricesWeatherEvent InformationTra!c informationRestaurant ratingsBooking information
Services
Navigation Advertising & MarketingEntertainment & LeisureSocial Networking
Latitude
Navigation is evolving from dedicated in car
and leisure devices to encompass a range of
driving, pedestrian and public transport
applications for mobile phones.
Ads are targeted based on a consumer’s
location (through geofencing). This may be
combined with other demographic,
preference and contextual information.
Games, event guides, sports and leisure apps
integrate location awareness, geotagging
and Social Networking features to deliver
compelling experiences.
Location awareness combined with mobility allows
users to track friends and share location orientated
content and experiences. Specialist services
integrate with Facebook and Twitter which will also
o�er location awareness on mobile in 2010.
TomTom Nav N Go Presselite
ApelloMapQuestNIM
POI & Recommendations
Often combining local information with
social networking, and increasingly enhanced
with augmented reality, services o�er rich
local information and member
recommedations.
GoogleLoopt Gypsii
GeomiumHummba
Spoonfed MediaOrbsterLocr
SpoonfedGPS Mission
MobgeoAlcatel Lucent/1020 PlacecastNavteq
Telematics & Tracking
Applications Including vehicle tracking and
control , road pricing, workforce management,
and asset management delivered via
specialist devices, inbuilt vehicle systems and
mobile handsets.
People Tracking
Consumer and business applications
combining geofencing with "panic alerts"
include child, vulnerable person and lone
worker tracking.
FourSquareRummbleYelp
Local Search
Local search is a dynamic service using live
database directories to search attractions,
with the enhancement of results
automatically being "ltered based upon the
user’s physical location.
ActiveGuruMultiplied MediaMobile Commerce
VicinityPoynt
Family FinderProtect
Family FinderProtect
WaveMarketReliance SecurityBuddi
TomTomCombain Mobile ABTrimble
WORK
Travel
Travel guides, travel information and
planning advice available through mobile
apps and the internet.
Lonely PlanetDopplr Wcities
Monetisation
Subscription
Service Bundling
Advertising
Pay By Use
Upgrades
Regular automated payments taken for access
to premium services, notably turn by turn
navigation.
The premium product is usually distributed
free of charge, with charges being made per
use.
Users actively agree to purchase
enhancements or updated content such as
maps.
Advertisers subsidise the cost of a service or
product in exchange for brand exposure.
O�ering Location Based Services along side
another service (such as mobile calls) with
joint billing.
The focus of this LBS Market Map is the ecosystem around
consumer LBS devices, applications and services.
The following business models are being deployed but are challenged by
free o�erings.
• SVOX• AT&T• Cepstral
• NeoSpeech• Nuance
• Atheros • eRide • Qualcomm • U-blox• Broadcom • In"neon • SiGe• CSR/SIRF • Mediatek • Texas Instruments
Polaris WirelessAndrewTruposition
Radiant TechnologiesRedkneeOpenwaveQualcomm
Polaris WirelessAndrewTruposition
• SonyEricsson• Samsung• RIM• Nokia
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MNO Infastructure and ApplicationsFirstP
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Solutions deployed by Mobile Network Operators to determine location from the network, Solutions deployed by Mobile Network Operators to determine location from the network,
iver against E911 requirements and deliver commercial location based services.iver against E911 requirements and deliver commercial location based services.FirstP
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WaveMarketNovasysSpimeMetaCarta
Map Creationerprise SolutionsEnterprise Solutionserprise Solutions
3D UI Engine3D UI EngineNavigation EngineNavigation EngineMapping, GIS & LBS, GIS & LBSNavigationGeographic SearchGeographic Search
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Mapping APIs
& Mashups
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Geolocation APIs and services determine the current location of the Geolocation APIs and services determine the current location of the
requestor often from a combination of sources including on board requestor often from a combination of sources including on board
ated cell id, Aggregators, or proprietary databases ated cell id, Aggregators, or proprietary databases
comprising cell id , WiFi and/or IP addess and mapping information. comprising cell id , WiFi and/or IP addess and mapping information.
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Location Sharing
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Location brokering databases/APIs allow Location brokering databases/APIs allow
users to share their location with 3rd o share their location with 3rd
parties and other servicesparties and other services
Digital Mapping, POI and Geodata suppliers ital Mapping, POI and Geodata suppliers
increasingly deliver live LBS content to increasingly deliver live LBS content to
independent applicindependent applic
delivery platform APIs. New service opportunities delivery platform APIs. New service opportunities
are created along with a rich ecosystem of 3rd are created along with a rich ecosystem of 3rd
par
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artnerOn-line and o�-line retail is the traditional distribution ine and o�-line retail is the traditional
channel for PNDs, handsets and on board maps distributed channel for PNDs, handsets and on board maps distributed
via memory cards.via memor
Now o�ered by all leading smart phone vendors and an
obile Network Operators, application
stores are the major channel for independent mobile
navigation and LBS applications.
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AndroidNokia
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App StoreMarketOvi
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Carphone WarehouseCarphone WarehouseCarrefourMedia MarktMedia Markt
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achieve safety & security
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Government
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ContentDynamic ContentStatic Content
ectory listings, PoI information and
specialist geo referenced data utilised
by third party consumer and business
ications
Fee based or advertising funded
information which gets updated
frequently
Fuel PricesFuel PricesWeatherWeatherEvent InformationTra!c informationRestaurant ratingsBooking information
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Business listingsBusiness listings
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Community facilitiesCommunity facilities
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Entertainment locationsEntertainment locations
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DemographicsDemographics
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Social indicatorsSocial indicators
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Local governmentLocal governmentand business dataand business data
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Advertising & MarketingEntertainment & Leisure
Ads are targeted based on a consumer’s Ads are targeted based on a consumer’s
location (through geofencing). This may be location (through geofencing). This may be
combined with other demographic, combined with other demographic,
preference and contextual information. preference and contextual information.
Games, event guides, sports and leisure apps Games, event guides, sports and leisure apps
integrate location awareness, geotagging integrate location awareness, geotagging
and Social Networking features to deliver ocial Networking features to deliver
compelling experiences. compelling experiences.
Location awareness combined with mobility allows
ack friends and share location orientated ack friends and share location orientated
content and experiences. Specialist services content and experiences. Specialist services
integrate with Facebook and Twitter which will also integrate with Facebook and Twitter which will also
o�er location awareness on mobile in 2010.o�er location awareness on mobile in 2010.
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GoogleLoopt Gypsii
GeomiumGeomiumHummba
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Spoonfed MediaOrbsterLocr
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SpoonfedSpoonfed
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GPS Missionission
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Radiant TechnologiesRadiant TechnologiesFirstP
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Polaris WirelessFirstP
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AndrewFirstP
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TrupositionFirstP
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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.
